41 Pinterest Statistics For 2024 (Latest Data)

Looking for the latest Pinterest statistics? I’ve got you covered.

Pinterest might not be as widely used as other social networks, but it’s nonetheless an important part of the social media landscape. 

In this post, I’ll be sharing 41 stats, facts, and figures that shed new light on this revolutionary visual search engine and social media app. 

Note: Most of these statistics come from Pinterest’s internal data or studies they’ve commissioned but a few are pulled from relevant third-party reports. 

General Pinterest statistics

Let’s start with some general statistics that tell us more about how many people use Pinterest and its place in the social media landscape. 

1. Pinterest has over 522 million monthly active users

As of the time of writing, over half a billion people use Pinterest. Despite that huge number, it’s still somewhat of a ‘niche’ social platform with a much smaller user base than its biggest competitors (like Facebook and Instagram).

Source: Pinterest

2. Around 6.4% of the global population uses Pinterest

The global population currently stands at a little short of 8.2 billion.

So, if we round the numbers and do some math, we can extrapolate that Pinterest is used by around 6.4% of the world’s population. This is its global penetration rate.

Keep in mind, though, that Pinterest has a minimum age requirement of 13+. If we were to look only at the global adult population, that penetration rate is likely to be much higher.

Source: Worldometer & Pinterest.

3. Pinterest usage is up by 12% year-over-year

A lot of social media platforms have seen their growth begin to stagnate in recent years. Pinterest appears to be bucking the trend, however, as its user base is up 12% compared to the same time last year.

Source: Pinterest Investor Relations²

4. Pinterest is the world’s 14th most-used social media platform

Earlier this year, we ranked all social media platforms by number of users. Pinterest was pretty low down the list, ranking in 14th place. It has roughly a sixth as many users as the world’s most-used social media platform, Facebook. 

Source: AdamConnell.me 

5. Pinterest is the world’s 12th favorite social media platform

Pinterest moves up in the rankings when we look at how well-liked social media platforms are, rather than how many users they have, but not by much. 

1.5% of active social media users say Pinterest is their favorite platform, which puts it higher than Snapchat (1.3%) but below many other platforms including the top-spot Instagram (16.5%), as well as WhatsApp (16.1%), Facebook (12.8%), TikTok (7.4%), etc.

Source: DataReportal

6. Over 1.5 billion Pins are saved on Pinterest every week

On Pinterest, Pins are like posts. They’re created when users upload an image/video and share it, and act like visual bookmarks that other users can save or repin to their own boards. Collectively, Pinterest users save over a billion Pins every single week across over 4 billion boards.

Source: Pinterest Newsroom⁵

7. Over 500 billion ideas have been saved on Pinterest to date

Since Pinterest was launched, users have saved over 500 billion ideas, collectively. Given that there are a little over half a billion users, that works out at roughly a thousand ideas per user, give or take.

Source: Pinterest Investor Relations

8. There are over 10 billion Pinterest Boards 

That’s the number of boards that have been curated on Pinterest globally. Boards are essentially collections of pins that users save on their profiles to keep their ideas and inspiration neatly organized.

Source: Pinterest Newsroom

Pinterest usage statistics

Next, we’ll look at some more statistics about the way people use Pinterest, including how much time they spend on the app, what they do there, and so on…

8. The average user spends 1 hour 49 minutes on Pinterest per month…

That’s based on data from Android apps only.  It’s relatively low compared to most other social media platforms. 

For example, social media statistics show that users spend 34 hours a month on TikTok, on average—that’s almost 20 times longer than on Pinterest. 

If we rank social networks by the average time spent on the app, Pinterest ranks almost at the bottom of the table. However, it still ranks above LinkedIn (0 hours 51 minutes), which, like Pinterest, is another niche platform that doesn’t have as much broad appeal as networks like Facebook.

Source: DataReportal

9. …and 2 minutes 11 seconds per session

While Pinterest users might not spend much time on the app in total each month, the average session duration is fairly high at 2 minutes 11 seconds. 

