Are you making a social media strategy and considering reaching your target audience with Pinterest? In this ultimate guide to Pinterest statistics, we have compiled important facts and figures that can help you make a decision about the social media platform compared to others.
Pinterest is one of the top social media platforms for brands and individuals that want to reach their customers through effective Pinterest marketing. It’s also a powerful tool used by marketers as a strategy to create an impact on their target audience. Pinterest pins are highly effective in driving shopping behavior, with 85% of weekly users making purchases based on pins they saw from brands. The platform also serves as a visual bookmarking tool, connecting users with content across billions of boards.
With this guide, you’ll discover the effectiveness of Pinterest. With this new information, you will be able to improve your social media marketing strategy and ultimately increase your business sales with the help of visual content.
What is Pinterest?
Pinterest is a visual discovery engine used for finding and sharing ideas, inspiration, and products. Users (“Pinners”) create “Boards” to save “Pins,” which can be images, videos, and even product links. In recent years, Pinterest has evolved into a powerful e-commerce and advertising channel, enabling businesses to showcase products in visually rich formats that encourage exploration and purchase. Pinterest ads are highly effective in reaching a large audience and generating high returns on investment, making them an essential tool for brands.
Pinterest General Statistics
1. Pinterest was founded in 2009.
Ben Silbermann, Paul Sciarra, and Evan Sharp started Pinterest in 2009. Since then, Pinterest has grown to be one of the most used social networks in the world.
2. Pinterest is great for finding ideas.
About 85% of Pinterest users use the platform when starting a new project. Ninety percent of users say the platform is filled with positivity. Two-thirds of its users (65%) use the platform to find ideas, products, and services they can trust.
Compared to other social platforms used for entertainment, Pinterest users see the platform as a search engine. For example, users say they look for ideas on how they can create new looks or get tips.
3. There are fewer branded searches on Pinterest.
When people search on Pinterest they are on a journey to solve a problem, similar to Google Search. On Pinterest, 97% of the searches do not have brand names. Your brand gets the opportunity to present itself and capture the attention of people during the decision-making process.
Pinterest is good for brands because 83% of users have purchased after seeing content on the platform.
4. Pinterest is a great e-commerce platform.
Pinterest plays an important role in e-commerce with shoppable catalogs. Its shoppable catalogs have grown by 75% uploads for merchants. They have also expanded their Shopping Ads internationally.
Merchants and advertisers can use the platform to sell their products. You can upload your catalog and turn your products into Shoppable Pins. As a retailer, you can create Pinterest Ads automatically from your product feed.
5. Most popular topics on Pinterest.
Food, travel, health, and beauty are the most popular searched categories on Pinterest.
Other search trends are showing that people are interested in eco-friendly habit ideas, how to find balance in life, transforming homes into offices and gyms, responsible travel, everything space, and a return to the nineties.
Pinterest User Statistics
6. Pinterest has more than 433 million monthly active users.
In 2022, Pinterest reportedly had 433 million monthly active users, which places it at 15th in the ranking of the world’s most ‘active’ social media platforms.
Pinterest reported 459 million monthly active users, in February 2021. This is the highest number they have ever reached since they launched. This 37% year-over-year growth was due to the lockdowns of the COVID-19 pandemic of 2020.
Since people start going back to work logically it would after the platform, which is why there was a recorded 6% decrease in users during February.
Pinterest viewed it like this, “Our decline was primarily impacted by engagement headwinds as the pandemic continued to unwind, and lower traffic from search.” The positive takeaway is that the platform has been experienced by a good number of people.
7. Women make up 76.7% of people currently using Pinterest.
Pinterest is a big draw for women with about 76.7of users being women. In planning your digital media strategy, if you are targeting women the best place to find them is on Pinterest. Also if you have a product or service directed more towards men, have the right expectation on Pinterest.
8. Pinterest user demographics show that 15.3% of Pinners are men.
It’s no secret that men on Pinterest are a minority. The numbers are so much in favor of women. While women make up 76.7% of Pinterest’s core audience, men are now at 15.3%. This is a 40% year-over-year growth. 8 % are unspecified, which could be businesses or brands.
