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42 Pinterest Stats That Matter to Marketers in 2024

Here are the most important Pinterest statistics marketers need to know to plan and execute a successful Pinterest strategy for their brand.

Hannah Macready March 6, 2024
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Pinterest brings out the bulletin board fanatic in all of us. But for social media managers, it’s the Pinterest statistics that matter—knowing the facts and figures that set one pin apart from another is an essential part of creating a marketing strategy, both on and off the platform.

We’ve dug through annual reports, letters to shareholders, blog posts, primary data and research from Pinterest and beyond to round up the most important recent statistics you need to know about Pinterest.

Here are the numbers that matter in 2024.

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General Pinterest statistics

Take a top-down look at Pinterest’s performance, and see how Pinterest stats measure up against other social media networks while you’re at it.

1. Pinterest is the 15th largest social network in the world

In terms of global active users, Pinterest ranks as the 15th largest platform in the world as of January 2024.

The platform ranks below social networks like Facebook, YouTube, TikTok, and Snapchat.

bar graph showing pinterest at the bottom of the list of the world's biggest social networks

Source: Statista

2. The platform has 498 million monthly active users

In February 2024, Pinterest reported 498 million monthly active users–up by 16 million users from the previous quarter.

3. Pinterest’s monthly global user figures increased by 11% year over year

Pinterest’s 2023 revenue report shows that the platform’s average MAUs in the U.S. and Canada grew to 97 million, an increase of 2% year over year (YoY) compared to 95 million in the same period of the previous year.

Overall, global MAUs increased by 11%, with an 8% increase in European MAUs, and a 15% increase in the rest of the world, compared to the same period last year.

4. Pinterest’s total revenue increased by 12% in 2023

Pinterest’s revenue also grew 12% YoY in 2023, for a total of $981 million. Pinterest says it expects revenue to continue growing into 2024.

Pinterest CEO Bill Ready said this in the company’s third-quarter earnings report: “Pinterest is the rare business where the interests of users and advertisers are aligned. It’s proven to be true as we continue to post double-digit revenue growth and have achieved an all-time high for global MAU. The changes we made have set us up to be a stronger and more efficient company as we double down on our momentum in 2024.”

5. Pinterest’s overall workforce is 55% women

As of 2024, 55% of Pinterest’s workforce self-identifies as female. This is up from 51% in 2022.

Pinterest has committed to increasing women in leadership to 36% by 2025. In H1 of 2022, they met that goal. The company has also made several recent appointments of women of color to its board of directors, executive team, and other leadership posts.

6. 36% of Pinterest’s leadership team is female

Pinterest is hard at work increasing the representation of women in its workforce. At the end of 2023, it announced that it had increased the representation of women in leadership roles by 20%, for a total of 36%.

Pinterest is also working to close the gap in typically gender-biased roles like engineering. This year, they’ve committed to increasing engineering leadership roles held by women and those from other marginalized gender identities to 25%.

7. Pinterest committed to 100% renewable electricity in offices by 2025

In September of 2022, Pinterest committed to purchasing 100% renewable electricity for their global offices by 2025. This move is a major step towards reducing their global greenhouse gas emissions and saving energy in their offices.

Starting with their headquarters in San Francisco, Pinterest will be receiving 100% renewable electricity through CleanPowerSF’s SuperGreen program and purchasing Energy Attribute Certificates following a set of guiding principles. Their global real estate portfolio—which spans countries like the United States, Japan, and Brazil—will prioritize projects that are located in the country in which the electricity was consumed, source from projects that provide the greatest system impact, and support local communities.

8. 80% of Pinterest’s 2023 predictions came true

Every year, Pinterest releases its coveted Pinterest Predicts report. Using data from the billions of pins saved to its platform, Pinterest calls out the next big trends, products, and general aesthetics we can expect to see.