The only networks with a higher average session duration are Instagram (2 minutes 44 seconds), Facebook (3 minutes 42 seconds), TikTok (5 minutes 56 seconds), and YouTube (7 minutes 25 seconds).

10. The average Pinterest user opens the app 50 times a month

Again, that might seem like a lot, but it’s relatively low compared to other social apps. WhatsApp is opened 929.9 times per user, per month, for example—that’s almost 20x more than Pinterest.

Source: DataReportal

11. 27.2% of Pinterest users open the app each day

DataReportal looked at what percentage of the days in each month users of each social media app opened those respective apps. 

On average, Pinterest users open the app 27.2% of the days in each month. WhatsApp has by far the most daily opens, with users opening it on 83.2% days in each month on average. Facebook also ranked highly at 64.1%, and YouTube came third at 63.7%.

Source: DataReportal

12. The top reason for using Pinterest is to ‘follow or research brands and products’

Pinterest has a clearly defined use case—36.6% of Pinterest users said the reason they use it is to research brands and products.

A further 20.9% said they use it to look for funny or entertaining content, while 13.6% said they do so to post or share photos or videos, 13.3% said they do so to keep up to date with news and current events, and 6% said they do so to message family and friends.

Interestingly, Pinterest is the only social media platform in the study that had ‘research brands and products’ as its top use case.

Source: DataReportal

13. 85% of weekly Pinterest users say it’s where they go to start a new project

Pinterest is popular amongst creatives and hobbyists. More than four-fifths of users said it’s where they go when they’re about to start work on a new project, whether that be DIY, home improvement, arts and crafts, or anything else.

Source: Pinterest Newsroom⁵

14. 78% of weekly Pinners feel positive after using Pinterest

Social media can often be a toxic, negative space (X / Twitter, I’m looking at you), so it’s nice to know that Pinterest is bucking the trend. The vast majority of users end their sessions feeling more upbeat. 

Source: Pinterest Newsroom⁴

15. The most popular category on Pinterest is home decor

Pinterest is particularly popular for people looking for ideas and inspiration for their living spaces. There are over 23 billion Pins and 682 million Boards related to home decor, making it the most popular category.

Source: Pinterest Newsroom⁵

Pinterest user demographics

Now let’s look at some Pinterest user statistics that tell us more about the different demographics that make up Pinterest’s audience.

16. 42% of Pinterest users are Gen Z

Pinterest has broad appeal with Gen Z; the largest consumer age bracket. Globally, over 42% of their users fall in this generation, which is more than all other age groups. It’s also Pinterest’s fastest-growing audience segment.

Source: Pinterest

17. 70% of Pinterest users are women

Most social media platforms have a relatively even gender split (that is, they’re close to 50% male/female). Pinterest is unusual in that it skews heavily female. Around 70% of users globally are women, while just 30% are men. Note that this is based on data from a provider that only offered binary options.

Source: Pinterest

18. 40% of US households earning $150k+ use Pinterest

Another factor that differentiates Pinterest users from other platforms is that they tend to be higher earners. Usage is particularly high in US households earning over $150k.

Source: Pinterest

19. 1 in 3 luxury shoppers on Pinterest earn $100k+ per year

Again, this statistic highlights the fact that Pinterest users tend to be higher earners compared to other social networks. Around a third of ‘luxury shoppers’ on the app earn over $100,000 annually. They’re also 35% more likely to earn 6 figures compared to luxury shoppers on other platforms. 

Source: Pinterest Newsroom³

20. There are 89.9 million Pinterest users in the US

There are more Pinterest users in the US than in any other country. However, the US still only accounts for less than a fifth of the platform’s total users.

Brazil is the country with the second highest number of Pinterest users (38.9 million), Mexico comes third (24.7 million), Germany ranks fourth (19.3 million), and France comes fifth (17.3 million).

Source: Statista⁴

21. 46% of 18-24 year olds in the US use Pinterest

In the US, Pinterest is most popular amongst younger users. 46% of those aged 18-24 use the platform, compared to 40% of those aged 25-34, and 39% of those 35-44.

