pinterest user demographics

December 2, 2020

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These Pinterest statistics and Pinterest user demographics have the potential to completely change the way you look at using ‘social media’ to market your business.

Why? Because Pinterest is actually a search engine… and shares more in common with Google and YouTube than it does with Twitter, Facebook or Instagram.

Crazy right?!

And while Pinterest has the reputation of being the place to go for recipes, mood boards and brides planning their weddings, and really not a lot else… this couldn’t be further from the truth.

But here’s the upside to that… It means that it’s a platform that is more than likely underutilized by your competitors.

So when we can start to understand the type of people that are using Pinterest, and how the platform actually works to be able to drive highly qualified, relevant traffic to our website, we can start leveraging the third biggest search engine on the internet and watching your business grow.

Like any type of marketing, it’s important to consider whether your ideal client is actually hanging out on the platform you intend to market on. Are they even ON Pinterest or not?

And so we’ve collected the most important statistics about Pinterest as a platform, as well as it’s users to help you refine your marketing strategy, get more traffic, leads and sales in your business.

Pinterest Platform Statistics

  • Pinterest Now Reaches 442million Monthly Active Users : The Pinterest platform saw massive growth in 2020 as a direct result of the COVID-19 pandemic, reaching 442million monthly active users, which was an enormous 37% increase on the 2019 data! Pinterest is often referred to as a place of positivity, and with everything that the world was facing in 2020, people shifted away from the negativity on other platforms, and flocked towards Pinterest, which is clearly reflected in these numbers.
  • 92% of all US advertisers ranked Pinterest as having the best reputation when compared to the 8 biggest social media sites. This is clearly a reflection of the results that marketers are getting off of Pinterest and the way that they treat not only pinners, but also content creators and advertisers. We love to work with a platform that is willing to work with us, which is exactly what makes Pinterest our absolute fave!
  • Searches for Positivity and Positive Mindset were up 65% in 2020 compared to 2019. One of the biggest reasons we love Pinterest is because of the type of people that use the platform. There’s an easily recognized lack of cynicism and ‘trolling’ on Pinterest. It’s a place people come to be inspired, so they leave the negativity at the door. I don’t know about you, but I much prefer to be working with people that are positive and ambitious, than those that fill the room with their negative energy.
  • Related Pins Account For Around 40% Of All Engagement: Related content of ‘More Like This’ pins account for up to 40% of all engagement on the Pinterest Platform, giving you even MORE opportunity to show up in front of your audience, even if you don’t rank highly for specific search terms! Awesome, right?!
  • There are over 200 billion pins saved to the Pinterest Platform. There’s a lot of content on Pinterest, in many different niches. While home decor, fashion, DIY and travel are certainly big topics on the Pinterest platform, there’s still PLENTY of searches and content on other topics too.
  • >80% of Pinners prefer the mobile app instead of the desktop. Because of this user behaviour, it’s important to consider the mobile responsiveness of your website and the user experience for your audience. This is also why you see that iconic vertical shape for a Pinterest pin, rather than the typical horizontal or square layout.
  • In 2020, Pinterest overtook Snapchat to become the third-most popular social media site behind Facebook and Instagram. Pinterest EXPLODED during 2020 as a result of the Pandemic. The platform provided a space of positivity and empowerment, which many people craved. So much so, that Pinterest is now officially ranked the 3rd largest social media platform on the internet, behind Facebook and Instagram, even though it’s primary purpose is actually a search engine!

