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Pinterest stats every marketer should know

1. Pinterest is the 15th most-used social media platform

When it comes to users, Pinterest is the 15th most popular social media platform worldwide as of January 2024. The first four are, of course, Facebook, YouTube, WhatsApp and Instagram. (WhatsApp and Instagram are tied for third place.)

While Pinterest may not be as giant as some of the other social media platforms, that doesn’t mean it’s not worthwhile. In fact, we have one compelling reason to have a presence on Pinterest as our next stat.

2. 1 in 3 Pinterest shoppers have an income of over $100k

Pinterest is a platform that’s perfectly poised for social commerce. Because one-third of the platform’s users have an annual income of over $100,000, they’re ready to buy when they browse the platform for products. This makes luxury brands want to flock to the platform, making it the number one platform for shopping luxury.

3. Pinterest generated $981 million in revenue in Q4 of 2023

Q4 of 2023 was Pinterest’s all time best performing quarter for revenue–producing $981 million dollars in that quarter alone. The platform also generated over $3 billion in revenue throughout the whole of 2023.

All this to say, Pinterest is a profitable platform, which means it’s stable. It’s a good idea to invest in a Pinterest marketing strategy so you can take advantage of this platform.

4. Pinterest’s annual trend predictions have an 80% success rate

Every year, Pinterest publishes a new “Pinterest Predicts” report, sharing upcoming trends they’re predicting based on their user searches and behavior. Because the platform’s data is so reliable, this report has had an 80% success rate for four years in a row. This makes Pinterest incredibly useful for identifying whether the platform is relevant to your target audience’s interests.

Pinterest’s 2024 trend predictions include things like:

  • Eclectic grandpa aesthetic
  • Jellyfish decor
  • Kitschy kitchens
  • Cafécore aesthetic
  • Oversized beauty and accessories
  • Blue being used in beauty
  • Bow stacking
  • Badminton
  • 70s-inspired weddings

Check out the full 2024 predictions list to see if your brand can take advantage of any upcoming trends.

Pinterest user statistics

5. Pinterest has 498 million monthly active users

Pinterest has half a billion monthly active users. This is a small fraction of Facebook’s nearly 3 billion users, but Pinterest is steadily growing year after year (we have a stat for that, too).

6. Pinterest sees a 7.5% year-over-year growth

Pinterest has a healthy growth rate of 7.5% each year. It’s the third fastest-growing platform right now, behind Snapchat and LinkedIn. Facebook is still growing, but at a rate of 1.6% each year, and YouTube and Instagram are both losing users.

7. 84.6 million users are located in the U.S.

If you run a U.S.-based business, Pinterest might be a great option for you. The U.S. audience is by far Pinterest’s largest, with 84.6 million of its 498 million users located in the U.S. (17%).

The next four most popular countries for Pinterest are as follows:

  • Brazil: 28.05 million users
  • Mexico: 19.45 million users
  • Germany: 15.88 million users
  • France: 10.65 million users

Pinterest usage statistics

8. 78% of users say Pinterest makes them feel positive

The vast majority (nearly 8 in 10) of Pinterest users get a positive feeling from using the platform. Plus, another study showed that browsing Pinterest for a healthy dose of inspiration can help prevent burnout and stress.

There are so many benefits of Pinterest, but the fact that its users are happy and at peace has to be a major one.

9. 85% of weekly users have made a purchase from Pinterest pins

Pinterest users are shopping on the platform—a whopping 85% of weekly Pinners have made a purchase based on a pin they saw from a brand. Creating boards that feature your products can help you get them in front of even more users, increasing the chances someone makes a purchase.

10. 85% of Pinners use the platform to start a new project

85% of users say they hit up the platform each time they’re going to start a new project. This might be for DIY inspiration, products to use or instructions on how to do something. But Pinterest is the place they go. Use this knowledge to your advantage when creating and sharing Pins.

Pinterest audience and demographics statistics

11. 76.2% of users are women

More than 3 in 4 users are women, with 17.2% of users men and 6.6% of users unspecified or identify with another gender. If women are a big part of your target demographics, Pinterest is the perfect platform to find them.

