Pinterest is a visual discovery engine to find ideas like recipes, home and style inspiration, and much more. Over the last few years, Pinterest has been seeing steady growth.
Let’s take a look at the latest facts and figures related to Pinterest and how brands can use the platform to elevate their sales.
Pinterest Statistics 2025 (Top Picks)
- Pinterest has 537 million monthly active users.
- The United States has 89.9 million Pinterest users.
- Pinterest generated $84 million in revenue in the second quarter of 2024.
- 69.4% of Pinterest users are women, while 22.6% are men. 8% of users are unspecified.
- Around one-third of the Pinterest users are Millennials, aged between 25 to 34. (Statista)
- 46% of the weekly Pinners have discovered a new brand or product on Pinterest.
- 8 in 10 people say Pinterest is a place where they feel positive.
- Users are three times more likely to click on a pin and visit a brand’s website than any other social media.
- Pinterest ads are 2.3 times cheaper per conversion than other social media platforms.
How Many People Use Pinterest?
1. Pinterest Has 537 Million Monthly Active Users
Pinterest users have increased by 39 million compared to 2023. In Q4 of 2023, there were only 498 million monthly active users on Pinterest.
Additionally, the number of Pinterest users has increased by 15 million compared to Q2 2024.
Here are further details about the monthly active users of Pinterest recorded over the past quarters:
| Quarter | Monthly Active Users Of Pinterest |
|---|---|
| Q4 2024 | 537 million |
| Q2 2024 | 522 million |
| Q1 2024 | 518 million |
| Q4 2023 | 498 million |
| Q3 2023 | 482 million |
| Q2 2023 | 465 million |
| Q1 2023 | 463 million |
| Q4 2022 | 450 million |
| Q3 2022 | 445 million |
| Q2 2022 | 433 million |
| Q1 2022 | 433 million |
Source: Statista, Pinterest.
2. There Are 89.9 Million Pinterest Users In The United States.
That is the highest among all countries. Brazil comes in second place with 38.93 million Pinterest users.
Additionally, the number of Pinterest users in Mexico and Germany is 24.68 million and 19.33 million, which is rounding up to the top 4!
Here is a table showing countries with the highest number of Pinterest users:
| Country | Number Of Pinterest Users |
|---|---|
| The United States | 89.9 million |
| Brazil | 38.93 million |
| Mexico | 24.68 million |
| Germany | 19.33 million |
| France | 17.33 million |
| The United Kingdom | 14.68 million |
| Italy | 10.45 million |
| Argentina | 10.38 million |
Source: Statista, World Population Review.
3. Pinterest Is The 15th Most-used Social Media Network Worldwide
According to the number of monthly active users, Pinterest ranks 15th in the list of most popular social media Platforms.
Facebook ranks first with the highest monthly active users (3.065 billion). It is followed by YouTube, with 2,504 million monthly active users.
Here is a table showing the most popular social media as per the number of users:
| Social Media Networks | Monthly Active Users |
|---|---|
| 3,065 million | |
| YouTube | 2,504 million |
| 2,000 million | |
| 2,000 million | |
| TikTok | 1,582 million |
| 1,343 million | |
| Facebook Messenger | 1,010 million |
| Telegram | 900 million |
| Snapchat | 800 million |
| Douyin | 755 million |
| Kuaishou | 700 million |
| x/Twitter | 611 million |
| 598 million | |
| 554 million | |
| 522 million |
Source: Statista
Pinterest Users Audience Demographics
Let us uncover Pinterest’s demographics in this section
4. Over 69.4% Of Pinterest Users Are Women
Men account for just 22.6% of the Pinterest user base.
Source: Pinterest.
5. 29.6% Of The Pinterest Users Are 18 To 24 Years Old
Adults aged 25 to 34 comprise the second highest share of Pinterest users, with 27.3%.
Only 5.4% of the Pinterest users are aged above 65 years.
Here is a table showing the number of women Pinterest users by age:
| Age | Percentage Of Users |
|---|---|
| 18 to 24 years | 29.6% |
| 25 to 34 years | 27.3% |
| 35 to 44 years | 18.1% |
| 45 to 54 years | 11.1% |
| 55 to 64 years | 8.5% |
| Above 65 years | 5.4% |
Source: Oberlo, DataReportal.
