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.
Though LinkedIn is an important platform to use, we have an ultimate guide to social media marketing to help you with the entire digital marketing strategy.
Pinterest is one of the top social media platforms for brands and individuals that want to reach their customers. It's also a powerful tool used by marketers as a strategy to create an impact on their target audience.
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 tool that people use to find ideas for their projects, connections with people, and interests. Over 443 million unique users come to Pinterest via mobile devices or through "pinboards" each month. If you run a business, Pinterest stats are essential to know in order to build your brand on the platform.
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.
