The 23 Pinterest Statistics for Marketing You Need to Know in 2026

Pinterest is a mysterious place if you’re not active on it. However, once you realize that it is more of a search engine and a site and product discovery platform rather than just another one of those social media platforms, all of the Pinterest statistics for marketing that I will go over below will begin to make some sense.

Before the Pinterest statistics, however, let me ask you:

When was the last time you ran a Google Images search and saw those iconic “P” logos everywhere? If you’re like me, it happens all the time. Pinterest is a fairly recent addition to the social media roster, and yet it seems like the site is everywhere. In fact, Pinterest boards get “posted” by Google all the time.

Like Instagram, Pinterest is made up mostly of pictures. However, unlike Instagram, Pinterest is intended for people who want to plan that dream wedding, or find awesome places for summer vacation, or make the cutest holiday crafts. Instead of bragging about what they have, Pinterest users get their heads together and inspire each other, making it a powerful marketing tool.

This focus on the future is one of the reasons that marketers increasingly are finding Pinterest a great place to advertise their goods and services. Our helpful list of Pinterest statistics for marketing should help you determine what, if any, marketing revenue you should devote to the platform. First, we’ll look at the typical Pinterest user demographics, and then at the effectiveness of advertising here.

What do Pinterest statistics say about its users?

Pinterest is, by all accounts, a relatively small social network (with a big marketing impact). Founded in 2009, the network is noted for its browser extension and mobile apps. It’s also kind of quirky, in that most communication on Pinterest is through pictures pasted on “boards.” No “status updates,” unlike most social media platforms. So, who are Pinterest’s active users?

1. Pinterest is ranked 14th in terms of global social network popularity

Statista ranked Pinterest 14th worldwide by monthly active users as of October 2025, behind Facebook at 3.07 billion, WhatsApp and Instagram at 3 billion each, and YouTube at 2.58 billion. It also sits behind Reddit and Snapchat, and ahead of X. Rank is the wrong lens for this platform, though. A Pinterest user shows up searching for something specific instead of scrolling a feed, and that difference in intent is why the numbers further down this page look the way they do.

2. Pinterest has 631 million monthly active users worldwide

Pinterest reported 631 million global monthly active users in the first quarter of 2026, up 11% year over year and its tenth consecutive quarter of double-digit growth. That is nearly double the population of the United States. A 14th-place ranking undersells what that audience is worth, because a Pinterest user arrives planning to buy, which pays better than a passive scroll on a bigger network.

3. 50% of American women use Pinterest, against 19% of men

Pew Research Center surveyed 5,733 US adults in 2023 and found that half of American women use Pinterest, compared with 19% of men. Pew describes women as far more likely than men to be on the platform. If your buyer is a woman in the United States, there is roughly a coin-flip chance she is already pinning, and that is a base rate very few channels can match.

In fact, it is estimated that

4. 70% of Pinterest users are female

Statista put Pinterest at 70% female as of October 2025, down from about 76% two years earlier. Women aged 18 to 34 on their own account for roughly 40% of the entire user base. If you are targeting a female demographic, Pinterest is still where you want to be. The skew is softening, though, and the reason has more to do with age than gender.

5. Gen Z makes up 42% of Pinterest’s global user base

Pinterest calls Gen Z its fastest growing audience, and as of 2026 that group accounts for 42% of the platform worldwide. Pinterest also reports that Gen Z searches and saves more than other generations, and that the main reason they show up is to find information about products or brands. The picture of Pinterest as a wedding board for women in their thirties is a decade out of date. The audience broadened, and the marketers still working from the old picture are the ones missing the reach.

6. 36% of American adults use Pinterest

Pew Research Center last measured Pinterest at 36% of US adults in 2024, up from 29% in 2021. In that same survey Pinterest sits ahead of both LinkedIn and X. More than a third of the adult population in your largest market is on a platform that most marketing plans still treat as optional.

7. The United States is Pinterest’s biggest market with 96.9 million users

As of October 2025 the United States had roughly 96.9 million Pinterest users, well ahead of Brazil at 42.2 million and Mexico at 28.5 million. If you sell to American consumers, Pinterest is not an international expansion play. It is your home market, and it is the market where Pinterest earns the most per user.

Beyond direct brand marketing, that US audience also drives results for affiliate marketers. Pinterest for affiliate marketing works particularly well in niches like home decor, beauty, and craft supplies, where pinners actively search for product recommendations.

8. 8 in 10 users say Pinterest gives them a positive feeling

As if the gender demographics mentioned above were not compelling enough, Pinterest is continually associated with positive feelings. This flies in the face of the negative feelings often felt by audiences in general, and female audiences in particular, on social media sites like Facebook and Instagram. While Pinterest users are typically millennial women and other female age groups, an increasing number of audience members are men, and the positive association continues, even with a growing audience. This can be used to the benefit of marketers, as it means that people may be less likely to be overwhelmed by or frustrated with the feelings derived from the platform, and may not need to schedule as many breaks from browsing.

