Introduction
Pinterest Users Statistics: Pinterest follows its unique rhythm. The virtual bulletin boards on Pinterest offer users a chance to step away from the appealing and trending subjects that often overshadow social media platforms.
Users, affectionately known as Pinners, can cultivate their own digital sanctuary and draw inspiration from virtual mood boards. While it may not be the most widely discussed social network, its users remain dedicated and engaged with what Pinterest provides.
With a strong visual search engine and a worldwide user base surpassing 400 million, Pinterest is swiftly attracting interest from marketers and social media addicted. Recent statistics indicate that over 60% of users are actively on the lookout for new products, with 80% of weekly users encountering a new brand or product on the platform.
Editor’s Choice
- As of January 2024, Pinterest ranks as the 15th largest platform worldwide in terms of active users.
- In 2024, 55% of Pinterest’s workforce is made up of women.
- Generation Z is rapidly expanding and now constitutes 42% of our global user base.
- Recent data from Pew Research indicates that between 27% and 35% of all U.S. adults regularly use Pinterest.
- 46% of weekly Pinterest users discover a new brand or product on the platform.
- 96% of the most popular searches on Pinterest are unbranded.
- As per statistics from Similar web, 27.52% of Pinterest users indicated their age as being between 18 and 24.
- Specifically, smartphones account for 44.52% of total Pinterest usage, while desktop devices constitute the remaining 55.48%.
- 55% of Pinterest users use the platform for shopping.
- In 2024, Pinterest had a total of 4,666 employees, reflecting a 16.24% increase compared to 2023.
- Croatia recorded the highest average duration spent on Pinterest’s mobile application for Android, totalling 2 hours and 36 minutes.
General Pinterest Users Statistics
- As of January 2024, Pinterest ranks as the 15th largest platform worldwide in terms of active users.
- In February 2024, Pinterest reported 498 million monthly active users, which is an increase of 16 million compared to the previous quarter.
- In 2024, 55% of Pinterest’s workforce is made up of women.
- By the end of 2025, Pinterest aims to ensure that 36% of its leadership positions are occupied by women.
- Pinterest intends to use exclusively renewable electricity across all its offices by the end of 2025.
- Currently, Pinterest has 498 million users, with approximately 84 million located in the U.S., while Brazil holds the second-largest user base with 28 million users.
- One-third of Pinterest shoppers report an average annual income of USD 100,000 or more.
- According to Pinterest Statistics, shoppers on the platform spend 87% more on luxury goods and are 27% more inclined to select premium products.
- Every week, 80% of Pinterest users express satisfaction with the shopping experience offered on the platform.
- The majority of Pinterest users, around 96%, search for ideas without seeking specific brand names.
- Generation Z is rapidly expanding and now constitutes 42% of our global user base.
- 8 out of 10 individuals concur that Pinterest provides a positive and uplifting online environment.
- Pinterest reports that 78% of regular users feel an increase in happiness after engaging with the platform.
- In 2024, the most popular Pinterest searches in the U.S. encompass nails, dinner ideas, and fashionable hairstyles.
Pinterest User Statistics
- Pinterest’s demographic remains predominantly youthful, with a significant portion of its users aged between 25 and 34 years.
- Trailing closely is the 18–24 age group, followed by those aged 35–44.
- As millennials step aside, Generation Z is emerging as a dominant force. During Pinterest Investor Day 2023, the platform revealed that it is increasingly attracting younger users, with 42% of its monthly active users identifying as Gen Z.
- Despite the rise of Gen Z and male users, Pinterest continues to primarily serve a female audience, which constitutes over 76% of its global user base, while male users account for 17.2%, and the remaining 6.6% are unspecified.
- In January 2023, Pinterest was most widely used in the United States, where approximately 29.4% of individuals were active users.
- Belgium and the Netherlands also have considerable user bases, with around 26.8% and 29%, respectively.
- Following closely in user growth are Canada, with a penetration rate of 25.2%, and Portugal at 22.6%.
- In terms of global user distribution, the United States holds a significant advantage, with nearly 84 million of Pinterest’s 498 million users residing there.
- Brazil represents Pinterest’s second-largest user base, with an estimated 28 million users. Mexico, France, Germany, and Canada follow, though at a distance.
- Shoppers on Pinterest spend 87% more on luxury items than those on alternative platforms and are 27% more inclined to purchase premium products.
