Pinterest is a great visual social media platform for many different industries and brand types, but to determine if Pinterest is right for your brand, it’s a good idea to check out Pinterest stats.
With a basic understanding of social media statistics, you can learn the types of people who use social media platforms, whether they fit your audience, and what people expect from your brand on each platform.
In this article, we'll discuss Pinterest statistics, including demographics, behavior, and business statistics.
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Pinterest stats every marketer should know
1. Pinterest is the 15th most used social media platform
In terms of number of users, Pinterest is the 15th most popular social media platform in the world as of January 2024. The top four are, of course, Facebook, YouTube, WhatsApp, and Instagram (WhatsApp and Instagram are tied for third place).
Pinterest may not be as big as other social media platforms, but that doesn't mean it's not valuable. In fact, there's one compelling reason to have a presence on Pinterest: the next statistic.
2. One in three Pinterest shoppers earn more than $100,000
Pinterest is the perfect platform for social commerce, as one-third of the platform's users earn over $100,000 a year, and as they browse products on the platform, they make instant purchase decisions, which is why luxury brands flock to the platform, making it the number one platform for luxury shopping.
3. Pinterest generated $981 million in revenue in the fourth quarter of 2023.
Q4 2023 was Pinterest's most revenue-generating quarter ever, generating $981 million in revenue in that quarter alone. The platform generated over $3 billion in revenue throughout 2023.
In short, Pinterest is a profitable and stable platform, so it's a good idea to invest in a Pinterest marketing strategy to help you take advantage of this platform.
4. Pinterest’s yearly trend prediction success rate is 80%
Every year, Pinterest publishes a new “Pinterest Predictions” report, sharing upcoming trends that it predicts based on user searches and behavior. The platform's data is so reliable that the report has had an 80% success rate for four consecutive years, which helps Pinterest determine whether the platform is relevant to the interests of its target users.
Pinterest's trend predictions for 2024 include:
- Eclectic Grandpa Aesthetic
- Jellyfish decoration
- Kitsch Kitchen
- Cafe Core Aesthetics
- Oversized Beauty Products and Accessories
- Blue used in beauty
- Bow stacking
- badminton
- 70s style wedding
Check out our full list of predictions for 2024 to see if your brand can take advantage of upcoming trends.
Pinterest User Statistics
5. Pinterest has 498 million monthly active users
Pinterest has 500 million monthly active users. That's a tiny fraction of Facebook's roughly 3 billion users, but Pinterest has been growing steadily every year (and we have statistics on that).
6. Pinterest grew 7.5% year over year
Pinterest is growing at a healthy 7.5% annually and is now the third fastest growing platform behind Snapchat and LinkedIn. Facebook is still growing, but only at 1.6% annually, and YouTube and Instagram are both losing users.
7. 84.6 million users live in the United States
If you run a US-based business, Pinterest might be a great choice for you. Pinterest has by far the largest number of users in the US, with 84.6 million of its 498 million users (17%) residing in the US.
The next four most popular countries on Pinterest are:
- Brazil: 28.05 million
- Mexico: 19.45 million
- Germany: 15.88 million
- France: 10.65 million
Pinterest usage statistics
8. 78% of users say Pinterest makes them feel positive
The majority of Pinterest users (nearly 8 in 10) derive positive feelings from using the platform. Plus, another study shows that browsing Pinterest for moderate inspiration can help prevent burnout and stress.
Pinterest has many benefits, but the fact that it keeps users happy and safe is probably one of the most important.
9. 85% of weekly users make a purchase from a Pinterest pin
Pinners are shopping on the platform: 85% of weekly pinners make a purchase after seeing a branded pin. Creating boards featuring your products can help them reach even more customers and increase the chances of them making a purchase.
10. 85% of pinners use the platform to start a new project
85% of users say they turn to Pinterest every time they start a new project. This might be because they're looking for DIY inspiration, products to use, or instructions on how to do something. But Pinterest is where they go. Use this knowledge to your advantage as you create and share Pins.
