Pinterest brings out the bulletin board fanatic in all of us. But for social media marketing, the real value is in the numbers.
We dug through reports, primary research, and outside data to round up the Pinterest stats that matter in 2026.
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General Pinterest statistics
1. As of Q1 2026, Pinterest has 631 million monthly active users (MAUs)
631 million people use Pinterest every month, up 11% year over year. That marks the tenth straight quarter of double-digit user growth.
For marketers, that steady climb in monthly active Pinterest users means a bigger, more reliable audience to reach, and a sign Pinterest isn’t going anywhere.
2. Brand and product research is Pinterest’s #1 use case
It’s the single most popular activity among Pinterest users, outranking entertainment, posting, news, and messaging.
Source: DataReportal
3. People enjoy Pinterest more than most social platforms
Pinterest has a reputation as one of the calmer corners of the internet, and the numbers back it up.
It scored 78 on the American Customer Satisfaction Index (a measure of how satisfied US consumers are with a service) in 2025, beating Instagram, TikTok, and Facebook.
That goodwill matters. When people actually enjoy being on a platform, they’re more receptive to the content and brands they run into there, which makes Pinterest a friendlier place to market than the platforms people love to complain about.
Source: Statista
4. The most-followed Pinterest account is Wattpad
The five most-followed Pinterest accounts are Wattpad (32.4M), Oh Joy (15.1M), Etsy (11.0M), Poppytalk (10.4M), and Tasty (10.3M). Pinterest’s own account ranks 20th, at 6.2 million.
5. Many of the most-followed Pinterest accounts belong to retailers and brands
These include Etsy (11.0M followers), Shein (7.9M), Nordstrom (5.5M), Target (4.8M), and Better Homes & Gardens (4.1M), as of February 2025.
6. Sports culture is driving Pinterest’s biggest summer 2026 trends
Searches tied to major sporting moments have surged in summer 2026, with “World Cup jerseys” up 840%, “dad sneakers” climbing 906%, and “Formula 1 aesthetic” outfits up 483%, according to Pinterest’s Summer 2026 Trend Report.
Tracking Pinterest trends like these early can give you a head start on seasonal content before everyone else catches on.
Source: Pinterest
Pinterest user statistics
7. Pinterest’s audience is 70% female
Pinterest’s audience is majority female, with male users making up just under a quarter (22.8%). That female skew makes Pinterest especially valuable for brands in fashion, beauty, and home categories targeting younger women.
Source: Statista
8. Women lead Pinterest usage in every age group
No matter the age bracket, women use Pinterest in bigger numbers than men:
| Age | Women | Men |
| 16–24 | 45.1% | 27.7% |
| 25–34 | 31.1% | 20.8% |
| 35–44 | 25.6% | 17.1% |
| 45–54 | 24.5% | 16.9% |
| 55–64 | 24.5% | 15.0% |
| 65+ | 26.5% | 11.0% |
Source: DataReportal
9. Gen Z is Pinterest’s fastest-growing audience
Pinterest has called Gen Z its fastest-growing demographic, and its reach skews young across the board. In the US, Pinterest reaches:
- 46% of people ages 18-24
- 40% of people ages 25-34
- 39% of people ages 35-44
10. The United States has the largest Pinterest audience in the world
As of October 2025, the U.S. has 96.9 million Pinterest users, followed by Brazil (42.2M), Mexico (28.5M), Germany (22.7M), and France (18.3M).
Source: Statista
11. Pinterest reaches 40% of US households with annual income over $150K
That high household income reach makes Pinterest a strong channel for brands targeting affluent consumers.
12. Most Pinterest users are also active on Instagram, YouTube, and WhatsApp
Pinterest users rarely stick to one platform. Of people who use Pinterest, here’s what else they’re using:
- Instagram: 86.8%
- YouTube: 79.5%
- WhatsApp: 79.0%
- Facebook: 78.1%
- TikTok: 59.7%
13. 60% of Reddit users also use Pinterest
Reddit and Pinterest might seem like an unlikely pair: One runs on opinionated comment threads, the other on calm mood boards. But their audiences overlap more than any other platform combo.
Of all the major networks, Reddit’s users are the most likely to also be on Pinterest. For marketers, that’s a useful signal: if you’re already reaching people on Reddit, there’s a good chance you can find that same crowd on Pinterest.
14. Pinterest is most popular in the Netherlands
As of October 2025, the Netherlands has the highest usage of any country (65.3%), followed by Finland (36.8%), Malta (36%), Czechia (34.2%), Luxembourg (33.9%), Cyprus (33%), the U.S. (32.6%), and Canada (31.7%).
Source: Statista
Pinterest usage statistics
15. 36% of Pinterest users use the platform to follow or research brands and products
On most social platforms, branded content is what people scroll past to get to the good part. On Pinterest, it’s kind of the main attraction. More than a third of users come specifically to follow or research brands and products, which is exactly the mindset marketers dream about.
In short, Pinterest is a brand discovery engine, not just another social feed.
Source: DataReportal
16. Most Pinterest website traffic comes from desktop
Pinterest might live on your phone, but its website tells a different story.
