Table of contents
- How does Pinterest work?
- Pinterest's growth and evolution over time
- Key global stats for Pinterest
- How many monthly active users does Pinterest have worldwide?
- Which countries have the most Pinterest users?
- Pinterest audience: Age and gender demographics of users
- Pinterest usage statistics
- Pinterest’s financial results and revenue
- Pinterest traffic statistics
- Pinterest advertising and marketing statistics
- Pinterest Shopping statistics
- Pinterest trends and news
- Conclusion
Pinterest is something of a free spirit in the world of social media platforms because its usage is unlike any other. Different from Facebook, Instagram, YouTube, LinkedIn, Snapchat, or TikTok, Pinterest allows visitors to enjoy a wide selection of inspirational images and videos, on mobile and desktop.
Pinterest is first and foremost a visual search and discovery engine. The social media site and app are intended to serve as a source of inspiration and information for visitors in at least a billion areas.
Today, Pinterest users, or “Pinners,” can find billions of unique visuals, photos, videos, gifs, and infographics in the form of “Pins,” which are themselves grouped into thematic boards.
As one of the most active social media platforms, Pinterest boasts impressive numbers that underscore its expansive reach and diverse demographics. What are the key figures to remember to improve your marketing efforts, boost your brand’s presence on the social media app to reach a larger audience, and get ready for the future?
This article delves into the latest Pinterest statistics, offering insights into how it stands out among competitors and continues to attract a wide array of active users. These stats highlight the social media platform's significant influence and potential for engagement.
How does Pinterest work?
The marketing strategy to acquire on Pinterest is to share ideas, inspiration, and knowledge in a visual way: here, there’s no textual answer to a question like on Google for example. It’s also less about interaction with visitors than on Facebook, TikTok, Youtube, or Instagram in particular.
Less social than other social media platforms, Pinterest was actually defined as such by one of its co-founders, Evan Sharp, in 2011:
“People thought of us as a social network [...] but that was really a misunderstanding. It's our fault for not being clear. We think of Pinterest much more as a search engine.”
Here, there’s no question of UGC, user-generated content, as on Facebook, TikTok, and Instagram: the user isn’t at the center of data sharing, and marketers and brands should note that it’s truly the inspiring image content that’s key to the Pinterest platform.
Users have several possibilities to share content. They can either
- import it directly on their profile in one of their boards;
- pin a visual whose source is a website, notably thanks to the Pinterest extension to be added to their browser; the tool instantly recognizes the visual present on the site and offers to share it directly on Pinterest in the board of the user’s choice; or
- re-share native visuals in two clicks from accounts of other Pinners they follow or from creators associated with their image search to save them in one of their boards.
Pinterest's growth and evolution over time
Pinterest is a website that was created in March 2010. Its founders are Paul Sciarra, Evan Sharp, and Ben Silbermann. The latter worked at Google for a while in product design and advertising. He was also able to participate in the creation of Google Maps, an event that inspired him to, in turn, create an innovative platform.
The idea for Pinterest was to digitalize the traditional bulletin board on which we pin photos, postcards, messages, or important data. That’s why, on the social media platform, you pin files, and the logo looks like a pin, the symbol of the Pinterest concept.
The Pinterest platform rapidly won over visitors by offering unique content and inspiring images and changing the codes of social media networks such as Linkedin or Snapchat. The results appeared in a short amount of time.
In 2011, the first smartphone application was launched before being transformed in November 2019.
The year 2019 was also marked by the evolution of the social media platform, for advertisers and brands in particular: in March of the same year, five shopping functionalities were released, between social shopping, personalized purchase recommendations for users, the product catalog, shopping ads, and shopping search.
In September 2019, Lens, the platform’s visual search tool, was improved, and dark mode was launched. With Lens, users are able to snap a photo with their Pinterest camera and perform a search and then explore and discover different ideas or products related to the image.
In September 2020, Pinterest introduced Story Pins: a new way to share your inspirations with your audience in a dynamic way, thanks especially to video.
