If you had told me in 2010 that Pinterest—a social media platform that digitally replicates the bulletin board you used to hang over your dorm room bed—would become the 3rd most popular social media platform among U.S. adults, I would have laughed and looked at you skeptically from behind my fake Ray Ban sunglasses.
Some of us might be guilty of underestimating this network, but Pinterest has quietly risen to success as a powerful search engine and one of the internet’s most important shopping platforms. It would be a huge mistake to leave Pinterest out of your brand’s marketing strategy.
And when crafting any marketing strategy, you’ve got to have the data to back it up. Who are Pinterest’s users? How do they use the platform? How do they respond to ads? And what are businesses already doing on Pinterest?
Here we dig deep to uncover the most important Pinterest stats social media marketers need to know, so you can plan and execute a successful Pinterest strategy for your brand.
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.
Pinterest has over 200 million monthly active users. Figuring out who those users are, however, is key to engaging them.
1 out of 2 U.S. millennials use Pinterest every month, more than any other age group. Usage drops incrementally as age increases, so the perception that Pinterest is just for moms is not entirely accurate. The next biggest age group is 30 to 49-year-olds.
Pinterest continues to be a female-centric platform. According to Pew Research, nearly half (45 percent) of all women online are Pinterest users—compared to only 17 percent of online men. This even after the platform tweaked its search results to more accurately target gender (i.e., users can search specifically for “male watches” rather than just “watches”).
But usage among males is growing rapidly
Yes, women tend to dominate the Pinterest landscape, but 40 percent of new signups are men. That’s a 70 percent increase in year-over-year growth. Also, a not insignificant one in four American Pinterest users are men.
Most of the major social networks extend far beyond American borders, and Pinterest is no exception. More than 50 percent of all Pinterest users, and 75 percent of new signups, come from outside the U.S. That’s a truly global, cross-cultural audience.
Besides the United States, the top three desktop users by country are Brazil, India, and Russia.
They’re well educated
Thirty-four percent of Pinterest users have at least some college education, while another 34 percent have more than a college education. That’s 10 percent more than users who have high school or less.
They’re likely to have an above-average income
Not surprisingly, being well educated also means that Pinterest users have money. Thirty-five percent have an income of over $75,000, a figure that rises to 50 percent when applied exclusively to millennials. The next largest income demographic is $30,000 to $49,000 (at 32 percent of users).
These figures support the statistic that Pinterest users have a nine percent higher average income than non-users, according to Ahalogy.
They live in the burbs
The largest demographic of Pinterest users resides in the suburbs (34 percent), according to Pew Research. Another 30 percent of users are urban and 25 percent are rural.
Pinterest usage statistics
How do people use Pinterest? Here are the Pinterest usage stats you need to know to make sure your strategy aligns with the way your customers are already engaging with this platform.
People pin a lot
To put that in perspective, the Mall of America, the largest mall in the U.S., only gets 100,000 shoppers per day.
They access the platform on the go
As is the trend across all social networks, people increasingly use Pinterest on their phones. With over 500 million app installs, 85 percent of all Pinterest searches happen on mobile. That’s a 45 percent increase in mobile searches from 2016 to 2017.
Users tend to prefer using Pinterest on their mobile devices while shopping, traveling, and at work.
They use it to plan
86 percent of millennials say they use Pinterest to “plan life moments, big and small.” Plus, a Millward Brown study found that 47 percent of Pinners were likely to experience a major life event (like getting married, having a baby, or buying a car) in the next six months, and were disproportionately using Pinterest to plan for these events.
The study ultimately concluded that the research and planning people do on the platform contributes to their “vision of an ideal self,” a powerful concept for marketers.
They use it to search
On average, 39 percent of female Pinners choose Pinterest over other traditional search engines like Google. That number rises to 48 percent when applied to male users. Visual searches alone increased 140 percent year-over-year in 2018 (totalling 600 million visual searches every month).
The most popular categories to browse are DIY & Craft, Food & Drink, and Home Decor. But perhaps most important to note is that 97 percent of searches are unbranded, meaning Pinners are open to hearing from brands they haven’t considered before.
They pin in the afternoon and evening
Pinning activity takes off around noon and spikes dramatically in the evening. 11:00 pm is the most active hour of the day, with just over 6 percent of total pins being pinned at that time.
They stick around
Active Pinners spend an average of 34 minutes per visit on the site. That’s longer than sessions on other social platforms like Facebook (33 minutes), Twitter (24 minutes), and Instagram (24 minutes).
