Pinterest brings out the bulletin board fanatic in all of us. But for social media managers, it\u2019s the Pinterest statistics that matter\u2014knowing the facts and figures that set one pin apart from another is an essential part of creating a marketing strategy, both on and off the platform.<\/p>\n
We\u2019ve dug through annual reports, letters to shareholders, blog posts, primary data and research from Pinterest and beyond to round up the most important recent statistics you need to know about Pinterest.<\/p>\n
Here are the numbers that matter in 2024.\t\t\t\t\t<\/p>\n
\t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Create. Schedule. Publish. Engage. Measure. Win.<\/strong><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFree 30-Day Trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n Take a top-down look at Pinterest\u2019s performance, and see how Pinterest stats measure up against other social media networks<\/a> while you\u2019re at it.<\/p>\n In terms of global active users, Pinterest ranks as the 15th largest platform in the world as of January 2024.<\/p>\n The platform ranks below social networks like Facebook, YouTube, TikTok, and Snapchat.<\/p>\n Source: <\/em>Statista<\/em><\/a><\/p>\n In February 2024, Pinterest reported 498 million monthly active users\u2013up by 16 million users<\/a> from the previous quarter.<\/p>\n Pinterest\u2019s 2023 revenue report shows that the platform\u2019s average MAUs in the U.S. and Canada grew to 97 million, an increase of 2% year over year (YoY) compared to 95 million in the same period of the previous year.<\/p>\n Overall, global MAUs increased by 11%, with an 8% increase in European MAUs, and a 15% increase in the rest of the world, compared to the same period last year.<\/p>\n Pinterest\u2019s revenue also grew 12% YoY in 2023<\/a>, for a total of $981 million. Pinterest says it expects revenue to continue growing into 2024.<\/p>\n Pinterest CEO Bill Ready said this in the company\u2019s third-quarter earnings report: \u201cPinterest is the rare business where the interests of users and advertisers are aligned. It\u2019s proven to be true as we continue to post double-digit revenue growth and have achieved an all-time high for global MAU. The changes we made have set us up to be a stronger and more efficient company as we double down on our momentum in 2024.\u201d<\/p>\n As of 2024, 55% of Pinterest\u2019s workforce self-identifies as female. This is up from 51% in 2022.<\/p>\n Pinterest has committed to increasing women in leadership to 36% by 2025. In H1 of 2022, they met that goal<\/a>. The company has also made several recent appointments of women of color to its board of directors<\/a>, executive team<\/a>, and other leadership posts.<\/p>\n Pinterest is hard at work increasing the representation of women in its workforce. At the end of 2023, it announced that it had increased the representation of women in leadership roles by 20%, for a total of 36%.<\/p>\n Pinterest is also working to close the gap in typically gender-biased roles like engineering. This year, they\u2019ve committed to increasing engineering leadership roles held by women and those from other marginalized gender identities to 25%.<\/p>\n In September of 2022, Pinterest committed to purchasing 100% renewable electricity for their global offices by 2025. This move is a major step towards reducing their global greenhouse gas emissions and saving energy in their offices.<\/p>\n Starting with their headquarters in San Francisco, Pinterest will be receiving 100% renewable electricity through CleanPowerSF\u2019s SuperGreen program<\/a> and purchasing Energy Attribute Certificates following a set of guiding principles. Their global real estate portfolio\u2014which spans countries like the United States, Japan, and Brazil\u2014will prioritize projects that are located in the country in which the electricity was consumed, source from projects that provide the greatest system impact, and support local communities.<\/p>\n Every year, Pinterest releases its coveted Pinterest Predicts report. Using data from the billions of pins saved to its platform, Pinterest calls out the next big trends, products, and general aesthetics we can expect to see.