Vital Pinterest Statistics Marketers Should Know

Whether a company is targeting an audience looking for decor ideas, fashion tips, or cooking recipes, there’s a group of Pinterest users they can market to.

From around the world, belonging to diverse demographics, Pinterest has reached a staggering 518 million monthly active users in the first quarter of 2024.

However, Pinterest statistics show that the image-based platform has seen a steady decrease in the number of users in recent years.

The platform reached 478 million monthly active users in 2021, buoyed by the sharp increase in social media usage across the world, which began around 2020.

However, Pinterest’s 518 million monthly active users in 2024 is an increase of twenty million monthly active users from the previous quarter.

This data signifies that the platform remains relevant despite its slight decline in MAUs in the past.

Although Pinterest has an impressive 518 million users, the platform’s user base has not greatly increased over the last few years.

Data shows Pinterest reached 86.8 million monthly users in the United States in 2024, which is a very slight increase from 86.4 million users in the previous year.

However, it’s important to consider that in February 2017, 250 million searches were performed using Pinterest Lens.

Data from February 2018 saw a 140% increase, with a total of 600 million visual searches made by users across the world.
This proves Pinterest’s strong user engagement, especially with regards to popular topics like:

• Fashion
• Homemaking
• Gardening
• DIY Activities
• Relevant brands

Pinterest has a predominantly female user base, with around 3/4ths of its users identifying as women. This makes it an ideal platform for brands and advertisers targeting a female audience.

However, the platform has also seen a growing number of male users. Marketers should consider this diversity when crafting content strategies to appeal to both genders.

Data as of April 2024 show that significantly more women used Pinterest than men. 69.4% of Pinterest audiences were female, while only 22% were male.

Pinterest users have a fairly broad age distribution.

However, Millennials (ages 25-34) and Gen Z (ages 18-24) are particularly active on the platform, comprising a substantial portion of the user base.

This younger demographic often seeks inspiration for lifestyle choices and ideas for fashion, home decor, gardening, travel, and more.

The latest data shows Pinterest was most popular with women between the ages of 25 and 34 years old, who made up 20.4% of users.

Additionally, over 19% of Pinterest’s user base were women belonging to the 18 to 24-year age group.

Statistics on demographics that reflect Pinterest’s reach include geographic distribution.

Pinterest’s largest user base is located in the United States. However, its influence also reaches other regions, including Europe, Asia Pacific, and Latin America.

A company targeting specific audiences should take into account details like the following:

• How many Pinterest users are located in their target region
• The region of their target market
• Regional preferences and trends

The latest data shows the United States as the leading country in Pinterest audience size, with almost 90 million users.

Second in rank is Brazil, with 38.925 million users, followed by Mexico, Germany, and France, respectively.

Pinterest stats show that 82% of users are on the Pinterest mobile app. They scroll on their feed, save pins, and create boards for inspiration.

This high mobile engagement signifies the mobile app’s convenience and accessibility.

Increased mobile usage means advertisers should optimize every post and image to be visually appealing on smaller screens.

Furthermore, optimizing pins for mobile devices can enhance user experience and increase the likelihood of engagement and sharing.

Pinterest usage data show the average Pinterest user spends about 14.2 minutes daily on the platform.

Although this is notably lower than the average time spent on other platforms like Facebook, Twitter, or YouTube, Pinterest’s advantage lies in customer satisfaction.

According to data from the American Customer Satisfaction Index (ACSI), as of June 2023, Pinterest scored 73 out of 100 index points of customer satisfaction.

It ranked higher than LinkedIn, Instagram, and Facebook. YouTube garnered the top rank with 78/100.

Users around the world turn to Pinterest for a variety of reasons. Primarily, users of all ages scroll through their feeds to pass the time.

Other notable reasons are to seek inspiration and ideas for projects, purchases, and lifestyle improvements.

Additionally, Pinterest’s customer satisfaction is rooted in discovering the latest trends and products.

Data shows that Pinterest is an ideal platform for products with a higher price point, like furniture and designer clothing or accessories.

To add, since Pinterest is a visual search engine, it also allows its users to connect with a community with similar interests through the sharing of new recipes, decor ideas, and event planning.

A company must understand the terms that their audience is searching for to reach a wider audience on Pinterest.

Companies can drive greater traffic and engagement by creating content with high-ranking keywords.

Here are some of Pinterest’s popular topics and its top-searched terms and keywords for 2024:

• Fashion – “fashion outfits,” “fashion inspo outfits,” “fashion killa,” and “fashion illustration.”
• Makeup – “makeup looks,” “makeup tutorial,” and “makeup for brown eyes.”
• DIY – “DIY crafts,” “DIY gifts,” “DIY home,” and “DIY Mother’s Day gifts.”
• Home – “home decor,” “home office,” “home interior design,” and “home gym.”
• Travel – “travel aesthetic,” “travel outfit,” “travel essentials,” and “travel quotes.”
• Party – “party outfit,” “party dress,” “party snacks,” and “party food.”
• Fitness – “fitness aesthetic,” “fitness quotes,” “fitness training,” and “fitness vision board.”
• Lifestyle – “lifestyle aesthetic,” “lifestyle photography,” “lifestyle newborn photography,” and “lifestyle illustration.”
• Food – “food recipes,” “food photography,” “food ideas,” and “food Snapchat.”
• Wedding – “wedding dresses,” “wedding guest dress,” “wedding ideas,” and “wedding hairstyles.”
• Parenting Tips – “parenting hacks,” “child development,” and “baby products.”
• Mental Health – “self-care routines,” “mindfulness practices,” and “mental wellness tips.”