Pins are evergreen
One of the most valuable things about Pinterest is the long shelf life of Pins. The average pin is repinned 11 times. Eighty percent of all pins are repins and it takes a pin 3.5 months to get 50 percent of its engagement. That means a Pin can, on average, live for seven months (compared to Twitter’s seven minutes).
Pinterest stats for business
One million businesses are already using Pinterest to reach their customers. Here are the most important Pinterest stats for business to help you create your own strategy.
The majority of Pins come from businesses
People use Pinterest to plan purchases
Given the stat above, it makes sense that 93 percent of Pinners use Pinterest to plan purchases. The same study found that 96 percent use it to research and gather information, while 87 percent report that Pinterest has helped them decide what to purchase.
And to discover new brands
Sixty-three percent of millennials say that Pinterest helps them discover new brands or products to buy.
But, most importantly, they use it to shop
According to the following stats, there’s no doubt that Pinterest is a major driver of on and offline sales:
- It’s the number one shopping platform among millennials.
- 47% of millennials on Pinterest have purchased something they’ve pinned (9 percent more than millennials on Facebook and 14 percent more than millennials on Twitter).
- 67% of Pinners report using Pinterest while shopping in brick-and-mortar stores, most frequently at mass merchandisers.
- 55% of Pinterest users shop on the site, more than 4 times the rate of other digital platforms.
- 55% of U.S. online shoppers pick it as their favourite online platform
- 18.5% of Active Pinners make a Pinterest-inspired purchase at least once a month.
- 73% of Active Pinners have bought something because they saw it on Pinterest.
- 61% of Pinners have made a purchase after seeing branded content on Pinterest.
And they spend more money when they shop
Pinterest drives referral traffic
Around five percent of all website referral traffic comes from Pinterest. That’s the second most significant portion of web referral traffic out of any social network (Facebook drives 25 percent and the other social networks are below one. percent).
When it comes to shopping websites specifically, Pinterest actually drives 33 percent more referral traffic than Facebook.
Pinterest advertising statistics
Pinners are open to ads because they fit seamlessly into the platform and provide useful information about where and how to buy products they care about. Plus, Pinterest offers a wide variety of formats for advertisers to choose from. Read our complete guide to advertising on Pinterest to make the most of these stats.
Promoted Pins drive sales
According to Pinterest, 61 percent of Pinners said they’ve discovered new brands or products from Promoted Pins, and half of them made a purchase after seeing one. Pinterest also says that Promoted Pins drive five times more in-store sales.
For every 100 Promoted Pin impressions, brands see 30 free views thanks to repinning. “That’s a really high rate of earned media,” says Pinterest’s president, Tim Kendall. This supports the fact that, in a recent Pinterest survey, 73 percent of respondents said they found branded content on the platform to be “useful.”
Pinterest delivers solid ROI
Analytics Partners looked at five major retail and CPG advertisers and found that for every $1 they spent, Pinterest provided $2 in profit (in terms of gross retail dollars, that translates into a $4.30 return on each dollar spent).
The same study found that, for every $100 the brands spent on Pinterest, they got $60 more profit than from other measured channels.
One-tap Pins improve brand awareness
Pinterest launched “One-tap Pins”—branded photos that redirect users to retailers’ websites—in 2016. One-tap Pins help almost twice as many users find products they want to buy.
Promoted App Pins increase sign ups
In a case study of 8fit, Pinterest found that referrals from Promoted App Pins gave 8fit up to five percent higher signup rates than other platforms. Promoted App Pins are just like Promoted Pins, but designed to enable users to download your app without leaving Pinterest.
Videos should be 30-60 seconds long
In an interview with AdWeek, Pinterest’s president, Tim Kendall, said that “long-form” video is taking off on the platform. “But don’t misconstrue long form for 10 minutes—I think it’s 30 to 90 seconds. What we see with that category of video is that it gets saved at a 50 percent higher rate on the platform than shorter, bite-size content,” he explained.
Pins without faces get more repins
As with all social media platforms, visuals are key to a Pinterest post’s success. So it’s important to pay attention to the details.
According to an analysis by Curalate, brand images without faces receive 23 percent more repins. This is in addition to many other interesting facts about pins such as that red images get more repins than blue images, and images with multiple dominant colors have 3.25 times more repins per image than images with a single dominant color.
The main takeaway here? Don’t underestimate Pinterest. It’s an intent-based platform that is about much more than killing time—namely shopping and discovering new brands. Investing wisely in this social network is sure to return value for your business, especially if you consult all the above Pinterest statistics when planning your strategy.
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