<\/p>\n This year, Pinterest predicts a few things:<\/p>\n Among others. Which of these trends do you expect to come true?<\/p>\n Source: <\/em>Pinterest<\/em><\/a><\/p>\n Browse these Pinterest user stats to understand the platform\u2019s demographic dynamics.<\/p>\n Pinterest\u2019s audience still skews young, with the majority of its audience falling into the 25-34 age category. Coming up close behind is the 18-24 category, followed less closely by the 35-44 year olds.<\/p>\n Move over, millennials, Generation Zoomer is taking over. At Pinterest Investor Day 2023, the platform announced that it\u2019s getting younger by the day, with 42% of its MAUs identifying as Gen Z.<\/p>\n Not only that, but Gen Z sees Pinterest as a positive place where they can dream big and map out their future lives.<\/p>\n While Gen Z and male users are on the rise, Pinterest still primarily caters to women, who make up more than 76% of their global user base<\/a>, while men make up 17.2%, and the remaining 6.6% remain unspecified.<\/p>\n In January 2023, Pinterest was most popular in the United States, where roughly 29.4% of people were active users. Belgium and the Netherlands also had sizable user bases, with about 26.8% and 29%, respectively.<\/p>\n Following close behind in user growth is Canada, with a 25.2% penetration rate, and Portugal at 22.6%.<\/p>\n When it comes to global distribution of Pinterest users, the United States takes a strong lead. Nearly 84 million of Pinterest\u2019s 498 million users live in the U.S. Pinterest\u2019s second largest user group rests in Brazil, with an estimated 28 million users. Mexico, Germany, France and Canada follow close, but not too close, behind. \t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n Bonus: Download your free pack of 5 customizable Pinterest templates now.<\/span><\/strong> Save time and easily promote your brand with professional designs.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n According to a recent Pinterest blog post, luxury shopping is alive and well on the platform. A third of luxury shoppers on Pinterest report having an annual income of over $100,000. They are also 35% more likely to make a six-figure income than luxury shoppers on other platforms.<\/p>\n What\u2019s more, these shoppers spend 87% more on luxury goods than shoppers on other platforms and are 27% more likely to buy premium products.<\/p>\n Champagne, anyone?<\/p>\n Looking to tap into this luxurious audience? It\u2019s worth noting that these card-swiping, trend-setting, monogram-toting cohorts are all millennials. At an average age of just 35 years young, Pinterest\u2019s luxury audience can have their avocado toast, and eat it, too.<\/p>\n According to new data from Pew Research, 27% to 35% of all U.S. adults use Pinterest regularly. This ranks the platform 4th out of 11 platforms, landing it just behind Instagram, Facebook, and YouTube, and above TikTok.<\/p>\n Source: <\/em>Pew Research Center<\/em><\/a><\/p>\n Pew Research also found that women are more likely to use Pinterest than men. Unsurprising, given the platform\u2019s reputation for feminine content.<\/p>\n Knowing what makes a Pinner pin is often what separates a good marketing strategy<\/a> from a mediocre one. Whether you\u2019re looking for more followers<\/a> or sales, these Pinterest facts and statistics should guide your efforts.<\/p>\n While people use Pinterest differently, a significant percentage of Pinners are planners. Often, people come to the platform when they are in the early stages of a project or purchase decision.<\/p>\n As platforms across the internet continue to be drug through the mud for negativity, Pinterest stands out as a beacon of light and positivity.<\/p>\n According to Pinterest, 78% of regular Pinners<\/a> actually feel better after using the platform. It turns out, saving photos of ponies and motivational quotes actually works.