Pinterest Revenue Stats
How much does Pinterest make every year? What is its valuation? Get all these questions answered in this section.
6. Pinterest Generated A Revenue Of $854 Million In The Second Quarter Of 2024
This is a growth of $114 million compared to the previous quarter. Pinterest generated a revenue of $740 million in the first quarter of 2024.
Overall, the most successful quarter for the platform was Q4 2023. The platform generated $981 million in revenue in this quarter.
The following table displays the quarterly revenue generated by Pinterest:
| Quarter | Revenue Generated By Pinterest In Past Quarters |
|---|---|
| Q2 2024 | 854 million |
| Q1 2024 | 740 million |
| Q4 2023 | 981 million |
| Q3 2023 | 763 million |
| Q2 2023 | 708 million |
| Q1 2023 | 603 million |
| Q4 2022 | 877 million |
| Q3 2022 | 684.55 million |
| Q2 2022 | 666 million |
| Q1 2022 | 574.89 million |
Source: Statista.
7. Pinterest Generated Over $3.05 Billion In Revenue In 2023
Pinterest added record-breaking $981 million in the last quarter of 2023 and surpassed the predicted $2.9 billion mark by generating a total revenue of $3.05 billion.
If Pinterest manages to reach this predicted amount, it will be a new peak point in its revenue!
Here is a table showing the total global revenue of Pinterest over the years:
| Year | Pinterest Revenue |
|---|---|
| 2024 (Q1+Q2) | 1.594 billion |
| 2023 | 3.055 billion |
| 2022 | 2.802 billion |
| 2021 | 2.577 billion |
| 2020 | 1.693 billion |
| 2019 | 1.142 billion |
| 2018 | 0.755 billion |
| 2017 | 0.507 billion |
| 2016 | 0.299 billion |
Pinterest Usage Statistics
In this section, we will explore why people use Pinterest and the latest facts and figures related to its usage.
8. 85% Of Pinterest Users Have Purchased Something Based On Pins From A Brand
Creating boards that feature your products can help increase your visibility and brand awareness.
Some of the most popular brands on Pinterest are Ikea, IT Cosmetics, Jonas Paul Eyewear, Michaels, Samsung, etc, which have gained immense popularity on Pinterest.
Source: Pinterest.
9. 46% Of The Weekly Pinners Have Discovered A New Brand Or Product On Pinterest
Most of the Pinterest audience loves to browse, discover, and buy. This helps businesses to promote and inspire the audience to purchase their products and convert them into consumers.
10. Over 400 Million People Use Pinterest Monthly To Find Inspiration
Need an outfit inspiration or home decor inspiration? Many people prefer to search on Pinterest to get the latest aesthetic ideas.
Pinterest helps in creating vision boards for many people worldwide. Most of the pinners use Pinterest boards to plan a new purchase as well.
11. A Good Engagement Rate On Pinterest Is Around 1% To 2%
However, this engagement rate varies according to the industry, niche, and the type of content the pinners post.
The fashion and home decor industry has higher engagement rates than other industries. However, industries that do not have visually appealing content may have lower engagement rates on Pinterest.
Pinterest Traffic And Engagement Statistics
Let us take a look at the traffic and engagement stats of Pinterest in this section.
12. 1.16 Billion Total Monthly Visits Were Recorded On Pinterest In Q4 2023
The visit duration of the visitors on Pinterest.com is recorded to be 12 minutes and 23 seconds. (Source)
Further, in a visit, the person goes across over six pages.
Here are further details about the total visits recorded on pinterest.com over the months.
- August 2023: 1.06 billion
- September 2023: 1.03 billion
- October 2023: 1.14 billion
- November 2023: 1.12 billion
- December 2023: 1.16 billion
Source: Statista
13. The Highest Traffic To Pinterest.com Came From The United States, Contributing 38.06% Of The Web Traffic
The second-highest traffic share belongs to Brazil, while the third belongs to the Russian Federation.
