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 marketing when done right. Start early to gain a significant edge over your competition in 2023.
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.
Pinterest Statistics: Top Picks
Below are some of our selected set of statistics for Pinterest that will give you an idea about the platform in 2022 and predict its path in 2023.
- Pinterest has 445 million monthly active users as of December 2022.
- Pinterest ranks as the 14th biggest social media platform in the world.
- 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.
1.) Pinterest Monthly Active Users
Pinterest Has 445 million Monthly Active Users as of the Third Quarter of 2022.
If we compare the number from the past quarter, there is a rise of 12 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
| Date | Pinterest MAUs |
| Q1 2016 | 128 million |
| Q2 2016 | 135 million |
| Q3 2016 | 150 million |
| Q4 2016 | 160 million |
| Q1 2017 | 175 million |
| Q2 2017 | 185 million |
| Q3 2017 | 204 million |
| Q4 2017 | 216 million |
| Q1 2018 | 239 million |
| Q2 2018 | 231 million |
| Q3 2018 | 251 million |
| Q4 2018 | 265 million |
| Q1 2019 | 291 million |
| Q2 2019 | 300 million |
| Q3 2019 | 322 million |
| Q4 2019 | 335 million |
| Q1 2020 | 367 million |
| Q2 2020 | 416 million |
| Q3 2020 | 442 million |
| Q4 2020 | 459 million |
| Q1 2021 | 478 million |
| Q2 2021 | 454 million |
| Q3 2021 | 444 million |
| Q4 2021 | 431 million |
| Q1 2022 | 433 million |
| Q2 2022 | 433 million |
| Q3 2022 | 445 million |
2.) Pinterest Monthly Active Users by Region
As of the third quarter of 2022, Pinterest has 95 million MAUs in the United States and 350 million MAUs outside of the U.S.A.
Let us break down the Pinterest MAUs even further. Below is the list of Pintret’s Monthly Active Users based on regions:
| Year | The United States of America | Outside USA(International) |
| 2016 | 70 million | 90 million |
| 2017 | 76 million | 139 million |
| 2018 | 82 million | 184 million |
| 2019 | 88 million | 247 million |
| 2020 | 98 million | 361 million |
| 2021 | 86 million | 346 million |
| 2022 (As of Q3) | 95 million | 350 million |
3.) Pinterest Rank among Social Media Globally
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.
4.) 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% of 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 Share | Users in Numbers |
| Male | 15.3% | 68,085,000 |
| Female | 76.7% | 3,41,315,000 |
| Unspecified | 8% | 35,600,000 |
5.) 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% of the platform’s user base.
Below is the breakdown of the same:
| Gender | 18-24 | 25-34 | 35-44 | 45-54 | 55-65 | 65+ |
| Male | 2.6% | 6.4% | 2.6% | 1.7% | 1.6% | 0.8% |
| Female | 16.4% | 29.1% | 13% | 7% | 7.5% | 2.9% |
| Unspecified | 1% | 3.9% | 1.5% | 0.5% | 1% | 0.3% |
6.) 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
| Country | Users |
| United States | 86.35 million |
| Brazil | 27 million |
| Mexico | 17.86 million |
| Germany | 15.12 million |
| France | 11 million |
| Canada | 9.27 million |
| United Kingdom | 8.76 million |
| Italy | 8.56 million |
| Spain | 7.04 million |
| Netherland | 4.36 million |
7.) 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.
| Country | Penetration Rate |
| The United States | 30.6% |
| Netherlands | 29.2% |
| Canada | 28% |
| Belgium | 27.1% |
| Portugal | 22.4% |
| Austria | 21.2% |
| Switzerland | 20.9% |
| Germany | 20.5% |
| Sweden | 19.8% |
| France | 19.7% |
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.
8.) Pinterest Revenue Statistics
Pinterest generated $685 million in revenue in the third quarter of 2022. This is an 8% increase in revenue year over year.
In total, Pinterest has generated $1.924 billion in revenue as of the first three quarters of 2022.
