Pinterest often flies under the radar compared to platforms like TikTok or Instagram, but it continues to prove itself as a powerful channel for marketers. From user demographics to advertising performance, the platform offers unique opportunities for brands that want to meet audiences in the moments they’re seeking inspiration. As a social media marketing agency, we know that data tells the real story, and the latest Pinterest statistics highlight why this platform still deserves a place in your marketing strategy.
Below, we’ve rounded up the most important numbers to watch in 2025 and what they mean for marketers.
Top Pinterest Statistics
Pinterest may not dominate headlines, but it still ranks as the 16th most-used social media platform worldwide. With 498 million monthly active users, its audience is both sizable and highly engaged. In fact, Pinterest users save over 1.5 billion pins every week, showing just how much content consumption and sharing drive the platform.
Pinterest also appeals to high-value shoppers: 1 in 3 Pinterest users has an income of more than $100,000. That spending power makes the platform especially appealing to retailers and lifestyle brands. On the business side, Pinterest generated $1.15 billion in revenue in Q4 of 2024, while continuing to see steady user growth. Pinterest’s monthly global user base grew 11% year over year.
The U.S. remains Pinterest’s biggest market, with 89.9 million active users. Demographically, about one-third of Pinterest users are ages 25-34, a group that often drives purchase decisions. Pinterest also publishes annual trend reports with an impressive 80% accuracy rate, giving brands a reliable source of insight into consumer behavior. For marketers, it’s worth noting that users are three times more likely to click through to a brand’s website from Pinterest than from other social platforms, making it a traffic driver that can’t be overlooked.
From a corporate standpoint, Pinterest continues to emphasize diversity and sustainability. The company’s workforce is made up of 55% women, and 36% of its leadership team is female, putting the platform ahead of many tech peers in gender representation. Pinterest has also pledged to power all offices with 100% renewable electricity by 2025, reinforcing its values-driven brand identity.
Pinterest User Statistics
Pinterest’s audience is growing steadily. In 2025, the platform reached 553 million monthly active users, up 23.2% year over year. Of those, nearly 90 million are based in the U.S., a critical market for many brands.
Age remains a defining characteristic of Pinterest’s community. The largest share of users is 25-34 years old, but younger audiences are also increasingly active. Gen Z now makes up 42% of Pinterest’s monthly active users, and within the luxury category, 70% of Pinterest’s audience is under 35. This makes the platform particularly relevant for brands aiming to capture next-generation consumers.
In terms of overall adoption, 27% to 35% of U.S. adults use Pinterest, signaling strong market penetration and plenty of opportunity for brands to connect with a wide range of age groups and income levels.
Pinterest Usage Statistics
Pinterest is a platform where inspiration translates into action. A striking 85% of weekly users say they’ve made a purchase based on pins, and 46% have discovered a new brand or product while browsing. This purchase-driven mindset sets Pinterest apart from other platforms where engagement doesn’t always equal conversions.
User sentiment also works in Pinterest’s favor: 78% of users say the platform makes them feel positive, which is a rare differentiator in today’s social media landscape. The platform also inspires creativity, as in 2023 alone, users created 14.6 million celebration-related boards.
Globally, over 400 million people use Pinterest monthly to find inspiration, demonstrating its position as both a social hub and personal search engine for ideas.
Pinterest Demographic Statistics
Pinterest has long been known for its strong female user base, and that trend continues: 70.3% of users are women, with the biggest segment being women ages 25-34. However, men and younger generations are increasingly adopting the platform, diversifying its audience.
Geographically, Pinterest has its largest footprint in the United States, which accounts for 36.65% of its users. Other top markets include Brazil (8.82%), Russia (5.18%), India (5.15%), and Colombia (2.4%). This growing international reach gives brands the opportunity to connect with global audiences while still tailoring content to their primary markets.
Pinterest Revenue Statistics
Pinterest’s financial growth reflects its expanding role in the digital ecosystem. The platform generated $854 million in Q2 of 2024 and more than $3.05 billion across 2023. As of October 2024, it had a market cap of over $22 billion, underscoring investor confidence in its long-term trajectory.
Pinterest Search Statistics
For many users, Pinterest serves as a search tool. In fact, two out of three users say they use Pinterest specifically for search purposes. Top U.S. queries in 2024 included nails, dinner ideas, and hairstyles, showing how everyday inspiration drives activity on the platform.
Interestingly, 96% of Pinterest searches are unbranded, meaning users aren’t typing in specific companies but rather broad categories or ideas. This gives brands a unique opportunity to appear in front of audiences during the discovery stage. Additionally, Pinterest has seen notable increases in plus-sized body content searches and gender-diverse searches, reflecting shifting cultural conversations.
Pinterest Advertising and Marketing Statistics
From an advertising perspective, Pinterest offers strong returns. Studies show that Pinterest ads deliver a higher ROAS than other platforms, thanks in part to the purchase-driven mindset of its users. Campaign costs remain affordable, with ads ranging between $0.00 and $2.00 per conversion.
Another advantage is longevity. Unlike posts on other platforms, pins can stay relevant for six to twelve months, giving campaigns a much longer shelf life. Timing also matters, as the best days to post are Sundays, Mondays, and Tuesdays, when engagement levels are highest.
Financially, Pinterest generated $3.73 billion in ad revenue in 2024, supported by a 50% year-over-year increase in buyable items available on boards. On top of that, users save more than 1.5 billion pins per week, creating countless touchpoints for brand visibility. Yet despite these results, brands still remain cautious, creating an opportunity for forward-thinking marketers to stand out.
For perspective, 80% of users have discovered a new brand through Pinterest ads, and the platform is reported to bring in 11.4 times more prospects than competing social channels. That kind of performance positions Pinterest as a valuable, and often underutilized, tool in the social advertising mix.
Looking Ahead: Pinterest’s Role in Marketing
Pinterest’s growth and engagement make it far more than a niche platform. With a large, purchase-ready audience, proven advertising results, and a track record of accurate trend predictions, Pinterest is positioned to remain a valuable tool for brands in 2025 and beyond.
If your brand isn’t leveraging Pinterest yet, now is the time to explore its potential. As a trusted partner, The frank Agency can help you translate these insights into effective strategies that drive real results.