The following table displays the countries with the highest share of traffic on Pinterest.com.
| Country | Percentage Of Traffic On Pinterest.com |
|---|---|
| United States | 38.06% |
| Brazil | 8.74% |
| Russian Federation | 4.96% |
| India | 4.96% |
| Colombia | 2.41% |
| Others | 40.87% |
Source: Statista
14. The Largest Share Of The Audience That Browses On Pinterest.com Belongs To The Age Group Of 25 To 34 Years
They are responsible for 27.96% of the website traffic. The second largest traffic comes from the age group of 18 to 24 years.
At the same time, only 6.56% of people over the age of 65 years visit Pinterest.com.
The following table displays the share of traffic received on Pinterest.com from different age groups:
| Year | Percentage Of Traffic On Pinterest.com |
|---|---|
| 18 to 24 years | 24.78% |
| 25 to 34 years | 27.96% |
| 35 to 44 years | 17.79% |
| 45 to 54 years | 12.88% |
| 55 to 64 years | 10.04% |
| Over 65 years | 6.55%. |
Source: Similar web.
15. 58.63% Of The Traffic Received On Pinterest Is Direct Traffic
At the same time, organic traffic is responsible for 38.48% of the visits to the Pinterest website.
Referrals and social media traffic contribute to 1.69% and 1% of the total traffic.
Source: Similarweb.
Pinterest Search Statistics
This section provides details about the most searched thing on Pinterest as well as some of the most popular Pinterest searches.
16. More Than 5 Billion Searches Take Place Every Month On Pinterest
Pinterest is used as a search engine by a large number of users. The GenZ searches are particularly more active compared to other generations.
The number of Pinterest audience searches increased by 96% year over year, while the searches per pinner have increased by 31%.
Source: Naveen Gavini(Senior Vice President of Products at Pinterest).
17. 97% Of The Top Pinterest Searches Are Unbranded
The audience on Pinterest is eager to find new ideas and loves hearing from everyone. The branded or unbranded content does not make a difference here.
Source: Pinterest.
18. Pinterest Drives Ten Times Higher Branded Searches Off-platforms
Pinterest ads have more chances of gaining traction and impressions than other social media platforms.
This is because the ads on other social media platforms are near the saturation points, which could diminish the advertisers’ return.
However, the average saturation level on Pinterest is just 25%; hence, ads are more likely to reach a larger audience.
Source: Pinterest.
19. Top Keywords On Pinterest In The United States Are ‘fall nails’, ‘fall outfits’, And ‘literally my characters’
Hairstyles, Summer Nails, and tattoo ideas are also among the top searched keywords on Pinterest.
‘Christmas decor ideas’ have also managed to stay on the top this year.
Here is a list of the top ten keywords searched on Pinterest.
| Rank | Top Keyword Searched On Pinterest |
|---|---|
| 1. | Fall nails |
| 2. | Fall outfits |
| 3. | Literally me characters |
| 4. | Literally me |
| 5. | Fall wallpaper |
| 6. | Halloween nails |
| 7. | Fall |
| 8. | Fall Decor |
| 9. | Fall aesthetic |
| 10. | September nails |
Source: Pinterest.
Pinterest eCommerce Statistics
The majority of Pinterest users access the platform to find purchase ideas. This makes it ideal for e-commerce. Take a look at some of the most interesting Pinterest stats associated with the same subject in this section.
20. The Buyable Items Saved To Boards Have Witnessed A 50% Year-over-year Growth
Over half of users consider Pinterest as a place to shop. Hence, Pinterest has made the platform more e-commerce-friendly by allowing people to shop and buy across the platform.
Pinterest has taken a step further by partnering with retailers. They are taking a step in scaling shopping ads and have partnered with Amazon Ads to promote e-commerce.
Source: Pinterest.
Related Read: eCommerce Statistics
21. 55% Of The Users See Pinterest As A Place To Shop
Pinterest inspires users to shop for creative and aesthetic products.
At the same time, it also provides them a platform to shop and discover the items they are inspired to purchase.
Source: Pinterest.
