60 Pinterest Statistics You Should Know in 2025

Pinterest is not just a collection of pretty pictures and DIY projects anymore. It’s evolved, grown, and, let’s be honest, probably changed more than you realize.

For many, knowing the latest Pinterest numbers and trends isn’t optional—it’s essential.

Who’s using it? How are they engaging? And more importantly, is it still a goldmine for sales and brand discovery?

If you’ve been wondering whether Pinterest is still worth your marketing effort, let’s just say that there’s more happening under the surface than meets the eye. And trust us, the numbers tell a story you don’t want to miss.

Let’s get into it.

Pinterest Demographics Statistics

Understanding who’s using Pinterest is just as important as knowing how to market on it. From shifting age groups to expanding global reach, Pinterest is beyond a single audience segment.

New user behaviors, emerging markets, and changing engagement patterns are shaping how businesses connect with potential customers. Let’s take a closer look.

1. Pinterest has 553 million monthly active users (MAUs) as of Q4 2024 with an 11% YoY growth.
   
2. The US remains the largest market, with 96 million monthly active users (MAUs).
3. The US was followed by Brazil with 40M+ users and Mexico with 27M users.
4. 70% of Pinterest users are female.
5. 22.4% of Pinterest users are Male.
6. 7.3% of Pinterest users are of Unspecified gender.
7. The average age of users in Pinterest platform in January 2025 are between 25 and 34 years old.
8. Around 34% of U.S. adults in rural regions use Pinterest, followed closely by 32% in suburban and 30% in urban areas.
9. Gen Z (18–24) is now the fastest-growing segment on Pinterest which makes 42% of the Pinterest user base.
10. Largest segment on Pinterest: Women 18–24 (20% of all users), followed by 25–34 (18.5%) .
11. Pinterest’s audience is aging downward: The 18–34 group dominates, whereas before, it was primarily 25– 34.

Sources: Influencer Marketing Hub, Statista, Datareportal, Adam Connell

Pinterest Usage Statistics

Knowing who’s on Pinterest is just one part of the equation and how they use the platform is what truly matters for businesses.

How long are users spending on the platform? What types of content drive the most interaction? And is mobile still the dominant way to browse?

To make the most of Pinterest usage statistics, let’s explore!

12. 2+ billion searches per month with a majority (96%) are unbranded.
13. Pinterest was one of the most-visited websites online with 1.3 billion visits.
    
14. Pinners use Pinterest more as a search engine than a social media platform.
15. Users spend an average of 14.2 minutes per session on Pinterest.
16. Pinterest’s long-session duration outperforms many other social networks.
17. 82–85% of Pinterest usage is on mobile.
18. Users collectively have saved 240+ billion Pins till date​.
19. 1.5 billion Pins saved per week across ~4 billion boards.
20. Video content dominates in the platform with 200% up and with ~1 billion videos watched daily.

Sources: Charle Agency, Social Shepherd, Statista, Pinterest, Simple In Media

Pinterest Engagement Statistics

From pinning ideas for future purchases to engaging with new trends, Pinterest’s unique engagement model sets it apart from other social platforms.

But what’s driving this interaction? Are users still primarily engaging with static images, or has video taken the lead? And most importantly, how can brands tap into this engagement to drive results?

To understand what keeps Pinterest users invested, let’s break down the latest numbers.

21. 55% of Pinners use Pinterest to shop.
22. 85% of weekly Pinners have made a purchase based on a Pin.
23. Pinners spend 2× more per month on shopping than users of other social media platforms.
24. 78% of weekly pinners feel positive after interacting with Pinterest.
    
25. 60% of users log on to “view pictures” on Pinterest.
26. Video Pins now outperform static images in engagement.
27. The ideal days to post on Pinterest are Sundays, Mondays, and Tuesdays.
28. The peak active time on the platform is between 8 PM and 11 PM.
29. Pinterest posts generated an average engagement rate of 6%.

Sources: Charle Agency, Similar Web, Social Shepherd, Hopper HQ, Statista, Pinterest Newsroom, Pinterest, Neal Schaffer, Pinterest Engagement Rate

Pinterest Business Statistics

Unlike traditional social networks, where users scroll passively, Pinterest is where people plan, decide, and buy. It’s a visual search engine that connects brands with consumers who are actively looking for solutions.