In 2023, the first ads could be seen with Premiere Spotlight, the video solution that lets you showcase your content in video format.
In the tourism sector, ads are now available in the form of destination "catalogs."
Key global stats for Pinterest
Pinterest is a singular network, and cannot be compared to Facebook statistics, Snapchat statistics, Instagram statistics, or LinkedIn statistics. So let’s find out what Pinterest’s key global statistics are.
How many monthly active users does Pinterest have worldwide?
According to Pinterest, in 2024, the social media network has 498 million monthly active users.
The largest Pinterest audience is located in the United States, with the country's audience size predicted to grow 5.25% from 2024 to 2028.
Which countries have the most Pinterest users?
Pinterest is a popular social media platform worldwide, with usage increasing in many countries every year. As of January 2024, Statista stats show that the countries that have the greatest number of active Pinterest users are the following:
- United States: 89.1 million users
- Brazil: 37.14 million users
- Mexico: 24.09 million users
- Germany: 18.89 million users
- France: 16.34 million users
- United Kingdom: 13.54 million users
- Argentina: 10.2 million users
- Italy: 10.01 million users
- Canada: 9.95 million users
- Spain: 9.31 million users
Pinterest audience: Age and gender demographics of users
When it comes to ages and generations, audience demographics are changing on Pinterest. In fact, the youngest age groups are becoming increasingly numerous on the platform: Pinterest counts a 50% increase in Gen-Z Pinners, users born between 1995 and 2010.
As of today, women make up the majority of total Pinterest users worldwide. Women represent 69.5% of the global population on Pinterest compared to men, comprising 22.4% of users, according to data from Statista.
The highest proportion of Pinterest active users is between the ages of 25 and 34 (20.4% women / 7.1% men / 2.5% unspecified), followed by the 18-24 age group (19.5% women / 6.7% men / 1.8% unspecified).
The younger generation is reacquainting itself with the application: like TikTok or YouTube, images and video are now central to the consumption of information.
Pinterest usage statistics
Do you know how many Pins are present on Pinterest? In fact, 240 billion “Pins” are counted to date on Pinterest, with no fewer than 5 billion boards to accommodate them all.
To keep these numbers strong, the application and the site can count on the 2 million users who save Pins on their boards every day...an immense community that’s only growing!
The Pinterest platform has transcended its basic functions to become a vital source of inspiration and commerce on social media. Here, we explore how Pinterest's unique features continue to shape user interactions and usage on a global level.
What are people doing on Pinterest? What are the top user activities on the social media platform?
Statista stats from a study of Pinterest users based in the United States and the top reasons they use the platform show that almost half (49%) of the people on Pinterest use the social media app for entertainment.
A statistic that will be particularly interesting to marketers hoping to expand their brand's reach via social media marketing is that 32% of Pinterest users use the platform to follow brands and companies.
Additional ways that people in the study of U.S. active users reported using Pinterest include for other purposes (40%), to stay in contact with loved ones (9%), to get news (8%), and to grow their professional network (8%).
And what are Pinterest users searching for when on the social media platform? Well, it depends on the region. However, for Pinterest users in the US, the most recent top search trends for 2024 are "nails," "hairstyles," "outfit ideas," "fashion", and "dinner ideas."
It's also interesting to note that Pinterest stats from 2023 demonstrate that a growing number of Pinners are seeking inspiration to explore and express their identities. For instance, searches for "understanding gender" have risen by 550%, while searches for "gender identity poster" and "self expression painting" have increased by 415% and 455% year over year, respectively.
In terms of social media popularity based on the number of global monthly active users, Pinterest is in 15th place, according to Statista data from January 2024, ranking below other top social media platforms like Facebook, YouTube, WhatsApp, Instagram, TikTok, WeChat, Snapchat, and others.
Pinterest’s financial results and revenue
Pinterest numbers saw a dip in growth at the beginning of 2023, but they largely made up for it in the second, third, and fourth quarters.
