Pinterest Statistics 2022: How Many People Use Pinterest

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Pinterest brings out the aesthetic persona in all of us. Making beautiful mood boards on Pinterest is both therapeutic and fun. Pinterest is truly unlike any other social media out there.

Many marketers ignore the power of Pinterest to promote their products. Believe us. It is a goldmine for product promotion when done right. Start early to gain a significant edge over your competition.

If you wish to unlock the true power of Pinterest to accelerate your product growth. You are at the right place. Getting insights into the platform’s facts and figures will help you make informed decisions while laying out your marketing plan.

We dug and compiled the most up-to-date and important statistics related to Pinterest in this post. Let us take you there without further due.

Table of Contents

Important Pinterest Statistics at a glance

Here is an in-depth overview Of Pinterest.

Pinterest Statistics - Overview
  • Pinterest has 433 million monthly active users as of 2022.
  • Pinterest ranks as the 14th biggest social media platform in the world as of 2022.
  • 76.7% of Pinterest users are females.
  • Over 86% of Pinterest users also access Instagram.
  • 46% of weekly Pinterest users have discovered a new brand or product on the platform.
  • Around 1 billion videos are viewed on Pinterest daily.
  • There are over 200 billion pins on the platform.
  • 99% of pins on Pinterest contain an image.
  • 85% of Pinterest users access the platform through its mobile app.
  • Over 50% of Pinterest users are based out of the USA.
  • 97% of top Pinterest searches are unbranded.
  • 85% of users say that Pinterest is their first stop while starting a project.

Pinterest Monthly Active Users

Pinterest Has 433 million Monthly Active Users as of the First Quarter of 2022.

If we compare the number from the past quarter, there is a rise of 2 million MAUs.

At the end of March 2021, the platform had 478 million MAUs. This loss in MAUs can be understood by the pandemic situation. In 2020, the rate of MAUs exploded due to the lockdown in place; when the restrictions were lifted later in 2021, many users said their respected goodbyes to the platform.

This doesn’t mean Pinterest has lost its peak; we can say that it is an adjustment before achieving another milestone. 

These words are from Pinterest’s headquarters, and we quote, “Our decline was primarily impacted by engagement headwinds as the pandemic continued to unwind, and lower traffic from the search.”

Below is the complete breakdown of Pinterest’s MAUs

DatePinterest MAUs 
Q1 2016128 million
Q2 2016135 million
Q3 2016150 million
Q4 2016160 million
Q1 2017175 million
Q2 2017185 million
Q3 2017204 million
Q4 2017216 million
Q1 2018239 million
Q2 2018231 million
Q3 2018251 million
Q4 2018265 million
Q1 2019291 million
Q2 2019300 million
Q3 2019322 million
Q4 2019335 million
Q1 2020367 million
Q2 2020416 million
Q3 2020442 million
Q4 2020459 million
Q1 2021478 million
Q2 2021454 million
Q3 2021444 million
Q4 2021431 million
Q1 2022433 million

Pinterest Monthly Active Users by Region

Let us break down the Pinterest MAUs even further. Below is the list of Pintret’s Monthly Active Users based on regions

YearMAUs
The United States of AmericaOutside USA(International)
201670 million90 million
201776 million139 million
201882 million184 million
201988 million247 million
202098 million361 million
202186 million346 million
2022 (Q1 only)94 million340 million

Pinterest Rank among Social Media Globally

As of May 2022, Pinterest is the 14th biggest social media globally based on monthly active users.

Pinterest manages to outrank platforms like Twitter, Reddit, and Quora but is behind giants like Facebook, Instagram, TikTok, and Snapchat.

Pinterest Demographics

Demographics play a very important role in laying out a marketing plan. People are bound to make decisions based on their genders and nationalities; understanding the source of Pinterest Users will help marketers a lot. Let’s have a look at some interesting Pinterest demographics.

The Distribution of Pinterest Users Based on Gender

Women clearly dominate the platform.

76.7% of Pinterest users are females, while 15.3% are males. The rest of the 8% users are unspecified.

This equates to 3,32,111,000 female users and 66,249,000 male users on the platform.

Here is the breakdown of the same

Gender% of ShareUsers in Numbers
Male15.3%3,32,111,000
Female76.7%66,249,000
Unspecified8%34,640,000

The Distribution of Pinterest Users by age group and gender

Pinterest is most popular with females aged between  25 to 34 years. They account for 29.1%t of the platform‚Äôs users.

Below is the breakdown of the same


Gender
Age
18-2425-3435-4445-5455-6565+
Male2.6%6.4%2.6%1.7%1.6%0.8%
Female16.4%29.1%13%7%7.5%2.9%
Unspecified1%3.9%1.5%0.5%1%0.3%

Countries with the most Pinterest users

With a user count of 86.35 million, the United States has the most Pinterest users in the world.