<\/p>\n Source: <\/em>Pinterest<\/em><\/a><\/p>\n Looking to get your brand in front of the right audiences this holiday season? Well, it turns out Pinterest is the place for celebration content, with more than 14.6 million celebration-related boards made in 2023.<\/p>\n Pinterest is more than just a digital corkboard. It\u2019s also a powerful search engine. Use these Pinterest search stats to inform your Pinterest SEO strategy<\/a> in 2024.<\/p>\n When it comes to what people are searching for on Pinterest in the US, some of the top searches included \u201cnails\u201d, \u201cdinner ideas\u201d, and \u201chairstyles\u201d.<\/p>\n Other popular search terms include \u201cdinner recipes,\u201d \u201coutfit ideas,\u201d \u201csummer nails,\u201d and \u201ctattoo ideas.\u201d<\/p>\n Since 2018, Pinterest has been committing its platform to body-inclusivity. In July 2021, Pinterest updated its ad policies<\/a> to prohibit all ads with weight loss language and imagery. Searches containing \u201cweight loss\u201d declined by 20% since then, as Pinterest users become increasingly conscious of the platform\u2019s commitment to promoting healthy living and body image.<\/p>\n Now, with the introduction of a new body type technology that makes it easier for Pinterest\u2019s AI to identify diverse body types, searches for phrases such as \u201cMom summer outfits curvy\u201d are up 47x, \u201cconcert looks plus size\u201d up 6x, and \u201cplus size bridal dresses\u201d up 5x, year over year.<\/p>\n Pinterest is a place where pride shines bright, and that\u2019s reflected in their searches.<\/p>\n For instance, searches for \u201cunderstanding gender\u201d have shot up by 550%, while \u201cgender identity poster\u201d and \u201cself-expression painting\u201d have both seen increases of 415% and 455% respectively compared to last year.<\/p>\n Queer fashion is getting pretty popular on Pinterest. People are searching a lot more for things like \u201cnon-binary outfits,\u201d \u201cgenderqueer fashion,\u201d and \u201cqueer outfits for men.\u201d Also, beauty searches are up for \u201cnon-binary hair\u201d and \u201cgenderfluid hairstyles.\u201d<\/p>\n While most platform\u2019s are busy pushing ads up and individual content down, Pinterest remains a safe haven for pure creativity. With 96% of its top searches unbranded, Pinterest claims: \u201cContent from brands doesn\u2019t interrupt on Pinterest\u2014it inspires.\u201d<\/p>\n Pinterest remains one of the most trafficked websites online, with 1.16 billion people visiting the website every month.<\/p>\n Source: <\/em>Statista<\/em><\/a><\/p>\n Learn how other marketers have found success on the app with these Pinterest ecommerce stats.<\/p>\n Pinterest users are in the mood to consume\u2014according to the company\u2019s Feed Optimization Playbook<\/a>, people who use Pinterest weekly are 40% more likely to say they love shopping and 75% more likely to say they\u2019re always shopping.<\/p>\n Nothing tastes sweeter than ad dollars well-spent. And, on Pinterest, you might taste that victory.<\/p>\n According to Pinterest, 50% of its users see the platform as a place to shop, as well as a place to find inspiration.<\/p>\n Further to Pinterest\u2019s shopping culture, millennials who see a product on Pinterest tend to buy that product. According to Pinterest\u2019s own data, 44% of millennial Pinners have made a purchase as a result of seeing branded content on Pinterest.<\/p>\n Did you know that shoppers on Pinterest are not only highly engaged but also willing to spend more on products they adore? It\u2019s true! In fact, according to recent data, Pinterest users shell out a whopping 80% more per month compared to those on other platforms.<\/p>\n Looking to market your products on Pinterest? Read these Pinterest marketing statistics first.<\/p>\n Pinterest is not just a platform for discovery and inspiration, it is also a tool to help people start new projects. 85% of its users use the platform when starting a new project\u2013whether that\u2019s home improvement, planning a vacation, or launching their own side hustle.<\/p>\n Brand discovery is one of the most powerful benefits Pinterest offers businesses. 