If you think Pinterest is just one huge online photo album, think again. If we look at the latest Pinterest statistics, we can definitely say that it should be among the channels you are managing in your social media management software. In 2020, the visual search engine registered 459 million monthly active users (MAUs) composed of young, educated, and high-income earners who are not tied to a specific brand and are ready to discover new products and services based on what they find in their search.
To help you plan your marketing strategy using Pinterest, here are some important data points that will help you get started on the right track. You’ll learn about Pinterest user demographics, advertising statistics, and Pinterest engagement rate benchmark compared to other popular social media networks.
Pinterest Statistics Table of Contents
- General Pinterest Statistics
- Pinterest Users Statistics
- Pinterest Usage Statistics
- Reasons for Using Pinterest
- Pinterest for Social Commerce and Advertising Statistics
- Working at Pinterest Statistics
- Interesting Pinterest Statistics
General Pinterest Statistics
Pinterest had some great business achievements in 2020 as well as a couple of setbacks. While the company reported gains in revenue both globally and in the United States, it made huge budget cuts on advertising, sales and marketing, and R&D. There are many reasons behind the reduced spending. One of them, as mentioned by the company in a press release on its 2020 financial report, was due to the global economic slowdown and uncertainties brought about by the COVID-19 pandemic.
- Pinterest’s market capitalization as of May 6, 2021 is $38.86 billion (Macrotrends, n.d.).
- Pinterest’s Q4 2020 revenue had a year-on-year growth of 76%, amounting to $706 million (Pinterest, 2021).
- Pinterest generated close to $1.43 billion in revenues in the US in 2020 compared to only $268 million in international revenues (Pinterest, 2021).
- Pinterest spent $606.19 million on R&D in 2020, down from nearly $1.21 billion in 2019 (Pinterest, 2021).
- In 2020, the visual discovery engine spent $442.81 million on sales and marketing activities, down from $611.59 million in 2019 (Pinterest, 2021).
- Pinterest spent $30.3 million on advertising in 2020, which is a significant decrease from the $55 million in 2019 (Pinterest, 2021).
- Pinterest is included in the top 20 leading digital publishers in the US in 2019 based on reach. It ranked number 17 with an online audience reach of 42% (Verto Analytics, 2019).
- Meanwhile, Pinterest is the 14th largest social network in the world. It’s below Facebook, Instagram, Tiktok, and Snapchat but above Twitter (Hootsuite-Pinterest Stats, 2021).
- Pinterest’s referral traffic grew 27% in 2019, making it the leading social network in the US, based on year-on-year referral traffic growth (Merkle, 2019).
- Pinterest is the second leading social media website in the US as of January 2021 with a 20.02% share of visits (Statcounter, 2021).
Pinterest Users Statistics
The use of social media platforms will remain a constant in our lives, especially with the continued increase in the number of social media users globally. For its part, Pinterest now boasts 459 million Global MAUs, which represents a 37% year-over-year growth as reported in its 2020 annual report. Its largest user base is still found in the US with 98 million MAUs in Q4 of 2020.
Statistics on Pinterest users by age also indicate that millennials and Gen Zs are active on the platform; however, it is users aged between 50 and 64 who make up the largest group (38%).
- As of Q4 of 2020, Pinterest’s MAUs grew 37% year-over-year to 459 million (Pinterest, 2021).
- In the US, the visual bookmarking platform had 98 million MAUs in Q4 of 2020 (Pinterest, 2021).
- International MAUs rose to 361 million in 2020—a 46% increase from the previous year (Pinterest, 2020).
- 28% of all US social media users are Pinterest users (Pew Research, 2019).
- Pinterest registered 361 million international monthly active users (Pinterest, 2021).
- Among US individuals who access social networks, 53% of females and 18% of males use Pinterest (AudienceProject, 2020).
- 80% of US mothers who use the internet use Pinterest (eMarketer, 2019).
- 38% of Pinterest users are aged between 50 and 64, 34% are between 30 and 49, 32% are between 18 and 29, and 18% are 65 years old and above (Pew Research, 2019).
- 38% of Pinterest users in the US have a college degree or more, while 32% have some college education (Pew Research, 2019).