In fact, the fourth quarter of 2023 marked Pinterest's highest revenue performance in the company's history with earnings of $981 million, based on Statista data. What's more, Pinterest earned a total of over $3 billion in worldwide revenue for the entire year of 2023.
Pinterest traffic statistics
In December 2023, Pinterest attracted more than 1.1 billion monthly website visits, a statistic that establishes it as one of the most popular global websites. This impressive statistic indicates that, on average, users are accessing the site at least twice each month.
In terms of what countries are the biggest Pinterest traffic contributors, the United States takes the top spot, driving approximately 38% of desktop traffic to the social media platform worldwide, based on Statista stats. This is no surprise considering that the US has the greatest number of Pinterest users worldwide. The countries that follow the US in having the highest number of visits to Pinterest.com are Brazil, the Russian Federation, India, and Colombia, in that order.
Pinterest advertising and marketing statistics
Want to cut costs on customer conversions with your advertising? Consider this statistic: Pinterest data shows that ads on the platform are 2.3 times more cost-effective per conversion compared to other social media ads.
Pinterest also claims that their ads yield better returns compared to other social media networks, with advertisers experiencing a return on ad spend (ROAS) that's twice as high on their platform. In addition, recent data reveals that Pinterest ads significantly outperform competitors, generating 11.4 times more prospects than other social media platforms.
As far as what kind of advertising is most successful on Pinterest to improve your reach on the platform, the social media network's data determined that Pinterest ads that elicited a strongly positive emotional response resulted in a 20% greater increase in recall and a sixfold rise in intent to act.
In recent years, Pinterest has enhanced the shopping experience by making it possible for people to shop and purchase throughout the platform. Pinterest consequently saw a 50 percent increase in buyable items saved to boards year over year in 2023.
Here's another statistic that's good news for marketers: 96% of searches on Pinterest are unbranded, with users typically looking for generic items such as "green vase" or "rustic home décor" instead of particular brands. This statistic opens up a significant opportunity for your brand to get noticed. Since Pinners aren't strictly loyal to any single brand, they're often on the lookout for new brands and products to purchase.
Pinterest Shopping statistics
Pinterest is not only a good platform for increasing brand awareness; it can also help significantly boost sales for your business! Thanks to its Product Pins (formerly called "Shoppable Pins"), customers can easily make purchases with just a few clicks, streamlining the process of selling your brand's products. In fact, 55% of users perceive Pinterest as a shopping venue, establishing it not only as a source of inspiration but also as a go-to place for purchasing items inspired by what people find there.
Want another interesting statistic to convince you of the benefits of being a brand or company selling on Pinterest? 83% of weekly Pinterest users have made a purchase after seeing content from brands on the platform.
Furthermore, engagement is quite high with people shopping on the platform, and they're willing to pay more for products they adore. Indeed, Pinterest users spend 80% more each month compared to users on other social media platforms.
Pinterest trends and news
The social media platform has largely diversified and imposed itself in the commercial sphere over time. In relation to usage for advertisers and ecommerce, many tools have been implemented in recent years for professionals to better know their potential customers and better target their campaigns.
In addition, social shopping has expanded considerably on Pinterest, making it an essential super-application for ecommerce. Help is now available for e-tailers, with tailor-made solutions to capitalize on market conditions and optimize their online sales strategies. This evolution illustrates the social media app's commitment to supporting business growth online with tools to meet brands' needs.
Try on: Virtual reality
Virtual reality has established itself within the services offered by Pinterest, especially for online sales professionals and brands wishing to exploit the most innovative states of the web to enrich the customer experience.
Beyond resources such as the enriched catalog and Pinterest Shopping, the platform has transformed the means by which users interact with products thanks to the introduction of "Try-on." This virtual try-on service enables users to try on an item via an advanced filter system affixed to their screen, which simply activates their camera.
