Pinterest provides its users with a platform to store, explore, and share visual content. Many Pinners use the platform for inspiration and ideas for their purchases and decor and to explore new things.
As a result of this unique approach, Pinterest is the 15th most popular social media platform worldwide, with a nearly half a billion user base.
To provide further insights about Pinterest, I have compiled the latest stats on Pinterest users, user demographics, financials, and more.
Pinterest Statistics – Top Picks (2024)
Below are some of our selected set of statistics for Pinterest that will give you an idea about the platform in 2023 and predict its path in 2024.
- Pinterest has 522 million monthly active users in 2024.
- Pinterest is the 15th largest social media platform.
- 69.4% of users on Pinterest are female, while 22.6% are male.
- Pinterest generated a revenue of $3.055 billion in 2023.
- Pinterest is anticipated to generate a revenue of $3.73 billion through ads in 2024.
- 96% of the top searches on Pinterest are unbranded.
1. Pinterest Monthly Active Users
Pinterest has over 522 million monthly active users as of 2024.
By the end of 2023, Pinterest had 498 million monthly active users worldwide.
That was an increase of 10.67% in the monthly active users compared to the previous year. In 2022, Pinterest had 450 million active users.
Pinterest’s active users grew significantly from 160 million in 2016 to 498 million in 2023.
Here is a table displaying the number of monthly active users of Pinterest recorded over the years.
| Year | Number of Monthly Active Users |
| 2024 | 522 million |
| 2023 | 498 million |
| 2022 | 450 million |
| 2021 | 431 million |
| 2020 | 459 million |
| 2019 | 335 million |
| 2018 | 265 million |
| 2017 | 216 million |
| 2016 | 160 million |
2. Pinterest Monthly Active Users by Region
Approximately 90 million monthly active users on Pinterest are from the United States.
Comparatively, the 432 million Pinterest users reside in other countries.
The number of Pinterest users in the United States decreased by just 7 million, while Pinterest users in other countries grew by around 31 million.
Let us break down the Pinterest MAUs even further. Below is the list of Pinterest’s Monthly Active Users based on regions:
| Year | The United States of America | Outside USA(International) |
| 2024 | 90 million | 432 million |
| 2023 | 97 million | 401 million |
| 2022 | 95 million | 355 million |
| 2021 | 86 million | 346 million |
| 2020 | 98 million | 361 million |
| 2019 | 88 million | 247 million |
| 2018 | 82 million | 184 million |
3. Pinterest Is the 15th Largest Social Media Platform Worldwide
With 522 million active users, Pinterest ranks 15th on the list of top social media platforms worldwide.
Pinterest has managed to outrank platforms like Reddit and Quora but is behind giants like Facebook, Instagram, TikTok, Twitter, and Snapchat.
Here is a table that shows the top Social media platforms worldwide and their active users.
| Rank | Social Media Platforms | Number of Active Users |
| 1 | 3,065 million | |
| 2 | YouTube | 2,504 million |
| 3 | 2,000 million | |
| 4 | 2,000 million | |
| 5 | TikTok | 1,582 million |
| 6 | 1,343 million | |
| 7 | Facebook Messenger | 1,010 million |
| 8 | Telegram | 900 million |
| 9 | Snapchat | 800 million |
| 10 | Douyin | 755 million |
| 11 | Kuaishou | 700 million |
| 12 | Twitter/X | 611 million |
| 13 | 598 million | |
| 14 | 554 million | |
| 15 | 522 million |
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 greatly help marketers. Let’s have a look at some interesting Pinterest demographics.
4. Pinterest Age Demographics
Nearly 7 in 10 of Pinterest users are female, while 22.6% are male. 8% of Pinterest choose not to specify their gender.
That equals 362.2 million female users and 117.9 million male users. Meanwhile, 41.76 million Pinterest users have not specified their gender.
Here is the breakdown of Pinterest users by Gender.
| Gender | Share of Pinterest Users | Users in Numbers |
| Female | 69.4% | 362.2 million |
| Male | 22.6% | 117.9 million |
| Unspecified | 8% | 41.76 million |
5. Pinterest Age Demographics
56.9% of Pinterest users are aged between 18 to 34.
3 in 10 Pinterest users belong to the age group of 18 to 24 years, while 27.3% of the users are aged 25 to 34.
On the other hand, only 5.4% of the users are over 65 years old.
Here is a table displaying a detailed breakdown of the age of Pinterest users.
| Age | Share of Pinterest Users |
| 18 to 24 years | 29.6% |
| 25 to 34 years | 27.3% |
| 35 to 44 years | 18.1% |
| 45 to 54 years | 11.1% |
| 55 to 64 years | 8.5% |
| Over 65 years | 5.4% |
6. Countries with the Most Pinterest Users
With 98.6 million users, the United States had the highest number of Pinterest users worldwide in 2023. The US is still at the top in 2024, but the number of MAUs decreased to 89.9 million.