9. The majority of mums are on Pinterest.
In the U.S. statistics show that 80% of mums are Pinners. So if your target market is parents, you need to have a strong Pinterest strategy.
10. 40% of US fathers are on Pinterest.
Fathers are turning to Pinterest for various activities, including planning for fatherhood, shopping, DIY, and doing research. For example, fathers are almost 1.5 times more likely to search the social network for healthy recipes compared to male users as a whole.
The platform has helped 82% of dads find new products. Fathers are also three times more likely to have shared boards in contrast to the average male pinner.
11. 50% of Pinterest users are classified as “light” users.
Lights users access the platform weekly or monthly versus daily and only 7.3% are considered “heavy” users. This is different from TikTok and Instagram where users are frequently checking in multiple times per day. Most users check in periodically or on an as-need basis.
12. 38% of Pinterest users are between the ages of 50 and 64.
Pinterest users who are between the ages of 50 and 64 represent the largest age demographic on the platform. Although the platform is historically popular among Millennials, the biggest cohort of users makes up 38% of the platform.
Unlike competing networks, there’s less of a generational divide on Pinterest.
Pinterest Usage Statistics
13. Pinterest users have saved over 240 Billion pins.
Pinterest engagement is very high with over 240 billion pins saved on the platform, which makes roughly 670 pins per user. Also, those pins are spread out across more than 4 billion boards. Pinterest statistics show that 99% of these pins contain some sort of image. By contrast, only 0.3% contain video despite the growing popularity of video content across all forms of social media.
There is a lot of content on the platform to search through and you are likely to find what you are looking for. You need to invest time in an excellent marketing strategy to ensure your content stands out among over 14 million articles that users pin every single day.
14. There’s been a 35% increase year-over-year in the number of boards created monthly.
The COVID-19 pandemic brought some positive growth for Pinterest, not only the number of users but the engagement has also grown. One example is the 35% increase year-over-year in the number of boards created every month.
Interestingly, there’s been a 44% increase in the amount of beauty-related boards, a 95% increase in boards for women’s fashion, and a 35% increase in home decor boards.
15. Pinterest is the second most popular social media platform in the U.S.
The number of visits positions Pinterest as the second most popular social media platform in the United States, ranking behind Facebook. Globally, there is fierce competition for users, which places Pinterest at 15th in the world.
16. 85% of users access Pinterest on the mobile app.
The use of mobile to access services on the internet is ever rising. The same applies to Pinterest, about 85% of users turn to the Pinterest mobile app to scroll their feeds and save pins to their boards.
17. Users spend an average of 14 minutes and 12 seconds on the platform daily.
The average daily time users spend on Pinterest is 14 minutes and 12 seconds. This is much shorter than the average time users spend on various other social media networks. To put it into context, as of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day.
To put it in contracts, YouTube users typically spend about 40 minutes on the platform; Snapchat users spend 49.5 minutes; Instagram users spend about 53 minutes; Facebook is the lead with 58.5 minutes daily.
18. Pinterest is a visual discovery engine.
Pinterest’s Lens allows users to search by image, which is quite efficient. There are more than 600 million visual searches across Pinterest Lens a month. Pinners can use the visual search on their mobile or search product catalogs.
Visual search has made Pinterest the favorite platform for people who would rather search for images. This gives merchants happy because 93% of shoppers are more likely to buy a product when searching by an image on mobile.
19. Two-thirds of Pinterest users use Pinterest to find new products or ideas.
More than 66% of Pinterest users keenly use the platform to find a service or product they are interested in purchasing.
Pinterest Advertising Statistics
20. Pinterest users have bigger online baskets.
Pinterest helps the user to store things they plan to buy in the future. Therefore it translates into Shoppers on Pinterest having 85% bigger baskets than shoppers on other platforms. These shoppers also spend twice as much per month.
21. 45% of social users in the US with a household income over $100K are active on Pinterest.
Pinterest’s high-earning demographics are considered a gem for advertisers. The most popular content on the platform is centered on high-end products and activities like cars, home goods, furniture, and travel.