Source: Pew Research, 2019
Pinterest Usage Statistics
Pinterest has good online standing with its global website rank (27) and US rank (23). Again, the majority of visits come from the US, followed by Brazil, India, China, and Turkey. It was also the 4th most used social media platform during the onset of the coronavirus pandemic with 32.1% of US adults using the service as of March 2020.
Though 85% of pinners use the app on mobile, Pinterest also gets a lot of its traffic from desktop users. The average duration per visit on the platform is about five minutes.
- Pinterest was the 4th most used social media platform during the coronavirus pandemic with 32.1% of US adults using the service as of March 2020 (eMarketer, 2020).
- As of April 2021, 41.09% of Pinterest’s desktop traffic came from the US, 8.77% came from Brazil, 3.74% from India, 3.59% from China, and 2.26% from Turkey (Similarweb, 2021).
- Pinterest.com gets 59.24% direct desktop traffic and 37.74% from organic search (Similarweb, 2021).
- Pinterest.com’s global ranking is 27 and the US ranking is 23 (Similarweb, 2021).
- The total number of visits to Pinterest.com as of April 2021 is 1.19 billion (Similarweb, 2021).
- The average duration per visit is four minutes 48 seconds (Similarweb, 2021).
- 85% of pinners use the app on mobile (Pinterest, 2021).
Reasons for Using Pinterest
Pinterest users do so much more on the platform than just looking for the next great meal they’re going to cook. There are now over 320 million who use the site to find inspiration on fashion, travel, and home DIY, among other popular categories.
Moreover, we found out that the majority of pinners (85%) are planners and go to the visual search tool when they’re about to start a new project. There were about 600 million visual searches performed using Pinterest Lens in 2018, proving just how much users seem to value the app for its images and graphics.
- Over 320 million people use Pinterest to find inspiration from meals to cook to what to wear and how to style their homes (Pinterest, 2019).
- In February 2018, there were about 600 million visual searches performed using Pinterest Lens. This represented a 140% increase from the previous year’s 250 million searches (Statista, 2021).
- 80% of pinners start with visual search when shopping vs. 58% of non-pinners (SocialMediaToday, 2019).
- 85% of pinners say they use Pinterest to plan new projects (Pinterest, 2021).
- 80% of weekly pinners have discovered a new brand or product on Pinterest (Pinterest, 2021).
Reasons for Using Pinterest
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Source: SocialMediaToday, 2019/Pinterest, 2021
Pinterest for Social Commerce and Advertising Statistics
Pinterest is proving to be a contender if you’re looking for a platform where you can get the best returns for your advertising dollars. 95% of the top searches on Pinterest don’t reference a specific brand, which means it’s a good platform where an open-minded audience can notice your products and services.
Also, more audience statistics reveal that advertisers on Pinterest have the potential to reach more than 200 million people and present their brands to high-income users ready to make a purchase. If your products are targeted at women, Pinterest can be an excellent platform to showcase them since women make up more than 60% of the platform’s global audience. On the other hand, male pinners and Gen Z pinners are up 40% year-over-year and US Millennial pinners are up 35%.
These figures make Pinterest a very attractive platform for marketers to take advantage of social commerce. Already, 25% of marketers said they use the platform to promote their business and another 26% of global marketers plan to increase their use of the site. Ninety-two percent of Pinterest advertisers also ranked the platform first for reputation. If Pinterest is not yet included as one of the apps you’re managing in your social media scheduling tools, this is a good time to consider adding it.
- As of January 2020, Pinterest ranked number six among the leading social media platforms used by marketers worldwide. 25% of marketers said they use the platform to promote their business (Social Media Examiner, 2020).
- 26% of global marketers plan to increase Pinterest use (Social Media Examiner, 2020).
- 92% of Pinterest advertisers rank the platform first for reputation (Pinterest, 2021).
- Advertisers can reach more than 200 million people on Pinterest (Hootsuite, 2021).
- Women make up more than 60% of the platform’s global audience (Pinterest, 2021).
- Male pinners and Gen Z pinners are up 40% year-over-year (Pinterest, 2021).
- US Millennial pinners are up 35% year-over-year (Pinterest, 2021).
- 40% of people using Pinterest earn $75,000 and above, 33% earn $30,000 to $50,000, 29% earn $50,000 to $75,000, and 21% earn under $30,000 (Marketingcharts, 2021).
