Social Media

19 Stats About Pinterest

admin · March 12, 2025

Many users think that Pinterest is a search engine or the hub for new ideas and creativity. However, Pinterest is the world’s 15th most popular social media platform and the most popular visual search engine.

If you are a business looking for marketing, a creator seeking growth, an influencer, or a curious person seeking some ideas or products, Pinterest will help you with everything.

In this blog, we will cover the 20 most essential statistics and understand why posting pins on Pinterest will be beneficial in the coming days. Let us know Pinterest by

1. By History

Ben Silberman & Paul Sciarra started an app, Tote, for mobile shopping on iPhone. But it could not gain much popularity. However, the founders noticed that

• People liked a particular feature of the app: saving their favorite products and mailing them to themselves.
• People searched by product category and not by brands.

This made the founders work on a platform that could allow users to organize or pin their favorite products into buckets.

Hence, combining pin & interest, Pinterest was born.

• Here’s the table showing the history of Pinterest

(source- .qqtube.com, calvyn.com)

Year/Date	Event Description
March 2010	Pinterest is founded in San Francisco as a closed beta.
December 2011	Rapid growth, reaching 10 million unique visitors.
August 2012	Pinterest was launched to the public.
2013	Rich Pins introduced.
March 2014	Pinterest announces a $200 million funding round, valuing the company at $5 billion.
April 2015	Promoted Pins are launched, allowing advertising revenue.
June 2015	Buyable Pins are launched.
2016	Pinterest reaches 150 million monthly active users.
2017	The company launches “Lens,” a visual search tool to identify and find similar items or related boards.
2019	Pinterest announces IPO, solidifying its status as a major social media player.

• By Countries Using Pinterest

Pinterest is being used by 200 or more nations (approximately). This table shows the Pinterest data for each country as of April 2024. (source-statista)

Country	Audience Size (in millions)
United States	89.9
Brazil	38.93
Mexico	24.68
Germany	19.33
France	17.33
United Kingdom	14.68
Italy	10.45
Argentina	10.38
Canada	10.05
Colombia	9.58
Spain	9.58
Japan	8.52
Netherlands	6.38
Australia	5.51
Chile	4.98
Poland	3.37
Belgium	2.98
Romania	2.7
Portugal	2.65
Sweden	2.62

• The USA has the highest number of Pinterest users, with 95.6 million
• Out Of the 10 countries on the list, 6 are from the Americas, and the remaining four are from Europe. 
•  By regions using Pinterest

America loves Pinterest the most. Here is the table showing the data of users region-wise. (source-ecwid)

Region	Pinterest Users (in millions)
Northern America	93.0
Southern America	44.7
Western Europe	37.1
Caribbean	0.537 (537 thousand)
Western Asia	0.216 (216 thousand)

Here is the table showing the users in America and outside America year-wise. (source- growthdevil)

Year	The United States of America	Outside USA(International)
2024	90 million	432 million
2023	97 million	401 million
2022	95 million	355 million
2021	86 million	346 million
2020	98 million	361 million
2019	88 million	247 million
2018	million	184 million

• By the number of users using Pinterest

• There are 537 million monthly active users on Pinterest (source-demandsage)
• It is used by around 6.4% of the world’s population(source-adamconnell)
• Pinterest has one of the highest customer satisfaction scores. With a score of 74/100 (among online network companies), it scores according to the American Customer Satisfaction Index (ACSI).
• Pinterest is the 15^th most loved social media platform. (source-demandsage)

Here is the table showing the monthly active users year-wise. (source-demandsage)

Quarter	Monthly Active Users Of Pinterest
Q4 2024	537 million
Q2 2024	522 million
Q1 2024	518 million
Q4 2023	498 million
Q3 2023	482 million
Q2 2023	465 million
Q1 2023	463 million
Q4 2022	450 million
Q3 2022	445 million
Q2 2022	433 million
Q1 2022	433 million

• By Gender

It is known that Pinterest Is widely popular among females.

• . Here is the table showing how Pinterest is used among genders.