22. 28% of marketers worldwide use Pinterest to market their products or services.
Pinterest is popular with marketers because with the platform they can reach the 90% of weekly Pinners who use the platform to make buying decisions. The platform’s relatively small user base makes it ideal for marketers to reach their target audiences with fewer distractions.
23. Half of Pinterest users live outside America.
Pinterest has global appeal, 50% of people on Pinterest are located outside of the U.S. This is great for international brands that intend to reach a worldwide audience.
This also indirectly reduces the marketing budget for brands like Coke-cola and Gym Shark.
24. Pinterest’s advertising expenses came to a total of 94.7 million U.S. dollars.
In 2021, Pinterest’s advertising expenses came to a total of 94.7 million U.S. dollars. Pinterest’s ad expenditure in 2020 was over three times less, at 30.3 million U.S. dollars, the 3x increase from the previous year is due to the interest sparked by the pandemic lockdowns.
Pinterest Business Statistics
25. Pinterest generated $ 443 million from ads in Q3 2020.
As Pinterest ads service was being rolled out in more and more countries, advertising sales grow as expected but reach a peak at the end of 2019. Initially, the pandemic impact on Pinterest’s bottom was similar to most businesses out there. Ad sales plateaued until the third quarter of 2020.
In the third quarter, Pinterest recovered dramatically. Pinterest reached a new record in sales of $ 443 million. The interest in Pinterest advertising was matched by an improved advertising platform.
26. In 2020, Pinterest reported a valuation of $38 billion.
When Pinterest went public in April 2019 it was at an estimated $12.7 billion valuation (at $19 per share).
However, in 2020, Pinterest experienced significant growth. By December 2020, it traded at a record US$68.53, putting the company’s value at $38 billion.
27. Pinterest made $633 Million in Q3 2021.
In 2020, Pinterest increased both its user numbers and revenue over the year. The biggest contributor to Pinterest’s revenue from ad revenue, which was higher each quarter in 2020 than the comparative quarter in every previous year.
In Q3 of 2020 revenue reached a record at $443 million. However, Pinterest broke its record in Q4 2020, receiving a staggering $706 million.
28. Pinterest’s total revenue increased by 20% in Q4 2021.
Despite the slight downturn in the number of users, Pinterest’s revenue still grew considerably in 2021. The company reported a revenue of $847 million in 2021 (up from $706 million in 2020).
According to Pinterest, the revenue growth was “driven by strong demand from retail advertising revenue.
29. Pinterest generate $2.58 billion in 2021.
Pinterest’s global annual revenue has continued to steadily increase over the past few years, generating 2.58 billion U.S. dollars in 2021, up from 1.69 billion U.S. dollars in the previous year. Overall, Pinterest’s audience in the United States continued to account for the majority of the company’s revenue.
30 In 2021, Pinterest was one of the most successful consumer internet and online service companies worldwide.
In 2020, Pinterest reported a positive annual net income for the first year since 2016, totaling 316.4 million U.S. dollars. In 2020, Pinterest was one of the most successful consumer internet and online service companies worldwide. Pinterest also had a market capitalization of 50.3 billion U.S. dollars, standing above eBay and Peloton.
Pinterest’s Place in Social Media
Pinterest is a unique social media platform that stands out from other platforms due to its focus on visual discovery and planning. With over 522 million monthly active users, Pinterest ranks as the 15th most-used social media platform worldwide, trailing behind giants like Facebook, YouTube, WhatsApp, and Instagram. Despite having a smaller user base compared to these other platforms, Pinterest boasts a highly dedicated audience. Users flock to Pinterest for inspiration, planning, and shopping, making it a go-to resource for discovering new ideas and products. This distinct focus on visual content and project planning sets Pinterest apart, offering a niche yet highly engaged user base that marketers can effectively tap into.