- Recent data from Pew Research indicates that between 27% and 35% of all U.S. adults regularly use Pinterest.
- This positions the platform 4th among 11 platforms, ranking just behind Instagram, Facebook, and YouTube, and ahead of TikTok.
Usage Statistics
- 46% of weekly Pinterest users discover a new brand or product on the platform.
- Over 50% of Pinterest users view the platform as a shopping destination.
- Pinterest shoppers spend 80% more each month than users of other social media platforms.
- Compared to other social commerce platforms, Pinterest shoppers have a 40% larger basket size.
- Pinterest posts maintain a longer content lifespan than those on other social media platforms, continuing to receive engagement for over 3 months after being posted.
- 96% of the most popular searches on Pinterest are unbranded.
- On average, Pinterest users view 5.5 pages per visit and spend approximately 6 minutes per visit.
- 61% of Pinterest users indicate that they use the platform to initiate new projects.
- Pinterest users are 90% more inclined to report that they are always shopping compared to users of other platforms.
- More than 40% of Pinterest users express a preference for feeling inspired during their shopping experience compared to users of other platforms.
- 9 out of 10 weekly Pinterest users describe the app as an online oasis and a positive environment for them.
- Following Pinterest’s ban on weight loss advertisements, searches related to weight loss decreased by 20% on the platform.
- 61% of Pinterest users in the UK have purchased encountering branded content on the platform.
- Nearly half of Pinterest users report that they purchase luxury items on the platform.
- Half of UK Pinterest users express a desire for social media to assist them in better connecting with eco-friendly brands.
- Gen Z and Millennial users of Pinterest are 40% more likely to buy new food and beverage products.
- 80% of Gen X Pinterest users state that they prefer to stay well-informed about the products they purchase rather than making impulsive buying decisions.
Pinterest Users Demographic Statistics
Gender
- According to Similarweb, around 42.87% of male users engage with Pinterest.
- On the other hand, the remaining 57.13% of users are female.
By Age
- As per statistics from Similarweb, 27.52% of Pinterest users indicated their age as being between 18 and 24.
- In total, 26.96% of Pinterest users belong to the 25 to 34 age group, while 17.07% are aged between 35 and 44.
- 12.52% of users are in the 45 to 54 age bracket,
- Moreover, 9.29% of Pinterest users are within the 55 to 64 age range, and 6.64% of Pinterest users are over 65.
Device
- Specifically, smartphones account for 44.52% of total Pinterest usage, while desktop devices constitute the remaining 55.48%.
Traffic Source
- Direct search accounts for the largest share of traffic to Pinterest.com, representing 58.20% of the website’s total traffic, with desktop contributing 58.48% and mobile devices contributing 41.52%.
- Approximately 37.40% of the traffic share is derived from organic searches, while 1.90% is sourced from referrals.
- Data from SimilarWeb further reveals that the remaining traffic sources include paid search (0.13%), social media (2.23%), email (0.07%), and display advertising (0.07%).
Country
- United States: 20.76% of traffic share with a change rate of +0.86%
- India: 8.87% of traffic share with a change rate of +1.44%
- Brazil: 6.14% of traffic share with a change rate of -2.13%
- Russia: 5.17% of traffic share with a change rate of -3.05%
- Mexico: 4% of traffic share with a change rate of -3.20%
Pinterest Regional Users
- North America has 97.7 million users.
- Central America has 20.6 million users.
- Caribbean, Pinterest has 610 thousand users.
- The Oceania region has 5.3 million users on Pinterest.
- Southern America has 47 million users.
Engagement Statistics
- 55% of Pinterest users use the platform for shopping.
- 85% of users who engage with Pinterest weekly have made a purchase influenced by a Pin.
- Pinners allocate twice the amount for shopping each month compared to users of other social media platforms.
- 78% of weekly Pinners report feeling positive after engaging with Pinterest.
- 60% of users access Pinterest primarily to “view images.”
- Video Pins currently surpass static images in terms of engagement.
- The optimal days for posting on Pinterest are Sundays, Mondays, and Tuesdays.
- The highest activity on the platform occurs between 8 PM and 11 PM.
- Pinterest posts achieve an average engagement rate of 6%.
Pinterest User Searches Statistics
- The leading Pinterest searches in the United States for 2024 encompass nails, hairstyles, and dinner ideas.
- Other frequently searched terms consist of “outfit ideas,” “dinner recipes,” “tattoo ideas,” and “summer nails.”
