40+ Must-Know Pinterest Statistics for Marketers in 2025

Pinterest has been the best visual social media platform for those looking for inspiration. However, for marketers, it plays a key role in developing a winning content marketing and social media strategy. This is where statistics play a key role in understanding the platform and how to leverage it for the best results. Having used Pinterest extensively over the years, I understand it well, and I’ve collated 40+ Pinterest statistics you should know as a marketer. 

Pinterest stats (top picks) 

• As of 2024, Pinterest has a total of 537 million monthly active users. 

• Pinterest also received a user satisfaction rating of 73, which is higher than that of platforms like X, LinkedIn, Facebook, and Instagram. 

• Pinterest’s largest audience is millennial women, with 70% of females using this platform in the UK compared to 28% of males. 

• Pinterest offers 3x higher returns on ad spend than other social media platforms. 

• Videos on Pinterest have 3x higher viewability when compared to other social media platforms. 

Pinterest’s reach and user demographics 

How big a social media platform is Pinterest? What is its global reach like, and how is its demographic breakdown spread out? The next two sections offer some useful insights. 

Global user base and monthly active users 

The statistics below offer some useful statistics that list Pinterest’s user base and how many monthly active users it has. 

1. According to its own website, there are a total of 537 million active users on Pinterest monthly. 

2. According to Data Reportal, Pinterest's user base was 433 million in Q2 2022, steadily growing every quarter. 

3. In July 2023, Pinterest received a user satisfaction rating of 73, up from the 71 points scored in 2022. This ranks Pinterest above Facebook, LinkedIn, X, and Instagram in terms of user approval. 

4. Pinterest also saw a 7.5% user growth between 2022 and 2023. 

Sources: Pinterest, Data Reportal, Statista

Pinterest demographic breakdown 

What are the Pinterest demographics in terms of parameters like age, gender, and geographic distribution? Here are some key statistics: 

1. At 42%, Gen Z makes up the largest portion of Pinterest’s user base and is also its fastest-growing segment. 

2. Pinterest is also popular among all age groups. According to Pinterest, it reaches 39% of people between 18 and 24, 31% of people between 25 and 34, and 29% of those between 35 and 44. 

3. The platform has a reach of about 30% among those over 45. 

4. The United States accounts for 89 million of the platform’s loyal users. 

5. Women aged 25-34 comprise the largest share of this platform’s global user base. 

6. In the UK alone, Pinterest’s audience comprises 70% females over 18 and 28% males over 18. 

Sources: Pinterest, Statista, Statista 

Pinterest engagement and user behavior statistics 

Besides Pinterest’s global active user base, marketers also need to know how engaged its audiences are. The two sections below shed some light on some key Pinterest usage statistics and what they say about its users. 

Average time spent on Pinterest 

How much time does the average user spend on Pinterest, and which countries have the highest share in terms of time spent? Here are a few key insights: 

1. Croatia had the highest average time spent on Pinterest’s mobile app on Android, at 2H 36M. Finland came in second place, at 2H 35M, while the worldwide average is 1H 36M. 

2. The US, which makes up the platform’s largest audience base, has its audience spending an average of 1H 33M on the Android app. 

3. Finland tops the scale in terms of the monthly app sessions per user on Android phones at 88.7. Bulgaria falls in second place with an average of 68.4 sessions per month, while the worldwide average is 44.3. The monthly average session in the US is 33.3. 

Sources: Data Reportal 

Content discovery and user intent  

Pinterest plays a key role in discovery and planning, particularly so in creative spaces. Here, we explore how users use this platform to generate ideas and their search intents. 

1. 80% of weekly Pinners say they’re inspired by the shopping experience Pinterest offers. 

2. 96% of the top searches are unbranded. This shows that the platform’s users are typically open to new ideas rather than sticking to their pre-decided preferences. 

3. Two out of every three people who interact with Pinterest feel positive afterward. This feeling also increases with the frequency with which people use the platform. 78% of weekly Pinners say they feel positive after using the platform. 

4. 55% of Pinners also view Pinterest as a place to shop from. 

Sources: Pinterest, Pinterest 

Pinterest’s impact on consumer purchasing behavior 

What impact does Pinterest have on its audience’s purchasing behavior? Does it play a key role in making purchasing decisions? The sections below demonstrate Pinterest’s role in the shopping experience and the most popular categories on the platform. 

Statistics on Pinterest’s role in purchase decisions

1. Given how positive Pinterest makes its users feel, it’s no surprise that users who encounter brands on this platform also feel positive about them. In fact, when users find themselves in a positive space, 6 out of 10 American adults agree that they’re likely to remember brands they encounter online. This amounts to 56% of the users surveyed. 

2. 56% of American adults surveyed also state that they trust brands they see in a positive space. 

3. 54% state that they ultimately purchase a brand once these criteria are met. 

4. Two-thirds of US adults expect brands to be responsible for advertising in a positive space. 

5. 44% of millennial Pinners have stated that they have purchased a product after seeing branded content on Pinterest. 

Sources: Pinterest, Pinterest 

Categories and products most popular on Pinterest

Knowing which categories and products are most popular on Pinterest also offers marketers key insights into its advertising potential. 

1. A few perennial categories that have remained popular on Pinterest for years include fashion, home decor, weddings, DIY and crafts, health and wellness, beauty, and travel. 

2. Regarding the platform's trends, Pinterest Predicts received an 80% success rating on its predictions for the fourth year in a row in 2023. 