Source: Pinterest

Pinterest revenue statistics

How much does Pinterest earn in revenue? And how much does it spend? Let’s look at some statistics that shed light on those questions.

22. Pinterest earned over $3 billion in revenue last year

$3,055 million, to be exact. That’s according to their latest end-of-year financial report from 2023. Revenues are also up by 9% year-over-year.

Source: Pinterest Investor Relations

23. US & Canada accounts for the vast majority of that revenue

Despite only accounting for around a fifth of Pinterest’s monthly active users (MAUs), users from the US & Canada account for over 75% of Pinterest’s revenue (roughly $2.45 billion). 

Europe accounts for most of the rest of that revenue ($483 million). The rest of the world accounts for the remainder ($125 million).

Source: Pinterest Investor Relations

24. The average revenue per user (ARPU) on Pinterest is $6.44

That’s globally. However, ARPU is much higher in the US & Canada at $25.52. In Europe, Pinterest’s ARPU is $3.73, and in the rest of the world, it’s $0.50.

Source: Pinterest Investor Relations

25. Pinterest spent $145.6 million on advertising last year

Pinterest spent more on advertising expenses last year ($145.6 million) compared to the year before ($139.7 million). That’s also way up from 2020 when they spent just $30.3 million on advertising.

Source: Statista

Pinterest statistics for marketers & brands

Next, let’s look at some Pinterest statistics that are relevant to marketers and brands, including how often brands utilize Pinterest as part of their social media marketing strategy and why they might want to use it.

26. Around 4% of companies use Pinterest in their social strategy

Relatively few brands and marketers are using Pinterest in their organic social media strategy. Only 4% report using it, whereas the vast majority use channels like Facebook, Instagram, and YouTube.

That said, 7% of B2C companies are planning to devote more of their time and budget to Pinterest this year.

Note: If you’re planning to use Pinterest in your social strategy this year, you might want to use one of these scheduler tools to automate your posts and save time. Pallyy and SocialBee are both great options that support Pinterest. Plus, check out these social media post ideas for inspiration.

Source: Meltwater

27. Pinterest’s reported advertising reach is 307.6 million

That’s the number of users that can potentially be reached with your Pinterest ads as of January 2024. It’s up significantly from January 2023 (249.7 million)

Source: DataReportal

28. 80% of Pinterest users have discovered a new brand or product on the app

If you’re not using Pinterest in your marketing strategy, you could be missing out on the chance to get your products in front of millions of users. As this stat shows, Pinterest users frequently use the app to discover new products.

Source: Pinterest Newsroom⁵

29. 55% of Pinners see Pinterest as a place to shop

Pinterest users don’t just look for inspiration on the app—over half of them will actually use it to buy products. Listing your products on Pinterest could help you to tap into that huge base of online shoppers.

Source: Pinterest Newsroom⁴

30. Pinterest shoppers spend 87% more on luxury goods 

If you sell luxury goods, promoting them on Pinterest is a no-brainer. Not only do Pinterest users spend 87% more on premium products, they’re also 27% more likely to buy them. In fact, Pinterest is also the number one place luxury shoppers look for inspiration.

Source: Pinterest Newsroom³

31. 96% of Pinterest searches are unbranded

Pinterest users rarely search directly for brands. Instead, they’re open to new ideas and will search for inspiration. What does this mean for marketers? You don’t need brand recognition to make sales on Pinterest—you just need a product with visual appeal that consumers want.

Source: Pinterest

32. 9.97% of social media web traffic referrals come from Pinterest

Pinterest isn’t just a great place to make sales, it’s also great for driving traffic to your website. Roughly 10% of web traffic referrals that come from social media can be attributed to links on Pinterest. That’s only slightly less than Instagram (10.03%).

Source: DataReportal

Pinterest trends

33. Pinterest Predicts (the platform’s trends report) has an 80% success rate

Every year, Pinterest releases its annual trends report, Pinterest Predicts. According to the data, it’s had an 80% success rate at predicting emerging consumer trends for the fourth year in a row. 