22. Pinterest Has Integrated With Salesforce Commerce Cloud And Adobe Commerce Native Applications To All Monetized Markets
These integrations will help the merchants manage their Pinterest product catalogs and integrate the ecosystem with the applications they are already using.
Further, Pinterest is also working on new ways to help people on the platform find ideas, get creative, and find something new.
Source: Pinterest.
You might be interested in reading our take on Salesforce Statistics!
23. 93% Of The Users Plan Their Purchases On Pinterest
Pinterest helps the pinners combine the bits and pieces of their plan to execute their final plan.
Most people use the platform to gather ideas for their home decor, parties, weddings, etc, from Pinterest and plan purchases with the help of pins they get inspired.
Source: Market.us
Pinterest Advertising And Marketing Statistics
In this section, we will examine how Pinterest helps in advertising and marketing.
24. The Annual Advertising Expenditure Of Pinterest Reached $145.6 Million
The annual advertising expenditure of Pinterest saw a huge increase between 2020 and 2021.
The ad expenditure of Pinterest in 2020 was just 30.3 million and grew by over 64 million between 2020 and 2021.
Here are further details about the ad expenses of Pinterest recorded over the years.
| Year | Advertising Expenses Of Pinterest Recorded Over The Years |
|---|---|
| 2023 | 145.6 million |
| 2022 | 139.7 million |
| 2021 | 94.7 million |
| 2020 | 30.3 million |
| 2019 | 55 million |
| 2018 | 19.2 million |
| 2017 | 13.7 million |
Source: Statista.
25. Pinterest Generated $3.27 Billion From Brands Running Advertisement Campaigns In 2023
By creating promoted pins, brands could increase the awareness of their products and services, reach, and conversion rates.
Source: Social Shepherd.
26. Running Pinterest Ads Is More Cost-effective Per Conversion
Pinterest ads are 2.3 times cheaper per conversion.
The cherry on top is users are three times more likely to click on a pin and visit a brand’s website than any other social media.
Source: Social Shepherd.
27. Pinterest Provides A 32% Better Return On Ad Spend (ROAS) Than Other Platforms
Especially the food, health, and beauty businesses have better returns on advertisements.
Source: Pinterest.
28. Pinterest’s Annual Sales And Marketing Expenditure Was Recorded To Be $911.17 Million In 2023
Comparatively, in 2021, the expenditure on sales and marketing was $ 641.28 million.
This displays an increase of $291.85 million in the sales and marketing expenditure of Pinterest in 2022.
Here are further details about the sales and marketing expenditure of Pinterest recorded over the years:
| Year | Annual Sales And Marketing Expenditures |
|---|---|
| 2023 | $911.17 million |
| 2022 | $933.13 million |
| 2021 | $641.28 million |
| 2020 | $442.81 million |
| 2019 | $611.59 million |
| 2018 | $259.93 million |
| 2017 | $162.51 million |
| 2016 | $104.1 million |
Source: Statista.
Pinterest Trends 2025
2024 has ended, and we have witnessed most of the trends predicted by Pinterest to be at the top of the search list of many users.
Hence, the 80% success rate of Pinterest trend prediction continues and has managed to help many advertisers on the platform.
These trend predictions are based on months of data collected and analyzed, not just guesswork.
So, how do marketers and advertisers benefit from Pinterest trends?
- Pinterest Trends Take off 20% faster than trends across other social media platforms.
- Trends on Pinterest sustained monthly growth of more than 20% longer.
- People who engage with trends on Pinterest don’t just search for them once; they often revisit them!
These points help advertisers and marketers reach a larger audience, increase brand awareness, and generate more sales through the pins and the trends.
Conclusion: Pinterest Has Over 522 Million Monthly Active Users
Pinterest continues to be a powerful platform for marketers in 2025, with 537 million monthly active users and strong revenue growth. The platform’s visual nature and high user engagement make it ideal for brand discovery and purchase inspiration.
With 69.4% female users and a predominantly millennial and Gen Z audience, Pinterest offers unique advertising opportunities. Its cost-effective ads, high conversion rates, and trend prediction capabilities make it a valuable tool for businesses looking to expand their digital presence and drive sales.
