Pinterest Statistics: Demographics and Marketing Value

Pinterest Statistics: Demographics and Marketing Value

According to multiple Pinterest statistics, millions of active Pinners use the platform looking to buy new products and explore new brands. At the same time, numerous businesses and service providers use Pinterest to look for new ways to showcase their brands and offers.

If you are a business owner and are looking for a way to use Pinterest to elevate your brand, we’ve compiled a list of the most useful and interesting facts about Pinterest that you can use to your advantage when planning on a marketing strategy.

Top Pinterest Stats: Editor’s Choice​

General Facts About Pinterest​


The following facts reveal general information about one of the most popular social networks, such as how many users the platform has or just how active they are. They are an ideal starting point for any business owners and digital marketers who wish to familiarize themselves with Pinterest.

1. More than 454 million people use Pinterest each month.

Pinterest user statistics reveal that the platform had 128 million monthly active users back in 2016. However, that number gradually increased to a record-high 454 million monthly users worldwide in Q2 2021.

2. Pinterest has more than 240 billion pins.

Every Pinterest user can have up to 2,000 boards and save up to 200,000 pins, so it shouldn’t come as a surprise that millions of Pinterest active users have created more than 240 billion Pins so far. This fact says a great deal about just how popular this platform is and how active its users are.

3. 85% of Pinners use the Pinterest mobile app.

Perhaps one of the most astonishing Pinterest statistics is that nearly all Pinners prefer using Pinterest on their mobile phones. This can prove extremely helpful to businesses and marketers and is an excellent representative of just how important it is to optimize content for smartphones.

4. Pinterest is one of the top 10 relevant brands in the US.

Pinterest was founded in December 2009, and in 2012, it became the fastest standalone site to reach 10 million unique users.

Today, Pinterest numbers millions of monthly active users, and the company is regarded as one of the most relevant brands in the US, alongside brands such as Apple, Netflix, Amazon, and Disney.

Interesting Pinterest Demographics​


Brands and business owners use demographic data frequently when developing marketing strategies. These statistics can help increase profits significantly by revealing target groups for marketers, which is why we’ve compiled a list of some of the most interesting demographics data and stats regarding Pinterest.

5. More than 50% of Pinners live outside of the US.

In Q1 2016, there were 63 million international Pinterest monthly active users and 65 million in the US. However, the numbers have shifted significantly in the past four years, and the majority of Pinners today come from outside of the US borders.

Namely, Pinterest had 90 monthly active users from the US and 277 million international monthly active users in the first quarter of 2020.

6. 77% of Pinterest users are female.

According to a report by Statista, 77% of all Pinterest users in 2020 are female. In addition, 14% of users who took part in the survey identified as male, while 9% opted not to specify their gender.

7. 34% of Pinterest users are 30-49 years old.

When it comes to Pinterest age demographics, 34% of Pinners are between 30 and 49 years of age. At the same time, 32% of them are 18-29 years old, while 38% of Pinners are between 50 and 64 years old.

Interestingly, even seniors are not all unfamiliar with Pinterest, as 18% of Pinners are 65 years old or more.

8. 70% of Pinners have a college education.

A Pew research unraveled some interesting information about Pinterest and the education of its users. Namely, 32% of Pinners reported having some form of college education, while 38% confirmed having a college degree.

Out of all the users surveyed, only 19% reported having a high school education or less.

9. 80% of US moms who use the internet are on Pinterest.

Eight out of ten moms based in the US who use the internet are regular Pinners. This statistic is perhaps one of the key demographics as it directly reveals Pinterest’s target audience.

Marketers and business owners can use it to their advantage to promote their services or products to this group.

10. 30% of the Pinterest users from the US come from suburban areas.

Another useful bit of information related to Pinterest audience demographics that can be of use to businesses is that 30% of Pinners are from suburban areas.

Simultaneously, another 30% of American Pinners come from urban areas, while 26% are from rural areas.

Pinterest Statistics for Business Owners and Marketers


If you’re a business owner or a service provider planning on using Pinterest to drive sales, you should familiarize yourself with its market and the potential benefits you can have by using the platform for advertising. At the same time, the following Pinterest business statistics will also help you understand why numerous businesses are already using the platform to expand their brand.

