Pinterest might not be the most popular social media network in the world, but it holds incredible potential for marketers.
Users from all over the world flock to the so-called ‘visual discovery engine’ to browse through thousands of images and videos, find inspiration, and discover new ideas and aesthetics – all of which makes Pinterest the perfect place to showcase your products.
However, if you want to make the most out of Pinterest, it helps to know as much as possible about the platform and the people who use it.
In this post, you’ll find the latest Pinterest statistics and trends you need to know.
These stats reveal useful insights about how consumers and marketers use Pinterest and can help to inform your strategy.
First, let’s take a look at some Pinterest statistics related to usage. These stats tell us more about the state of the platform this year.
If Pinterest was a country, it would be the third-largest country in the world and have a greater population than the US. The platform had 454 million MAUs as of the second quarter of 2021. Interestingly, this is actually down by around 24 million from last quarter.
However, it’s worth noting that the slight drop in users over the last quarter comes off the back of a rapid increase for the 2 years prior, which was driven by changing consumer habits as a result of the pandemic. Pinterest’s audience grew from 291 million at the start of 2019 to 478 million at the start of 2021.
Pinterest isn’t winning any awards in the social media popularity contest. It doesn’t quite make the top 10 when it comes to monthly active users. Facebook, the number one most popular social network globally, has more than 8x as many users.
However, that doesn’t mean Pinterest isn’t valuable for marketers. After all, reach isn’t everything.
Pinterest may not be the most popular platform in the world, but it is one of the fastest growing. Between 2019 and 2021, Pinterest’s monthly active users grew quicker than any other platform except TikTok and increased by 32% in just two years.
For comparison, Instagram – one of Pinterest’s closest competitors – grew at only half that rate and increased its user base by 16% in the same period. TikTok grew at the fastest rate and increased its monthly active user count by 38%, Facebook grew by 19%, and Twitter just 8%.
If you didn’t already know, Pins are like bookmarks on Pinterest. When people see an image or video they like, they can ‘Pin’ it to save it to their board, so that they can come back to it later.
To date, Pinterest users have saved over 240 billion of these Pins, which shows just how huge the platform really is. That works out at around 528 Pins per monthly active user.
If you thought Pinterest was just for sharing images, think again. It’s actually a video platform too. Videos have been a growing vertical for the platform for a while, and users now watch almost 1 billion videos on the platform every single day.
This is still far short of the dedicated video hosting platform, YouTube, on which users watch 5 billion videos per day, but it’s impressive nonetheless.
The vast majority of Pinterest users visit the app at least once every month. 68% of users also visit weekly, but only just over a quarter (26%) do so daily.
Pinterest seems to be a mobile-first social media platform as the vast majority of users log on through the mobile app.
Only 15% visit Pinterest via desktop. The upshot? Make sure you’re optimizing your Pinterest content for small-screen viewing.
According to a recent report, the number 1 reason people use Pinterest is to find information about products or brands, with 4/10 people using the platform for this purpose.
The second most popular reason to use Pinterest was to ‘find funny or entertaining content’; and the third, ‘to post/share videos’.
This is different from rival social media platforms like Facebook, where the number one use case is to message family and friends; and Instagram, where it’s to post/share photos and videos. This suggests Pinterest is more of a product discovery platform than a traditional social network.
Home decor is a big deal on Pinterest and the vast majority of users say they’ve used the site to find inspiration for home projects in the last month. Other popular uses for the platform include finding recipe ideas, beauty/clothing inspiration, or health and fitness inspiration.
Trends take off on Pinterest, even more than they do on other platforms like Facebook and Instagram. On average, Pinterest trends increase by around 56% in six months, compared to 38% elsewhere. Trends also last 20% longer on Pinterest.
Pinterest users aren’t looking for specific products, they’re looking for inspiration. With almost all of the top searched on the platform being unbranded, it provides a unique opportunity for new businesses and smaller brands to reach new customers without brand bias playing a role in purchase decisions.
Pinterest is extremely popular with creatives, as it allows them to visually plan projects, find inspiration, and more. 85% of users say it’s the first place they go when starting new projects.
When it comes to social media, many users have a love-hate relationship and some people believe that it can have a negative impact on positivity and mental health.
However, Pinterest doesn’t seem to have this effect on people. 80% of users say that using Pinterest makes them feel positive.
This is important, given that 6 in 10 consumers feel they’re more likely to remember, trust, and purchase from brands they encounter in a positive environment.
Next, let’s learn about the people that use the platform. Here are some Pinterest statistics pertaining to user demographics.
Pinterest is unique amongst social platforms in that it shows a very distinct gender split. It’s extremely popular amongst female users, and there are around 1.5x more women using the platform than men.
Although Pinterest is traditionally popular with females, the number of males using the platform is on the rise.
Male Pinners are up by 40% year over year, which suggests that Pinterest’s working hard to close that gender gap.
Pinterest’s US audience size amount to 89.9 million, which is more than triple that of any other country. Brazil comes in a distant second place, with 27.5 million Pinterest users, and Mexico third with 14.5 million.
Interestingly, all the countries that made the list were from either North America, South America, or Europe. Usage of Pinterest in other large regions like Asia, and Africa remains relatively low.
