Pinterest Statistics 2024: Demographics and Financials
Pinterest has become much more than just a place to collect ideas it's now a go-to platform for inspiration, shopping, and discovery. As of Q1 2025, Pinterest has 570 million monthly active users, and that number keeps growing. What makes Pinterest stand out is its strong female audience, with over 70% of users identifying as women.
The platform isn't just popular with users, it's growing as a business too. In the second quarter of 2024, Pinterest generated $855 million in revenue, marking a 16% year-over-year growth.
In this blog, we'll explore the latest Pinterest stats and trends to better understand how the platform is shaping online discovery and helping businesses connect with the right audience.
Pinterest Statistics 2024 (Editor’s Picks)
- More than 570 million people use Pinterest every month.
- 70% of Pinterest’s active users are females.
- 96% of searches on Pinterest are for unbranded content.
- Shopping is a primary focus for 48% of Pinterest users.
- 82% of Pinterest users prefer to browse the platform on their smartphones.
- 68% of users find branded content on Pinterest useful.
- Pinterest's workforce comprises 55% women and 45% men.
Pinterest Demographics
Pinterest’s user demographics reveal a predominantly female audience globally, with women comprising 69.4% of its users. The platform’s largest age group spans from 25 to 34 years, constituting 20.4% of its user base.
How many people use Pinterest
As of Q1 2025, Pinterest has reached 570 million monthly active users. This marks a steady increase from 553 million in Q4 2024, showing a consistent upward trend. This marks an increase of 17 million users compared to Q4 2024, when the platform had 553 million users.
In just one year, Pinterest has added over 50 million users, showing a consistent upward trend. This growth highlights the platform's expanding global reach and its ability to attract new users while retaining its core audience.
Here is a table showing Pinterest’s global monthly active users
| Year | Number of Pinterest Users |
| 2021 (Q1) | 478 Million |
| 2021 (Q2) | 454 Million |
| 2021 (Q3) | 444 Million |
| 2021 (Q4) | 431 Million |
| 2022 (Q1) | 433 Million |
| 2022 (Q2) | 433 Million |
| 2022 (Q3) | 445 Million |
| 2022 (Q4) | 450 Million |
| 2023 (Q1) | 463 Million |
| 2023 (Q2) | 465 Million |
| 2023 (Q3) | 482 Million |
| 2023 (Q4) | 498 Million |
| 2024 (Q1) | 518 Million |
| 2024 (Q2) | 522 Million |
| 2024 (Q3) | 537 Million |
| 2024 (Q4) | 553 Million |
| 2025 (Q1) | 570 Million |
Source: Statista
Pinterest usage statistics in various countries and territories
As of February 2025, Pinterest shows strong usage rates in several countries and territories. The Netherlands leads with 47.2% of its population using Pinterest, followed closely by the U.S. Virgin Islands at 39.3% and Luxembourg at 38.5%.
This data highlights how Pinterest is popular in a variety of countries, especially in Europe and select territories, showing its broad appeal and strong engagement across different regions.
| Countries and Territories | % of Pinterest Users |
| Netherlands | 47.2% |
| U.S Virgin Islands | 39.3% |
| Luxembourg | 38.5% |
| Cyprus | 37.9% |
| Denmark | 37% |
| Finland | 35.4% |
| Sweden | 34.7% |
| France | 33% |
| United States | 32.5% |
| Norway | 32.4% |
Pinterest user reach in selected countries and territories
Pinterest ranks among other social media (based on user base)
As of Q1 2025, Facebook leads all social media platforms with 3.07 billion active users, followed by YouTube with 2.53 billion users, and Instagram and WhatsApp, each with 2 billion users.
Pinterest, with 537 million active users, also ranks among the widely used social platforms. While its user count is smaller compared to others, it maintains a strong and loyal audience, especially for visual discovery and lifestyle content.
