Pinterest by the Numbers: Stats, Demographics & Fun Facts

Company Info

URL: https://www.pinterest.com/

Founded: March, 2010

CEO: Ben Silbermann

Headquarters: San Francisco, CA

Employees: 2545+ (Source)

Quick Pinterest Statistics

Total Number of Monthly Active Pinterest Users:

478 million+ (Source) 

Last updated: 30/06/21

Percentage of Pinterest Audience Outside the U.S:

50% (Source)

Last updated: 30/06/21

Total Number of Pins Saved by Users:

240 billion (Source)

Last updated: 30/06/21

Total Number of Pinterest Boards:

5 billion+ (Source)

Last updated: 30/06/21

Between October 2020 and March 2021, Pinterest had: 

1.22 billion total visits (source) 

Last updated: 30/06/21

Pinterest Market Value:

$49.13 billion (source) 

Last updated: 30/06/21

Pinterest Demographics

• Global Monthly Active Users (MAUs) grew 30% year over year to 478 million. 
• 77.1% of Pinterest audiences are female  
• 14.5% of Pinterest users are male. 
• 32% of Pinterest users are 18-29 years old. 
• 34% of Pinterest users are 30-49 years old. 
• 38% of Pinterest users are 50-64 years old, forming the age group with the highest number of Pinterest users.
• 50%+ Pinners live outside the US.
• Germany is the second-largest market for Pinterest users, with 17.5 million users.
• 46% of U.S. women adults use Pinterest. 
• 89% of users are on Pinterest for purchase inspiration 
• 80% of US mothers who use the internet use Pinterest.
• 30% of U.S. Pinterest users come from suburban areas. 
• The median age of a Pinterest user is 40, however, the majority of active pinners are below 40. 
• 34% of Pinterest users earn between $50,000 and $74,999 per year.
• 25% of social media marketers are using Pinterest. 
• 200.8 million – Number of people that can be reached with adverts on Pinterest. 
• 28% of all US social media users are Pinterest users.

Pinterest number of active users per year 

Pinterest Financial Statistics

• Q1 2021 revenue grew 78% year over year to $485 million.
• 2020 revenue grew 48% year over year to $1,693 million. 
• Q4 2020 revenue grew 76% year over year to $706 million. 
• Pinterest went public on  April 18, 2019, pricing its shares at $19 each for its initial public offering.
• Pinterest’s total U.S. revenue jumped 67% year over year, to $582 million. 

Pinterest annual revenue by the year

Fun Facts

• 50%+ Pinners live outside the U.S. 
• 90% of weekly Pinners make purchase decisions on Pinterest. 
• 77% of weekly Pinners have discovered a new brand or product on Pinterest. 
• 98% of Pinners go out and try ideas they find on Pinterest.
• 439 million pins are saved each year for Valentine’s Day and 183 million pins are saved each year during New Year’s.  
• 97% of searches on Pinterest are unbranded.
• Pinterest said 85% of Pinners use their mobile app.
• Nine out of ten Pinners described Pinterest as filled with positivity
• Two-thirds of pins represent brands and products. 
• The most popular category on Pinterest is Food & Drink, followed by home decor
• The average Pinterest user types in 8 searches per month. 
• “Holidays” is the most popular search category on Pinterest. 
• 50% Have Made a Purchase After Seeing a Promoted Pin. 
• Pins that show someone using a product or service are 67% more likely to drive offline sales.
• Pins that promote a special sale or offer generate a 61% higher email conversion lift. 
• Pinterest makes money through promoted pins. 
• 85% of Pinterest users use the site when they want to start a new project.
• 64% of Pinterest users described the platform as a place to find ideas, products, or services they can trust.
• 47% of Social media users saw Pinterest as the platform for discovering and shopping for products.
• The average number of monthly searches on Pinterest is 2 billion.
• Pinterest is one of the top 10 relevant brands in the U.S.
• 98% of Pinners report trying new things they find on Pinterest
• 77% of weekly Pinners have discovered a new brand or product on Pinterest

Pinterest Statistics (Editor’s Choice) 

1. Pinterest User Statistics 

As one of the most popular social media platforms in the world, Pinterest currently has 478 million monthly active users (Pinterest, 2021).  

It is currently ranked as the 14th most popular social media platform in the world.  

Source: The Global State of Digital 2021 

Even though the numbers are way below industry leaders like Facebook with 2.8 billion monthly active users, Pinterest’s user growth path has been quite impressive compared to other social media giants like Twitter, formed a few years before.  

Global Monthly Active Users (MAUs) grew 30% year over year to 478 million, jumping from 400 million monthly active users the previous year. 

2. Pinterest demographics: Gender 

One of the key Pinterest stats to consider is gender demographics. The statistics indicate that Pinterest is a predominantly female platform, as seven out of every ten Pinterest users are female (eMarketer, 2018).  

According to a recent report, users that identify as female on the platform account for 77.1% of the total audience (Statista, 2021). 

Apart from being the predominant population on Pinterest, females are also the most active lot ‒ as males account for just seven percent of total pins on the platform.  

One of the biggest reasons behind this trend is that women are more likely to have an emotional connection to something. Pinterest is mainly used as a source of inspiration and motivation, which is a leading contributing factor to why women are more active on the platform.  

As this has been the trend for a long time, the tide seems to be changing, and we soon see a new wave and a tilt in these Pinterest demographics.  