3. According to Pinterest Predicts, some of the key trends for 2024 were: 

   1. Rest Stops: Key breaks for those looking to slow-travel, ensuring their trips aren’t rushed. 

   2. Melty Mashups: Combining two gooey, delicious foods that combine to make dishes like burger quesadillas or pizza pies. It is predicted to be popular among Gen X and Boomers. 

   3. Blue Beauty: With Aquamarine making big waves, Gen Z and Millennials will likely search for “blue glam make-up.”

Sources: Pinterest, Pinterest Predicts 

Pinterest for business and advertising statistics 

Some of the statistics mentioned above have demonstrated Pinterest's potential for advertisers and marketers. This is particularly true given users' trust in this platform and the visual nature of its content. 

Business account growth and trends

At what scale are business accounts on Pinterest growing, and what are the prominent trends on the platform? As of January 2024, Pinterest's audience size had grown 23% year over year, just 2% below Instagram’s. 

Sources: Statista

Pinterest ad performance  

1. Pinterest’s reported advertising reach has risen from 271 million in October 2022 to 339 million in October 2024. 

2. Regarding the countries with the highest ad reach, the USA tops the charts with a total reach of 95,600,000. Brazil comes in second place with a total reach of 40,425,000.

3. Regarding its eligible ad reach rate, the Netherlands tops the charts with 46.8% of its population aged 13+. 

4. 56% of organizations prioritizing social listening say they are confident in Pinterest’s ROI. This is a 10% increase from organizations that don’t do social listening. 

5. The optimal posting frequency for brands on Pinterest is once a week. 

Sources: Data Reportal, Hootsuite 

ROI and conversion rates from Pinterest ads 

How high is the ROI that brands get from Pinterest ads, and how successful are these ads? Here is some insightful data. 

1. Pinterest has seen a 50% increase in buyable items being saved to boards. 

2. Pinterest’s advertising revenue increased 16.8% from 2023 to 2024, bringing its overall revenue to $3.37 billion. By 2027, this number is expected to reach $5.13 billion. 

3. According to a study, five brands in 2019 saw a higher return on ad spend than any other social media platform (2x) and 1.3x the returns generated from traditional search. 

4. Weekly Pinners are three times more likely to click through to a retailer’s site from Pinterest than from any other social media platform. 

5. Pinterest’s deep link feature alone can increase conversions by 3x. 

6. Brands that use the Conversion API saw an average of a 28% increase in conversions attributed to Pinterest. 

Sources: Pinterest, Statista, Oberlo, Highspot, Pinterest 

Pinterest content performance insights 

What kinds of content perform best on Pinterest, especially considering it is a visual platform? The two sections below offer helpful insights and list some best practices to ensure high engagement. 

Top-performing content types on Pinterest

Given below are some key data points on the top-performing content types on Pinterest: 

1. Video is possibly the most popular content format on Pinterest. Video ads have a 3x higher viewability compared to other social media platforms. 

2. The platform has even seen a 21% increase in video views daily. 

3. 82% of users on Pinterest targeted by a video campaign saw at least one impression. 

4. Besides the 3x higher viewability, videos on Pinterest also have a 2x higher video completion rate than other social media platforms. 

5. There are six different types of posts or pins on Pinterest: static pins, idea pins, video pins, rich pins, collection pins, and try-on product pins. 

Sources: Highspot

Best practices for high-engagement pins   

Certain best practices can help you maximize engagement with your pins. Some of these include: 

• Max-width video: Brands that want the best possible visibility on Pinterest can use the max-width video format. This gives them much more real estate to work with than a standard video. 

• Use Pinterest 100: Pinterest 100 is the platform’s prediction for the most popular trends for the year. Tracking these can ensure you create pins that resonate with your audiences. 

• Understand the anatomy of a pin: Understanding the key elements of a pin, the specifications in terms of size and resolution, and the length of the title and description are key to higher engagement.

Pinterest’s competition and platform comparisons

How Pinterest compares to other social media platforms is key to understanding its role in a brand’s marketing mix. The two sections below offer some key insights. 

Pinterest vs. other social platforms

Here are a few key statistics on how Pinterest compares to other social media platforms in a few key aspects: 

1. While Pinterest has 522 million monthly active users, this number is far behind those of platforms like Facebook and Instagram, which have 3.07 billion and 2 billion monthly active users, respectively. TikTok has an advertising audience of 1.69 billion. While Data Reportal states that Pinterest has 522 million monthly active users, data from Pinterest itself puts the number at 537 million. 

2. Among active social media users over 16, 1.6% say that Pinterest is their favorite app, 16.7% choose Instagram, and 13.2% choose Facebook. 

3. Among ad audiences, YouTube has the highest at 2.53 billion, Facebook at 2.22 billion, and TikTok at 1.69 billion. On the other hand, Pinterest has an ad reach of 339 million. 

Sources: Data Reportal, Pinterest 

Why Pinterest’s unique search-based model matters

Pinterest offers a unique search-based model that makes it easier for brands to gain visibility on this visual platform. Given its higher conversion rates and key role in the buying process, brands benefit heavily from advertising on Pinterest despite its smaller ad reach than other major social media platforms. 

The bottom line 

The 40+ Pinterest statistics listed in this guide are key to helping marketers understand how effective this social media platform is in their marketing strategy. This, combined with information on user demographics and key trends, helps them create content that resonates with their audiences.