Pinterest users and demographics
11. 76.2% of users are female
More than three in four users are female, 17.2% are male, and 6.6% identify as either undecided or another gender. If women make up a large portion of your target demographic, Pinterest is the perfect platform to find them.
12. Pinterest's largest audience is women aged 25-34
Pinterest's largest demographic is female millennials aged 25-34, making up 28.5% of users globally. The second largest demographic is women aged 18-24, making up over 18% of the user base.
13. Pinterest has 25.1 million Gen Z users
According to projections made in 2020, the platform is expected to have around 25.1 million Gen Z users this year, accounting for around 5% of its total user base. This is up from 16.4 million in 2020 and 23 million in 2023, indicating that Gen Z consumers continue to engage with the platform.
Pinterest Advertising and Marketing Stats
14. Pinterest delivers 2x better ROAS than other platforms
Pinterest ads have been shown to deliver 2x higher ROAS (return on ad spend) for retail brands than other digital platforms, so get more bang for your buck by promoting your pins on Pinterest.
15. Users save over 1.5 billion Pins every week
Every week, Pinterest users pin more than 1.5 billion pins to more than 10 billion boards for home decor, recipes, product inspiration and more.
16. Brands are 2.3x more cost-effective per conversion
It delivers better ad performance than other social media platforms: Pinterest ads generate 2.3x more efficient cost per conversion than other social media sites.
Pinterest traffic and engagement statistics
17. Pinterest averages more than 1 billion monthly visits
Pinterest has become one of the most popular websites in the world, with more than 1 billion monthly website visits in December 2023. This means that on average, users visit the site more than twice a month.
18. 38% of Pinterest's web traffic comes from the United States
The most popular country for Pinterest is the United States, so it's no surprise that over a third of traffic comes from there. The next most popular countries to visit Pinterest.com are Brazil, the Russian Federation, India, and Colombia.
19. 96% of searches are unbranded
Nearly all searches on Pinterest are unbranded, meaning people are searching for things like “brown sofas” or “floral wall art” rather than a specific brand. This is a great opportunity for your brand to be discovered. Pinterest users aren't loyal to one brand and want to discover new brands and products to buy.
20. Pinterest has seen a 50% increase in shoppable items saved to boards year over year.
Pinterest has made a conscious effort to make its platform more shoppable. The platform's efforts have not been in vain, as it is now seeing 50% more shoppable Pins saved to boards than last year. With over half of Pinners considering the platform a place to shop, these shoppable items make shopping even easier.
Pinterest Stats for Business
21. Pinterest is the 5th most popular social commerce platform
Here are the top five most popular social media platforms where online shoppers are most likely to make a purchase:
- Tick tock
- Messaging Apps
This means brands should take advantage of Pinterest’s social selling features to increase the number of conversions they get directly from the platform.
22. 80% of weekly users discover new products and brands on Pinterest
Pinterest is the perfect platform to get your business noticed. 4 in 5 people discover new products and brands on Pinterest, making them more likely to buy or follow you. Promote your products on Pinterest to increase your chances of reaching new audience members and potential customers.
23. Pinterest shoppers spend twice as much as shoppers on other platforms
Pinterest users spend twice as much when shopping on Pinterest than when shopping on other social media platforms, which makes it the perfect platform for higher-priced products like furniture and designer clothing and accessories.
When it comes to Pinterest, don't be shy about putting your products out there. Demographic data shows that Pinterest users have higher incomes and spend more on shopping.
24. Brands using Pinterest catalogs see 5x more product impressions
If you needed one more reason to take advantage of Pinterest's social selling tools, this is it: Brands that set up a Pinterest catalogue get 5x more views of their product Pins than brands that don't.
Use Pinterest stats to inform your strategy
If these statistics tell you anything, it's time to set up a social selling strategy. Learn how to sell on Pinterest and generate even more sales and conversions through your social media platform of choice.