While positivity is not gender-specific, the bottom line is that, by and large, the biggest demographic numbers among Pinterest users are well-educated women. That’s not to say that the guys don’t matter, as  Pinterest use among men is on the rise. But for now, the biggest potential exposure from Pinterest advertising can be had by brands marketing to women.

How you treat Pinterest in your channel mix depends on how you classify it. The question of whether Pinterest is social media or really a visual search engine is more than semantic. It shapes which team owns the strategy and which playbook applies.

Pinterest statistics show that it is a social network for shoppers

This seems like an unusual observation at first, but hear me out. Originally, the platform as a whole was an ideas board, and it still is. However, it’s the type of ideas that make this such an excellent destination for those who are looking to buy goods and services. For example, a vacation ideas board might assemble ideas for the cutest bed and breakfast in some out-of-the-way location. Or, a wedding ideas board might seek the “perfect” place to hold that awesome reception the bride and groom have been dreaming about.

Here are some statistics that bear out my assertion:

9. Among female “pinners,” 85% are planning a life event.

It’s no surprise that weddings are one of the life events that women love to plan on Pinterest. Making your own reception party favors and table decorations is all the rage as millennials seek to save money on the wedding. Of course, there’s nothing keeping the guys from planning a bachelor party, either. Other events include children’s birthday parties, vacations, and even birth announcements. Each of these life events involve spending money on products and services, providing marketers with an ideal advertising audience.

All this life-event planning translates into real spending power. There are several practical ways to make money on Pinterest, from affiliate links inside pins to driving traffic to your own product pages to running Pinterest Shopping campaigns.

10. 70% of Pinterest users are looking for accessories.

Accessories, in the definition of this statistic, includes not only belts or scarves, but jewelry and watches as well. So, Pinterest users hope to purchase something nice to wear on a regular basis. This makes Pinterest marketing a potential gold mine for fashion companies, both male and female-oriented. And, it’s a great way to help shoppers select the “right” item for their needs: there’s nothing like not only seeing pictures of something, but also getting ideas of how it can be combined with other wardrobe items. That’s especially true when hoping to dress up a plain black dress or that fine Italian suit.

11. 84% of users consult the site when making purchasing decisions.

That’s even more than the number of people who read online reviews of a product when trying to decide if they’ll buy it. Again, I think the reason is no secret: knowing how something can be used is helpful in figuring out whether or not to buy it. Another reason for this figure is somewhat subject-specific. Craft materials are a popular topic on Pinterest. If you’re looking to make something special, you might want to use Pinterest to try and find the perfect pattern or craft tips. These patterns will often list materials, which would then be purchased by a pinner hoping to make the item–something your marketing budget really should not ignore.

12. 85% of Pinners use Pinterest to plan new projects

Although it is difficult to know exactly when planning moved from paper and magazines to the internet, Pinterest is a frequent go-to in order to plan new projects. The COVID-19 pandemic may have contributed to this upswing, as well as the inclusion of mobile devices, but as projects have increasingly moved from tangible items to online planning platforms, Pinterest has continued to have a huge impact on users in effectively planning everything from house projects to seasonal crafts. What does this mean for the millions of users using Pinterest? User types from all backgrounds consider Pinterest a go-to platform for developing important projects and planning upcoming changes to homes, lessons, crafts, and more.

Reaching all those planners starts with mechanics. Learning how to post on Pinterest effectively, including pin sizing, board structure, and rich pin setup, separates posts that get discovered from posts that just sit there.

Pinterest users love finding cool stuff.

No, really. They do! Think about it this way: if you’re planning some sort of project, and looking for materials, don’t you thumb through some type of catalog? Whether it’s buttons or car parts, you have to find out what’s available somehow. That’s why you need a presence on Pinterest: your search query can reach a very clear and specific audience.

13. 97% of idea searches on Pinterest don’t specify brand.

What I see in this statistic is that people aren’t necessarily looking for specific product content from brands on Pinterest when they start looking for things. Instead, they’re open to finding what other users have posted to their boards, and then discovering how they were put together. As marketers, we have a huge opportunity here: Pinterest users have an open mind, just waiting for us to give them the right branded idea to meet their goals.

If only 3% of searches name a brand, the rest are keyword-driven. Picking the right Pinterest keywords in your pin titles, descriptions, and board names is what determines whether you show up in those open-ended idea searches.

14. 78% of users find branded content useful.

In some contexts, advertisements and other branded material can seem spammy or out of place. But when users are hoping to find the next great thing, branded content for your online mood board is perfect. Even better, some of it can be really organic. Why suggest ham with a spread of apricot jam for an appetizer, when you can add your own brand of jam and make a potential sale? Everyone knows that not all apricot jam tastes the same, or has the same texture. Therefore, recommending “your” jam is a great way to try and suggest it is superior for that particular recipe.

15. 60% of users log on to “view pictures.”