Brazil follows the United States in the list with 38.93 million Pinterest users. The difference between the number of Pinterest users in Brazil and the United States is over 50 million.
Here is a table displaying the countries with the highest Pinterest users.
| Country | Pinterest MAUs |
| The United States | 89.9 million |
| Brazil | 38.93 million |
| Mexico | 24.68 million |
| Germany | 19.33 million |
| France | 17.33 million |
| The United Kingdom | 14.68 million |
| Italy | 10.45 million |
| Argentina | 10.38 million |
| Canada | 10.05 million |
| Columbia | 9.58 million |
Pinterest Financial Statistics
This section will discuss all the facts and figures related to Pinterest’s financials. You can expect coverage of the platforms’ revenue, ARPU, Advertisement spending, and much more below. Let’s dive into it.
8. Pinterest Revenue Statistics
Pinterest generated a revenue of $3.055 billion in 2023.
This was a 9.01% increase from 2022, when the platform generated $2.80 billion.
The revenue of Pinterest in the last quarter of 2023 was recorded to be $981 million. This quarter had an all-time high Pinterest revenue compared to the past quarters.
Revenue of Pinterest in Q4 2023 witnessed a YoY growth of 11.86%.
Here is a table displaying the Pinterest revenue recorded over the years.
| Year | Pinterest Revenue |
| 2024 (Q1+Q2) | $1,594 million |
| 2023 | $3,055 million |
| 2022 | $2,803 million |
| 2021 | $2,578 million |
| 2020 | $1,693 million |
| 2019 | $1,143 million |
| 2018 | $756 million |
| 2017 | $473 million |
9. Pinterest Revenue by Region
Pinterest generated a revenue of over $2.4 billion in the United States in 2023.
Revenue generated by the platform in Europe was $483 million. The rest of the world contributed a revenue of 125 million.
Here is a table displaying the revenue generated by Pinterest in the United States and the rest of the world.
| Year | The United States of America | Outside USA(International) |
| 2024 (Q1+Q2) | $1,265 million | $329 million |
| 2023 | $2,448 million | $608 million |
| 2022 | $2,309 million | $493 million |
| 2021 | $2,016 million | $562 million |
| 2020 | $1,425 million | $268 million |
| 2019 | $1,026 million | $117 million |
| 2018 | $697.17 million | $58.76 million |
| 2017 | $443.84 million | $29.01 million |
10. Pinterest Average Revenue Per User (ARPU)
As of Q2 2024, Pinterest’s average revenue per user is $1.64. The highest Pinterest ARPU was recorded in Q4 2023, which was $2.
In Q1 2024 and Q3 2023, the ARPU of Pinterest was $1.46 and $1.61, respectively.
Further, the yearly average of Pinterest’s ARPU is $1.62.
Here is a table displaying the average revenue per user of Pinterest recorded over the past quarters.
| Quarter-Year | Average Revenue Per User |
| Q2 2024 | $1.64 |
| Q1 2024 | $1.46 |
| Q4 2023 | $2 |
| Q3 2023 | $1.61 |
| Q2 2023 | $1.53 |
| Q1 2023 | $1.32 |
| Q4 2022 | $1.96 |
| Q3 2022 | $1.56 |
| Q2 2022 | $1.54 |
| Q1 2022 | $1.33 |
11. Pinterest Global Annual Net Income
In 2023, Pinterest had to face a loss of $36 million in 2023.
Comparatively, Pinterest faced a loss of $96 million in 2022. The net loss reached a peak in 2019, resulting in a loss of $1.36 billion U.S. dollars.
Pinterest registered a positive net income only in 2021 for the first time in its history. Pinterest’s net income for 2021 was $316.4 million U.S. dollars.
Below is the overview of Pinterest’s Global Annual Net Income
| Year | Global Annual Net Income |
| 2023 | -36 million |
| 2022 | -96 million |
| 2021 | 316.4 million |
| 2020 | -128.32 million |
| 2019 | -1361.37 million |
| 2018 | -62.9 million |
| 2017 | -130.44 million |
| 2016 | -182.1 million |
12. Annual Sales and Marketing Expenditure of Pinterest
The sales and marketing expenditure of Pinterest in 2023 was $911.17 million.
This was a decrease of 2.35% compared to the previous year. In 2022, Pinterest spent $933.13 million on sales and marketing.
Below is the breakdown of Pinterest’s sales and marketing expenditure since 2016
| Year | Annual Sales and Marketing Expenditures. |
| 2023 | 911.17 million |
| 2022 | 933.13 million |
| 2021 | 641.28 million |
| 2020 | 442.81 million |
| 2019 | 611.59 million |
| 2018 | 259.93 million |
| 2017 | 162.51 million |
| 2016 | 104.1 million |
Other Important Pinterest Statistics
You will read miscellaneous Pinterest Statistics here that need attention if you wish to use the platform for product promotion.