Here is a table showing Pinterest rank among top social media platforms:
| Platform | Number of Active Users |
| 3,070 Million | |
| YouTube | 2,530 Million |
| 2,000 Million | |
| 2,000 Million | |
| TikTok | 1,590 Million |
| 1,380 Million | |
| Telegram | 950 Million |
| Facebook Messenger | 947 Million |
| Snapchat | 850 Million |
| Douyin | 766 Million |
| Kuaishou | 714 Million |
| 606 Million | |
| Weibu | 599 Million |
| X | 586 Million |
| 562 Million | |
| 537 Million |
Source: Statista
Pinterest users by country
As of Q1 2025, the United States is by far the largest market for Pinterest, with 976 million users. Following the U.S., Germany has the second-highest number of users at 22.57 million, while France comes next with 18.9 million users. This spread of users shows Pinterest's wide international reach, with strong popularity especially in North America and Europe.
Here’s a table showing the leading countries based on Pinterest users as of February 2025:
| Country | Number of Pinterest Users |
| USA | 976 Million |
| Germany | 22.57 Million |
| France | 18.9 Million |
| Canada | 10.72 Million |
| Netherlands | 7.5 Million |
| Chile | 5.2 Million |
| Belgium | 3.18 Million |
| Sweden | 3.16 Million |
| Portugal | 2.8 Million |
| Austria | 2.5 Million |
| Switzerland | 2.34 Million |
| Denmark | 1.92 Million |
| Finland | 1.75 Million |
| Norway | 1.57 Million |
| Puerto Rico | 0.88 Million |
| Cyprus | 0.45 Million |
| Luxembourg | 0.23 Million |
| Malta | 0.14 Million |
| Guam | 0.04 Million |
| U.S. Virgin Islands | 0.03 Million |
Source: Statista
Number of Published Pins on Pinterest
In 2024, the number of pins published on Pinterest increased to 332,393, up from 279,713 in 2023. This growth of over 52,000 Pins shows that more content is being shared on the platform, reflecting increased user activity and engagement over the year.
| Year | No of Published Pins on Pinterest |
| 2023 | 2,79,713 |
| 2024 | 3,32,393 |
Total Number of Published Pins on Pinterest
Source: Statista
Pinterest users by Age
30% of Pinterest’s user base consists of individuals aged 25 to 34. Women from this age group also make up 20.4% of all Pinterest users, while men make up 7.1%.
People aged over 65 constitute only 4.5% of Pinterest’s user base, indicating lower usage among this demographic.
Here’s a table displaying Pinterest users by age group and gender
| Age | Female | Male | Unspecific |
| 18-24 | 19.5% | 6.7% | 1.8% |
| 25-34 | 20.4% | 7.1% | 2.5% |
| 35-44 | 12.2% | 3.5% | 1.8% |
| 45-54 | 8.1% | 2.4% | 0.9% |
| 55-64 | 6.1% | 1.7% | 0.7% |
| 65+ | 3.2% | 0.9% | 0.4% |
Source: Statista
Pinterest users by Race
Pinterest has 36% Caucasian users, 28% African American users, 32% Hispanic users, and 30% Asian users, demonstrating its broad appeal and inclusivity across cultural groups.
Here is the table displaying engagement on various social media platforms by race
| Platforms | Caucasian | African American | Hispanic | Asian |
| 69% | 64% | 66% | 67% | |
| 43% | 46% | 58% | 57% | |
| 30% | 29% | 23% | 45% | |
| Twitter (X) | 20% | 23% | 25% | 37% |
| 36% | 28% | 32% | 30% |
Source: Pewresearch
Pinterest users by Generation
Millennials make up 30% of Pinterest users, with Gen Z closely following at 28%, representing the largest user demographics on the platform.
Baby boomers and older generations are less likely to use Pinterest, accounting for around 15% of its user base.
| Generation | % of Pinterest Users |
| Gen Z | 28% |
| Millennials | 30% |
| Gen X | 17.5% |
| Young Boomers | 11.4% |
| Boomers | 8.5% |
| Silent Generation | 4.5% |
Source: Statista
Gender split of Pinterest users
As of Q1 2025, around 70.3% of Pinterest users are female, making them the dominant demographic on the platform. Male users account for 22.4%, while 7.3% of users have not specified their gender. This breakdown highlights Pinterest's strong appeal among women, along with a diverse and evolving user base.