Pinterest’s Revenue and Growth
Pinterest’s revenue has been on a steady upward trajectory, with the platform generating over $3 billion in revenue in 2023. The lion’s share of Pinterest’s revenue comes from advertising, thanks to a diverse range of ad formats such as sponsored pins, shopping ads, and video ads. This growth is fueled not only by an increasing user base but also by Pinterest’s expanding e-commerce capabilities. These features make the platform particularly attractive to brands and retailers looking to showcase their products in visually engaging ways. As Pinterest continues to enhance its e-commerce tools and advertising options, it remains a powerful platform for driving sales and brand awareness.
Pinterest Search and Discovery
Pinterest thrives on search and discovery, with users turning to the platform to find and save ideas for their various interests and projects. With over 2 billion searches per month, Pinterest functions as a significant search engine in its own right. This search-driven nature provides invaluable insights for marketers and brands, offering a window into what users are currently interested in and looking for.
Top Searches and Trends
Pinterest’s top searches and trends offer a glimpse into the platform’s vibrant user interests. According to Pinterest’s search data, the most popular categories include home decor, fashion, beauty, and travel. These trends underscore Pinterest’s role as a hub for visual discovery, where users come to find and save ideas that inspire their personal and professional projects. In 2023, emerging trends such as eco-friendly habits, budget-friendly DIYs, and thrifting tips have also gained significant traction, reflecting broader societal shifts towards sustainability and economic consciousness.
Search Trends and Insights
For marketers and brands, Pinterest’s search trends and insights are a goldmine of information. By analyzing this data, brands can gain a deeper understanding of their target audience’s interests and preferences. This information can be used to inform marketing strategies, create resonant content, and identify emerging trends before they become mainstream. For instance, a spike in searches for “financial planning” or “mindfulness & wellbeing” can signal new opportunities for content creation and product development. By staying attuned to Pinterest’s search trends, brands can stay ahead of the competition and better meet the evolving needs of their audience.
4. Pinterest Advertising Statistics
Pinterest users have bigger shopping baskets
Average order value among Pinners is 85% larger compared to other social platforms, with users spending 2x more monthly. This trend continued in 2024, especially in categories like home improvement, fashion, and lifestyle products. Pinterest’s revenue has seen significant growth, with over 75% of it coming from the US and Canada, contributing to its ongoing financial success.
45% of U.S. Pinterest users have household incomes over $100K
A higher-income user base makes Pinterest particularly attractive for premium brands.
Around 30% of global marketers use Pinterest
This stat is up slightly from the 28% range; marketers are increasingly seeing Pinterest as a less cluttered, high-intent space.
50% of Pinterest users live outside the U.S.
Global expansion: European and Latin American markets are among the fastest-growing. Pinterest’s average revenue per user (ARPU) is still highest in the U.S., but international ARPU grew by 40% in the last year.
Pinterest’s ad expenses topped $94.7 million in 2021
A jump from $30.3 million in 2020. The platform continues to advertise heavily, especially after launching new Shopping features and creative ad formats in 2022–2023.
Pinterest ranks #3 among U.S. women 25–54 for social media ad reach
As per late 2023 data, only Facebook and Instagram surpass Pinterest in reaching this core consumer demographic.
“Catalogs” usage soared by 50% year-over-year
Retailers uploading product feeds into Pinterest soared in 2022–2023, fueling more Shoppable Pins and expanding the platform’s product range.
NEW: 2 out of 3 Pinners say they visited a brand’s website after seeing a Promoted Pin
Reflects high purchase intent or at least strong curiosity among Pinners.
5. Pinterest Business Statistics
Pinterest’s ad revenue soared post-pandemic
Q3 2020: $443 million
Q4 2020: $706 million
Q4 2022: around $877 million
Q2 2023 revenues hovered around $708 million, with continuing YoY growth around 6–8%.
Pinterest’s monthly active users have shown significant growth, particularly among Gen Z, with the US and Canada contributing disproportionately to its revenue. Gen Z is Pinterest’s fastest growing audience, making up 42% of our global user base. They’re searching and saving more than other generations, and they’re here to shop. In fact, the main reason Gen Z uses Pinterest is to find information about products or brands.
Pinterest’s valuation
Went public in 2019 at $12.7 billion.