When segmented by age, people in the 30-39 age bracket make up the largest chunk of Pinterest’s user base. 23.9% are in this age range. 40 to 49-year-olds are the second largest group, making up 20.1%.
The overall age spread is still quite even when you compare it to other social platforms.
Interestingly, Pinterest actually has the greatest penetration rate amongst older age groups. 40% of users age 46-55, and 40% of users age 56+ use Pinterest. For comparison, only 23% of those aged 15-25 use the platform.
What does this tell us? Pinterest is one of the few social media platforms to successfully cater to both older generations of consumers and the younger crowd.
However, despite being very popular with older age groups, Pinterest is clearly also making inroads with the younger generation too. The number of ‘Gen Z’ users (that’s users between the ages of 13 and 24) is up by 40% year on year. The number of Millennial Pinterest users in the US is also up by 35% YOY.
Thinking about investing in Pinterest? Or just interested to know how much revenue the platform generates? Check out the Pinterest statistics below!
Like most social platforms, Pinterest had a great year financially in 2020. The company earned nearly $1.7 billion in 2020 alone – $1692.66 million, to be exact. That’s up by over $500 million years on year, and more than 5x greater than in 2016.
A global APRU is the amount of US dollars the platform generates each quarter, per user. In 2020, this figure stood at $1.32 per user. It may not seem like a lot, but it’s actually a very healthy figure. The APRU grew from $1.04 the year before.
Interestingly though, if we look only at the US, Pinterest’s ARPU is much higher. The US is home to the majority of Pinterest’s users, and this figure shows just how much US users like to shop. The platform’s average revenue per user in the US is actually $5.08, compared to $0.36 elsewhere.
When used correctly, Pinterest can be a powerful marketing tool. Here are some Pinterest statistics every marketer should know
Despite having some potential for marketing, Pinterest isn’t nearly as popular amongst social media marketers. Only ¼ of marketers use Pinterest, compared to 93% who use Facebook and 78% who use Instagram.
This shows the platform is still massively underutilized, but this can be a good thing as there is less competition to cut through.
Although only a small proportion of marketers are using the platform it still has a fairly large reach when it comes to advertising. Approximately 200.8 million people can potentially be reached through ads on the platform.
That’s around 3.3% of the global population over age 13. 77.1% of that ad audience is female, while only 14.5% are male.
According to Pinterest Advertise, ads on the platform can be a cost-effective use of your marketing budget. The article stated that Pinterest ads are around 2.3x “more efficient cost per conversion than ads on social media”. This is referring to major social media platforms like Facebook and Instagram.
In addition to Pinterest ads being more cost-efficient, it’s estimated that they also offer retail brands 2x higher returns on ad spend compared to social media platforms. This is great news for marketers working on a shoestring budget that want to maximize ROI.
Pinterest users are shoppers. According to statistics, they spend 2x more every month than users of other platforms. They’re also 35% more likely to take a week or more to make a purchase decision – they like to take their time and browse and aren’t in a rush to convert.
Pinterest users on the whole like to shop slow but this is a positive thing for marketing. Slow shoppers make educated buying decisions and therefore are willing to spend more on their purchases.
Related Reading: The Latest Ecommerce Statistics And Trends You Need To Know.
On a per-order basis, Pinterest users are also big spenders. Pinterest Shopping reported that Pinterest users spend around 6% more per order than shoppers on other social platforms. They also put 85% more in their baskets.
Pinterest users love to shop – that much is clear. Not only are they 75% more likely to say they’re always shopping, but they’re also 40% more likely to say they love shopping.
It isn’t all that surprising that Pinterest users would love to shop, given that the platform was designed for shopping, with native shopping features built-in.
Pinterest Shopping ads are a great way to get people clicking your products and making purchases. According to Pinterest Shopping “When brands add Collections or other Pinterest Shopping ads to campaigns, they drive 3x the conversion and sales lift, and twice the positive incremental return on ad spend.”
Pinterest Shopping ads make it easy for people to find the products they’re looking for, and navigate to the seller to make a purchase.
When it comes to shopping, Pinterest users are open to new trends and new brands entering the market. According to Pinterest shopping, they’re 50% more likely to be open to new brands and products than other social media users. They also are more likely to be loyal to brands they like when shopping online.
Pinterest is a great place for users to discover new brands and products that they love. In fact, around 80% of users that access the platform on a weekly basis have discovered a new brand or product that they like whilst browsing pins.
Pinning products allows users to think about their purchasing decisions and easily return to things that they are interested in. As a result of this, users are more likely to purchase things they’ve pinned than things they haven’t. Pinterest has sought to make it even easier for Pinners to purchase products they’ve saved by introducing a shopping list feature.
As you can see, Pinterest continues to be an attractive social network for marketers, with a large, active, and growing user base of ‘slow shoppers’ who are actively looking to discover new products.
Hopefully, the Pinterest statistics above will help you to plan a better, data-driven social media marketing campaign.
If you want to learn more about Pinterest, be sure to check out our posts on Pinterest hashtags, how to get more Pinterest followers, and Pinterest tools.
Alternatively, if you’d like to check out more statistics, I’d recommend our articles on content marketing statistics, influencer marketing statistics, and lead generation statistics.