Pinterest generated $2.577 billion in revenue in the year 2021.
Below is the Quarterly breakdown of Pinterest’s revenue from 2016 to 2022.
| Date | Pinterest Quarterly Revenue |
| Q1 2016 | 47 million |
| Q2 2016 | 63 million |
| Q3 2016 | 74 million |
| Q4 2016 | 115 million |
| Q1 2017 | 82.43 million |
| Q2 2017 | 101.13 million |
| Q3 2017 | 115.95 million |
| Q4 2017 | 173.35 million |
| Q1 2018 | 131.36 million |
| Q2 2018 | 161.19 million |
| Q3 2018 | 190.2 million |
| Q4 2018 | 273.18 million |
| Q1 2019 | 201.91 million |
| Q2 2019 | 261.25 million |
| Q3 2019 | 279.7 million |
| Q4 2019 | 708.4 million |
| Q1 2020 | 271.94 million |
| Q2 2020 | 272.49 million |
| Q3 2020 | 442.6 million |
| Q4 2020 | 706 million |
| Q1 2021 | 485 million |
| Q2 2021 | 613 million |
| Q3 2021 | 633 million |
| Q4 2021 | 846.66 million |
| Q1 2022 | 574.89 million |
| Q2 2022 | 666 million |
| Q3 2022 | 685 million |
9.) 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.
| Year | The United States of America | Outside 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) | $470 million | $104 million |
10.) Pinterest Average Revenue Per User
In Q3 2022, the average revenue per user of Pinterest is $1.56 US dollars.
Pinterest ARPU for Q4 2021 was $1.93 US dollars.
After climbing throughout 2021, Pinterest’s ARPU came down in the first quarter of 2022, Now in the third quarter, the ARPU is on the rise again.
Below is the quarterly breakdown of the Pinterest ARPU since 2016
| Date | Pinterest 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 |
| Q2 2022 | $1.54 |
| Q3 2022 | $1.56 |
11.) 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
| Year | Global Annual Net Income |
| 2016 | -182.1 million |
| 2017 | -130.44 million |
| 2018 | -62.9 million |
| 2019 | -1361.37 million |
| 2020 | -128.32 million |
| 2021 | 316.4 million |
12.) 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
| Year | Annual Sales and Marketing Expenditures. |
| 2016 | 104.1 |
| 2017 | 162.51 |
| 2018 | 259.93 |
| 2019 | 611.59 |
| 2020 | 442.81 |
| 2021 | 641.28 |
13.) 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 Platform | Index Points |
| 78 | |
| Youtube | 76 |
| Wikipedia | 73 |
| TikTok | 72 |
| 72 | |
| Snapchat | 70 |
| 69 | |
| 69 | |
| Tumblr | 69 |
| 62 | |
| 61 |
14.) Pinterest Traffic Statistics
You will see Pinterest’s engagement statistics in this section. Let’s dive into it.
Pinterest.com received around 1 billion visits in the month of November 2022 from both mobile and desktops, making it one of the most popular websites on the internet.
Below is the breakdown of the same
| Date | Traffic |
| September 2021 | 991.1 million |
| October 2021 | 1003.4 million |
| November 2021 | 959.4 million |
| December 2021 | 943.7 million |
| January 2021 | 980 million |
| February 2022 | 885.7 million |
| March 2022 | 962.1 million |
| April 2022 | 919.4 million |
| May 2022 | 945.3 million |
| September 2022 | 957.5 million |
| November 2022 | 1 Billion |
15.) Pinterest Traffic Distribution by Country
The United States accounted for 41.16% of Pinterest’s traffic as of November 2022.
Below are the top 5 countries with the most Pinterest traffic.
| Countries | Share of Traffic |
| United States | 41.16% |
| Brazil | 7.51% |
| India | 4.90% |
| Russia | 4.34% |
| Argentina | 2.22% |
16.) 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.