62% of visits to pinterest.com come from desktop, with the remaining 38% from mobile, according to 2026 Semrush data. Remember that this is website traffic only, so it doesn’t include the Pinterest app, where a huge share of everyday pinning actually happens.
Source: Semrush
17. Pinterest users open the app 2.8 times per day on average
As of October 2025, the average user opens the app nearly three times a day — popping in to add to a board, run a quick search, or grab a little inspiration.
That steady rhythm means your content has repeated chances to show up in someone’s day, not just a single scroll-by.
18. Pinterest users spend an average of 10 minutes per day in the app
Sure, ten minutes might not sound like much, especially next to other platforms like TikTok and YouTube. But that’s the point. People come to Pinterest with a job to do: Plan a trip, hunt down a recipe, find inspiration, or save ideas for later.
Those short, purposeful sessions signal high intent, which often matters more to marketers than raw minutes. In other words, a quick visit with a goal beats an hour of aimless scrolling.
Source: DataReportal
19. Users save 1.5 billion Pins per week
Saving is Pinterest’s core action. It’s the way users bookmark ideas, products, and inspiration to come back to later. For marketers, a save is a signal of genuine intent, and it gives your content a longer shelf life.
Pinterest search stats
20. Pinterest sees more than 80 billion searches every month
People tend to file Pinterest under “social network,” but it behaves a lot more like a search engine. Every month, users run more than 80 billion searches on the platform. That’s a different motion from scrolling a feed and hoping something good floats by.
For marketers, it changes the job entirely: Instead of interrupting people, you get to be the answer they were already searching for. Optimize your Pins for what your audience is typing in, then let Pinterest do the rest.
21. The main reason Gen Z uses Pinterest is to find information about products or brands
If Gen Z is on your radar, Pinterest is where they’re doing their homework. They’re also searching and saving more than other generations on the platform.
22. 96% of Pinterest’s top searches are unbranded
While most platforms are busy pushing ads up and organic content down, Pinterest remains a safe haven for pure creativity. That heavy tilt toward unbranded searches leaves real room for brands to get discovered, instead of fighting for paid real estate.
The platform said it best: “Content from brands doesn’t interrupt on Pinterest — it inspires.”
23. “Nails” is the most-searched keyword on Pinterest
As of September 2025, the top Pinterest searches were nails (52.1M monthly searches), wallpaper aesthetic (26.9M), hairstyles (25.9M), outfit ideas (23.6M), and wallpaper iPhone (22.2M).
Pinterest ecommerce statistics
24. Pinterest product discovery rises with age
Just 5.1% of Millennials say Pinterest is where they most often discover new products, rising to 9.5% of Gen X and 11.8% of Boomers — according to GRIN’s 2025 survey.
The takeaway: If your audience skews a little older, don’t write Pinterest off. It might be exactly where they’re shopping for what’s next.
Source: GRIN
25. Engagement with shopping ads on Pinterest is climbing
Clicks and saves on Pinterest’s buyable content formats are both up 50% from 2025. That means audiences are warming up to social commerce and buying directly on Pinterest.
26. 80% of weekly Pinners say they feel inspired by the shopping experience on Pinterest
On most platforms, “shopping experience” and “inspiring” don’t belong in the same sentence. Pinterest is the exception. A full 80% of weekly Pinners say shopping on the platform actually inspires them, which says a lot about how seamlessly it blends browsing, discovery, and buying.
27. Pinterest users are nearly 90% more likely to say they’re ready to shop than users on other platforms
Timing is everything in marketing, and Pinterest users tend to show up already in the shopping mood. They’re nearly 90% more likely than people on other platforms to say they’re ready to shop, which means you’re reaching them at the point of decision instead of trying to manufacture the urge from scratch.
28. Pinterest users spend an average of 40% more per month than non-Pinterest users
Did you know that shoppers on Pinterest are not only highly engaged but also willing to spend more on products they adore? It’s true! In fact, according to recent data, Pinterest users shell out 40% more per month compared to those on other platforms.
Pinterest marketing statistics
29. 22% of companies use Pinterest for marketing
According to HubSpot’s 2026 State of Marketing Report, 22% of companies use Pinterest for marketing, which puts it ahead of Reddit (15%) but behind Snapchat (25%).
That gap is an opportunity in disguise. With fewer brands fighting for attention than on giants like Instagram or Facebook, there’s more room to stand out for the ones who do show up.
Source: HubSpot
30. Small businesses lean on Pinterest more than enterprises
25% of small and midsize businesses use Pinterest for marketing, compared to 20% of enterprises. That means a scrappy brand with great-looking Pins can compete with companies many times its size.
If you’re a small business wondering whether Pinterest is worth the effort, your peers have already answered.
31. Brands publish an average of 10 posts per week on Pinterest
That’s a jump of nearly 43% over 2024, according to Statista.
That kind of ramp-up shows real confidence that consistent pinning pays off (not to mention, the Pinterest algorithm likes to reward accounts that show up regularly).
32. The best time to post on Pinterest is 12 PM on Tuesdays and Fridays
If you want your Pins to land when most people are active, aim for 12 PM on Tuesdays and Fridays, according to Hootsuite data.