There is a huge gap between number one and Number two.

Brazil comes second with 27 million users, followed by Mexico, Germany, and France.

Below are the top 10 countries with the most Pinterest Users

CountryUsers
United States86.35 million
Brazil27 million
Mexico17.86 million
Germany15.12 million
France11 million
Canada9.27 million
United Kingdom8.76 million
Italy8.56 million
Spain7.04 million
Netherland4.36 million

Pinterest Penetration Rate in Countries

The United States has the highest Pinterest penetration rate, with 30.6%.

Netherlands and Canada follow next with 29.2% and 28% respectively.

It is a point to note down that although Brazil has the second-highest number of Users on the platform, its penetration rate is just 15%.

These are the top 10 countries with the highest Pinterest penetration rate.

CountryPenetration Rate
The United States30.6%
Netherlands29.2%
Canada28%
Belgium27.1%
Portugal22.4%
Austria21.2%
Switzerland20.9%
Germany20.5%
Sweden19.8%
France19.7%

Pinterest Financial Statistics

This section will discuss all the facts and figures relating to Pinterest’s financials. You can expect coverage of the platforms’ revenue, ARPU, Advertisement spending, and much more below. Let’s dive into it.

Pinterest Revenue Statistics

In the first quarter of 2022, Pinterest generated $574.89 million in revenue.

Pinterest generated $2.577 billion in revenue in 2021.

If we compare Pinterest’s Q1 2022 revenue to Q1 2021, the platform saw an 18% increase.

Below is the Quarterly breakdown of Pinterest’s revenue since 2016.

DatePinterest Quarterly Revenue
Q1 201647 million
Q2 201663 million
Q3 201674 million
Q4 2016115 million
Q1 201782.43 million
Q2 2017101.13 million
Q3 2017115.95 million
Q4 2017173.35 million
Q1 2018131.36 million
Q2 2018161.19 million
Q3 2018190.2 million
Q4 2018273.18 million
Q1 2019201.91 million
Q2 2019261.25 million
Q3 2019279.7 million
Q4 20193999.9 million
Q1 2020271.94 million
Q2 2020272.49 million
Q3 2020442.6 million
Q4 2020706 million
Q1 2021485 million
Q2 2021613 million
Q3 2021633 million
Q4 2021846.66 million
Q1 2022574.89 million

Pinterest Revenue by region

Now that we know Pinterest’s Worldwide revenue, let us have a quick look at Pinterest’s revenue based on the region in the breakdown below.

YearThe United States of AmericaOutside USA(International)
2016$292 million$7 million
2017$448 million$29 million
2018$715 million$58 million
2019$1,026 million$117 million
2020$1,425 million$268 million
2021$2,016 million$562 million
2022 (Q1 only)$470 million$104 million

Pinterest Average Revenue Per User

As of Q1 2022, the average revenue per user of Pinterest is $1.33 US dollars.

Pinterest ARPU for Q4 2021 was $1.93 US dollars.

After climbing throughout 2021, Pinterest’s ARPU has reverted to a level similar to that of Q1 2021.

Below is the quarterly breakdown of the Pinterest ARPU since 2016

DatePinterest Quarterly ARPU
Q1 2016$0.39
Q2 2016$0.48
Q3 2016$0.52
Q4 2016$0.74
Q1 2017$0.49
Q2 2017$0.56
Q3 2017$0.6
Q4 2017$0.83
Q1 2018$0.58
Q2 2018$0.69
Q3 2018$0.79
Q4 2018$1.06
Q1 2019$0.73
Q2 2019$0.83
Q3 2019$0.9
Q4 2019$1.22
Q1 2020$0.77
Q2 2020$0.7
Q3 2020$1.03
Q4 2020$1.57
Q1 2021$1.04
Q2 2021$1.32
Q3 2021$1.41
Q4 2021$1.93
Q1 2022$1.33

Pinterest Global Annual Net Income

Pinterest registered a positive net income in 2021 for the first time in its history.

Pinterest’s net income for 2021 was $316.4 million U.S. dollars.

In 2016, Pinterest had a net loss of 182.1 million U.S. dollars. The net loss peaked in 2019, reaching $1.36 billion U.S. dollars.

Below is the over of Pinterest’s Global Annual Net Income

YearGlobal Annual Net Income
2016-182.1 million
2017-130.44 million
2018-62.9 million
2019-1361.37 million
2020-128.32 million
2021316.4 million

Annual Sales and marketing expenditure of Pinterest

Pinterest’s sales and marketing expenditure for 2021 was just over $641 million U.S. dollars. It’s the highest to date and almost $200 million US dollars more than the previous year.