17.) 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 Platform | Share of Traffic |
| Youtube | 26.59% |
| 19.17% | |
| 6.85% | |
| 5.25% | |
| Tumblr | 2.34% |
Other Important Pinterest Statistics
You will read miscellaneous Pinterest Statistics here that need attention if you wish to use the platform for product promotion.
18.) 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.
19.) 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.
20.) 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.
21.) 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.
22.) Unbranded searches account for 97% of the top Pinterest searches.
This highlights that Pinterest users are open to unbranded products.
23.) 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.
Pinterest eCommerce Statistics
In the past few years, Pinterest has become a hot platform for eCommerce businesses’ growth. The platform allows them to showcase their products visually, which helps them drive traffic to their websites or online stores. Here are some mind-blowing Pinterest stats related to eCommerce.
24.) 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.”
25.) Catalog uploads have doubled
Pinterest claimed that catalog uploads have increased worldwide, with overseas markets seeing a 400% increase Y/Y.
26.) 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.
Other Important Pinterest Statistics
Here we have mentioned other important Pinterest Statistics for you to check out.
27.) Posts with “new” as the overlay text direct to 9 times higher awareness
As per Pinterest, users notice when products are “new” and it makes a significant impact on them so they remember them better.
28.) 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.
29.) 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.
30.) 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.
31.) 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.
32.) Weight-loss-related searches declined by 22%
Pinterest prohibited all ads related to weight-loss imagery and language in mid-2021. Since then, the searches related to “weight loss” keywords are declined by 22%. Now, Pinterest is committed to promoting a healthy lifestyle and body image.
33.) Searches for the keyword “trans pride” have elevated by 80%
Pinterest is an unbiased place for anyone, including non-binary and trans pinners. Since 2020, searches related to ‘trans pride’ have grown by 80%. Meanwhile, other searches like transgirl inspiration, non-binary fashion, and trans-masc aesthetic have increased by almost five times higher than in 2020.
Pinterest Ad Statistics
Pinterest is one of the most considered platforms for advertisement and paid campaigns. Let’s know some facts about Ads on Pinterest.
34.) The number of advertisers on Pinterest is expected to reach 290 million by 2024
Seeing the increasing engagement rate on Pinterest, advertisers started investing in the platform to get new employees and customers for their products. The most number of Pinterest advertisers are from the US, which is almost three times higher than Brazil. Let’s have a look at the table.
| Location | Total Reach | Reach vs. Population (13+) |
| USA | 91.25 million | 32% |
| Brazil | 34.4 million | 19% |
| Mexico | 22.1 million | 22% |
| Germany | 16.2 million | 22% |
| France | 12.36 million | 23% |
| Italy | 10.3 million | 18% |
| Canada | 9.7 million | 29% |
| UK | 9.1 million | 16% |
| Argentina | 8.53 million | 23% |
| Spain | 7.51 million | 18% |
35.) Automatic bidding generated 30% of revenue on Black Friday
Pinterest says that automatic bidding is a prime key to generating more than 30% of revenue on Black Friday. Advertisers adopted PCL (Pinterest Conversion List) and PCA (Pinterest Conversion Analysis) technology which helped them increase their conversion rate by 40%.
36.) 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 your great source of information.
Pinterest Trends for 2023
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 2022 in this post; now, let us have a look at the trends for 2023. This trendsdata is sourced from the official Pinterest report.
Let us break it down for you so you can take full advantage of the platform in 2023.
Below are some of the topics that you should be targeting on Pinterest in 2023 to gain more reach:
- Airy Styles.
- Two-Toned Hair Color.
- Sci-Fi Outfits.
- Vintage Interior Decors.
- Primal Workout Movements.
- Dating.
- Hair Care.
- Paper Art.
- Rave Culture.
- Seaweed, and Much more.
See the detailed report here.
Reasons to Trust Pinterest Official Trends for 2023
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!
Take a look at the image below for an in-depth overview of Pinterest Trends for 2023!
Conclusion: Pinterest Statistics (2023)
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:
- Statista
- Wikipedia
- Hootsuite
- Business of apps
- Backlinko
- Y charts
- Pew Research
- Influencer marketing hub
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