Source: Pinterest Newsroom²

34. The top Pinterest trends for this year include…

According to the latest Pinterest Predicts report,  some of the top trends you can expect to see this year include:

• Eclectic Grandpa. A new style of fashion that blends the new and young.
• Be Jelly. Jellyfish aesthetics are trending, with users searching for everything from jellyfish lamps to jellyfish haircuts.
• Kitschens. Kitschy kitchens are back in style.
• Cafecore. Consumers are looking to recreate the coffee shop vibe at home, with searches for products like cafe chalkboards increasing.

Source: Pinterest Newsroom²

35. The top Pinterest search trends (in the US) this season include…

According to Pinterest, the most popular trending searches on Pinterest in the US at the time of writing (August  2024) include:

• Summer nails
• Date night beauty
• Home bedroom refresh
• Tattoo ideas
• Dinner ideas

Source: Pinterest Newsroom⁴

Misc. Pinterest facts & figures

Before we wrap up, here are a few more miscellaneous statistics and facts that you might find interesting…

36. Pinterest was launched in 2010

Pinterest was first released almost a decade and a half ago. It’s come a long way since then and established itself firmly as a part of the cultural zeitgeist. The company is currently headquartered in San Francisco.

Source: Pinterest Newsroom⁵

37. Pinterest was founded by Ben Silbermann, Evan Sharp, and Paul Sciarra

The idea for Pinterest first spawned from an earlier app they made, called Tote, which served as a virtual replacement for paper catalogs. Silbermann noticed how users were amassing large collections and sharing favorited items with other users on Tote, and this served as the inspiration for Pinterest.

The team began working on Pinterest in 2009 and launched a closed beta in March 2010. It would go on to be fully released later that year. In 2011, the Pinterest iPhone app was launched, and it grew quickly from there. 

Source: Wikipedia

38. Pinterest launched its Creator Fund in 2021

In 2021, Pinterest launched a ‘Creator Fund’, which rewards creators and provides a way for them to monetize their efforts. The idea behind this was to encourage creators to use Pinterest, and thus preserve engagements and interactions on the platform.

It was largely a response to the growing threat from rival platform TikTok, which was growing rapidly at the time and had its own Creator Fund.

Source: Wikipedia

39. Users can have a maximum of 200k Pins each

On Pinterest, users can have up to 200,000 Pins, including Pins on secret and group Boards. The vast majority of users will never reach that limit, however. Users can also only have up to 2,000 Boards each.

Source: Pinterest²

40. 38% of web traffic to Pinterest comes from the US

As you’d expect given the US has more Pinterest users than any other country, most of Pinterest’s web traffic comes from the US—38% as of the six months ending January 2024. 

Brazil accounted for 8.74% of web traffic in that same period, while the Russian Federation accounted for 4.96%, and India for 4.96%

Source: Statista²

41. Pinterest’s biggest traffic referrer is Yandex

According to data on Statista, 6.55% of web traffic referred to Pinterest.com from elsewhere came from yandex.ru, while 6.06% came from yandex.com. Yandex is Russia’s alternative to Google and the biggest search engine in the country. 

A further 3.35% of Pinterest’s referred traffic came from Linktree, while 2.8% came from Etsy, and 1.57% came from Tailwind.

Source: Statista³

Final thoughts

I hope you found these Pinterest statistics helpful. 

As they’ve shown, Pinterest continues to play an important role in the social media landscape. It’s where users go for visual inspiration and ideas, and a popular place to discover new brands and products.

It’s still more of a ‘niche’ platform and can’t compete with mainstream networks like Facebook and Instagram when it comes to raw user numbers. However, it’s growing rapidly. And it’s particularly popular amongst women and users looking for home decor.

Some verticals aren’t a good fit. Whereas, others have the capability to drive significant amounts of traffic.

While you’re here, check out these influencer marketing statistics and lead generation statistics. 

You might also want to take a look at these social media contest apps that can help you run giveaways on Pinterest and elsewhere.