(source-demandsage)

Gender	Percentage of Pinterest Users	Number of Users (in thousands, assuming 100,000 total users)
Women	69.4%	69,400
Men	22.6%	22,600
Unspecified	8.0%	8,000

• By time spent

• Pinterest successfully established itself as a visually appealing platform. The table shows the time spent and the platform’s opening rate

(source-adamconnell)

Metric	Value
Average time spent per month	1 hour 49 minutes
Average session duration	2 minutes 11 seconds
Average app openings per month	50 times
Percentage of users opening daily	27.2%

• By Age

Pinterest is prevalent among millennials and Gen-Z. This table shows data on different age groups using Pinterest. (source-demandsage)

Age	Percentage Of Users
18 to 24 years	29.6%
25 to 34 years	27.3%
35 to 44 years	18.1%
45 to 54 years	11.1%
55 to 64 years	8.5%
Above 65 years	5.4%

Here the table shows the popularity of Pinterest among various age groups in the USA.(source-adamconnell)

Age Group	Percentage of Users in the US (%)
18-24 (Gen Z)	46%
25-34	40%
35-44	39%

• There are approximately 25 million Gen Z users in the USA (source-analyzify)
• By Purpose Of  Use

The most popular reason for using Pinterest is to search for Brands and Products. The table shows the approximate percentage of reasons why Pinterest is used.

(source-DataReportal, –adamconnell)

Activity	Percentage (%)
Entertaining content	~20%
Brands & products	~40%
New & current events	~15%
MSG family	~10%
Post or share	~10%

• Pinterest is very popular among creatives and hobbyists. More than 90% of users said it’s where they go when they’re about to start work on a new project, whether that be DIY, home improvement, arts and crafts, or anything else.(source-adamconnell)
• By Engagement
• A Good Engagement Rate On Pinterest Is Around 1% To 2%
• Videos are more popular on Pinterest. Video views have increased by 200%
• Short-form videos are more popular on Pinterest. 73% of users said that they liked short-form videos more on Pinterest. (source- growthdevil)
• Here is the table showing more data about Pinterest engagement. (

(source-socialpilot)(source-adamconnell)

Metric	Value
Videos viewed daily on Pinterest	Nearly 1 billion
Pins saved weekly on Pinterest	Over 1.5 billion
Total ideas saved on Pinterest to date	Over 500 billion
Users logging on to view pictures	60% of users
Visual searches via Pinterest Lens	250 million+ per month

• The fashion and home decor industry has higher engagement rates than other industries
• Visually appealing content gets more engagement on Pinterest.

1. By Revenue
2. Pinterest could generate heavily from Brands Running Advertisement Campaigns In 2023.

 The table below shows the revenue of Pinterest in years.)(source-demandsage)

Year	Revenue
2024 (Q1+Q2)	1.594 billion
2023*	3.055 billion
2022	2.802 billion
2021	2.577 billion
2020	1.693 billion
2019	1.142 billion
2018	0.755 billion
2017	0.507 billion
2016	0.299 billion

1. By Business & Marketing Usage

• People on Pinterest are keener on searching about a product rather than a brand
• Branded or Unbranded does not make a difference on Pinterest

·       This is why 97% Of The Top Pinterest Searches Are Unbranded(source-demandsage)

• 80 % of people feel positive on Pinterest
• A Pin including a specific call to action increases engagement

• Here is the table showing Pinterest User Behavior Stats

Metric	Value
Weekly Users Discovering New Brands/Products	46%
Users Feeling Positive About Pinterest	8 in 10
Likelihood to Click and Visit Brand Website	3x More Likely
Users Considering Pinterest a Go-To for Ideas	66%
Gen-Z Search Growth YoY	31%
Audience Search Growth YoY	96%
Searches Per Pinner Growth YoY	31%

• Here is the table showing Pinterest Shopping Behavior Stats

Metric	Value
Users use the platform with the intent to shop and buy, generating direct sales	55%
A Pin having a specific call to action increases engagement by	80%
Users Planning Purchases on Pinterest	93%
Users Shopping Frequently on Pinterest	75%
Premium Product Spending Increase	87% More
Weekly Users Completing Purchases from Pins	61%
Users in a Shopping Mindset	90%
Shopping as a Top Priority	48% of Users
Users want to try something they’ve seen on Pinterest.	98%
Time Spent Shopping on Pinterest	25%+
Retailer Checkout Increase with Catalog Uploads	30%