11. Pinterest’s market value is $35.06 billion.

Market value is a standard method used to measure the size of a publicly-traded company.

When it comes to Pinterest, the company’s market value is estimated at $35 billion as of November 4, 2020, which is a significant increase compared to the previous year when it was “only” $8.61 billion.

12. Advertisers can reach more than 169 million people through Pinterest.

There are nearly half a million Pinterest users in 2020, and marketers could reach 2.8% of the world’s population aged 13 and above with adverts on the platform, as reported by Pinterest. More importantly, the company also reports a 12% quarter-on-quarter increase in its advertising reach.

13. 28% of social media marketers are using Pinterest.

Shopping on Pinterest is rather straightforward, and it takes only a few clicks to go from discovery to purchase, making the platform an ideal place for advertising.

At the same time, marketers can easily reach 90% of the Pinterest user base, which is why 28% of social media marketers use Pinterest to advertise their products or services.

14. 83% of weekly Pinners made purchase decisions on Pinterest.

Another statistic that identifies the importance of advertising on Pinterest is the fact that Pinners are likely to shop for a specific product after seeing an ad regarding the said product.

According to Pinterest business statistics, 83% of users who visit the platform at least once a week have reported buying products from a brand they got introduced to via Pinterest after seeing its ad on the platform.

15. 98% of Pinners are trying to find new things on Pinterest.

While there’s plenty of top brands on Pinterest, the majority of Pinterest users continuously search for new stuff. Instead of buying products from well-known and established brands all the time, Pinners tend to check often what other brands have to offer.

As a matter of fact, 98% of Pinners reported trying new brands after discovering them on the platform.

16. 77% of weekly Pinners have discovered a new brand by using Pinterest.

Millions and millions of Pinterest monthly active users are continuously discovering new products or services while browsing through various categories and boards on Pinterest.

Approximately 77% of weekly Pinners discovered a new brand, a product, or a service while browsing Pinterest.

17. 50% have made a purchase after seeing a promoted pin.

Promoted pins are paid ads on Pinterest, and this option allows brands or service providers to target specific demographics, devices, or locations in order to advertise their products.

If you were ever skeptical about using Pinterest for business and the effectiveness of advertising on the platform, you should know that 50% of Pinners have decided to buy a product after seeing a promoted pin.

18. Pins that show a product or service in action are 67% more likely to drive sales.

There is no need to be subtle when advertising your products on Pinterest. Various Pinterest statistics show that advertising a service or a product is 67% more likely to drive sales.

Additionally, Pins with a clear product placement are 20% more likely to drive offline sales.

Pinterest User Statistics


One of the best ways to get to know your audience is by analyzing various user statistics and finding out what your users think about your services. As far as Pinterest goes, virtually every Pinner loves the platform, and a lot of them report they even find ads useful.

19. 64% of Pinterest users described the platform as a place to find ideas, products, or services they can trust.

According to a study conducted by Talk Shoppe on behalf of Pinterest, the majority of Pinterest’s user base reported that they find Pinterest to be an excellent platform to find new products, ideas, or services they can trust.

20. 47% of social media users see Pinterest as a go-to platform for shopping.

There are many reasons why people use social media networks, be it for socializing and making friends, viewing photos, or watching videos. However, according to various Pinterest user statistics, Pinterest is most often used for shopping.

Furthermore, 47% of social media users agree that Pinterest is the best platform for discovering products and shopping, while only 15% voted for Facebook, which is the second-best platform behind Pinterest for this purpose.

21. Nine out of ten pinners described Pinterest as filled with positivity.

Out of all Pinterest facts, this one is guaranteed to brighten your view of Pinterest. Namely, nine out of ten Pinterest users that Talk Shoppe surveyed in October 2018 reported they see Pinterest as a platform filled with positivity.

22. 439 million pins are saved each year for Valentine’s Day, and 183 million pins are saved for New Year’s.

