Company Info
URL: https://www.pinterest.com/
Founded: March, 2010
CEO: Ben Silbermann
Headquarters: San Francisco, CA
Employees: 4000+ (Source)
Quick Pinterest Statistics
Total Number of Monthly Active Pinterest Users:
450 million+ (Source)
Last updated: 23/03/23
Percentage of Pinterest Audience Outside the U.S:
Last updated: 23/03/23
Percentage of Pinners Who Use Pinterest Mobile App:
85% (Source)
Last updated: 23/03/23
Total Pinterest Revenue in 2022:
$2,803 million (Source)
Last updated: 23/03/23
Pinterest Market Cap:
$18.40 billion (source)
Last updated: 23/03/23
Pinterest Demographics
- 76.2% of Pinterest audiences are female and 17.2% are male.
- 6% of Pinterest users are aged 25-34.
- 9% of Pinterest users are 18-24.
- 6% of Pinterest users are 35-44.
- 80% of Pinners live outside the US.
- 31% of millennials in the UK with a household income of over £100K are on Pinterest.
- Brazil is the second-largest market for Pinterest users, with 05 million users.
- 46% of U.S. women adults use Pinterest.
- 61% of Pinners say that Pinterest is where they go to start a new project.
- 50% of U.S. users shop on Pinterest.
- 8 million is the number of people that can be reached with adverts on Pinterest.
Pinterest number of active users per year
Table | Number of active users |
2016 | 160 million |
2017 | 216 million |
2018 | 265 million |
2019 | 335 million |
2020 | 459 million |
2021 | 478 million |
2022 | 445 million |
Pinterest Financial Statistics
- Q4 2022 revenue grew 4% year over year to $877 million.
- Full year 2022 revenue increased 9% year over year to $2.8 billion.
- 2022 revenue in Europe was $398 million.
- 2022 revenue in U.S. and Canada was $2.3 billion.
- Pinterest went public on April 18, 2019, pricing its shares at $19 each for its initial public offering.
Pinterest annual revenue by the year
Year | Revenue in USD |
2016 | 299 million |
2017 | 472 million |
2018 | 755 million |
2019 | 1.14 billion |
2020 | 1.69 billion |
2021 | 2.6 billion |
2022 | 2.8 billion |
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Fun Facts
- 80% of Pinners are outside of the U.S.
- Male Pinners are up 40% year on year.
- 61% of Pinners say that Pinterest is where they go to start a new project.
- 97% of top Pinterest searches are unbranded.
- 46% of weekly Pinners have discovered a new brand or product on Pinterest.
- Pinterest said 85% of Pinners use their mobile app.
- 98% of users say they’ve tried something new they found on Pinterest
- 85% of American female users use Pinterest to plan life moments.
- Two-thirds of pins represent brands and products.
- The most popular category on Pinterest is Home Décor, followed by DIY and Crafts.
- The average Pinterest user types in 8 searches per month.
- Pinterest had 10,000 users within 9 months of its launching date.
- Around 95% of Pinterest users claim that the platform inspires them.
- Pinterest stock trades in NYSE under the ticket PINS.
- People with Pinterest careers are generally called ‘Pinployees.’
- 25% of Fortune Global 100 companies have Pinterest accounts.
- Pinterest makes money through promoted pins.
- An estimated 47% of U.S. online shoppers have made a purchase based on a recommendation from Pinterest.
- The average number of monthly searches on Pinterest is 2 billion.
- 98% of Pinners report trying new things they find 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 450 million monthly active users (Pinterest, 2023).
Monthly active Pinterest users by the end of Q4 2022. Source: Statista
Even though the numbers are way below industry leaders like Facebook with almost 3 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.
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 76.2% of Pinterest audiences are female and 17.2% are male. (Statista, 2023).
Distribution of Pinterest users worldwide as of January 2023, by gender. Source: Statista
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.
3. Pinterest demographics: Geography
Having been founded and headquartered in the U.S., Pinterest’s largest user base was found within the region, but today, most of its reach has transcended borders.
80% of Pinterest users live outside the United States of America (Pinterest, 2023).
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, one-quarter (24%) of Pinterest users claim that they use the platform to follow brands (Marketingcharts, 2022).
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 say they 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, 2023).
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.
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
Pinterest is a popular platform for niche marketers, like the ones who advertise crafts and hobbies-related products, or anything related to food, beauty, and fashion.
It is one of the most popular social platforms, just behind giants like Facebook, YouTube, and Instagram.
Moreover, when Pinners find something that they love, they’re willing to pay 40% more per month than people on other social platforms.
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 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’s audience is mostly comprised of younger generations, and 35.6% of it (88.8 million people) are aged 25-34. while 21.9% (52.6 million) are aged 18-24 (Datareportal, 2023.)
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.
9. Pinterest’s international revenue
Pinterest’s global revenue in 2022 grew 9% year over year to $2,803 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 college education
While 28% of U.S. adults are on Pinterest, it is interesting to note that 38% of them have a college degree or have attended some college studies.
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).
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