Here’s when to post on Pinterest each day for peak engagement:
- Monday: 10 AM
- Tuesday: 12 PM
- Wednesday: 10 AM
- Thursday: 6 PM
- Friday: 12 PM
- Saturday: 1 PM
- Sunday: 4 PM
Check out our complete guide to the best time to post on social media, including Facebook, Instagram, TikTok, and LinkedIn.
Always post at the right time
Find out when your audience is online and optimize your posting schedule for maximum engagement. It’s so easy.
33. Pinterest’s average save rate is between 0.2% and 0.5%
Most Pins see a save rate between 0.2% and 0.5%, but it’s far from uniform across categories. Food, DIY, and fashion Pins tend to do much better, often hitting 1% to 2% — according to WebFX benchmarks.
34. Standard Pins have an average engagement rate of 0.15–0.25%
That said, not all Pins pull the same weight. Here are the average engagement rates for other formats:
- Standard Pins: 0.15–0.25%
- Collections: 0.2–0.4%
- Video Pins: 0.3–0.5%
- Idea Pins: 0.5–1%
Pinterest revenue stats
35. Pinterest’s Q1 2026 revenue passed $1 billion
On top of that, it was Pinterest’s tenth consecutive quarter of double-digit user growth.
36. Pinterest generated $4.2 billion in revenue in 2025
Pinterest brought in $4.2 billion across 2025, up 16% from 2024. That’s not explosive hypergrowth, but it’s the kind of consistent climb that keeps advertisers and investors confident.
37. Pinterest’s average revenue per user is $2.16 globally
As of Q4 2025, average revenue per user (ARPU) was $9.41 in the U.S. and Canada, $1.59 in Europe, and just $0.27 in the rest of the world.
38. Pinterest’s fastest ad revenue growth is coming from outside North America
In Q1 2026, revenue grew 59% in the rest of the world, 27% in Europe, and 13% in the U.S. and Canada.
For brands with a global footprint, that’s a cue to look at Pinterest in regions you might have written off, since the platform is actively growing those audiences.
Pinterest advertising stats
39. Pinterest’s advertising audience grew 3.8% in 2025
Pinterest’s ad audience (the pool of users marketers can actually target) grew 3.8% over the past year. For context, Pinterest outpaced YouTube (2.1%) but fell short of TikTok (17.6%) and Instagram (13.1%).
Source: Statista
40. Pinterest’s ad reach is 340 million
Pinterest’s ads can reach about 340 million people, which works out to 6.1% of all internet users and 4.1% of the world’s total population. For a platform that often gets labeled niche, that’s a meaningful slice of the global online audience.
Source: DataReportal
41. Pinterest ads have an average cost per click of $0.50–$1.50
Pinterest is refreshingly affordable for advertisers. The average cost per click (CPC) runs between $0.50 and $1.50, undercutting Meta ($1.06 to $1.72) and sitting well below X ($3 to $5) — according to WebFX benchmarks.
Lower click costs mean your budget stretches further, which can help improve return on ad spend (ROAS) when those clicks convert. And for brands testing new social media platforms, that low cost of entry makes Pinterest an easy place to experiment.”
42. Promoted Pins typically convert at 2–4%
Promoted Pins typically see conversion rates of 2% to 4%. For luxury and home goods, that climbs to 5% to 8%.
FAQ: Pinterest stats
What are the latest Pinterest statistics marketers need to know?
Pinterest is bigger and busier than it has ever been. The platform reached 631 million monthly active users in Q1 2026, an 11% jump year over year. Pinterest users treat the platform like a visual search engine, running more than 80 billion searches a month and saving 1.5 billion Pins a week. On top of that, more than a third of users come specifically to follow or research brands.
What Pinterest demographics and behavior trends matter most for brands?
Pinterest’s audience is 70% female, and women lead usage in every age group. Gen Z is the platform’s fastest-growing audience, reaching 46% of US adults ages 18 to 24. The US is the largest market at 96.9 million users. Users treat Pinterest like a search engine, running more than 80 billion searches a month.
How do Pinterest engagement and conversion statistics compare to other social platforms?
Pinterest users are nearly 90% more likely than users on other platforms to say they are ready to shop, and they spend about 40% more per month than non-Pinterest users. Pinterest ads also run cheaper than most, with an average cost per click of $0.50 to $1.50, below Meta ($1.06 to $1.72) and X ($3 to $5).
What Pinterest statistics should businesses use to inform marketing strategy?
Businesses should note that 22% of companies use Pinterest for marketing, which means less competition than on Instagram or Facebook. Brands now publish an average of 10 posts per week, up nearly 43% from 2024, and the best times to post are 12 PM on Tuesdays and Fridays. Because 96% of Pinterest’s top searches are unbranded, optimizing Pins for what users actually search matters more than relying on brand-name recognition.
How are Pinterest usage and shopping trends changing for marketers?
Shopping on Pinterest is growing quickly. Clicks and saves on shoppable Pins are both up 50% from 2025. On top of that, 80% of weekly Pinners say the shopping experience inspires them. Product discovery also rises with age, reaching 11.8% of Boomers compared to 5.1% of Millennials.
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