28 Pinterest Statistics That Marketers Must Know (2024)

Pinterest is a visual discovery engine to find ideas like recipes, home and style inspiration, and much more.

With over 482 million users and 55% of them using the platform to find inspiration for their purchases, Pinterest can be one of the best platforms to spend some of your advertising budget on.

In this article, I have highlighted the latest facts and figures related to Pinterest and how brands can use the platform to elevate their sales. 

Pinterest Statistics 2024 Top Picks

  • Pinterest has 482 million monthly active users as of the beginning of 2024.
  • The United States has 84.6 million Pinterest users. 
  • Pinterest generated $763 million in revenue in the third quarter of 2023. 
  • 60% of the Pinterest users are Women, while 40% are Men. 
  • One-third of the Pinterest users are GenZ, aged between 18 to 24 years.
  • 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. 

Pinterest Users Statistics

Take a deeper dive into Pinterest’s user count both globally and in the United States in this section.

1) As we enter 2024, Pinterest has 482 million monthly active users.

The Pinterest users increased by 17 million compared to the previous quarter. In Q2 of 2023, only 465 million people worldwide used Pinterest. 

Additionally, the number of Pinterest users has increased by 37 million compared to Q3 2022. 

Monthly Active Users Of Pinterest Recorded Over The Past Quarters

Here are further details about the monthly active users of Pinterest recorded over the past quarters:

QuarterMonthly active users of Pinterest
Q3 2023482 million
Q2 2023465 million
Q1 2023463 million
Q4 2022450 million
Q3 2022445 million
Q2 2022433 million
Q1 2022433 million
Q4 2021431 million
Q3 2021444 million

Source: Statista, Pinterest.

2.) There are 84.6 million Pinterest Users in the United States.

That is the highest among all countries. Brazil comes in the second spot with 28.05 million Pinterest Users.

Additionally, the number of Pinterest Users in Mexico and Germany is 19.45 million and 15.88 million, rounding up to top 4!

Countries With the Highest Number of Pinterest Users Worldwide

Here is a table showing countries with the highest number of Pinterest users:

CountryNumber Of Pinterest Users
The United States84.6 million
Brazil28.05 million
Mexico19.45 million
Germany15.88 million
France10.65 million
Canada8.44 million
Italy8.08 million
The United Kingdom7.61 million

Source: 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 (3.049 billion) as of of 2023. 

It is followed by YouTube, with 2,703 million monthly active users

Here is a table showing the most popular social media as per the number of users:

Social Media NetworksMonthly Active Users
Facebook3,049 million
YouTube2,703 million
Instagram2300 million
WhatsApp2,000 million
WeChat1,327 million
TikTok1,218 million
Facebook Messenger1,036 million
Telegram800 million
Snapchat750 million
Douyin743 million
Kuaishou673 million
Sina Weibo666 million
QQ574 million
Twitter599 million
Pinterest482 million

Source: Statista. 

Pinterest Audience Demographics

Let us uncover Pinterest’s demographics in this section

4.) Over 60% of the Pinterest users are Women

Men account for just 40% of the Pinterest user base. 

Source: Pinterest

5.) 33% of the Pinterest users are 18 to 24 years old.

Adults aged 25 to 34 comprise the second highest share of Pinterest users, with 26.9%. 

Only 5.5% 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 Women Users
18 to 24 years32.0%
25 to 34 years26.9%
35 to 44 years16.2%
45 to 54 years10.7%
55 to 64 years8.7%
Above 65 years5.5%

Source: Oberlo

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 $763 million in the third quarter of 2023. 

This is a growth of $55 million compared to the previous quarter. Pinterest generated a revenue of $708 million in the second quarter of 2023. 

Overall, the most successful quarter for the platform was Q4 2022. The platform generated $877 million in revenue in this quarter. 

The following table displays the quarterly revenue generated by Pinterest:

QuarterRevenue generated by Pinterest in past quarters
Q3 2023763 million
Q2 2023708 million
Q1 2023603 million
Q4 2022877 million
Q3 2022684.55 million
Q2 2022666 million
Q1 2022574.89 million
Q4 2021846.66 million
Q3 2021633 million
Q2 2021613 million

Source: Statista. 

7.) Pinterest is expected to generate 2.9 billion in revenue by the end of 2023.  

Pinterest has already achieved 2.074 billion in 2023 so far, it needs to add 830 billion more in the last quarter to me this prediction come true.

If Pinterest manages to reach this predicted amount, it will be a new peak point in its revenue!

Total Global Revenue of Pinterest From 2016 to 2023

Here is a table showing the total global revenue of Pinterest over the years:

YearPinterest Revenue
2023*2.9 billion
20222.802 billion
20212.577 billion
20201.693 billion
20191.142 billion
20180.755 billion
20170.507 billion
20160.299 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.) 1.1 billion total monthly visits were recorded on Pinterest In Q3 2023. 

The visit duration of the visitors on Pinterest.com is recorded to be 5 minutes and 47 seconds.

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: 1.1 billion
  • September 2023: 1 billion
  • October 2023:1.1 billion

13.) The highest traffic to pinterest.com came from the United States, contributing 37.32% of the web traffic. 

The second-highest traffic share belongs to Brazil, while the third belongs to India. 

The following table displays the countries with the highest share of traffic on Pinterest.com.

CountryPercentage of traffic on Pinterest.com
United States37.32%

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. 

Share of Traffic Received on pinterest.com From Different Age Groups

The following table displays the share of traffic received on pinterest.com from different age groups:

YearPercentage of traffic on Pinterest.com
18 to 24 years24.78%
25 to 34 years 27.96%
35 to 44 years17.79%
45 to 54 years12.88%
55 to 64 years10.04%
Over 65 years6.55%.

Source: Similar web. 

15.) 63.96% of the traffic received on Pinterest is direct traffic. 

At the same time, organic traffic is responsible for 31.05% of the visits to the Pinterest website. 

Social media traffic and email redirects contribute to 2.27% and 1.92% of the traffic. 

Source: Similar web. 

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 as of 2023 are ‘nails’, ‘dinner ideas’, and ‘dinner recipes’.

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 top keywords searched on Pinterest in 2023. 

RankTop Keyword Searched On Pinterest
2.dinner ideas
3.dinner recipes
5.summer nails
6.tattoo ideas
7.outfit ideas
8.easy dinner recipes
9.wallpaper background

Source: Pinterest

Pinterest ecommerce Statistics

The majority of Pinterest users access the platform to find purchase ideas. This makes it ideal for Ecommerce. 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 $139.7 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. 

Ad expenses of Pinterest Recorded Over the Years

Here are further details about the ad expenses of Pinterest recorded over the years. 

Year Advertising expenses of Pinterest recorded over the years
2022139.7 million
202194.7 million
202030.3 million
201955 million
201819.2 million
201713.7 million

Source: Statista. 

25.) Pinterest generated $2.51 billion from brands running advertisement campaigns. 

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 $933.13 million in 2022. 

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. 

Sales and Marketing Expenditure of Pinterest Recorded Over the Years

Here are further details about the sales and marketing expenditure of Pinterest recorded over the years:

YearAnnual sales and marketing expenditures
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 2024

2023 is ended, and we have witnessed most of the trends predicted by Pinterest to be at the top of the search list of many users. 

Pinterest Predicts

Hence, the 80% success rate of Pinterest trend prediction continues and has managed to help many advertisers on the platform. 

Pinterest Trends

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? 

how does Pinterest trends boost your business
  • 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. 

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