80% of its users have discovered, or plan to discover, a new brand or product through Pinterest. This means that with an effective Pinterest marketing strategy<\/a>, your business can reach and engage a large audience.<\/p>\n With only 498 million monthly active users, it\u2019s pretty astonishing that Pinterest users are saving 1.5 billion Pins per week. But, when you think about all the creative cake ideas and wedding dress folders\u2026 well, it starts to make sense.<\/p>\n Louis Vuitton, Gucci, and Carolina Herrera-lovers, rejoice. Pinterest has been dubbed the #1 destination for luxury shopping inspiration. What\u2019s more, 3 in 5 luxury shoppers say they use Pinterest to research brands.<\/p>\n Scouring Pinterest to find that one perfect wedding board? Good luck. With more than 10 million boards on the platform, chances are you\u2019ll be looking for a while.<\/p>\n Still wondering if Pinterest is the right platform for your products? Shopping is growing on the platform, with Pinterest seeing a 50% year-over-year increase in buyable items saved to boards this year.<\/p>\n Catalogs are like a brand\u2019s starter kit for doing well on Pinterest shopping. When retailers upload their catalogs and tag their products, they\u2019ve noticed a bump of almost 30% in checkouts.<\/p>\n Source: <\/em>Pinterest<\/em><\/a><\/p>\n Looking to up your ad game in 2024? These Pinterest advertising statistics will get you excited about your upcoming strategy.<\/p>\n While advertisers flee more traditional platforms like X (formerly known as Twitter), savvy platforms like Pinterest are sweetening their offerings to attract ad dollars.<\/p>\n This year, Pinterest announced a suite of new ad features to increase investment in the platform. Among the features are a new spotlight feature that allows premium ad placements on the Pinterest home feed, as well as quiz ads that let brands ask their customers questions directly on the platform.<\/p>\n Looking to save money when converting customers? Pinterest might be the place. According to the platform\u2019s own data, Pinterest ads are 2.3x more efficient cost-per-conversion than ads on social media.<\/p>\n According to Pinterest, their ads also offer better returns than competing social media networks, claiming advertisers see 2x higher ROAS when using the platform.<\/p>\n Recent data from Hootsuite ranked Pinterest as 10th, out of a possible 12, in the list of social media platforms brands feel confident advertising on. It\u2019s unclear why brands are shifting advertising dollars away from the platform, but we do know there\u2019s a big focus on ROI this year.<\/p>\n According to the latest data, Pinterest ads are outshining the competition with an astonishing 11.4 times more prospects generated compared to other social media platforms. Yes, you read that right\u201311.4 times!<\/p>\n Ads that make people feel good tend to perform better on Pinterest. In fact, data from Pinterest found that ads that receive positive emotional reactions were recalled 20% better and had a 6x higher lift in action intent.<\/p>\n Save time managing your Pinterest presence using Hootsuite. From a single dashboard, you can compose, schedule, and publish Pins, create new boards, Pin to multiple boards at once, and run all your other social media profiles. Try it free today.<\/strong><\/p>\n \u00a0<\/p>\n Schedule Pins and track their performance<\/strong> alongside your other social networks\u2014all in the same easy-to-use dashboard.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n![](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2023\/01\/Inpost-CTA-Planner.png?ssl=1\"\/)
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\n\t\t\t\t\t\t\t\t\t\t#1 Social Media Tool\t\t\t\t\t\t\t\t\t<\/span><\/p>\nGeneral Pinterest statistics<\/span><\/h2>\n
1. Pinterest is the 15th largest social network<\/a> in the world<\/h3>\n
![\"bar](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/bar-graph-showing-pinterest-at-the-bottom-of-the-l.png?resize=1452%2C1364&ssl=1\")
<\/figure>\n2. The platform has 498 million monthly active users<\/a><\/h3>\n