Here is the breakdown of Pinterest users by gender, as shown in the table
| Gender | % of Pinterest Users |
| Female | 70.3% |
| Male | 22.4% |
| Unspecified | 7.3% |
Source: Statista
Pinterest Users In the United States
From 2019 to 2024, Pinterest’s user base in the USA showed steady growth, increasing from 88 million to 97.13 million users. This represents a growth rate of approximately 10.29% over the five-year period.
Projections suggest continued growth, with an estimated 99.81 million users by 2026.
Here's a table showing the number of Pinterest users In USA
| Year | No. of Pinterest Users |
| 2019 | 88 Million |
| 2020 | 90.57 Million |
| 2021 | 92.64 Million |
| 2022 | 94.14 Million |
| 2023 | 95.66 Million |
| 2024 | 97.13 Million |
| 2025* | 98.51 Million |
| 2026* | 99.81 Million |
| 2027* | 101.04 Million |
| 2028* | 102.2 Million |
Source: Statista
Pinterest Revenue Over the years
Pinterest's annual revenue grew from about $2.8 billion in 2022 to over $3 billion in 2023, showing steady growth. In the first quarter of 2024, Pinterest generated around $3.65 billion in revenue, and it is expected to continue increasing, with forecasts projecting $4 billion in revenue by 2025.
| Year | Revenue of Pinterest |
| 2016 | 298.87 Million |
| 2017 | 472.85 Million |
| 2018 | 755.93 Million |
| 2019 | 1,142.76 Million |
| 2020 | 1,692.66 Million |
| 2021 | 2,578 Million |
| 2022 | 2,802.6 Million |
| 2023 | 3,055.07 Million |
| 2024 | 3,646.17 Million |
Source: Statista, Pressrelease
Pinterest Advertising Revenue
In 2023, Pinterest generated $3.27 billion in revenue, marking a 16.79% increase from the previous year. Projections estimate that by the end of 2024, revenue will reach $3.73 billion.
Predictions indicate that by 2027, the number could potentially reach up to $5.13 billion.
| Year | Advertising Revenue of Pinterest |
| 2017 | $0.47 Billion |
| 2018 | $0.76 Billion |
| 2019 | $1.14 Billion |
| 2020 | $1.69 Billion |
| 2021 | $2.58 Billion |
| 2022 | $2.8 Billion |
| 2023 | $3.27 Billion |
| 2024* | $3.73 Billion |
| 2025* | $4.2 Billion |
| 2026* | $4.67 Billion |
| 2027* | $5.13 Billion |
Source: Statista
Pinterest has a 2.3X more efficient cost per conversion than social media ads
Pinterest boasts a cost per conversion that is 2.3 times more efficient than ads on other social media platforms, highlighting its effectiveness in driving conversions at a comparatively lower cost.
Source: Business Pinterest
Pinterest delivers 2X higher returns on ad spend for retail brands compared to social media
Pinterest delivers an excellent higher return on ad spend for retail brands, offering twice the return compared to other social media platforms. This indicates its effectiveness in generating better ROI and engagement for retail advertisers.
Source: Business Pinterest
64% of brands lack confidence in Pinterest’s ability to deliver a satisfactory ROI
64% of brands are not confident about Pinterest’s ability to deliver a positive return on investment, contrasting with the 36% who believe it can achieve positive results.
Around 60% to 70% of brands have greater confidence in achieving their return on investment goals through platforms like LinkedIn, Instagram, WhatsApp, and Facebook. This illustrates a reduced preference among brands for using Pinterest as a marketing platform.
Source: Hootsuite
Pinterest Advertising Expenditure
In 2024, Pinterest's total advertising expenditure reached $161.5 million, showing the company's continued focus on marketing and brand visibility. This marks an increase from $145.6 million in 2023, reflecting a growth of nearly $16 million year-over-year.
