Pinterest Statistics 2024: Demographics and Financials

Pinterest, founded in March 2010, has over 518 million monthly active users, the majority of whom are women. It’s a powerful platform for both individuals and businesses, providing inspiration and serving as a key marketing tool. With over 518 million monthly active users, Pinterest stands among the top 15 global social media platforms. The United States leads with over 90 million users, followed closely by Brazil with 39 million users.

In this blog, we present the latest Pinterest statistics and trends, uncovering the platform’s global impact on creativity and its critical role as a marketing tool for businesses seeking to effectively engage with customers.

Pinterest Statistics 2024 (Editor's Picks)

• More than 518 million people use Pinterest every month.
• 70% of Pinterest 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

Pinterest has 518 million monthly active users in 2024. The platform experienced steady user growth from 2023 to early 2024, averaging around 0.68% increase per quarter.

The user base grew from 463 million in Q1 of 2023 to 498 million in Q4 of 2023, reaching 518 million in Q1 2024.

Here is a table showing Pinterest’s global monthly active users

Source: Statista

Pinterest ranks among other social media (based on user base)

Pinterest is the 15th largest social media platform worldwide, with a user base exceeding 518 million active users.

Here is a table showing Pinterest rank among top social media platforms:

Source: Statista

Pinterest users by country

The United States is the country with the highest Pinterest user base with 97.13 million users. Brazil and Mexico follow on the second and third place with 38.93 million and 24.68 million headcount respectively.

Here's a table showing the leading countries based on Pinterest users as of July 2024:

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

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

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.

Source: Statista

Gender split of Pinterest users

69% of Pinterest users are female, making them the predominant demographic on the platform.

In contrast, male users constitute 22% of the user base. Additionally, 8% of users do not specify their gender, reflecting the platform’s diverse user composition.

Here is the breakdown of Pinterest users by gender, as shown in the table

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

Pinterest Revenue Over the years

Pinterest’s annual revenue increased from $2.08 billion to $3.06 billion from 2022 to 2023, marking a 10% annual growth rate.

In the first quarter of 2024, Pinterest generated $740 million in revenue. By the end of the second quarter, this is expected to reach between $835 million and $850 million.

By 2025, it is forecasted to achieve $4 billion in revenue.

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.

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 2023, Pinterest’s advertising expenditure grew to $145.6 million, a 4.22% increase from the $139.7 million spent in 2022.

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

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

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.