This year, Pinterest predicts a few things:

  1. Eclectic grandpa style
  2. Jellyfish-themed furniture
  3. Vintage kitchen appliances
  4. Coffee shop decor in the home
  5. Big hair
  6. Blue makeup
  7. Jazz
  8. Badminton
  9. Disco decor
  10. Handmade clothing

Among others. Which of these trends do you expect to come true?

man in knit sweater and lots of jewelry with words eclectic grandpa stitched into sweater

Source: Pinterest

Pinterest user statistics

Browse these Pinterest user stats to understand the platform’s demographic dynamics.

9. The majority of Pinterest’s user base is between 25 and 34 years old

Pinterest’s audience still skews young, with the majority of its audience falling into the 25-34 age category. Coming up close behind is the 18-24 category, followed less closely by the 35-44 year olds.

10. Gen Z makes up 42% of Pinterest’s monthly active users

Move over, millennials, Generation Zoomer is taking over. At Pinterest Investor Day 2023, the platform announced that it’s getting younger by the day, with 42% of its MAUs identifying as Gen Z.

Not only that, but Gen Z sees Pinterest as a positive place where they can dream big and map out their future lives.

11. 76% of Pinterest’s user base is female

While Gen Z and male users are on the rise, Pinterest still primarily caters to women, who make up more than 76% of their global user base, while men make up 17.2%, and the remaining 6.6% remain unspecified.

12. Pinterest is most popular in the U.S. and the Netherlands

In January 2023, Pinterest was most popular in the United States, where roughly 29.4% of people were active users. Belgium and the Netherlands also had sizable user bases, with about 26.8% and 29%, respectively.

Following close behind in user growth is Canada, with a 25.2% penetration rate, and Portugal at 22.6%.

13. Most Pinterest users live in the U.S.

When it comes to global distribution of Pinterest users, the United States takes a strong lead. Nearly 84 million of Pinterest’s 498 million users live in the U.S. Pinterest’s second largest user group rests in Brazil, with an estimated 28 million users. Mexico, Germany, France and Canada follow close, but not too close, behind.

Bonus: Find out what people really want from brands on social—including why they follow, engage, buy, and even unfollow them—in The Social Media Consumer Report.

14. 1 in 3 Pinterest shoppers have an average annual income of $100,000 or more

According to a recent Pinterest blog post, luxury shopping is alive and well on the platform. A third of luxury shoppers on Pinterest report having an annual income of over $100,000. They are also 35% more likely to make a six-figure income than luxury shoppers on other platforms.

What’s more, these shoppers spend 87% more on luxury goods than shoppers on other platforms and are 27% more likely to buy premium products.

Champagne, anyone?

15. 70% of Pinterest’s luxury audience is under 35 years old

Looking to tap into this luxurious audience? It’s worth noting that these card-swiping, trend-setting, monogram-toting cohorts are all millennials. At an average age of just 35 years young, Pinterest’s luxury audience can have their avocado toast, and eat it, too.

16. 27% to 35% of U.S. adults use Pinterest

According to new data from Pew Research, 27% to 35% of all U.S. adults use Pinterest regularly. This ranks the platform 4th out of 11 platforms, landing it just behind Instagram, Facebook, and YouTube, and above TikTok.

bar graph from pew research center showing pinterest as 4th most used platform among american adults

Source: Pew Research Center

17. Women are more likely to use Pinterest than men

Pew Research also found that women are more likely to use Pinterest than men. Unsurprising, given the platform’s reputation for feminine content.

Pinterest usage statistics

Knowing what makes a Pinner pin is often what separates a good marketing strategy from a mediocre one. Whether you’re looking for more followers or sales, these Pinterest facts and statistics should guide your efforts.

18. 85% of Pinners say they use Pinterest to plan new projects

While people use Pinterest differently, a significant percentage of Pinners are planners. Often, people come to the platform when they are in the early stages of a project or purchase decision.

19. 8 out of 10 people say Pinterest is a positive online space

As platforms across the internet continue to be drug through the mud for negativity, Pinterest stands out as a beacon of light and positivity.

According to Pinterest, 78% of regular Pinners actually feel better after using the platform. It turns out, saving photos of ponies and motivational quotes actually works.

white text on blue background that reads 78% of weekly pinners come away feeling positive after they interact with pinterest

Source: Pinterest

20. 14.6 million celebration-related boards were made in 2023

Looking to get your brand in front of the right audiences this holiday season? Well, it turns out Pinterest is the place for celebration content, with more than 14.6 million celebration-related boards made in 2023.

Pinterest search stats

Pinterest is more than just a digital corkboard. It’s also a powerful search engine. Use these Pinterest search stats to inform your Pinterest SEO strategy in 2024.

21. Top Pinterest US searches in 2024 include nails, dinner ideas, and hairstyles

When it comes to what people are searching for on Pinterest in the US, some of the top searches included “nails”, “dinner ideas”, and “hairstyles”.

Other popular search terms include “dinner recipes,” “outfit ideas,” “summer nails,” and “tattoo ideas.”

22. Pinterest searches for plus-sized body content are up

Since 2018, Pinterest has been committing its platform to body-inclusivity. In July 2021, Pinterest updated its ad policies to prohibit all ads with weight loss language and imagery. Searches containing “weight loss” declined by 20% since then, as Pinterest users become increasingly conscious of the platform’s commitment to promoting healthy living and body image.

Now, with the introduction of a new body type technology that makes it easier for Pinterest’s AI to identify diverse body types, searches for phrases such as “Mom summer outfits curvy” are up 47x, “concert looks plus size” up 6x, and “plus size bridal dresses” up 5x, year over year.

23. Gender diverse searches are also up on Pinterest

Pinterest is a place where pride shines bright, and that’s reflected in their searches.

For instance, searches for “understanding gender” have shot up by 550%, while “gender identity poster” and “self-expression painting” have both seen increases of 415% and 455% respectively compared to last year.

Queer fashion is getting pretty popular on Pinterest. People are searching a lot more for things like “non-binary outfits,” “genderqueer fashion,” and “queer outfits for men.” Also, beauty searches are up for “non-binary hair” and “genderfluid hairstyles.”

24. 96% of Pinterest’s top searches are unbranded

While most platform’s are busy pushing ads up and individual content down, Pinterest remains a safe haven for pure creativity. With 96% of its top searches unbranded, Pinterest claims: “Content from brands doesn’t interrupt on Pinterest—it inspires.”

25. Pinterest sees 1.16 billion monthly visits

Pinterest remains one of the most trafficked websites online, with 1.16 billion people visiting the website every month.

line graph showing pinterest website visits increasing near the end of 2023

Source: Statista

Pinterest ecommerce statistics

Learn how other marketers have found success on the app with these Pinterest ecommerce stats.

26. 75% of weekly Pinterest users say they’re always shopping

Pinterest users are in the mood to consume—according to the company’s Feed Optimization Playbook, people who use Pinterest weekly are 40% more likely to say they love shopping and 75% more likely to say they’re always shopping.

27. 50% of Pinterest users see the platform as a shopping destination

Nothing tastes sweeter than ad dollars well-spent. And, on Pinterest, you might taste that victory.

According to Pinterest, 50% of its users see the platform as a place to shop, as well as a place to find inspiration.

28. 44% of millennial Pinners have bought a product they saw on Pinterest

Further to Pinterest’s shopping culture, millennials who see a product on Pinterest tend to buy that product. According to Pinterest’s own data, 44% of millennial Pinners have made a purchase as a result of seeing branded content on Pinterest.

29. Pinterest users spend 80% more per month than on other platforms

Did you know that shoppers on Pinterest are not only highly engaged but also willing to spend more on products they adore? It’s true! In fact, according to recent data, Pinterest users shell out a whopping 80% more per month compared to those on other platforms.

Pinterest marketing statistics

Looking to market your products on Pinterest? Read these Pinterest marketing statistics first.

30. 85% of Pinners use Pinterest when starting a new project

Pinterest is not just a platform for discovery and inspiration, it is also a tool to help people start new projects. 85% of its users use the platform when starting a new project–whether that’s home improvement, planning a vacation, or launching their own side hustle.