- The number of searches related to “weight loss” has decreased by 20% following Pinterest’s revision of its advertising policies, as users of the platform are becoming more aware of its dedication to promoting healthy living and body image.
- Compared to searches for “understanding gender” have surged by 550%, while the terms “gender identity poster” and “self-expression painting” have experienced increases of 415% and 455% respectively, in comparison to the previous year.
- Pinterest continues to serve as a sanctuary for pure creativity, with 96% of its leading searches being unbranded.
- Additionally, Pinterest ranks among the most visited websites globally, attracting 1.24 billion users each month.
Top Pinterest Influencers
- Joy Cho / Oh Joy! – 15.1 million followers and 244.3k monthly views
- Poppytalk – 10.4 million followers and 478k monthly views
- Maryann Rizzo – 9 million followers and 2 million monthly views
- Jane Wang – 7.7 million followers
- HonestlyWTF – 7.2 million followers and 10+ million monthly views
- Bonnie Tsang – 7 million followers and 18.6k monthly views
- Evelyn – 6.8 million followers
- www.pejper.se – 6.7 million followers and 7.8k monthly views
- Veanad – 5.2 million followers and 4.4k monthly views
- Christine Martinez Loya – 5 million followers and 16.4k monthly views
Pinterest Employees Statistics
- In 2024, Pinterest had a total of 4,666 employees, reflecting a 16.24% increase compared to 2023.
- In 2023, Pinterest’s workforce numbered 4,014, which represented a 0.68% rise from 2022.
- In 2022, Pinterest employed 3,987 individuals, marking a 23.63% growth from 2021.
- In 2021, Pinterest’s employee count was 3,225, indicating a 26.72% increase from 2020.
Time Spent by Users on Pinterest
- Croatia recorded the highest average duration spent on Pinterest’s mobile application for Android, totalling 2 hours and 36 minutes.
- Finland secured the second position with an average of 2 hours and 35 minutes, whereas the global average stands at 1 hour and 36 minutes.
- The United States, which creates the largest user base on the platform, sees its audience engaging with the Android app for an average of 1 hour and 33 minutes.
- Finland stands out with an impressive average of 88.7 sessions on Android devices in terms of monthly app sessions per user.
- With an average of 68.4 sessions per month, Bulgaria follows in second place, while the global average is 44.3 sessions. In the United States, the monthly average session count is 33.3.
Conclusion
Pinterest has displayed exceptional growth and flexibility in 2023, achieving significant milestones across various business metrics. Pinterest Statistics indicate that the platform’s revenue reached an impressive $3055.07 million, reflecting strong monetization abilities and market expansion.
The platform’s global presence continues to grow, with particularly strong perception in European markets, led by the Netherlands at 41.3%. Its visual nature renders it unique and attractive. With its increasing popularity, Pinterest serves as an excellent resource for trend discovery and audience engagement. In summary, it remains a powerful platform for creativity and marketing in 2025.
FAQs
Yes, it is indeed feasible to generate income on Pinterest, although not directly from the platform itself. Instead, you leverage Pinterest to channel traffic to your own website, blog, or online store where you offer products or services, or to promote affiliate links. Additionally, you can earn revenue through sponsored content collaborations with brands.
Pinterest operates as a publicly traded entity, which means it is owned by its shareholders. While Ben Silbermann, the co-founder and Executive Chairman, possesses a considerable share, the majority of Pinterest is owned by institutional investors and other shareholders. There is no singular owner; rather, it is a collective of diverse investors.
To generate income on Pinterest, concentrate on directing traffic to your website or online store. This can be accomplished through affiliate marketing, selling products, or developing sponsored content. Affiliate marketing entails using Pinterest to promote products and earning a commission on sales made through your pins. You may also sell your own products directly on the platform or collaborate with brands for sponsored content opportunities.
No, Pinterest Ads are not officially accessible in India. Although you can establish a Pinterest business account in India, the capability to run ads directly through Pinterest is currently unavailable. Nevertheless, you can still promote your business on Pinterest by creating a business account and employing various ad formats and strategies.
Approximately 30% of Pinterest’s search term ads currently include Amazon, a percentage that significantly rises within feed ads. The financial ramifications are considerable, with Champion estimating an additional $120 million in revenues for Pinterest, representing a 4% increase in total revenues resulting from the partnership this year.
