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Pinning Art: The Data and Stories behind Pinterest Traffic to the Online Collection

Category: Data


What did the Met discover about the Pinterest users of the museum’s online collection and how these users interacted with the Museum’s collection? Patterns emerged around user behaviors as either inspiration seekers or casual browsers, and about their background as professionals, researchers,  students or art enthusiasts. The Met also found clear favorites among the most popular objects pinned.

“The Museum is discovering new and unexpected audiences with varied interests ranging from crocheting and tattoos to teen novels, more than half of whom have never visited The Met in person. However, seventy-two percent of Pinterest users visit just one page per session. Therefore, our next goal is to extend the user journey and inspire visitors to explore more of the collection.”

-Elena Villaespesa and Jennie Choi

Two members of the Museum's Digital Department take a deep dive into user behavior for visitors who engage with The Met's online collection through Pinterest.

Continue Reading at The Metropolitan Museum of Art, i.e. The Met Museum

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