This virtual try-on device adds a new dimension to the influence of online shopping, enabling companies to present their products in an immersive and interactive way. Customers can visualize how products actually render, directly from their Pinterest pin. It's a breakthrough that strengthens the bond between brands and their customers, a more engaging and personalized way to discover products. Makeup and home décor are the main areas concerned by this tool.
Conversion Insights for audience analysis
A boost for advertisers and Pinterest social shopping. With enhanced tools for advertisers, brands and the app's focus on creators, Conversion Insights was created to provide a detailed overview of conversion data related to its Pinterest activity. This feature helps companies analyze monthly trends and user searches to adjust their marketing strategies.
Whether it's results linked to organic posts or campaigns run by the company, this dashboard is directly linked to the advertiser's website and will be able to give precise information on monthly traffic and sales linked to Pinterest, a rich insight into the searches carried out by users.
Premiere Spotlight, more and more video
Pinterest Premiere Spotlight is an advertising feature launched by Pinterest to give brands maximum visibility. The tool is designed to highlight video ads within the Pinterest environment.
By focusing on video content, Premiere Spotlight capitalizes on the growing trend of online video consumption, a more immersive experience for users.
Adapted to mobile browsing, video takes up a large part of the user's screen, and they can't avoid it! This is a powerful new lever for brands and content marketing.
Trends by category
Pinterest’s tool is getting more and more precise! Thanks to this service, it’s possible for users to have a summary of the categories that are creating a buzz globally but also by country.
This Pinterest tool mainly looks at statistics from the United States, Canada, and the United Kingdom.
Pinterest Predicts 2024: Trends for individuals and businesses
This is the most comprehensive resource offered by Pinterest: Predicts enables all professionals or individuals wishing to invest as much as possible in creating publications on the platform to find out exactly what predictions the application is making through the study of user behavior.
Within a playful interface, each box contains data relating to the theme, with figures and data to boot. Pinterest is a huge blog bringing together resources from individuals and professionals on every theme, from tips and inspiration to design, blog posts, photographs, marketing infographics and more.
With Predicts, you'll learn that originality and eco-responsibility are in vogue worldwide, that beauty is increasingly going for the natural, away from the artificial, and that financial research is showing a very strong attraction to stress-busting issues.
To discover all the categories, ideal for increasing your chances of selling on Pinterest, head to Pinterest Predicts.
Visual formats on Pinterest
Finally, Pinterest has its own set of rules for creating high-performance posts. So, before you start sharing visual content, keep in mind that formats are important on the social media platform.
Vertical Pins are the most popular, as they're better suited to displaying products and lifestyles, while square Pins are perfect for portraits and square images. Horizontal Pins are often used for infographics and tutorials.
Also, choose inspiring visuals, even more so than on other social media networks: as we've seen, this platform is aimed at users who want to find inspiration or learn new things, just as you would find ideas on a bulletin board!
By using the right image formats on Pinterest, you can ensure that your content will be optimally presented and attract the attention of your target audience.
So here's our infographic as a rundown of the dimensions needed on Pinterest and the assurance of boosting your ecommerce traffic!
Conclusion
As we've explored, Pinterest continues to be an active force in the global social media landscape, marked by growing revenue and traffic statistics year over year. This platform not only reaches a vast number of people but also appeals to a diverse range of demographics.
The statistics we've reviewed highlight how Pinterest maintains its relevance and influence among various social media platforms, driving significant engagement and economic impact. As it evolves, Pinterest's unique position within the digital ecosystem offers intriguing opportunities for users and advertisers alike to tap into its extensive reach and active user base.
If you don't already have an active presence on Pinterest for your business, now's a great time to add Pinterest to your social media marketing and advertising strategy By optimizing your usage of the app and the content that you pin and share with other users, the platform can be an excellent way to reach more people in your target audience worldwide, drive traffic to your online store, and boost your total revenue this year and beyond!
Which Pinterest statistic surprised you the most? What's your favorite way to use the social media platform for your brand? Let us know in the comments below!
Looking to further enhance your understanding of social media statistics? Don't miss out on our other articles for more helpful insights:
