45 Pinterest Statistics in 2024

Pinterest maintains a substantial and distinct position within the social media landscape, with an impressive user base of over 498 million monthly active users. Given this reach, Pinterest emerges as a vital platform for businesses striving to connect with their audience in a unique way. Unlike other social media platforms, Pinterest has a greater concentration of luxury shoppers, impulsive purchases, and unbranded searches. Below, we delve into Pinterest statistics that social media managers should be aware of in 2024. By examining user demographics, behaviors, marketing trends, and advertising insights, you can effectively utilize these statistics to refine your brand’s Pinterest strategy and enhance your overall social media marketing efforts.

Key Pinterest Statistics

1. Pinterest has 498 million users each month. 
2. Pinterest is the 15th most-used social media platform.
3. Pinterest users save more than 1.5 billion Pins across 10 million Pinterest boards each week. 
4. Pinterest Predicts (the platform’s end-of-year trend predictions report) has had an 80% success rate for four years in a row. 

Pinterest Demographics Statistics

5. Women make up 69.5% of Pinterest users. 
6. The United States has the largest Pinterest user base with 89.1 million users. Next is Brazil with 37.14 million. 
7. The country with the highest Pinterest penetration is Netherlands with 41.3%. 
8. 1 in 3 Pinterest luxury shoppers make $100,000 or more per year. 
9. 70% of Pinterest luxury shoppers are under 35. 
10. Nearly 40% of Pinterest users are between the ages of 18 and 34.
11. 82% of Pinterest users access the platform through the mobile app. 
12. The US drives nearly 40% of Pinterest’s web traffic. 

Pinterest Usage Statistics

13. 46% of weekly Pinterest users find a new brand or product on the platform.
14. Over 50% of Pinterest users consider the platform to be a place for shopping.  
15. Pinterest shoppers spend 80% more each month compared to other social media users.
16. Pinterest shoppers have a 40% bigger basket size compared to other social commerce platforms. 
17. Pinterest posts have a longer content lifespan than other social media platforms and will still receive engagement over 3 months after posting. 
18. 96% of top Pinterest searches are unbranded.
19. Pinterest users view an average of 5.5 pages per visit, and spend an average of 6 minutes per visit.
20. 61% of Pinterest users say they go to Pinterest to start a new project. 
21. Pinterest users are 90% more likely to say they’re always shopping compared to users on other platforms.
22. Over 40% of Pinterest users prefer feeling inspired during their shopping experience versus other platform users. 
23. 9 out of 10 weekly Pinterest users say the app is an online oasis and positive place for them. 
24. After Pinterest banned weight loss ads, weight loss searches decreased by 20% on the platform. 
25. 61% of UK Pinterest users have made a purchase as a result of seeing branded content on the platform.
26. Almost half of Pinterest users say they buy luxury goods on the platform. 
27. Half of UK Pinterest users say they want social media to help them better connect with eco-friendly brands.
28. Gen Z and Millennial Pinterest users are 40% more likely to purchase new foods and beverage products. 
29. 80% of Gen X Pinterest users say they prefer keeping well informed about products they buy, rather than make impulsive purchases. 

Pinterest Marketing Statistics

30. Pinterest ads are 2.3x more cost effective per conversion than other social media advertising. 
31. Pinterest advertising revenue in 2023 was $3.27 billion. 
32. Pinterest drives 10x higher off-platform branded searches, compared to other social media sites. 
33. Pinterest shopping ads have a 3x higher conversion rate. 
34. Pinterest is the 5th most popular social media platform for shopping after Facebook, Instagram, TikTok, and Messaging apps.
35. Positive advertising on Pinterest leads to 20% better recall of the brand or message and a 6x higher interest in taking action. 
36. Sustainable messaging in Pinterest ads were 2.4x more likely to drive action compared to non-sustainable messaging campaigns. 
37. Over half of UK Gen Z and Millennial Pinterest users are willing to spend more for environmentally friendly products.
38. Pinterest ads have an average saturation level of 25%. 
39. 70% of Pinterest users say they want to purchase a newly released product or brand they like as soon as possible. 
40. 60% of Gen Z Pinterest users say a video ad is the best way to catch their attention over a new product. 
41. 55% of Millennials on Pinterest are more likely to purchase a new product after seeing it on Pinterest in order to stay on-trend.
42. Gen X are 50% more likely to say the new brands or products they see on Pinterest are more relevant to them, compared to other social media platforms.
43. 80% of male Pinterest users say that shopping on the platform leads them to discover something unexpected and surprising. 
44. Brands who upload products to Pinterest Catalogs see 5x the impressions compared to brands who don’t upload their products. 
45. Pinterest brands who use both Catalogs and Pinterest Shopping Ads saw a 15% increase in their ROAS compared to those who did not use both.

Gretchen Oestreicher , 18 April 2024