Pinterest User Demographics

  • 60% of Pinterest users world-wide are female. Pinterest has a reputation of being a ‘woman’s platform’. And while the majority of users are female, the balance has been shifting to even this out over the last few years to become more of an even spread.
  • Pinterest is seeing more men embracing the platform, witnessing a 50% growth in the number of men on the platform year on year. They’re using the platform for all sorts of different activities, projects and life events, especially parenting, and are actually more likely to participate on group boards than women!
  • Pinterest has seen a 50% year on year growth in the number of Gen Z Pinners on the platform. If your audience is Gen Z then this is great news, because the platform itself is still relatively untouched, and you have a great way of reaching your audience in a positive way, and helping them plan for their future.
  • Pinterest has seen a 35% increase in the number of millenials using the platform in 2020 compared to 2019. As with Gen Z, the number of millennials continues using the Pinterest platform continues to grow each year. One thing that makes Pinterest such a solid platform in seeing it’s overall growth is it’s ability to serve such a broad range of demographics.
  • 40% of all pinners have a household income of $100k per year. As a result, a large portion of the people using the Pinterest platform have disposable income.
  • People who come from a high income household are twice as likely to use the Pinterest platform as those from a low income home. As before, this leads us to the conclusion that the people on Pinterest have a larger amount of disposable income.
  • Almost 40% of all US dads use Pinterest. The number of men on the platform is growing rapidly each year. US Dads are amongst the group of men that are taking Pinterest by storm, and with the majority of content creators on Pinterest being female, this opens up a lot of opportunity for male content creators looking to connect with dads.

Pinterest User Behaviour Statistics

  • 61% of people who have a Pinterst account say they go to Pinterest when they go to start a new project. Pinterest is a place where people to go plan. They go there to be inspired and to try new things. If you can provide that inspiration and information for people then we’re in business Sally!
  • 46% of Pinterest users have tried new things that they discovered on the Pinterest platform. Pinners on the platform are actively seeking new things… It’s why they’re there. It only makes sense that they try new things that they find on the platform. Show up in a new and inspiring way and you can capture the attention of your audience too!
  • 72% of people on Pinterest use it to help them decide on buying decisions. Because people are on the platform to try new things and plan life events, they do their research there and save pins which are of interest to them to come back to later. It’s common for pinners to save pins and then come back to them weeks (if not months) after they initially saved the pin to then make a purchase.
  • Pinterest users are planners. Having your content out 2 to 3 months in advance means gives Pinterest the opportunity to index your content, and pinners to find it, and save it for when they need to use it.
  • More that 50% of Pinterest users are outside of the United States. If you haven’t started marketing on Pinterest yet because you believed that it was only for people with a market in the United States… I have good news! Because the are more people outside of the US using Pinterest than IN the country. In fact, the segment of pinners OUTSIDE the US is growing at an incredibly fast rate and reaches many countries including the United Kingdom, Canada, New Zealand, Australia, Germany and many, many more.
  • Pinterest users are 39% more likely to be in ‘buying mode‘ than non-pinners, and on average spend 29% more than people who do not use the Pinterest platform. These stats don’t actually surprise me, because Pinterest is like a big, pretty Evernote where they’re planning, knowing that when they click on those links it takes them somewhere they can actually execute their buying process!
  • People who regularly spend time on Pinterest are spending 14.2 minutes on the site per visit (based on 2018 data). This is a substantial amount of time to be able to get and keep the attention of your audience. It gives them plenty of time to find you, check out your content and learn a bit more about you and how you can help them.

Are You Using Pinterest For Your Business Yet?

Pinterest somehow remains a platform that is often missed by many bloggers and small businesses. Understanding Pinterest user demographics and how the platform is positioned can get you a step ahead of your competitors.

It’s potential is enormous, and continues to grow every single year, even more so as a result of the COVID-19 pandemic, from which we witnessed an enormous amount of growth on the platform.

Tell me… Are you going to jump in and stake your claim to your piece of the Pinterest traffic pie?

The fact that you’re here reading this blog tells me that you’re already open-minded enough to consider Pinterest in your content marketing strategy… and ready and front-runner in your space, so Imma give you virtual high five!


If you aren’t using Pinterest for your business yet, now is the time to get started.

If you found this helpful, remember to save this pin to your Pinterest so you can refer back to it later!

Pinterest User Demographics and Statistics that every small business owner should know

Until next time,

Katie & Linda

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