• Pinterest Trends and Predictions

Metric	Value
Pinterest Trends vs. Other Platforms	20% Faster Take off
Trend Monthly Growth Sustenance	20% Longer
Accuracy of Pinterest Predictions	8/10 Predictions True
Engagement with Trends	Users Revisit Trends Often

• (source- growthdevil)(source-analyzify) (source-thesocialshepherd)(source-socialpilot)(source-hootsuite)(source-adamconnell) (source-demandsage)
• By Advertisements On Pinterest
• Pins last longer on Pinterest. As they have longer lifespans on Pinterest.
• Pinterest Ads are 2.3 times cheaper than other platforms.
• 61% of Pinterest users have purchased something after seeing sponsored Pins
  
  

Here is a table showing the effectiveness of Pinterest Ads Compared to Other Platforms

Metric	Pinterest Ads	Comparison/Insights
Average Saturation Level	25%	Lower saturation compared to other platforms ensures a broader audience reach.
Return on Ad Spend (ROAS)	32% better	Especially beneficial for food, health, and beauty businesses.
Cost Per Conversion (CPC) Efficiency	2.3x more efficient	Outperforms other social media platforms.
Prospects Generated	11.4x more	Significantly higher than other platforms.
Positive Emotional Reactions	Ads recalled 20% better, 6x higher lift in intent	Emotional ads perform exceptionally well on Pinterest.

Here is a table showing performance Boosts Based on Ad Features and Messaging

Ad Feature/Message Type	Effectiveness	Insights
Sustainable Messaging	2.4x more effective in driving action	Sustainable ads resonate strongly with users.
Video Ads	60% of Gen Z users find them most effective	Captures attention effectively, especially for new products.
Catalogues and Shopping Ads Combination	15% increase in ROAS	Integrating both ad types improves performance.

(source-demandsage)

(source-socialpilot).(source-analyzify)

1.  By Number Of Employees

• As of November 2024, Pinterest has approximately 11K employees across 6 continents, including North America, Europe, and Asia. (source-leadiQ)

Table: Pinterest Workforce Gender Representation (source-hootsuite)

Year	Metric	Percentage	Change/Insights
2024	Workforce Identifying as Female	55%	4% increase in female workforce representation.
2023	Women in Leadership Roles	36%	20% increase from the previous period.

Here is a table showing the number of Full-Time Pinterest Employees (2018-2023)(source- statista)

Year	Number of Employees
2018	1,797
2019	2,217
2020	2,545
2021	3,225
2022	3,987
2023	4,014

1. By Growth

Slowly and steadily Pinterest is winning all, hearts.

• Pinterest set a record as the quickest site to attract 10 million unique monthly visitors

Here is the table showing Pinterest Ad Revenue Growth

Year	Ad Revenue	Growth/Forecast
2023	$3.27 billion	Baseline
2027 (Expected)	$5.1 billion	Significant growth from 2024

Here is the table showing Pinterest Usage and Audience Growth

Metric	Percentage/Value	Insights
Year-over-Year (YoY) Usage Growth	12%	Increase in platform usage.
YoY Audience Growth	23.2%	Strong audience growth.
Reachable Advertisers’ Audience	More than 200 million users	Wide reach for advertising campaigns.
Expected U.S. User Growth (2024-2027)	+5.1 million users	Represents a 5.25% increase in users.
Expected Total U.S. Users by 2027	102.2 million users	New peak in user base by 2027.

Here is the table showing Effectiveness of Pinterest Ads

Ad Metric	Result/Insights
Shopping Ads Conversions	3x more conversions than other platforms.
Incremental Return on Ad Expense	2x higher than competitors.
Lifestyle Photos vs. Stock Product Images	32% higher click-through rate with lifestyle ads.

Here is the table showing the Geographic Reach of Pinterest

Rank	Country	Reach
1	United States	Highest reach
2	Brazil	Second-highest reach
3	Mexico	Third-highest reach

• Here is the table showing Number of Pinterest Users in the United States (2019–2028)

Year	Number of Users (in millions)
2019	88
2020	90.57
2021	92.64
2022	94.14
2023	95.66
2024	97.13
2025	98.51
2026	99.81
2027	101.04
2028	102.2

(source-thesocialshepherd).(source-socialpilot) (source-adamconnell) (source-analyzify) (source- growthdevil)

15.      By Pins

• There are over 10 billion Pinterest Boards, and 500 Billion Pins on the platform (Source-Pinterest Newsroom, Pinterest Investor Relations)

• Boards related to home decor, making it the most popular category.

• Most popular trending searches on Pinterest in the US at the time of writing (August  2024) include:

Summer nails

Date night beauty

Home bedroom refresh

Tattoo ideas

Dinner ideas

 The Table Shows Pinterest Content and Engagement Statistics

Metric	Value
Maximum Pins Per User	200,000
Total Weekly Pins Saved	1.5 billion
Total Boards Created	4 billion
Maximum Boards Per User	2,000
Total Pins Saved (All-Time)	240 billion
Average Pins Per Active Female User	158
Related Pins’ Contribution to Engagement	40%

This table shows Demographics and Usage Behavior

User Group	Percentage
Users Seeking Accessories, Watches, Jewelry	70%
Users Exploring Food and Drinks	52%
Moms Using Pinterest	80%
Dads with Shared Boards	3x more likely than average male

This table shows Pinterest Trends and Celebration Boards

Metric	Value
Celebration-Related Boards (2023)	14.6 million
Growth in interest Trends Increase	56%

• (source-socialpilot)
• (source-adamconnell)

           (source-hootsuite)

1. By Traffic
2. USA gives the highest traffic to Pinterest

This table shows the percentage of traffic Pinterest gets from different countries

Country)	Percentage Of Traffic On Pinterest.com
United States	38.06%
Brazil	8.74%
Russian Federation	4.96%
India	4.96%
Colombia	2.41%
Others	40.87%

This table provides a clear breakdown of Pinterest’s traffic sources.

Table: Traffic Sources for Pinterest

Traffic Source	Percentage of Total Traffic
Direct Traffic	58.63%
Organic Traffic	38.48%
Referral Traffic	1.69%
Social Media Traffic	1.00%

This Table shows the sources of Referred Traffic to Pinterest.com

Source	Percentage of Referred Traffic
Yandex.com	6.06%
Linktree	3.35%
Etsy	2.8%
Tailwind	1.57%

• The visit duration of the visitors on Pinterest.com is recorded to be 12 minutes and 23 seconds

This table shows the traffic to Pinterest in the year 2023

Year	Traffic in Billion
August 2023	1.06 billion
September 2023	1.03 billion
October 2023	1.14 billion
November 2023	1.12 billion
December 2023	1.16 billion

• Gen-Z gives the highest amount of traffic to Pinterest.

This table displays the share of traffic received on Pinterest.com from different age groups:

Year	Percentage Of Traffic On Pinterest.com
18 to 24 years	24.78%
25 to 34 years	27.96%
35 to 44 years	17.79%
45 to 54 years	12.88%
55 to 64 years	10.04%
Over 65 years	6.55%.

• (source-demandsage,

(source-adamconnell)

(source-analyzify)

1. By Rising E-Commerce On Pinterest
2. 92% of online retailers with social commerce are present on Pinterest
3. Pinterest users purchase more on social commerce than other platforms

This table shows Pinterest’s E-Commerce Performance

Metric	Value/Insight
Year-over-Year Increase in Clicks and Saves for Buyable Content	50%
Average Revenue Per User (ARPU) in Europe (Q2 2024)	$1.03
Purchase Intent Value on Pinterest	$30
Items Bought per User on Pinterest (2023)	3.5 items
Shoppers’ Spend per Order on Pinterest	$30
Return on Ad Spend for Brands Using Pinterest Catalogs	2x
Product Impressions for Brands Using Catalogs	5x more

This Table shows Pinterest E-Commerce Demographics and Usage

Demographic	Percentage/Insight
Luxury Audience Under 35 Years Old	70%
US Consumers Making Purchases Based on Pinterest Recommendations	47%
Consumers Using Pinterest to Purchase Products (2023)	23% (US)
Global Social Shoppers Using Pinterest	14% (both male and female)
Millennials Using Pinterest to Purchase	16%
Gen Z Using Pinterest to Purchase	13%
Gen X Using Pinterest to Purchase	13%

(source-demandsage, -analyzify), -whop)

1. By Future Growth

·      Pinterest has shown quick growth among other social media platforms, second only to Instagram.

This table shows Pinterest’s Future: Stats and Initiatives Shaping Its Growth In E-Commerce Innovations and Partnerships

Initiative	Insight/Action
Scaling Shopping Ads	Partnered with Amazon Ads to promote e-commerce.
Integration with Salesforce and Adobe Commerce	Available in all monetized markets.

This Table Shows the Sustainability Commitments Of Pinterest

Initiative	Goal
Renewable Electricity Commitment	100% renewable electricity for global offices by 2025.
Environmental Impact	Aims to reduce greenhouse gas emissions globally.

This Table Shows The Commitment Of Pinterest Towards The Body-Inclusivity and Healthy Living

Initiative/Trend	Impact/Insight
Focus on Plus-Sized Body Content	Searches for plus-sized body content are increasing.
Commitment to Body-Inclusivity (Since 2018)	Platform prioritizes diversity in content.
Updated Ad Policies (July 2021)	Ads with weight loss language and imagery are prohibited.
Decline in “Weight Loss” Searches	20% decrease in searches containing “weight loss.”

(source-hootsuite,-demandsage)

1. By affiliate marketing

• High-income demographics and strong ARPU in specific regions suggest lucrative opportunities for affiliate marketing.

Table 1: Demographics of High-Income Pinterest Users

Income Group	Percentage of Pinterest Users	Insights
US Households Earning $150k+	40%	High-income users actively use Pinterest.
Luxury Shoppers Earning $100k+	~33%	A significant proportion of luxury shoppers are affluent.
Likelihood of Luxury Shoppers Earning 6 Figures (Compared to Other Platforms)	35% more likely	Pinterest outperforms other platforms in attracting high-income luxury shoppers.

---

This table shows the Average Revenue Per User (ARPU) by Region

Region	ARPU (in USD)	Insights
Global Average	$6.44	Reflects Pinterest’s overall revenue generation per user.
US & Canada	$25.52	Significantly higher than other regions.
Europe	$3.73	Moderate ARPU compared to the global average.
Rest of the World	$0.50	Indicates lower monetization potential in these regions.

(source-adamconnell)

The Ifs, Buts, and Pitfalls Of Pinterest

• Pinterest is the hub for ideas, inspiration, affiliate marketing, saving pins, and a lot more, but brands do not prefer Pinterest as an advertisement platform. Many brands are skeptical about advertising on Pinterest.
• Pinterest was making a loss till 2022. It made losses of $96 million in 2022. The net loss had also peaked in 2019, resulting in a $1.36 billion U.S. dollars loss.
• Pinterest has added some AI integrations and tools to improve its Ad platform, but the tools have not given any significant performance. Advertisers running continuous campaigns, most of their spending is more experimental or short-term.
• Pinterest Algorithms are unpredictable and constantly updated, making it difficult for marketers to plan their content and see results.
• The platform has many good-looking pins, and the oversaturation rate is increasing daily. The competition keeps on growing for content creators and marketers, giving less attention to the time and energy they spend on Pinterest
• There is no real-time interaction among the users. Therefore, the pins on the platform feel passive and result in less engagement. Pinterest focuses more on discovery and saving pins; hence, there are limited real-time interactions.

(source- growthdevil, investopedia, projectmanager)

If We Sum Up

Pinterest has faced some losses in the past, but it is one of the fastest-growing social media and search engine platforms. It is the 15th most popular social media platform. Also, it gives a good chance of discoverability and affiliate marketing. One should not ignore Pinterest at any cost.

If you want to know about other social media platform stats before planning your strategy, check them out here.