Pinterest is a visual social media platform that many people use for planning projects and finding inspiration. This makes it an excellent network for different types of brands and industries to connect with their audience. Wondering if Pinterest could be a good fit for your brand? You’ll want to look at some key Pinterest statistics to find out.

Having a basic understanding of social media statistics gives you an idea of the type of people who use the platform and how they use it. This helps you decide how the Pinterest fits into your overall social media strategy.

We’ve put together 25 essential Pinterest stats on demographics, behavior and more to inform your efforts. Let’s take a look.

Pinterest stats every marketer should know

1. Pinterest is the 15th most-used social media platform

When it comes to users, Pinterest is the 15th most popular social media platform worldwide as of April 2024. The first four are, of course, Facebook, YouTube, WhatsApp and Instagram. (WhatsApp and Instagram are tied for third place.)

While Pinterest may not be as giant as some of the other social media networks, that doesn’t mean it’s not worthwhile. In fact, The 2025 Sprout Social Index™ found that 42% of consumers have a profile on the platform. This puts it among the top 10 social platforms where consumers have a profile.

2. 1 in 3 Pinterest shoppers have an income of over $100k

Pinterest is a platform that’s perfectly poised for social commerce. Because one-third of the platform’s users have an annual income of over $100,000, they’re ready to buy when they browse the platform for products. That’s why luxury brands want to flock to marketing on Pinterest, making it the number one platform for shopping luxury.

3. Pinterest generated $1.15 billion in revenue in Q4 of 2024

In spite of Pinterest not having as many users as some of the bigger social networks, it continues to see a steady rise in revenue. In Q4 of 2024, it finally hit the billion-dollar mark, generating $1.15 billion in revenue.

All this to say, Pinterest is a profitable platform, which means it’s stable. It’s a good idea to invest in a Pinterest marketing strategy so you can take advantage of this platform.

4. Pinterest’s annual trend predictions have an 80% success rate

Every year, Pinterest publishes a new “Pinterest Predicts” report. The report includes forecasts of upcoming trends based on user searches and behavior. Because the platform’s data is so reliable, this report has had an 80% success rate for five years in a row.

This makes Pinterest incredibly useful for tracking how your audience’s interests are changing.

Pinterest’s 2025 trend predictions include things like:

  • Fisherman aesthetic
  • Castlecore aesthetic
  • Sea witch-inspired makeup looks
  • Maximalism in décor and fashion
  • Cherry-inspired makeup and menus
  • Nesting parties for new parents
  • Rococo revival for weddings and parties

Check out the full 2025 predictions list to see if your brand can take advantage of any upcoming trends.

Pinterest user statistics

5. Pinterest has 553 million monthly active users

Pinterest has over half a billion monthly active users. This is a small fraction of Facebook’s nearly 3 billion users, but Pinterest is steadily growing year after year (we have a stat for that, too).

6. Pinterest sees a 23.2% year-over-year growth

Pinterest has always had a healthy growth rate, but 2024 was particularly impressive. As of January 2024, the platform saw a 23.2% year-over-year audience growth rate. This puts it at the second spot among the fastest-growing social media platforms, after Instagram.

For reference, Facebook is still growing but at a rate of 3.1%.

chart showing the year-on-year audience growth of different social media platforms as of January 2024

7. Almost 90 million users are located in the U.S.

If you run a U.S.-based business, Pinterest might be a great option for you. The U.S. audience is by far Pinterest’s largest, with 89.9 million of its 553 million users located in the U.S. (16.2%).

The next four most popular countries for Pinterest are as follows:

  • Brazil: 38.93 million users
  • Mexico: 24.68 million users
  • Germany: 19.33 million users
  • France: 17.33 million users

8. Pinterest users seek positive inspiration and education

Pinterest has a reputation for being one of the more positive social media platforms. Users also seek out this type of positivity when interacting with brands on the platform.