- 45% of people in the US with a household income of over $100,000 are on Pinterest (Pinterest, 2021).
- 95% of the top searches on Pinterest don’t reference a specific brand (Pinterest, 2021).
- Collection ads drive a 6% to 18% increase in total basket size (The Motley Fool, 2021).
- 6x more businesses used shopping ads in Q4 2020, resulting in 85% more engagement across shopping surfaces on Pinterest between April and October 2020 (Pinterest, 2020).
Working at Pinterest Statistics
As per the company’s 2020 diversity report, Pinterest has made great strides in its diversity and inclusivity goals. Now, women represent 47% of the entire workforce with 25% working as engineers.
Moreover, underrepresented minorities make up 10% of employees and the company has recently included two women of color in its 10-member board of directors.
- Pinterest had 2,545 full-time employees at the end of its fiscal year 2020, representing almost a 15% increase from 2019’s total of 2,217 (Pinterest, 2021).
- Engineers at Pinterest now make up 25% of the workforce (up from 24% last year, and from 19% in 2015) (Pinterest, 2020).
- Underrepresented minorities make up 10% of employees (up from 9% in 2019 and 3% in 2015) and 7% of engineers (Pinterest, 2020).
- The company’s 10-member board of directors now includes two women of color (Pinterest, 2021).
- Overall, women represented 47% of Pinterest employees. 62% make up the Business department, 30% make up Tech, 25% in Leadership, 46% in Engineering interns, and 80% in Sales interns (Pinterest, 2020).
Source: Pinterest, 2020
Interesting Pinterest Statistics
There are a few more interesting stats we discovered about Pinterest that deserve mention in this last section. For example, not many people associate the platform as a go-to source for video. But apparently, close to one billion videos are being viewed each day on Pinterest.
Another interesting trivia is that the platform banned political ads in 2018. This move is largely being credited for the overwhelmingly favorable feedback of its users. 80% of Pinterest users say the platform makes them feel positive.
- More than 50% of pinners live outside the US (Pinterest, 2021).
- More than 200 billion ideas have been saved to over four billion boards to date on the platform (Pinterest, 2019).
- Close to one billion videos are viewed each day on Pinterest (Pinterest, 2021).
- 75% of the top 100 pins in 2018 were recipes. Followed by crafts (5%), comedy (4%), fitness/health (3%), DIY home (3%), and others (10%) (Newswhip, 2019).
- 49% of pinners say they develop a better relationship with brands they love through visual search (SocialMediaToday, 2019).
- 90% of Pinterest users say the platform makes them feel positive (Pinterest, 2019).
- 64% of Pinterest users described the platform as a place to find ideas, products, or services they can trust (Pinterest, 2019).
The Positive Impact of Pinterest
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Source: Pinterest, 2019/SocialMediaToday, 2019
Using Pinterest to Drive Sales for Your Business
Marketers tend to use more popular social media channels like Facebook to engage customers. But as these statistics show, Pinterest can effectively drive engagement and sales based on the profile of its users. As a platform that now combines images and video, you also get the opportunity to showcase your products in exciting and creative ways to an audience who are ready to discover new brands and have the disposable income to make a purchase.
Also, it is a huge plus that Pinterest has a good reputation—users say they trust the platform and actually love using it to get inspired and share ideas. This means you can also engage with customers who are open-minded and perhaps have an easier time building a positive reputation for your brand as well. To fully maximize your social media engagement, we recommend reading up on the latest social media trends such as strategic social media posting and leveraging user-generated content.
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- Newswhip (2019). Most pinned topics on Pinterest 2018. Retrieved from Statista
- Pew Research (2019). Pinterest usage reach in the United States 2021, by age group. Retrieved from Statista
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- Similarweb (2021). Distribution of Pinterest traffic 2021, by country. Retrieved from Similarweb
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- Statista (2021). Number of Pinterest Lens visual searches performed by users worldwide 2017-2018. Retrieved from Statista
- Stelzner, M.A. (2020). Social media platforms used by marketers worldwide 2020. Retrieved from Social Media Examiner
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By Louie Andre
B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. From pitch deck to exit strategy, he is no stranger to project business hiccups and essentials. He has been involved in a few internet startups including a digital route planner for a triple A affiliate. His advice to vendors and users alike? "Think of benefits, not features."