3. Pinterest\u2019s monthly global user figures increased by 11% year over year<\/a><\/h3>\n
4. Pinterest\u2019s total revenue increased by 12% in 2023<\/a><\/h3>\n
5. Pinterest\u2019s overall workforce is 55% women<\/a><\/h3>\n
6. 36% of Pinterest\u2019s leadership team is female<\/a><\/h3>\n
7. Pinterest committed to 100% renewable electricity<\/a> in offices by 2025<\/h3>\n
8. 80% of Pinterest\u2019s 2023 predictions came true<\/a><\/h3>\n
\n
![\"man](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/man-in-knit-sweater-and-lots-of-jewelry-with-words.png?resize=2048%2C1152&ssl=1\")
<\/figure>\nPinterest user statistics<\/span><\/h2>\n
9. The majority of Pinterest\u2019s user base is between 25 and 34 years old<\/a><\/h3>\n
10. Gen Z makes up 42%<\/a> of Pinterest\u2019s monthly active users<\/h3>\n
11. 76% of Pinterest\u2019s user base is female<\/a><\/h3>\n
12. Pinterest is most popular in the U.S. and the Netherlands<\/a><\/h3>\n
13. Most Pinterest users live in the U.S.<\/a><\/h3>\n
14. 1 in 3 Pinterest shoppers<\/a> have an average annual income of $100,000 or more<\/h3>\n
15. 70% of Pinterest\u2019s luxury audience is under 35 years old<\/a><\/h3>\n
16. 27% to 35% of U.S. adults<\/a> use Pinterest<\/h3>\n
![\"bar](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/bar-graph-from-pew-research-center-showing-pintere.png?resize=658%2C1026&ssl=1\")
<\/figure>\n17. Women are more likely to use Pinterest<\/a> than men<\/h3>\n
Pinterest usage statistics<\/span><\/h2>\n
18. 85% of Pinners<\/a> say they use Pinterest to plan new projects<\/h3>\n
19. 8 out of 10 people<\/a> say Pinterest is a positive online space<\/h3>\n
![\"white](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/white-text-on-blue-background-that-reads-78-of-we.png?resize=888%2C540&ssl=1\")
<\/figure>\n20. 14.6 million celebration-related boards<\/a> were made in 2023<\/h3>\n
Pinterest search stats<\/span><\/h2>\n
21. Top Pinterest US searches in 2024<\/a> include nails, dinner ideas, and hairstyles<\/h3>\n
22. Pinterest searches for plus-sized body content<\/a> are up<\/h3>\n
23. Gender diverse searches<\/a> are also up on Pinterest<\/h3>\n
24. 96% of Pinterest\u2019s top searches are unbranded<\/a><\/h3>\n
25. Pinterest sees 1.16 billion monthly visits<\/a><\/h3>\n
![\"line](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/line-graph-showing-pinterest-website-visits-increa.png?resize=1458%2C930&ssl=1\")
<\/figure>\nPinterest ecommerce statistics<\/span><\/h2>\n
26. 75% of weekly Pinterest users<\/a> say they\u2019re always shopping<\/h3>\n
27. 50% of Pinterest users see the platform as a shopping destination<\/a><\/h3>\n
28. 44% of millennial Pinners<\/a> have bought a product they saw on Pinterest<\/h3>\n
29. Pinterest users spend 80% more per month<\/a> than on other platforms<\/h3>\n
Pinterest marketing statistics<\/span><\/h2>\n
30. 85% of Pinners<\/a> use Pinterest when starting a new project<\/h3>\n
31. 80% of Pinners have discovered a new brand<\/a> or product on Pinterest<\/h3>\n
32. Pinterest users save 1.5 billion Pins per week<\/a><\/h3>\n
33. Pinterest is the #1 destination for luxury shopping<\/a> inspiration<\/h3>\n
34. There are more than 10 million boards<\/a> on Pinterest<\/h3>\n
35. Pinterest saw a 50% YoY increase<\/a> in buyable items on boards<\/h3>\n
36. Retailers who upload catalogs and tag products see 30% more checkouts<\/a><\/h3>\n
![\"Beauty](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/post-3-assets-2-en-us.png?resize=600%2C1238&ssl=1\")
<\/a><\/figure>\nPinterest advertising stats<\/span><\/h2>\n
37. Pinterest released a ton of new ad features<\/a> this year<\/h3>\n
38. Pinterest ads are 2.3x more efficient<\/a> on cost per conversion (CPC)<\/h3>\n
39. Pinterest ads see a 2x higher return on ad spend (ROAS)<\/a><\/h3>\n
40. Brands are still skeptical<\/a> about advertising on Pinterest<\/h3>\n
![\"bar](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/03\/bar-graph-showing-list-of-social-media-platforms-b.png?resize=1218%2C1222&ssl=1\")
<\/figure>\n41. Pinterest ads bring in 11.4x more prospects<\/a> than competing social<\/h3>\n
42. People remember happy Pinterest ads<\/a> best<\/h3>\n