Viewing pictures, of course, gives users ideas, but one of the great things about “viewing pictures” is that it gives opportunities for a soft sell. Not the in-your-face of regular advertisements or the flashy special effects of that Instagram photo, but the quiet incorporation of your products into something bigger. A picture where the viewer doesn’t have to guess “where’d she get that?” is great, because it means that internet traffic is able to quickly and easily find sources.

16. 55% of users are looking for products.

Sometimes it doesn’t matter what kind of product they’re looking for, but only that they’re looking for products. It might not be so much the type of glue that holds a basket together that a potential customer is looking for, so much as ideas on what to put IN the basket. Glue is boring (just read the label), while contents are interesting. Or, they’re hoping to find a bunch of products on a certain theme for that special event. This is where boards are so handy: One user can find associated items on someone else’s board and combine them in unexpected ways. Put your brand and products out there, and someone will find it useful enough to buy.

17. Close to one billion videos a day are watched on Pinterest.

In a slight drop from the number of videos watched every day on YouTube, Pinterest boasts nearly 1 billion video views every day. Pinterest might not be seen as a dedicated video hosting platform, but nevertheless shows international user growth, and growth in the male market (rather than being primarily a female platform), perhaps in part due to the popular platform showing videos and video clips like its contemporaries, including Facebook, Instagram, and TikTok. Video marketing remains one of the most thoroughly consumed and widely desired marketing formats, making the use of Pinterest as a video platform an excellent way to combine the benefits of Pinterest itself and video marketing overall. 

Pinterest statistics show that its users have follow-through

There’s no question that users of any social network are going to dream about cool things that will never happen, or that won’t happen for a long time. Little girls dream of their weddings even before puberty, and little boys think about what they want to be when they grow up…starting at age five. While there certainly are pinners who will dream about that “life event” for a long time before they happen, most of the time they’re hoping to act soon.

18. 87% of Pinterest users have purchased something they discovered there.

Just by itself, this statistic alone marks Pinterest as an important selling tool for the right markets. After all, being on the platform gives a product or brand a great chance of being both discovered and purchased. Flipping through catalogs once gave a lot of people ideas and opportunities to discover new brands. Now, Pinterest is becoming one of the new venues of product discovery.

19. 93% of users are planning future purchases on Pinterest

Any time you are trying to get ideas within your hobby, there is the potential for making a purchase. For sure, there are times when using up bits and pieces of something you already own is the main goal. But even in these situations, marketers have the opportunity to offer something that might help bring a project together. In another example, let’s look at the party. In addition to making their own party favors, pinners might need to buy balloons, table cloths, party rentals, DJ services, and all kinds of other products or services. A great thing about Pinterest is that pinners are planning ahead to ensure that everything is perfect before they buy.

Capturing those future-buyer pinners starts with the right Pinterest boards for your business. Building boards that match how your audience actually plans, not just how your company organizes products, is the difference between getting saved and getting scrolled past.

20. 98% of pinners tried something because they discovered it on Pinterest

I think that’s largely because people go on Pinterest looking for ideas. It isn’t just products: recipes are posted everywhere, for example. Other pinners might enjoy a board post about how to fix something. Just remember that Pinterest content is largely visual, and mostly short-form. Videos are up and coming, however.

Pinterest statistics show that Pinterest marketing works

With all the “organic” sales happening through Pinterest, it might make you wonder if it’s worth doing Pinterest-specific marketing. I believe that for many brands Pinterest is a potentially lucrative place to advertise.

Why?

21. 61% of Pinterest users have purchased something in response to a sponsored pin.

That’s more than half, and an especially powerful statistic considering that Pinterest users often go on the site when they aren’t looking to buy immediately. Sometimes they’re just browsing! And yet, sponsored pins are turning out to be a great way to sell.

22. Pinterest refers 33% more traffic to e-commerce sites than Facebook.

When you think about it, this statistic is absolutely staggering. After all, Pinterest has fewer than half a billion active users, while Facebook has two billion or more. Although to be honest, people don’t normally log on to Facebook for the purpose of shopping or getting hobby project ideas. Whatever the reason, using Pinterest to intentionally drive traffic to your site is smart business.

And finally, the best for last:

23. Every $1 spent on Pinterest marketing grosses around $4.30 in sales.

That’s literally double your money, when profit is taken into account. Overall, these statistics show that Pinterest marketing has a great return on investment.

The best part? In my opinion, it’s the fact that Pinterest users tend to be in a buying mood when they browse the site. Or at least, they want to indulge their hobby a little bit. For these reasons, they are a bit more open to new ideas and new products. What’s not to love?

Frequently Asked Questions About Pinterest Statistics

Will these Pinterest statistics inspire you to action?

Ready to put these numbers to work? A focused playbook on how to use Pinterest for marketing walks through the tactical steps of pin design, board strategy, and Pinterest SEO. For a broader playbook tying Pinterest into the rest of your digital marketing, grab a free preview of Digital Threads. And if your team needs outside help building a multi-channel strategy that uses Pinterest as a shopping discovery layer, my Fractional CMO services might be a fit.

Finally check out my video on helping you use Pinterest for business as well!