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Pinterest loses 24 million users after reporting an 11 quarter growth in users over the past three months, with US users dropping 5% year-on-year.
According to Pinterest, the losses will primarily affect global vaccine launches and the adoption of e-commerce and online browsing due to the re-opening of offline stores.
” There were fewer MAUs to access Pinterest in Q2 than expected. Global MAU growth slows year-over-year; the main factor behind the year-over-year decline in MAUs in the United States was the widespread easing of pandemic regulations.
After lockdowns ease, people spent less time at home on Q2. Given that many of the Pinterest main use cases (decoration, gardening, cooking, DIY, etc.) are particularly relevant at home in Q2 2021 and Q2 2020 at home, time spent at home during a pandemic. I think they’ve benefited disproportionately as more and more containment.”
So last year, results were a bit unusual due to an infectious disease. In other words, this number inevitably makes the comparison worse.
Overall, all 454 million users lost some because it was not sustainable to add 62 million users over the past year in the duration of the long-term growth trajectory of a reliable platform.
Pinterest’s user numbers surged from 376 million in the first quarter of 2020 to 416 million in the second quarter of 2020. The largest increase in the platform history quarter is 49 million.
With no subsequent epidemic influx, Pinterest has posted an average quarterly increase of 17.4 million new users over the past year, based on the current number of users (454 million), which is an excellent track record.
It Will is considered but riding the waves with COVID is a much more diverse and unfavorable comparison, blurring it.
The specific impact of resumption of distribution is also highlighted in a Pinterest note, stating that the platform is resistant to using it due to fewer people logging via the Web.
Pinterest also said that web-based Pinterest users “revenue less because of less engagement”, than Pinners using the mobile app.
“In Q2, MAUs for mobile apps increased year-over-year in the United States and more than 20% internationally”.
So, if you are targeting Pin users on the network or your target market is primarily desktop-based, this might not be the best delivery option for your brand.
Pinterest notes that purchases and search engagement overall are stable so that people always explore new products, brands and making purchases through the app.
This particular item benefited from the improved platform feed import process (catalog downloads increased by h50% quarter over quarter in Q2), allowing Pins to buy more and give brands more opportunities to expose their products to active consumers.
That means even though Pinterest does not have many users, the users could have proved to be valuable if it can continue to refine and improve the shopping experience in the line.