Projections indicate that by the end of 2024, Pinterest’s total advertising expenditure could reach $253.85 million.
Here is the table showing Pinterest’s annual advertising expenditure
| Year | Total Advertising Expenditure |
| 2017 | $13.7 Million |
| 2018 | $19.2 Million |
| 2019 | $55 Million |
| 2020 | $30.3 Million |
| 2021 | $94.7 Million |
| 2022 | $139.7 Million |
| 2023 | $145.6 Million |
| 2024 | $161.5 Million |
Source: Statista
How many people work at Pinterest
Pinterest’s workforce grew by about 17.85% annually from 2018 to 2023.
In 2022, Pinterest had around 3,987 employees, and by 2023, this figure rose to 4,014, reflecting a slight 0.68% increase in its workforce.
Here is the table illustrating the total workforce at Pinterest
| Year | Total Number of Pinterest Employees |
| 2018 | 1,797 |
| 2019 | 2,217 |
| 2020 | 2,545 |
| 2021 | 3,225 |
| 2022 | 3,987 |
| 2023 | 4,014 |
Source: Statista, Macrotrends
19% of brands maintain a presence on Pinterest for their online engagement
19% of brands actively engage on Pinterest, reflecting its niche presence in their digital strategies.
Whereas, social media giants like Facebook, Instagram, and LinkedIn have higher brand presences at 91%, 86%, and 80%, respectively. This highlights their broader reach and popularity among brands seeking online visibility and engagement.
Source: Hootsuite
97% of Pinterest’s top searches are for non-branded content
97% of the most popular searches on Pinterest consist of content that isn't associated with specific brands. This indicates a strong preference among users for discovering organic and diverse content rather than brand-specific information.
Source: Highspot
Users have saved more than 240 billion pins on the platform
To date, Pinterest users have saved over 240 billion pins on the platform, while users have also created over 5 billion unique boards to organize their content.
Source: Highspot
1 in 3 luxury shoppers on Pinterest have an annual income exceeding $100,000
Around 30% of luxury shoppers on Pinterest report having an annual income exceeding $100,000. This demographic’s presence underscores Pinterest’s appeal as a platform for affluent consumers actively engaging with high-end brands and products.
Source: Newsroom Pinterest
Over 40% of Pinterest luxury shoppers buy from the Luxury Watches and Jewelry category
4 out of 10 Pinterest luxury shoppers have bought items from the "Luxury Watches and Jewelry category, making them nearly 75% more likely to do so compared to shoppers on other platforms.
Source: Newsroom Pinterest
Pinterest Usage Stats
Pinterest fosters positivity and confidence-building among its users, making it a trusted source for inspiration and personal development. Let's take a look at some of the Pinterest usage statistics to see how users engage with the platform.
Over 25% of the time people spend on Pinterest is dedicated to shopping activities
More than 25% of the time people spend on Pinterest is focused on shopping activities. This indicates that many users use the platform to browse and purchase products.
Source: Highspot
91% of individuals describe Pinterest as a platform of positivity
9 out of 10 users see Pinterest as a positive platform. This highlights its role in creating a supportive and inspiring space where individuals engage with uplifting content across a wide range of interests.
Source: Highspot
50% of US Pinners shop frequently on Pinterest, more than twice as much as on other platforms
5 out of 10 Pinterest users in the United States engage in frequent shopping on the platform, a rate that exceeds twice that of other media platforms. This highlights Pinterest’s unique appeal as a shopping destination among American consumers.
Source: Highspot
83% of Pinterest users say the platform helps to build their confidence
83% of Pinterest users report that the platform plays a pivotal role in boosting their confidence.This shows Pinterest’s influence in empowering individuals by providing a space where they can discover and engage with content that enhances their sense of self-worth and personal growth.
Source: Highspot
2 out of 3 of Pinners rely on Pinterest for discovering ideas, products, or services
2 out of 3 Pinners, rely on Pinterest as their primary source for finding new ideas, products, or services. This highlights Pinterest’s central role in providing a diverse and engaging environment where users can continuously discover and engage with content that aligns with their interests and needs.
