Pinterest Stats-You might Want to Put a Pin in That!

SHI — September 2023

Chapter 20: Pinterest in Numbers

Pinterest’s User Base: A Snapshot as of Q3 2022, Pinterest boasts an impressive 445 million monthly active users worldwide, according to data from Statista. While this marks a slight uptick from the previous quarter (Q2 2022), it’s worth noting that the platform’s monthly user count has gradually declined since its peak in Q1 2021.

Steady Growth with 300 million Monthly Users Despite not experiencing the explosive growth seen by some of its competitors, Pinterest continues to expand. Statista’s data reveals that Pinterest reached the milestone of 300 million monthly users globally in Q1. This represents double the userbase the platform had back in Q3 2016.

Pinterest’s Gender Divide: 42% of U.S. Women, 15% of U.S. Men Pinterest has long held a predominantly female user base. Pew Research statistics underline this trend within the U.S. audience, where 28% of adults are Pinterest users. When segmented by gender, the numbers become clearer: 42% of American women have a Pinterest presence, while only 15% of men engage on the platform.

The Age Factor: 18–24-Year-Olds Dominate, but Others Join In Pinterest primarily resonates with a youthful demographic, with 38% of U.S. 18–24-year-olds actively using the platform, as per the same Pew Research study.

Income Levels and Pinterest: A Correlation In alignment with Pew Research’s exploration of income levels across major social platforms, Pinterest follows a trend akin to LinkedIn by attracting a more affluent user base. Notably, 41% of Americans earning over $75,000 annually utilize Pinterest — a percentage quite similar to Instagram’s user base in this income bracket. Conversely, among middle-income earners ($30,000-$74,999), Pinterest sees usage from only 27%, compared to Instagram’s 39%. For those in the low-income category (<$30,000), Pinterest accounts for a mere 18%, while Instagram holds a larger share at 35%.

Pinterest as a Shopping Companion Pinterest offers a versatile platform catering to various user needs. An intriguing statistic revealed by Pinterest itself is that a whopping 84% of its users turn to the platform when making purchase decisions.

Pinterest: A Hub of Inspiration

Pinterest proudly boasts the adventurous spirit of its users, with a staggering 98% embracing novelty by trying something new they stumbled upon here. It’s clear that Pinterest isn’t just a passive visual feast; its users pin their adored finds and actively incorporate them into their daily lives.

Moreover, a substantial 77% of Pinterest’s user base attests to discovering fresh brands and products within the platform’s picturesque realms. This underscores the potent role high-quality imagery plays in showcasing products and suggests that any brand, regardless of size, can reap rewards if their offerings look appealing. Pinterest serves as an invaluable resource, particularly for emerging brands seeking a foothold in the market without the resources for extensive advertising campaigns.

For retail brands, Pinterest is the treasure trove where investments shine brightest. Recent research conducted by Neustar reveals that retail brands participating in their study witnessed a remarkable 2x return on ad spend compared to other digital channels. This platform’s unique strength lies in its ability to influence purchasing decisions by providing early-stage shopping inspiration.

Pinterest is also celebrated for making ads feel tailor-made. More than twice as many users on Pinterest feel that the ads resonate with their interests, making them uniquely personalized. When your ad graces Pinterest, it becomes the solution to people’s aspirations.

The mobile era has dawned upon Pinterest, with a whopping 85% of visitors engaging with the platform through their trusty mobile devices. The days of desktop dominance have given way to handheld Pinning experiences.

In terms of return on investment, Pinterest is an advertiser’s paradise, delivering $2 in profit for every $1 spent. The numbers paint a compelling picture of Pinterest’s user base — 55% of Pinners employ the platform as their go-to destination for discovering and shopping for products, a rate four times higher than other digital platforms.

Beyond these statistics, Pinterest’s appeal extends to trending topics. In 2022, self-care surged in popularity with a remarkable 140% increase in searches. The health and fitness category witnessed a surge in curiosity, with searches for elderberry recipes up by 685%, bakuchiol by 275%, super powders by 144%, sleep optimization by 116%, nutrition plans by 475%, goat milk soap by 231%, band workouts by a staggering 1913%, sober living by 746%, beeswax wraps by 146%, and ginger oil by 659%. It’s intriguing how this visually-driven platform accommodates such diverse interests.

Lastly, Pinterest stands as a haven for beauty enthusiasts, with women on the platform being 2.4 times more likely to experiment with various makeup styles compared to other platforms. The diversity of cultures and skin tones represented on Pinterest is a testament to its inclusive beauty trends.

In conclusion, Pinterest is more than just a social media platform; it’s an endless wellspring of inspiration, discovery, and personalization that continues to shape trends, lifestyles, and brand success stories.