Peaked around $38–50 billion in late 2020/early 2021. In 2023, Pinterest’s market cap has fluctuated between $15–25+ billion amid broader tech market volatility. Today the figure stands at $20.633B
Pinterest’s Annnual revenue progression
Overall Trend: Steady, Long-Term Growth
From Q1 2016 to the present, Pinterest’s global revenue has increased nearly every quarter.
In Q1 2016, revenue was under $50 million; by the later quarters (2023–2024), it’s well into the hundreds of millions each quarter—indicating a multi-fold jump over eight years.
Possible reasons for this long-term rise:
Expansion of Pinterest’s advertising platform and the introduction of new ad formats (e.g., Shopping Ads, Video Ads).
Growth in international markets (Europe, Latin America), adding new advertisers and user segments.
The shift of advertisers and merchants toward e-commerce and visual discovery features, which Pinterest specializes in (Shoppable Pins, Catalogs, etc.).
Seasonal Upswings & Plateaus
You might notice seasonal patterns (peaks often in Q4):
Q4 is typically strong due to holiday-related shopping and higher ad spend.
Q1 can show a slight dip or slower growth as many advertising budgets reset after the holiday rush.
Plateaus or slower quarters occasionally appear—often Q1 or Q2—but the longer-term trajectory remains upward.
Acceleration During 2020–2021
The 2020–2021 period shows a noticeable jump compared to previous years.
Pandemic-driven factors likely played a role:
Consumers were spending more time at home, leading to higher user engagement and “planning” activities.
Many brands ramped up digital advertising in lieu of in-person channels.
Recent Quarters (2023–Q3 2024)
The chart shows continuing quarterly revenue gains, although not always as sharp as in the pandemic’s peak.
Pinterest’s ongoing product innovations—such as “Idea Pins,” advanced shopping integrations, and an announced partnership with Amazon Ads—may be fueling these gains.
By Q3 2024, revenue is approaching or surpassing the $1 billion per quarter mark, reflecting Pinterest’s successful monetization strategies and advertiser demand.
Sustained Growth Trajectory
Despite economic shifts and competition from other platforms, Pinterest has managed to grow its revenue year after year.
Seasonality Matters
The highest spikes often occur in Q4, aligning with holiday advertising trends. Advertisers, merchants, and content creators often ramp up marketing efforts during this period.
Evolving Ad Products
Pinterest’s introduction of new ad formats—including shoppable catalogs, dynamic retargeting, and video-based promotions—has attracted more businesses and boosted ad spend.
International Expansion
Having diversified beyond the U.S., Pinterest’s international reach contributes increasingly to overall revenue, shown by an upward trend each year.
Platform Maturation
From less than $50 million per quarter in 2016 to pushing toward $1 billion in some quarters by 2024, the chart underscores how Pinterest has transformed into a major digital advertising player.
Key Takeaways for Your Pinterest Strategy
High-Intent User Base: Pinterest’s audience actively looks for inspiration, planning, and products—turning them into higher-value customers.
Growing Global Footprint: With 50% of users outside the U.S., international advertisers can find fertile ground, especially in Europe and Latin America.
Video & Idea Pins: These new formats are seeing 2x engagement in some niches—worth integrating into your content mix.
Strong Purchasing Power: A large portion of Pinterest’s U.S. audience has a household income of $75K–$100K+, driving up average cart sizes.
Early Holiday Planning: Tapping into seasonal boards as early as Q3 can yield strong returns, given how far in advance Pinners plan events.
Understanding Pinterest stats: Understanding Pinterest stats is crucial for formulating effective marketing strategies and making informed decisions about your brand’s presence on the platform.
References (Selected)
Pinterest Investor Relations
Statista, DataReportal, Comscore
TechJury, The Social Shepherd, Hootsuite
Influencer Marketing Hub, The Small Business Blog, Sprout Social
Pinterest Newsroom and Official Reports
Insider Intelligence / eMarketer Reports
Note: Exact numbers may vary by source and reporting period. Always consult Pinterest’s official earnings reports or reputable analytics firms for the most accurate, up-to-date figures.