12. Pinterest’s biggest audience segment is women aged 25-34

The largest portion of Pinterest’s audience is Millennial women aged 25-34, with that segment accounting for 28.5% of its global audience. The second largest segment was women aged 18-24, taking up over 18% of the user base.

13. Pinterest has 25.1 million Gen Z users

According to projections done in 2020, the platform should have around 25.1 million Gen Z users this year, accounting for around 5% of its entire user base. This is up from 16.4 million in 2020 and 23 million in 2023, showing that Gen Z consumers are continuing to join the platform.

Pinterest advertising and marketing statistics

14. Pinterest delivers a 2x better ROAS than other platforms

Pinterest ads have been shown to deliver a 2x higher ROAS (return on ad spend) for retail brands than other digital platforms. Get more bang for your buck by promoting Pins on Pinterest.

15. Users save more than 1.5 billion Pins per week

Pinterest’s users are pinning more than 1.5 billion Pins each week to more than 10 billion Pinterest boards. These users are planning home decor, recipes, product inspiration and more.

16. Brands see 2.3x more efficient cost per conversion

Get a better ad performance than you do on other social media platforms. Pinterest ads generate a 2.3x more efficient cost per conversion than other social media sites.

Pinterest traffic and engagement stats

17. Pinterest averages over 1 billion monthly visits

Pinterest received over 1 billion monthly website visits in December 2023, making it one of the more popular websites in the world. This means its users are visiting the site an average of 2 or more times per month.

18. 38% of Pinterest’s web traffic comes from the U.S.

The U.S. is Pinterest’s most popular country, so it makes sense that over one-third of its traffic is coming from the United States. The next four countries that visit Pinterest.com most often in order are Brazil, the Russian Federation, India and Colombia.

19. 96% of searches are unbranded

Nearly all searches on Pinterest are unbranded. This means people are searching for things like “brown sofa” or “floral wall art” rather than specific brands. This presents a great opportunity for your brand to be discovered. Pinners aren’t loyal to a single brand and instead are hoping to find new brands and products they can buy from.

20. Pinterest saw a 50% year-over-year increase of buyable items being saved to boards

Pinterest is making a conscious effort to make its platform even more shoppable. The platform’s efforts haven’t been in vain as it now sees a 50% year-over-year increase in shoppable Pins being saved to boards. With more than half of Pinterest’s users seeing the platform as a place to shop, these buyable items make it even easier.

Pinterest stats for business

21. Pinterest is the 5th most popular social commerce platform

The top five most popular social media platforms where online shoppers are most likely to make a purchase are:

  • Facebook
  • Instagram
  • TikTok
  • Messaging apps
  • Pinterest

This means your brand should be taking advantage of social selling capabilities on Pinterest so you can increase the number of conversions you receive directly from the platform.

22. 80% of weekly users have discovered a new product or brand on Pinterest

Pinterest is the perfect platform for businesses to get discovered. 4 in 5 users have found a new product or brand on Pinterest, likely resulting in a purchase or a follow. Promote your products on Pinterest to increase the chances that you reach a new audience member or potential customer.

23. Shoppers on Pinterest spend twice as much as shoppers on other platforms

Pinterest users spend 2x as much when shopping on Pinterest than they do when shopping on other social media platforms. This makes Pinterest an ideal platform for products with a higher price point, like furniture and designer clothing or accessories.

Don’t be shy about putting your products out there when it comes to Pinterest. Demographic data shows that Pinterest users have a higher income and are spending more on their shopping sprees.

24. Brands using a Pinterest Catalog get 5x more impressions on their products

If you needed one more reason to convince yourself to take advantage of Pinterest’s social selling tools, let this be it. Brands that set up their Pinterest Catalogs receive five times more impressions on their product pins than brands that don’t.

Use these Pinterest stats to inform your strategy

If these stats tell you anything, let it be that it’s time to get your social selling strategy set up. Learn how to sell on Pinterest so you can start generating even more sales and conversions through your chosen social media platforms.