Pinterest’s seasonal insight allows business owners to take a closer look into Pinterest numbers to determine when a peak advertising opportunity for a specific seasonal term is. This can be of immense help when deciding on a marketing strategy.

For example, Valentine’s Day-related searches are popular between January and February, and 439 million Valentine-related pins are saved each year. Similarly, Pinners save more than 183 million New Year pins each year, which is a popular search term from June to December.

23. Pinterest user statistics show that Pinners reuse 95% of the images posted on Pinterest.

Instead of chasing followers, Pinterest users focus on simply finding the most popular Pins on Pinterest or stuff that they enjoy and then share that content with their friends or followers. Most Pinners are interested in what’s hot and what’s cool, which is a behavior that translates well for marketers and influencers who wish to increase engagement through inbound links.

24. 78% of women aged 25-54 report that they find content from brands useful.

Ads are not always informative, and more often than not, we would just avoid them. However, things are different when it comes to Pinterest, especially when you take certain information about Pinterest into consideration, such as the fact that most users visit the platform for shopping.

Namely, the platform reaches 83% of all women aged 25 to 54 in the US, as reported by the Pinterest consumer study conducted by Deep Focus Intelligence Group in 2017. Out of that number, 78% had a positive reaction to ads from brands and said the content has helped them convert ideas to fruition.

Pinterest Financials


Pinterest is a growing business, and its lucrative market is excellent for marketers and business owners to advertise their products on. The following statistics reveal more information about the biggest spenders on the platform and just how Pinterest revenue aggregates millions of dollars each year.

25. High-income households are twice as likely to use Pinterest compared to low-income households.

According to a Pew Research study, high-income households are twice as likely to use Pinterest compared to low-income households. Nearly 41% of Pinterest’s user base earns more than $75,000 per year, while 27% reported earning anywhere between $30,000 and $74,999. Lastly, 18% of Pinners reported earning less than $30,000 a year.

26. In 2019, Pinterest generated $1.142 billion from ads alone.

Pinterest’s ad revenue increases with each year. In 2016, the company generated $299 million in revenue, $472 million in 2017, and $756 million in 2018. However, the company set a new record in 2019 as Pinterest earnings skyrocketed and raked in more than $1.142 billion in revenue.

27. In Q2 2020 alone, Pinterest’s revenue was $272 million.

In 2020, Pinterest reached a new milestone when it comes to the number of monthly active users, which positively reflected on its revenue. According to Pinterest financials, the company earned $272 million in Q2 2020, a 4% increase compared to the $261 million it earned in 2019.

However, much of that revenue was generated in the US alone — Pinterest generated $232 million in revenue in the US, and its international revenue was $41 million.

28. At $2.66 ARPU, Americans are the biggest spenders on Pinterest.

Pinterest monthly active user statistics reveal that there are a lot more international Pinners than those living in the US. However, when it comes to shopping, American Pinners are still the biggest spenders. They significantly outspend international Pinners and spend $2.66 on average, compared to international users who spend only $0.13 on average.

Fun Facts About Pinterest​


While they are not as niche or relevant as the other statistics we’ve included on our list, the following facts are still worth knowing and can prove to be useful to both business owners and regular Pinners.

Pinterest surpassed Snapchat and is now the third most popular social platform in the US. The two companies were going toe to toe ever since 2018, but the newest information about Pinterest by eMarketer shows that Pinterest managed to secure third place with 86 million active users in the US, compared to Snapchat’s 83.1 million.

30. An average Pinterest user spends five minutes on the platform per visit.

Pinterest has an excellent engagement rate, and one could easily spend hours browsing the most popular Pinterest categories. However, the platform is not that time-consuming since searching via images is significantly easier than going through the text. This allows Pinners to quickly find what interests them, and they spend 4 minutes and 43 seconds on average browsing the site. Additionally, they visit 5.26 pages during that time.

31. Top Pins on Pinterest have a lifespan of three months.

Pins have the longest lifespan compared to other social media platforms. Posts can stay relevant for up to three months, compared to Instagram’s 48 hours, Facebook’s five to six hours, and Twitter’s 15 to 20 minutes. Furthermore, some of the top Pins on Pinterest can have an engagement even after a year if properly optimized, making Pinterest an ideal platform for marketing.

32. The best time to post on Pinterest is between 8 PM and 11 PM.

Fun Pinterest audience demographics reveal that the best time to post on Pinterest is during evening hours, according to CoSchedule.

App usage statistics show that the majority of Pinners tend to frequently post or visit it between 8 PM and 11 PM, as well as 2 AM and 4 AM. Additionally, Fridays and Saturdays are ideal days to post on Pinterest.

Pinterest Statistics: The Takeaway

Pinterest is the only social network that offers its users the option to search by image, which greatly reduces the steps required to go from discovery to conversion. In addition, statistics such as the number of monthly active users, the healthy lifespan of Pinterest posts, or the general feeling about the platform, indicate that there is vast potential for marketers and service providers to advertise their brands on Pinterest.

By analyzing different Pinterest stats and paying close attention to common practices, service providers and businesses can utilize the reach of Pinterest’s promoted pins and significantly drive their sales.

Frequently Asked Questions

How long has Pinterest been around?


Pinterest has been around for more than a decade. The company was founded in December 2009, and the platform was officially launched in January 2010. During that time, Pinterest grew steadily, continuously increasing the number of active users, as well as its revenue.

How many boards can you have on Pinterest?


To ensure that everything runs smoothly and that the platform is neatly optimized, Pinterest implements a few limitations regarding the number of Pins you can save or the boards you can create.

With that said, you can have up to 2,000 boards on Pinterest, which also includes secret boards, as well as group boards that you did not create. Additionally, you can save up to 200,000 Pins.

How much is Pinterest worth?


A company’s worth is generally represented by the number of shares outstanding multiplied by the current stock or by its market cap. When it comes to Pinterest in particular, the company is estimated to be worth $38.12 billion as of November 2020.

How many users are on Pinterest?


The number of users on a social media platform like Pinterest is represented by the number of monthly active users. As of Q3 2020, Pinterest numbers 442 million monthly active users, out of which 343 million are international monthly active users and 98 million hail from the United States.

Who uses Pinterest the most?


Females use Pinterest the most, and approximately 77% of Pinners are female. Additionally, 35% of Pinterest users are aged 30-49, and 34% are between 18 and 29 years old. When it comes to Pinterest users by country, 97.22 million Pinners hail from the United States, followed by 15.33 million from Germany, 12.05 from the United Kingdom, and 10.55 million from France, as of October 2020.

Who is Pinterest’s target audience?


Females use Pinterest the most, and approximately 77% of Pinners are female. Additionally, 35% of Pinterest users are aged 30-49, and 34% are b

Millennials are the ones who use Pinterest the most, and a good chunk of Pinterest’s target audience primarily consists of females aged 25-54. However, the target audience on Pinterest is continuously shifting.

For example, in the early years, most users were from the US. Today, the numbers have significantly changed, and there are 343 million international monthly active users compared to 98 million Pinners in the US. At the same time, while females are still a dominant gender on Pinterest, the number of male user accounts has more than doubled in recent years.

What age group uses Pinterest the most?


One could safely say that Pinterest is made for everyone because, unlike other social media platforms, it is popular with multiple generational brackets. Around 35% of Pinners are 30-49 years old, while 34% are aged 18-29, while 15% are 65 or older.

What is a good engagement rate on Pinterest?


The engagement rate represents the percentage of your Pins that have been re-Pinned at least once. There is no specific number to aim for, but the closer to 100%, the better. While you are unlikely to maintain a 100% engagement rate, according to Pinterest statistics, there are numerous ways to increase engagement on Pinterest, such as creating multiple boards, posting the content that your followers enjoy, creating conversations, or even re-pinning valuable content from other brands.

Sources

Business of Apps, Business of Apps, CoSchedule, eMarketer, HubSpot, Macro Trends, MTOM Consulting, Pew Research, Pinterest Business, Pinterest Business, Pinterest Business, Pinterest Business, Pinterest Business, Pinterest Business, Prophet, SevenAtoms, SimilarWeb, Statista, Statista, Statista, Statista