13. 85.9% of Pinterest users also use Instagram
As a result, Instagram is the social media network with the most users overlapping with Pinterest.
Facebook has the second highest audience overlap, with 82.4% of Pinterest users using Facebook.
Reddit is the social media platform with the least audience overlap with Pinterest.
14. 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.
15. Nearly 1 billion videos are viewed on Pinterest daily.
Creating videos is a great way to engage the audience with your brand.
73% of users prefer short-form videos over long-form. Hence, you can make use of short-form video content to educate users about your brand and spread awareness through Pinterest.
16. Unbranded searches account for 97% of the top Pinterest searches.
This highlights that Pinterest users are open to unbranded products, increasing your chances of making a sale.
17. 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.
18. Over 7 out of 10 Pinterest users say that they are shopping frequently
75% of the weekly Pinterest users reported that they shop frequently. Weekly Pinterest users enjoy buying 40% more compared to other users.
19. Pinterest sees over 5 billion searches every month
According to Pinterest’s SVP of Products, Naveen Gavini, the platform’s search engine records over 5 billion searches every month. Gen-Zers are the most active audience on Pinterest, with increased searches of 31% YoY.
Pinterest Ad Statistics
Pinterest is one of the most considered platforms for advertisement and paid campaigns. Let’s look at some facts about Pinterest Ads.
20. Pinterest Ad Revenue
Pinterest is expected to generate $3.73 billion through Ads.
This will be an increase of 14.067% in the ad revenue compared to the forecasted ad revenue of 2023. In 2022, Pinterest generated $2.80 billion in Ad revenue.
Further, by 2027, TikTok’s Ad revenue is forecasted to reach $5.13 billion. This will be an increase of 83.21% in its ad revenue between 2022 and 2027.
Here is a table displaying the Pinterest Ad revenue recorded over the years.
| Year | Pinterest Ad Revenue |
| 2027* | $5.13 billion |
| 2026* | $4.67 billion |
| 2025* | $4.20 billion |
| 2024* | $3.73 billion |
| 2023 | $3.27 billion |
| 2022 | $2.80 billion |
| 2021 | $2.58 billion |
| 2020 | $1.69 billion |
| 2019 | $1.14 billion |
21. 80% of predictions on Pinterest are correct
As a marketer or business owner, you must know your audience before you advertise your products. While no one has the ability to see the future, Pinterest is popular for making good assumptions for the advertisers’ target audience.
Out of ten Pinterest predictions, eight came out to be true. So, if you are thinking about setting up advertising campaigns, Pinterest can be a great source of information.
Pinterest Trends for 2024
Pinterest is growing at an exponential rate. It is an aesthetic-dominated platform, to say the least. You have already seen the up-to-date data for 2023 in this post; now, let us have a look at the trends for 2024. This trend data is sourced from the official Pinterest report.
Let us break it down for you so you can take full advantage of the platform in 2024.
Below are some of the topics that you should be targeting on Pinterest in 2024 to gain more reach:
- Blue Beauty
- Groovy Nuptials
- Jazz Revival
- Bow Stacking
- Tropic Like It’s Hot
- Cute Coins
- Making a Racket
- Knockout Workouts
- Give a Scrap.
- Western Gothic
- Hot Metals and more.
See the detailed report here.
Reasons to Trust Pinterest Official Trends for 2024
For the past three years, Pinterest has been rolling out its trends report, and they have a whopping 80% success rate with it. Below are some pointers for you regarding Pinterest Trends:
1.) Pinterest Trends Take off 20% faster than trends across other social media platforms.
2.) Trends on Pinterest sustained monthly growth of more than 20% longer than trends on the rest of the internet.
3.) When people engage with trends on Pinterest, they don’t just search for them once; they often revisit them!
Conclusion: Pinterest Is The 15th Most Popular Social Media Platform
Pinterest is one of the fastest-growing and most influential social media apps worldwide.
Additionally, it is one of the most preferred platforms by shoppers. 85% of the Pinners admitted that they go to Pinterest for ideas before they start a new project. Another 46% of the weekly Pinners stated that Pinterest helped them discover new products.
Hence, Pinterest provides businesses with a platform to connect with their target audience and boost their sales.
That was all about Pinterest Statistics, you can visit again later for all the latest updates.
Sources:
- Statista
- Wikipedia
- Hootsuite
- Business of apps
- Backlinko
- Y charts
- Influencer marketing hub
- Data Reportal
- Oberlo
- Pinterest Investor Relations
- Macrotrends
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