If you want to expand your social marketing efforts, it’s important to understand the demographics of each platform. That’s why we’ve compiled 23 Pinterest stats and facts that all marketers need to know in 2021. From demographics and user habits to advertising, these statistics should help with your Pinterest marketing.
Let’s dive in.
1. Pinterest has over 450 million monthly active users
Having seen some serious growth, Pinterest has generated an additional 100 million users over the last year. Pinterest started 2020 with around 320 million monthly active users. And now their user base has now increased to 459 million monthly active users.
This means Pinterest now has more monthly active users than both Twitter and Snapchat combined.
2. 85% of Pinners use the mobile app
So what does this mean for brands and marketers who have a presence on Pinterest? You need to optimize your Pinterest graphics for mobile. Big, bold text and bright colors should be a staple in your designs.
3. Half of users live outside the U.S.
Around 50% of Pinterest users live outside of the U.S., meaning you have a chance of reaching a wider, international audience on this platform. Whether you’re a U.S.-based brand or not, there is a large audience that is actively using Pinterest to save content, products and ideas.
4. 240 billion Pins have been saved by users
Over the 11 years that Pinterest has been in business, over 240 billion Pins have been saved by users. That’s an average of 533 Pins per user.
5. 60% of Pinterest users are women
While 60% of Pinterest users are women, don’t discount this platform if your target audience is men. In fact, male users are up 50% year-over-year, and many are heavily active users.
6. Pinterest is growing in younger generations
Pinterest demographics are up 50% year-over-year for Gen Z and 35% year-over-year for Millennials. This proves brands trying to attract younger audiences still have a platform here.
To further cement this, statistics show that the number of Pinterest users under age 25 grew twice as fast in Q2 2020 than those ages 25 and older. Pinterest is growing across the board and not only in select demographics.
7. U.S. Millennials love Pinterest
Nearly 80% of U.S. Millennial women are on Pinterest and 40% of Millennial men, proving their loyalty to the platform. While Pinterest’s user base has generated 35% more Millennial users year-over-year, it’s important to further break down those demographics.
With 4 out of 5 Millennial women and 2 out of 5 Millennial men actively taking advantage of this platform, any brand trying to market to Millennials should be on Pinterest.
8. 80% of U.S. moms are on Pinterest
Trying to sell to moms? You should probably have a Pinterest business account.
4 in 5 U.S. moms have an active presence on Pinterest and are looking for new products and ideas. Shopping on Pinterest has experienced a growth in 2020, as you’ll read further, so it’s imperative to set your social shopping strategy.
9. 35% more Pinterest boards were created last year
There’s been a 35% increase year-over-year in the number of boards created each month, proving that saving and sharing Pins isn’t slowing down anytime soon. In fact, more and more users are branching out in the types of Pins they save, amplifying the need for more boards.
The same source above shows that there has been a44% increase in beauty boards, a 95% increase in women’s fashion boards and a 36% increase in home decor boards.
10. 50% of U.S. Pinners frequently shop on Pinterest
Not only is Pinterest an online space for users to find new products, ideas and inspiration, but half of U.S. users are also using Pinterest to shop. Because shoppable Pins are so accessible for businesses and Pinterest offers an entire search engine just for finding products, Pinterest can be a goldmine for making sales on social media.
11. The number of users shopping on Pinterest grew 50% in the first half of 2020
Given the extended lockdowns and pandemic precautions, it’s no surprise that people turned to online shopping.
Shoppers on Pinterest grew 50% in the first half of 2020 alone. Because it’s a platform for sharing ideas and inspiration, it’s no surprise that Pins further inspired online shopping.
12. 89% of users are on Pinterest for purchase inspiration
Another big Pinterest stat that showcases the platform’s importance for your social shopping strategy – nearly 9 in 10 users are on Pinterest to plan purchases and find inspiration for what could fit well in their homes, offices or make great gifts for friends and family.
13. More than 25% of time spent on Pinterest is spent shopping
About a quarter of each user’s time spent on the platform is spent actively shopping or searching for products. This means promoted Pins and Pinterest SEO are two areas you need to focus on when creating shoppable Pins.
14. 85% of users have bought something based on Pins they see from brands
If you can get your products in front of Pinterest users, there’s a chance someone in your target audience will make a purchase. This is because a whopping 85% of users have made a purchase based on seeing a branded pin.
15. Pinners spend 80% more in retail than non-pinners
Another incredible metric is that users on this platform spend 80% more in retail than consumers who don’t use Pinterest.
If you pay attention to Pinterest demographics, you see that 49% of U.S. users’ income is more than $100,000 a year. The higher income means the ability to spend more on products on the platform.
16. 2 out of 3 users say they go to Pinterest to find new ideas, products or services they can trust
About 66% of Pinterest users are actively searching for products and services to buy based on what others are saving. Be sure to create beautiful and compelling Pins to maximize conversion potential.
17. 98% of users have tried something they’ve seen on Pinterest
Pinterest has always been known for DIY projects, recipes, beautiful home and fashion pictures, and handmade crafts. And for years, users have enjoyed attempting the different ideas found on the platform.
This is why Pinterest eventually added a “Tried It” button to Pins, so that users can share when they’ve successfully tried a project. This is also how the platform is now able to measure this metric and determine that 98% of users – almost their entire user base – has tried something they’ve seen on the social network.
18. 97% of searches on Pinterest aren’t brand related
Nearly all searches on Pinterest are not brand related, meaning users aren’t including specific brand names in their search queries.
This means you need to pay extra attention and use the right keywords in your pin titles and descriptions so your brand appears in searches.
19. Search trends include “cottagecore fashion,” “kitchen storage solutions,” and “fun couple activities”
It’s always a good idea to keep an eye on what’s trending on Pinterest, as well as what their annual trend predictions are. Recently, we’ve seen trends along the lines of “cottagecore fashion,” “kitchen storage solutions,” and “fun couple activities.”
Understanding what is trending can help you plan out your marketing strategies and launch new product offerings.
20. Pinterest generated nearly $1.4 billion in advertising in 2020
Pinterest proved its profitability from ads this last year. Raking in nearly $1.4 billion from brands advertising on its platform in 2020, it’s safe to say the popularity of promoted Pins isn’t going anywhere anytime soon.
21. Users are 3x more likely to click over to a brand’s website on Pinterest than any other social media platform
If your goal is to drive traffic and conversions to your website, Pinterest is a solid choice for advertising. This is because Pinners are 3x more likely to click through to learn more about a product or service than they are on any other social media platform.
22. Pinterest ads are 2.3x cheaper per conversion than other social media ads
As if you needed any more convincing on why you should add Pinterest to your online advertising strategy. Not only are users more likely to click through to your website, Pinterest ads cost 2.3x less per conversion when they do.
23. 91% of people say that Pinterest is a place of positivity
Moral of the story? 3 out of 5 U.S. adults will be more likely to buy from your business just because they see you on a positive platform like Pinterest.
Start investing in your Pinterest strategy
Ready to start ramping up your Pinterest strategy? Learn all about how to create the best Pinterest content, then start saving. Brand your business profile and keep up an active presence. Pay attention to Pinterest SEO, invest in promoted Pins and watch the traffic and conversions roll in.
The complete Pinterest advertising guide to more valuable adsPublished on December 14, 2021 Reading time 9 minutes
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