31. 80% of Pinners have discovered a new brand or product on Pinterest

Brand discovery is one of the most powerful benefits Pinterest offers businesses. 80% of its users have discovered, or plan to discover, a new brand or product through Pinterest. This means that with an effective Pinterest marketing strategy, your business can reach and engage a large audience.

32. Pinterest users save 1.5 billion Pins per week

With only 498 million monthly active users, it’s pretty astonishing that Pinterest users are saving 1.5 billion Pins per week. But, when you think about all the creative cake ideas and wedding dress folders… well, it starts to make sense.

33. Pinterest is the #1 destination for luxury shopping inspiration

Louis Vuitton, Gucci, and Carolina Herrera-lovers, rejoice. Pinterest has been dubbed the #1 destination for luxury shopping inspiration. What’s more, 3 in 5 luxury shoppers say they use Pinterest to research brands.

34. There are more than 10 million boards on Pinterest

Scouring Pinterest to find that one perfect wedding board? Good luck. With more than 10 million boards on the platform, chances are you’ll be looking for a while.

35. Pinterest saw a 50% YoY increase in buyable items on boards

Still wondering if Pinterest is the right platform for your products? Shopping is growing on the platform, with Pinterest seeing a 50% year-over-year increase in buyable items saved to boards this year.

36. Retailers who upload catalogs and tag products see 30% more checkouts

Catalogs are like a brand’s starter kit for doing well on Pinterest shopping. When retailers upload their catalogs and tag their products, they’ve noticed a bump of almost 30% in checkouts.

Beauty ideas and skincare routine Pinterest catalogs with tagged products

Source: Pinterest

Pinterest advertising stats

Looking to up your ad game in 2024? These Pinterest advertising statistics will get you excited about your upcoming strategy.

37. Pinterest released a ton of new ad features this year

While advertisers flee more traditional platforms like X (formerly known as Twitter), savvy platforms like Pinterest are sweetening their offerings to attract ad dollars.

This year, Pinterest announced a suite of new ad features to increase investment in the platform. Among the features are a new spotlight feature that allows premium ad placements on the Pinterest home feed, as well as quiz ads that let brands ask their customers questions directly on the platform.

38. Pinterest ads are 2.3x more efficient on cost per conversion (CPC)

Looking to save money when converting customers? Pinterest might be the place. According to the platform’s own data, Pinterest ads are 2.3x more efficient cost-per-conversion than ads on social media.

39. Pinterest ads see a 2x higher return on ad spend (ROAS)

According to Pinterest, their ads also offer better returns than competing social media networks, claiming advertisers see 2x higher ROAS when using the platform.

40. Brands are still skeptical about advertising on Pinterest

Recent data from Hootsuite ranked Pinterest as 10th, out of a possible 12, in the list of social media platforms brands feel confident advertising on. It’s unclear why brands are shifting advertising dollars away from the platform, but we do know there’s a big focus on ROI this year.

bar graph showing list of social media platforms brands feel comfortable advertising on, with pinterest ranking 10th out of 12

41. Pinterest ads bring in 11.4x more prospects than competing social

According to the latest data, Pinterest ads are outshining the competition with an astonishing 11.4 times more prospects generated compared to other social media platforms. Yes, you read that right–11.4 times!

42. People remember happy Pinterest ads best

Ads that make people feel good tend to perform better on Pinterest. In fact, data from Pinterest found that ads that receive positive emotional reactions were recalled 20% better and had a 6x higher lift in action intent.

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By Hannah Macready

Hannah Macready is a freelance writer with 12 years of experience in social media and digital marketing. Her work has appeared in publications such as Fast Company and The Globe & Mail, and has been used in global social media campaigns for brands like Grosvenor Americas and Intuit Mailchimp. In her spare time, Hannah likes exploring the outdoors with her two dogs, Soup and Salad.

Read more by Hannah Macready

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