Our 2024 Social Media Content Strategy Report supports this. In fact, positive inspiration and education are the top reasons for brand interaction on Pinterest. So brands should create informative and educational content to positively inspire their audiences.

9. Pinterest users believe the platform fosters authenticity

With personalized Feeds and curated Boards, Pinterest is a place where people can truly be themselves. In fact, 68% of monthly Pinners believe they can be their authentic selves on the platform.

This makes it an ideal social network for brands to foster an authentic connection with their audience. Targeting niche interest groups is a great way to build a strong brand community on the platform.

Pinterest usage statistics

10. 78% of users say Pinterest makes them feel positive

According to a Morning Consult study, the vast majority (nearly 8 in 10) of Pinterest users get a positive feeling from using the platform. Plus, another study showed that browsing Pinterest for a healthy dose of inspiration can help prevent burnout and stress.

Our 2024 Social Media Content Strategy Report further corroborates these findings. It found that 51% of all social users feel Pinterest is more positive than other social media platforms. Among Gen Z, this number rises to 60%.

circles depicting positive and negative responses with text that reads "more than half (51%) of all consumers feel that Pinterest is more positive than other platforms"

There are so many benefits of Pinterest, but the fact that its users are happy and at peace has to be a major one.

11. 85% of weekly users have made a purchase from Pinterest pins

Pinterest users are shopping on the platform—a whopping 85% of weekly Pinners have made a purchase based on a pin they saw from a brand. Plus, the Morning Consult study also found that 55% of Pinners see the network as a place to shop.

This is great news for brands wanting to drive purchases through Pinterest. Creating boards that feature your products can inspire people to buy from you.

Pinterest audience and demographics statistics

12. 69.4% of users are women

The Pinterest user base has always skewed female, although there’s been a slight increase in male users. Almost 70% of Pinterest users are women, with 22.6% of users men and 8% of users unspecified or identify with another gender. If women are a big part of your target demographics, Pinterest is a great platform to find them.

13. Pinterest’s biggest audience segment is women aged 25-34

The largest portion of Pinterest’s audience is Millennial women aged 25-34, with that segment accounting for 20.4% of its global audience. The second largest segment was women aged 18-24, taking up over 19% of the user base.

14. Pinterest has 26.1 million Gen Z users

According to projections, the platform should have around 26.1 million Gen Z users in 2025. This would account for around 4.7% of its entire user base. This is up from 16.4 million in 2020 and 25.1 million in 2024, showing that Gen Z consumers are continuing to join the platform.

Further, the 2024 Social Media Content Strategy Report found that Pinterest is most popular with Gen Z, Millennials and women.

Pinterest advertising and marketing statistics

15. Pinterest ads have a higher ROAS than other platforms

Pinterest ads have been shown to deliver significantly higher return on ad spend (ROAS) compared to other platforms. A Nielsen analysis found that Pinterest had a 32% higher ROAS than other digital platforms. Get more bang for your buck by promoting Pins on Pinterest.

16. Users save more than 1.5 billion Pins per week

Pinterest users are pinning more than 1.5 billion Pins each week to more than 10 billion Pinterest boards. These users are planning home decor, recipes, product inspiration and more.

17. Pinterest ads cost $0.00 – $2.00 per conversion

Advertising on Pinterest is relatively cost-effective. Businesses typically spend between $0.00 and $2.00 for each conversion. Meanwhile, clicks cost even less, with 26% of companies spending between $0.00 and $0.10 per click.

Pinterest traffic and engagement stats

18. Pinterest averages over 1 billion monthly visits

Pinterest.com received 1.3 billion website visits in March 2024, making it one of the more popular websites in the world. This means its users are visiting the site an average of 2 or more times per month.