Source: Highspot
9 out of 10 people use Pinterest for shopping inspiration
Around 90% of people turn to Pinterest for inspiration when considering potential purchases, relying on its diverse array of curated content and user-generated ideas to inform their buying decisions.
Source: Highspot
Pinterest Shopping Statistics
- 3 out of 4 weekly pinners have discovered a new brand or product on Pinterest.
- 80% of weekly users on Pinterest report feeling inspired by their shopping experiences on the platform.
- 90% of Pinterest users are actively engaged in shopping activities while using the platform.
- 44% of Millennial Pinners make purchases influenced by branded content on Pinterest.
- 55% of users consider Pinterest their go-to for shopping.
- Over 50% of weekly Pinterest users have utilized the platform while shopping in-store.
- Pinterest shoppers spend 80% more each month and have a 40% larger basket size than those on other platforms.
- Compared to users on other platforms, Pinterest users are 90% more likely to identify as frequent shoppers.
- 85% of weekly Pinners have made purchases based on brand pins they've seen.
- Pinterest users spend 80% more on retail purchases compared to non- Pinterest users.
- 3 out of 5 luxury shoppers use Pinterest to research luxury brands and products.
Source: Business Pinterest, Newsroom Pinterest, Pinterest
Video Engagement On Pinterest
Video content on Pinterest has witnessed substantial growth, with views increasing by over 200% year-over-year. This surge highlights the platform’s evolving landscape towards more interactive and visually compelling content. Here’s an overview of video content on the platform.
Video views on Pinterest have increased by over 200% year-over-year
Video views on Pinterest have seen notable growth, rising by more than 200% compared to the previous year. This surge underscores the increasing popularity and engagement with video content on the platform, reflecting its effectiveness in capturing user interest and expanding reach.
Source: Highspot
55% of pinners more likely to purchase a brand or product after seeing a video
Pinners are nearly 55% more inclined to buy a brand or product after viewing a video on Pinterest compared to videos on other platforms.
Source: Highspot
Pinterest Marketing Statistics
Pinterest serves as a important platform for both consumers and businesses, offering unique opportunities for engagement and discovery. Check out below for more detailed insights into Pinterest's marketing impact.
85% of Pinterest users utilize the platform to start new projects
85% of Pinterest users rely on the platform as a starting point for launching new projects. This highlights Pinterest’s role as a source of inspiration and planning tool for users with various interests.
Source: Hootsuite
80% of Pinners have discovered new brands or products through Pinterest
Eighty percent of Pinterest users have found new brands or products while using the platform. This highlights Pinterest’s significant role in brand discovery and product exploration, making it a valuable tool for businesses to reach potential customers and increase their visibility.
Source: Hootsuite
Users on Pinterest save over 1.5 billion Pins every week
Every week, users on Pinterest collectively save more than 1.5 billion Pins, indicating a high level of engagement and interest in curating and collecting content across various topics and interests.
Source: Sproutsocial
Pinners are 55% more likely to buy after seeing a Pinterest video than on other platforms
Pinners are 55% more likely to make a purchase after watching a video on Pinterest compared to videos on other platforms. This highlights the effectiveness of Pinterest videos in influencing consumer behavior and driving purchase decisions.
Source: Highspot
50% of Pinterest users in the US regularly use the platform for shopping purposes
50% of US Pinners frequently use Pinterest for shopping, which is more than twice the percentage of those who use other media platforms for shopping.
Source: Highspot
Key Takeaways
Pinterest continues to demonstrate its significance as a powerhouse in social media and e-commerce. With over 518 million monthly active users globally, the platform remains a vital hub for inspiration and product discovery. Projections suggest continued growth, with an estimated to reach 2.2 billion users by the end of 2025. So, whether for discovering new trends, exploring interests, or shopping, Pinterest remains a dynamic space fostering creativity and connection in the digital landscape.