Trending search topics can vary throughout the year, but a recent analysis found emerging trends in food, DIY, entertainment, and wellness.

Based on the share of pins, 75% of the top 100 pins in 2018 were about recipes. That covers a huge chunk of trending search topics.

Crafts and comedy follow with 5% and 4% respectively.

97% of searches on Pinterest are unbranded. An analysis of this data proves Pinterest’s audience is more keen on searching for ideas and inspiration rather than specific brands.

For brands, it’s integral to develop a social media content strategy that can fit naturally into users’ search habits. Including relevant keywords in pin titles and descriptions can help your post rank higher.

Repins are also known as saves on Pinterest. An average pin has about 11 repins, indicating its shareability and relevance.

The more repins a post has, the more popular it is. This allows content to appear more often on people’s feeds, especially to the repinner’s followers who may be searching for similar ideas.
Businesses should create visually appealing and relevant content to maximize repins.

Furthermore, experts suggest repinning no more than 15-25x per day. A feed that is curated and straight to the point will resonate with its target audience better.

Comments on Pinterest tend to be less frequent than on other social platforms, with the average pin receiving fewer than one comment.

However, comments can still provide valuable insights into user sentiment. Encouraging comments by asking questions or prompting discussions can increase interaction.

With liking, the user does not repin that pin to their profile, nor does it show up in the newsfeed of their followers. That’s why Pinterest has moved towards prioritizing saves over likes.

Pins generally receive fewer likes than repins, but it’s relevant to point out that many likes can still signify that the content resonates well with users.

Unbranded content typically sees a higher engagement rate because of its authenticity.

Most Pinterest users simply want to pin new ideas. A good engagement rate for branded content should be from 1-2%.

However, it’s important to note that this can vary depending on the company’s industry, niche, and type of content.

Click-through rates (CTR) measure the effectiveness of a brand pin’s call to action (CTA). The goal of a brand pin is for users to explore product details and make purchases.

CTRs will vary depending on factors like industry and audience size. However, experts suggest a CTR range of 0.2% to 0.5% as average.

Adding a CTA like “Learn More” or “Buy Now” to your brand pin can convert views into clicks. Using high-quality visuals can potentially increase a brand pin’s CTR, too.

90% of Pinterest users want to shop, while 30% say they enjoy the online shopping experience.

Pinterest’s shoppers average 80% higher monthly spending and a 40% larger basket size than other platforms.

This willingness to shop translates into valuable opportunities for brands to drive conversions through advertising.

85% of users confirmed seeing branded pins and were inspired to purchase. Furthermore, Pinterest users spend more than 25% of their time on the platform shopping.

Business owners can leverage this data by creating more shoppable pins, thereby increasing the odds of making new sales.

Although Pinterest has not divulged their shoppers’ average spend, they have noted that their users spend twice as much when shopping on Pinterest than they do when shopping on other social media platforms.

Business owners should stay confident in creating shoppable pins. Recent data on demographics proves that many Pinterest users tend to have higher incomes.

A company looking to market its products online should consider adding buyable pins to its Pinterest accounts.

Buyable pins are a one-stop shop solution for shoppers.

Due to their convenience, Pinterest has seen a 50% year-over-year increase in shoppable pins repinned on boards. A marketer can capitalize on this trend by optimizing their product listings.

A business with pins featuring product tags tends to experience higher checkout rates.

This allows Pinterest’s consumers to shop for products as they discover them directly from the platform. This streamlining enhances the shopping experience, encouraging more sales.

In fact, brands with Pinterest catalogs get 5x as many impressions on their product pins compared to brands without catalogs.

Pinterest has expanded its user base across demographics and regions through the years.

Pinterest’s primary penetration is focused on the European region.

As of January 2024, Pinterest had a penetration rate of 41.3% in the Netherlands, followed by Luxembourg and Finland, with 37.8% and 31.2% respectively.

As Pinterest continues to enhance its features and expand to more regions, the number of Pinterest users globally is projected to grow.

In the United States alone, the number of Pinterest users is predicted to increase by +5.25% between 2024 and 2028, potentially reaching a peak of 102.2 million users in 2028.

Pinterest’s annual revenue continues to grow consistently, as shown by recent data. This reflects its increasing popularity among advertisers and its effectiveness in driving conversions.

Pinterest generated over $3 billion in revenue in 2023, which is a growth of over 10 times what the platform earned in 2016.

Pinterest’s revenue growth rate for Pinterest is driven by higher ad spend and expanded advertising capabilities that cater to diverse business objectives.

Pinterest’s 2023 revenue saw an 8.9% increase year-on-year.

Pinterest’s revenue is derived from a global user base, with significant contributions from markets such as North America, the European region, and the Asia-Pacific region.

Most of Pinterest’s revenue comes from a single region. The United States contributes the most, followed by Europe in second. In 2023, the United States generated over $2 billion in revenue.