To understand Pinterest’s true business potential, let’s explore the latest statistics.

30. Pinterest drives 33% more traffic to e-commerce websites than Facebook.
31. For every $1 spent on Pinterest marketing, sales are generated at a rate of $4.30.
32. 61% of Pinners in the UK have gone shopping as a result of seeing branded content.
33. In Q4 2024, Pinterest’s revenue reached $1.15 billion, reflecting an 18% year-over-year increase.
34. Brands using a Pinterest Catalogue get 5x more impressions on their products.
35. 78% of Pinterest Revenue is generated in the US with only 18% of users being located in the country.
36. Pinterest reported a large net profit in 2024 of $1.8 billion.
37. 78% of Pinterest users find content from brands helpful.
38. A staggering 88% of users said that they have purchased a product after seeing it on the platform.
39. Visual searches using Pinterest Lens exceed 250M+ monthly usage.
40. Pinterest’s 2024 revenue reached $3.64 billion, up 19% YoY .
41. Q4 2024 hit a record $1.15 billion in revenue (first time crossing $1B in a quarter).
42. Shoppers on Pinterest spend 2x as much monthly than social shoppers on other platforms.
43. 93% of Pinterest users utilize the platform to plan purchases.
44. Pins that show a product or service in action are 67% more likely to drive sales.

Sources: Tech Crunch, Pinterest Labs, Pinterest, Charle Agency, Instapage, CrimsonPark Digital, Hootsuite, Adam Connell, Pinterest, Optinmonster, Pinterest Business, Sprout Social, Business of Apps

Pinterest Advertisement Statistics

Advertising is all about showing up in the right place at the right time—and Pinterest is where people go to discover, plan, and purchase.

With a growing audience, stronger conversion rates, and evolving ad formats, Pinterest has become a powerful tool for brands looking to drive awareness and sales.

Let’s take a closer look now.

45. On Pinterest, advertisers may reach more than 200 million users.
46. Ads that use “lifestyle” photographs have a 32% greater click-through rate than those that use “stock” product images.
47. There are 2.3× more cost-efficient conversions than other social media platforms.
48. The Pinterest shows 2× higher return on ad spend (ROAS) than Facebook & Instagram ads .
49. Pinterest spent $161 million on advertising. 
50. Around 4% of companies use Pinterest for their social strategies.
51. Pinterest’s introduction to AI-driven advertising tools has led to increased ad spending, contributing to a projected revenue of $837 million to $852 million for the first quarter of 2025.
52. Pinterest’s advertising revenue is expected to reach $5.1 billion by 2027 (for the US).
53. Over 2 million advertisers actively leverage Pinterest to promote their products and services.
54. Pinterest users are 20% more likely to remember ads that evoke positive emotions, with such ads achieving a 6× higher lift in action intent.
    
55. The highest reach ranking of Pinterest is witnessed in the U.S., followed by Brazil and Mexico.
56. The largest share of Pinterest’s global ad audience comprises female users aged 18 to 24, accounting for 20.0%. This is followed by female users aged 25 to 34 at 18.5%, and female users aged 35 to 44 at 11.2%.
57. In the United States, Ads’ audience reaches around 46% of aged between 18-24; 40% of aged between 25-34; and 39% of 35-44. 
58. As of January 2025, Pinterest’s advertising reach expanded to 340 million users, marking a 10.6% year-over-year increase.
59. Pinterest’s advertising revenue reached $3.27 billion, reflecting the platform’s growing appeal to advertisers.
60. Ads on Pinterest deliver 2.3x lower cost per conversion vs. ads on social media.

Sources: emarketer, contentkettle, Nuoptima, Pinterest, Pinterest Business, Data Portal, Statista, Social Shepherd, Hootsuite, Pinterest, Reuters, Pinterest Advertising Expenses, Adam Connnell, High Spot

Conclusion

By now, it’s clear that Pinterest isn’t just a platform for ideas; it’s a platform for action. From shifting demographics to evolving engagement trends and high-performing ads, the numbers tell a compelling story.

But capitalizing on these trends requires more than just posting content; it takes strategy, consistency, and the right tools. That’s where SocialPilot comes in. The platform will allow you to make data-driven decisions that turn Pinterest potential into real business results.

Pinterest is full of possibilities, but success comes down to execution. With the right insights and the right platform, there’s no limit to how far your brand can go.