19. Over 36% of Pinterest’s web traffic comes from the U.S.

Pinterest is most popular in the U.S., so it makes sense that over one-third of its traffic is coming from the country. The next four countries that visit Pinterest.com most often in order are Brazil, the Russian Federation, India and Colombia.

chart showing the country-wise distribution of desktop traffic to Pinterest.com as of March 2024

20. 96% of searches are unbranded

Nearly all searches on Pinterest are unbranded. This means people are searching for things like “brown sofa” or “floral wall art” rather than specific brands. This presents a great opportunity for your brand to be discovered. Pinners aren’t loyal to a single brand and instead are hoping to find new brands and products they can buy from.

21. Pinterest saw a 50% year-over-year increase in buyable items being saved to boards

Pinterest is making a conscious effort to make its platform even more shoppable. The platform’s efforts haven’t been in vain as it now sees a 50% year-over-year increase in shoppable Pins being saved to boards. With more than half of Pinterest’s users seeing the platform as a place to shop, these buyable items make it even easier.

Pinterest stats for businesses

22. 80% of weekly users find inspiration on the platform

According to Pinterest, 80% of weekly Pinners feel inspired by the platform’s shopping experience. This may involve finding purchase inspiration or discovering new products and brands.

Because of this, Pinterest is the perfect platform for businesses to inspire buying decisions. Promote your products through eye-catching Pins and informative guides to reach potential buyers.

23. Pinterest drives tailored product discovery

Just like other social media algorithms, Pinterest works to personalize the user experience. This means that users see Pins tailored to their unique interests and behaviors.

So it’s no wonder the platform drives tailored product discovery. Pinterest also shared that 84% of weekly Gen Z users discover products fitting their taste and style while shopping on Pinterest.

This ultimately makes Pinterest a strategic social network for brands that are trying to get their products in front of Gen-Z-ers.

24. Shoppers on Pinterest spend twice as much as shoppers on other platforms

Pinterest users spend 2x as much when shopping on Pinterest than they do when shopping on other social media platforms. Don’t be shy about putting your products out there when it comes to Pinterest. Demographic data shows that Pinterest users have a higher income and are spending more on their shopping sprees.

This illustrates the value of investing into marketing on Pinterest, especially for brands who sell products with a higher price point. This includes furniture and designer clothing or accessories.

Use strategic social selling with the latest Pinterest tools to exponentially drive sales.

25. 1 in 4 consumers want more brands to use Pinterest

According to the 2024 Social Media Content Strategy Report, a quarter of social media users want more brands to use Pinterest. This is largely due to the optimistic and refreshing nature of the platform.

This trend is even more pronounced in Gen Z users, with 31% wishing more brands used Pinterest.

In fact, having a Pinterest presence could work wonders on your brand image. The platform’s positive vibe could offer a “halo effect” for brands.

Inspire and sell with these Pinterest stats

As a social network that positively inspires, Pinterest could make a huge difference in your brand image. Not to mention, it’s also an excellent platform for reaching young audiences and driving sales. Make the most of these Pinterest statistics to understand how the platform adds value for your brand. Then build a powerful Pinterest marketing strategy to get the most out of it.

Pinterest statistics FAQs

Do people still use Pinterest?

People definitely still use Pinterest, and its user base is quite substantial (over half a million monthly active users) and actively growing. Not to mention, Pinterest was determined to be the second fastest-growing social media platform in 2024.

Is Pinterest growing or declining?

Pinterest has always had a healthy growth rate and is steadily growing year after year. As of January 2024, Pinterest experienced a significant 23.2% year-over-year audience growth rate!

What is the main demographic of Pinterest?

Pinterest’s biggest audience segment is Millennial women aged 25-34. Overall, almost 70% of Pinterest users are women. Its core audience remains predominantly women between the ages of 18 and 34, with a significant and growing presence of Gen Z users.

How popular is Pinterest?

Pinterest is the 15th most popular social media platform and the fifth most popular social commerce platform. No, it’s not number one, but it’s a consistent platform with a healthy user base.

What percentage of Pinterest users are men?

Just 22.6% of Pinterest users are men, proving that this is a heavily female-dominated platform.