According to Pinterest, there has been a significant rise in men joining the platform. Male audiences grew 40% year over year in 2020, bringing a ton of new pinners to the platform. 

3. Pinterest demographics: Geography 

Having been founded and headquartered in the US, Pinterest’s largest user base is found within the region, but today, its reach has transcended borders.  

More than half of Pinterest users live outside the United States of America (Pinterest, 2020). 

4. The main reasons why people use Pinterest 

There are many reasons behind the success of Pinterest, and much of it has to do with what people mostly use it for. According to statistics, 49% of those that use Pinterest are mostly there to get entertained (Statista, 2019).  

One-third of the users in the US claim that they use the social media platform to follow brands and other companies, which is the second-most popular reason behind the use of Pinterest.  
 

85% of Pinners also claim to use the platform to plan new projects.  

A significant number of Pinners are planners and will use the social media site in their early stages of a project.  

Other popular reasons why there are many users on Pinterest are:  

• Some wish to strengthen their professional networks 
• Getting news 
• Staying in touch with friends and family.  

The other major driving factor for most people that use Pinterest is for shopping purposes. This is discussed in detail in our next point.  

5. The influence of Pinterest on buying decisions 

One of the key reasons marketers should consider Pinterest as their go-to platform is its huge influence on the users’ shopping decisions.  

If still in doubt, here’s an interesting Pinterest shopping statistic to sway you: 82% of Pinterest’s active users claim to have bought products based on the brand’s content on site. From a different perspective, that’s eight of ten Pinners! 

It doesn’t even matter what you’re selling, whether conventional items like the best gifts for employees or unique products, Pinterest is still for you. 

Besides, 97% of all queries carried out on Pinterest are unbranded (Pinterest, 2019).  

This means nearly all Pinners don’t search for specific brands when browsing the platform, making it easier for small and new eCommerce sites to have a level playground with the ‘giants.’  

After all, the high numbers of those searching for unbranded content imply that the majority of Pinners are looking for inspiration and discovering new ideas. 

The platform isn’t only great for its users to find new products, but also use it to shop for the products they like.  

Pinners are 55% more likely to purchase a product after seeing an image or video on Pinterest compared to other platforms.  

98% of Pinners have also claimed to have tried new things that they come across on Pinterest, a clear indication that Pinterest users are open to trying out new and fresh products (or brands). 

To encourage more businesses to advertise on the platform, Pinterest has a dedicated page, where they offer tips to businesses looking to market their brands and products on the platform. 

6. Pinterest’s popularity among marketers 

25% of marketers use Pinterest to push for their brands, according to a study on the leading social media platforms used by marketers worldwide (Statista, 2020).  

It is one of the most popular social platforms, just behind giants like Facebook, YouTube, and Instagram.  

However, according to the statistics, Pinterest is preferred to other popular social media platforms like Snapchat and TikTok, which take up 5% each. 
 

The biggest selling factor for Pinterest is its referral potential, as it brings in 33% more referral traffic to user websites than Facebook. 

Pinterest’s weekly conversions shot up by 300% the previous year, with an increase in ‘add-to-cart’ and ‘checkout’ attributed conversions.  

A part of this success can be attributed to the recent features introduced by Pinterest to make it easier to shop on the platform. 

7. Pinterest app usage 

Pinterest has both a web and application version, but according to the company, 85% of all their traffic comes from the mobile app.  

However, this doesn’t come out as any surprise as more than half of all internet traffic comes from mobile devices.  

These statistics are a clear indication for brands and marketers to ensure that they optimize their content for mobile. 

8. Pinterest is growing in younger generations 

Pinterest demographics are up 40% year-over-year for Gen Z Pinners and 35% for Millennials.  

This proves that the platform has become more attractive for the younger generation, as more brands rush to curate their products and offerings to target the young ones.  

Furthermore, recent statistics show that the number of Pinners under 25 years grew twice as fast as users over 25 (Pinterest, 2020). 

Some of the reasons given by Pinterest as to why there’s such an increase in the numbers of younger Pinners is to find:  

• Beauty inspiration. 
• Wardrobe ideas. 

• Family-friendly ideas. 
• Tips for adjusting to the new normal. 
• Future growth. 

Moreover, further studies also indicate that 80% of US Millenial women are on Pinterest.  

That’s approximately four in five Millennial US women actively taking advantage of the platform. The same study also reveals that 80% of all US moms are also active Pinterest users. (Pinterest, 2020) 

9. Pinterest’s international revenue almost doubled in 2020 

Pinterest’s global revenue in 2020 grew 48% year over year to $1,693 million. This seems to be the new trend as the platform gains more popularity, as the revenue for Q1 2021 grew 78% year over year to $485 million.  

Besides the international user growth, Pinterest has gained a significant amount of advertising momentum in the international markets.  

The company identifies Western Europe as its largest, and fastest-growing user base and as it states in its letter to shareholders, “We plan to expand our presence in existing international markets and are excited to enter new geographies in Latin America in the first half of [2021]” (Pinterest, 2020). 

10. 38% of Pinners have undergone college education 

While 28% of US adults are on Pinterest, it is interesting to note that 38% of them have a college degree or have undergone some college studies.  

Source: Pew Research Center, 2019 

This is a bigger number of people compared to only 20% for those on Snapchat, 32% on Twitter, and 15% on Reddit (Pew research, 2019). 

Note: Please link back to omnicoreagency.com and this page when you reference/quote the statistic.

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