Below is the breakdown of Pinterest’s sales and marketing expenditure since 2016

YearAnnual Sales and Marketing Expenditures.
2016104.1
2017162.51
2018259.93
2019611.59
2020442.81
2021641.28

Pinterest Tops the American Customer Satisfaction Index (ACSI)

With 78 index points, Pinterest received the greatest degree of customer satisfaction among American Users.

Youtube was second to follow with 76 index points.

Below is the breakdown of the American Customer Satisfaction Index (ACSI)

Social Media PlatformIndex Points
Pinterest78
Youtube76
Wikipedia73
TikTok72
Reddit72
Snapchat70
LinkedIn69
Instagram69
Tumblr69
Facebook62
Twitter61

Pinterest Traffic Statistics

You will see Pinterest‚Äôs engagement statistics in this section. Let’s dive into it.

Pinterest.com received around 886 million visits in the month of February 2022, making it one of the most popular websites on the internet.

Below is the breakdown of the same

DateTraffic 
September 2021991.1 million
October 20211003.4 million
November 2021959.4 million
December 2021943.7 million
January 2021980 million
February 2021885.7 million

Pinterest Traffic Distribution by Country

The United States accounted for 43.43% of Pinterest’s traffic as of February 2022.

Below are the top 5 countries with the most Pinterest traffic.

CountriesShare of Traffic
United States43.43%
Brazil8.4%
India4.74%
Argentina2.29%
Poland2.15%

Pinterest Referral traffic

Amazon accounted for 70% of referral traffic on Pinterest.

Etsy.com was the second biggest traffic driver on the platform. It accounted for 3.55% of Pinterest’s referral traffic.

The gap between amazon and Etsy is monstrous. This points out that Pinterest is great for product promotion.

Social Media Traffic Drivers to Pinterest

Youtube is the top social media traffic driver for Pinterest. It accounts for 26.59% of Pinterest’s social media traffic.

Facebook is Pinterest’s second-largest social media traffic driver accounting for 19.17%.

Below is the complete breakdown of Pinterest’s Top 5 Social Media traffic drivers.

Social Media PlatformShare of Traffic
Youtube26.59%
Facebook19.17%
Twitter6.85%
Instagram5.25%
Tumblr2.34%

Other Important Pinterest Statistics

You will read miscellaneous Pinterest Statistics here that need attention if you wish to use the platform for product promotion.

86.2% of Pinterest users also use Instagram

As a result, Instagram is the social media network with the most overlapping users with Pinterest. Reddit is the social media platform with the least overlaps.

As per a Hootsuite report, Pinterest is the preferred social networking site of 1.8 percent of internet users.

This number may not seem huge to some of the audience. But if you put things into perspective, Tik Tok, which is a HUGE platform, has a rating of 4.4%. This 1.8 doesn’t seem bad at all.

Pinterest is used by 82% of Users on their smartphones.

If you are a marketer and have a blog or website, make sure it’s responsive on mobile phones. 

Around 1 billion videos are viewed on Pinterest daily.

Create video content for your products if you want more people to look at your brand.

Unbranded searches account for 97% of the top Pinterest searches.

This highlights that Pinterest users are open to unbranded products.

80% of Pinterest users say the platform makes them feel good

The platform has banned all political advertisements since 2018. Pinterest has a good content filtration team, and thus, more people feel comfortable and positive on the platform.

Shopping engagement increased by 20% on the platform

As Pinterest Said, and we quote, “the number of Pinterest users engaging in shopping has been growing over 20% in every quarter of every year.”

Catalog uploads have doubled

Pinterest claimed that catalog uploads have increased worldwide, with overseas markets seeing a 400% increase Y/Y.

7 out of 10 Pinterest users say that they are shopping frequently

Weekly Pinterest users are 40% more expected to say they enjoy buying and 75% more expected to say they shop frequently.

Posts with ‚Äúnew‚ÄĚ as the overlay text direct to 9 times higher awareness

As per Pinterest, users notice when products are ‚Äúnew‚ÄĚ and it makes a significant impact on them so they remember them better.

Gen Z makes up 21% of Pinterest’s users

As of 2022, 21 million Gen Z users. And it is predicted to grow to 26 million by 2025.

Pinterest is used by 45 percent of social users in the United States who have a household income of more than $100,000.

The popularity of content based on high-end items creates an opportunity for companies in the correct categories.

Pinterest Users use the platform to look for Home design ideas

According to the most recent Pinterest data, the most common reason users use Pinterest is to find home décor/design inspiration. The second most popular category is style, clothing, and beauty. Fitness takes the third spot.

Conclusion: Pinterest Statistics (2022)

This is our set of Pinterest Statistics. We have covered every single updated stat that we could get our hands-on. If you are a marketer this no less than a treasure for you.

Let us know in the comments if you have any stats to share.

Sources:

Brian

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