| 10 hours ago
Pinterest prides itself on its visual search capabilities and on being a prime destination for people searching for ideas. Now, it’s proved its ability to develop emotional connections with its users.
According to the Brand Intimacy 2019 Study from brand relationships agency MBLM, Pinterest topped the list of applications and social platforms, moving up from the No. 3 spot in 2018.
This year’s top 10 was rounded out by Spotify, Pandora, Instagram, Apple Music (No. 1 in 2018), Facebook, Snapchat, Uber, Airbnb and Venmo.
MBLM teamed up with Praxis Research Partners on a survey of 6,200 people aged 18 through 64 in the U.S., Mexico and the United Arab Emirates, using factor analysis, structural equation modeling and other analytic techniques to “better understand which levers need to be pulled to build intimacy between their brand and consumers.”
Pinterest—which went public April 18—doubled its score to 44.9 this year from 22 in 2018, and it was the No. 1 brand in the category among women, millennials, users over 35 and across both income categories (under and over $75,000 annually). Spotify was the No. 1 app/social platform for men.
MBLM noted that Pinterest scored well among women in what it calls fusing, or the process of a brand and a person becoming “inexorably linked and co-identified,” and the agency added that this was not the case among men. However, the tide may be turning, as social media
Read more here: https://www.adweek.com/tv-video/pinterest-tops-other-apps-and-social-platforms-in-emotionally-connecting-with-users/