Survey: 36% of consumers start searching on Pinterest, not Google
Visual search is in. Pinterest is quietly emerging as a search engine for Gen Z and Google isn't always the go-to anymore.
More than a third of consumers – including nearly 4 in 10 Gen Z users – have ditched Google Search in favor of Pinterest’s visual-first search experience, according to a new Adobe survey. And businesses are following their lead to capture traffic and engagement.
By the numbers. Thirty-six percent of consumers said they start searches on Pinterest instead of Google. That includes 39% Gen Z users. Other findings:
- 39% of consumers use Pinterest as a search engine.
- 24% of business owners use Pinterest – and nearly a quarter of those businesses plan to boost ad spending on Pinterest this year.
- 80% of businesses say Pinterest drives more engagement than other search platforms – including Google Search.
Why we care. Like TikTok and Instagram, Pinterest is reshaping how people – Gen Z and women in particular – discover products and ideas online. Despite an AI slop problem, Pinterest seems to have carved out a niche in the search universe thanks to its visual search, curated results, and shopping-friendly interface.
Why Pinterest. People search Pinterest for recipes, design tips, DIY ideas, and product or service recommendations. Visual and personalized search have helped win over consumers, according to the survey:
- 73% said the visual nature of Pinterest results makes it better than traditional search.
- 61% said the results feel more tailored than Google’s. Among Gen Z, that number was 71%.
- 26% say they rarely see low-quality or AI-generated content on Pinterest.
Brands are taking notice. Pinterest is outperforming other platforms when it comes to consumer interaction – 80% of business users said Pinterest drove better engagement than any other platform and Pinterest beats Facebook (49%), Instagram (35%), and Google Search (29%) for driving actions.
Here’s why businesses – especially small ones – are tapping into Pinterest to drive traffic and get noticed, according to the survey:
- 76% of Pinterest-using businesses focus on driving web traffic.
- 57% use it to build brand awareness.
- Most effective content? Standard image Pins (61%), followed by idea Pins (37%), and Video Pins (27%).
Yes, but. Brands are facing challenges on Pinterest, such as creating enough fresh content and understanding how to rank in Pinterest search:
- 61% of business owners say they don’t have time to make content.
- Nearly half struggle with Pinterest SEO.
About the survey. Adobe surveyed 800 consumers and 200 business owners on March 12. Respondents included Gen Z (16%), millennials (51%), Gen X (25%), and baby boomers (9%).
The report. Pinterest is emerging as a go-to search engine
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