Research Summary. Pinterest is an often-overlooked social media giant and online purchasing powerhouse. Here are some statistics about it:
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Pinterest has 444 million global monthly active users.
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48% of social media users use Pinterest to inform or plan their purchasing decisions.
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76.7% of Pinterest users are female, and 15.3% are male.
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85% of users access Pinterest via mobile app.
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Pinterest earned $2.58 billion in revenue in 2021.
For further analysis, we broke down the data in the following ways:
General | User Behavior | User Demographics | Pins | Marketers and Businesses | Pinterest Search | Trends and Projections
General Pinterest Statistics
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Pinterest is the 14th-most popular social media platform by the number of global monthly active users.
Pinterest has about 444 million monthly active users around the world. Here is the breakdown of the top 17 social media platforms and their number of global monthly active users:
Social Network Number of Global Monthly Active Users Facebook 2.91 billion YouTube 2.56 billion WhatsApp 2 billion Instagram 1.48 billion Weixin/WeChat 1.26 billion TikTok 1 billion Facebook Messenger 988 million Douyin 600 million QQ 574 million Sina Weibo 573 million Kuaishou 573 million Snapchat 557 million Telegram 550 million Pinterest 444 million Twitter 436 million Reddit 430 million Quora 300 million -
9.95% of U.S. social media visits are to Pinterest.
Pinterest has the second-largest share of social media visits in the U.S. behind Facebook, which has 71.85% of the total visits.
Twitter comes behind Pinterest with 8.62% of U.S. social media visits, and Instagram follows with 6.36%. YouTube has just 1.38% of visits, Reddit has 1.06%, Tumbler has 0.3%, and the remaining 0.02% go to a variety of other social media sites.
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31% of U.S. adults say they use Pinterest.
This makes Pinterest the fourth-most widely used social media platform in the U.S., behind YouTube, Facebook, and Instagram.
Here are the top ten social media platforms based on the percentage of U.S. adults who say they use them:
Platform Share of U.S. Adults Who Use It YouTube 81% Facebook 69% Instagram 40% Pinterest 31% LinkedIn 28% Snapchat 25% Twitter 23% WhatsApp 23% TikTok 21% Reddit 18%
Pinterest Statistics by User Behavior
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Pinterest users spend an average of 14.2 minutes a day on the platform.
This is lower than most other major social media platforms besides LinkedIn, where users spend an average of less than one minute per day on the platform.
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48% of social media users use Pinterest to find and shop for products.
In comparison, 10% of social media users use Instagram to shop, 14% use Facebook, 4% use Snapchat, and 7% use Twitter.
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83% of Pinterest users have purchased a product because of Pinterest.
These shoppers decided to make a purchase based on content that brands put on Pinterest. Whether that meant they found the particular product they were looking for or stumbled across a new product or brand on Pinterest that convinced them to make a purchase.
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Pinterest users are 75% more likely to say that they’re always shopping than non-Pinterest users.
In addition, they’re 40% more likely to say they love shopping than those who aren’t on Pinterest.
Pinterest Statistics by User Demographics
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Pinterest has 86 million monthly active users in the U.S.
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Brazil, Mexico, and Germany have the greatest numbers of Pinterest users behind the U.S.
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47% of adult U.S. women use Pinterest.
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16% of adult U.S. men use Pinterest.
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76.7% of all worldwide Pinterest users are women, 15.3% are men, and 8% are unspecified.
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Almost 20% of worldwide Pinterest users are in the U.S.
Pinterest Statistics by Pins
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There are over 240 billion pins on Pinterest.
That’s about 600 pins saved for every one of Pinterest’s monthly active users.
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The average pin is repinned ten times.
In addition, the average pin can circulate for several months.
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Lifestyle images see average CTRs that are 32% higher than images that just feature products.
This means that pinning photos of your product being used in real-life settings will generate more clicks than if you just post a photo of your product.
Pinterest Statistics for Marketers and Businesses
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One Pinterest pin generates an average of two site visits and six page views.
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Advertisers have the opportunity to reach 43% of internet users via Pinterest.
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64% of Pinterest users say they use the platform to find products or services they can trust.
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Pinterest shoppers’ baskets are 85% bigger than those of shoppers on other platforms.
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Households that are on Pinterest are 39% more likely to buy products, and when they do, they spend 29% more than the average household does on those products.
Pinterest Statistics by Pinterest Search
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Over two billion searches are performed on Pinterest every month.
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97% of the top 1,000 Pinterest searches are unbranded.
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85% of Pinterest users use the mobile app to visit Pinterest.
Pinterest Trends and Projections
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In 2021, Pinterest earned $2.578 billion in revenue.
This is an increase of 52% from 2020. Here is how the social network platform’s annual revenue has grown since 2016:
Year Annual Revenue 2016 $298.87 million 2017 $472.85 million 2018 $755.93 million 2019 $1.143 billion 2020 $1.693 billion 2021 $2.578 billion -
Pinterest earned $316.4 million in profit in 2021.
This was the first time in several years that the company recorded profits instead of losses. Here is the breakdown of Pinterest’s annual net income from 2016 to 2021:
Year Net Income 2016 -$182.1 million 2017 -$130.44 million 2018 -$62.97 million 2019 -$1.36 billion 2020 -$128.32 million 2021 $316.4 million -
The total number of worldwide monthly active Pinterest users has increased from 160 million in 2016 to 431 million in 2021.
You can see how the number of users grew over the years in this table:
Year Global Monthly Active Users 2016 160 million 2017 216 million 2018 265 million 2019 335 million 2020 459 million 2021 431 million
Pinterest Statistics FAQ
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Is Pinterest still popular?
Yes, Pinterest is still popular. While not as big as many of its counterparts as far as the number of monthly active users goes (Pinterest is number 14 on the list), the platform still has a respectable monthly active user count of 444 million.
In addition to this, 31% of U.S. adults use Pinterest, which is a larger share than social media giants like Twitter, LinkedIn, and TikTok have. In fact, only YouTube, Facebook, and Instagram have larger shares of American adults saying they use those platforms than Pinterest does.
A large portion of social media users uses Pinterest to shop, with 48% saying they log on in order to find or buy products. In comparison, just 10% say the same about Instagram, 14% say that about Facebook, 7% about Twitter, and 4% about Snapchat.
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Who uses Pinterest the most?
Women in the U.S. use Pinterest the most. The U.S. has the greatest number of Pinterest’s monthly active users of any country, with 86 million logging onto the platform every month. This makes up almost 20% of the total number of Pinterest users around the globe.
In addition, 76.7% of all Pinterest users are women, while just 15.3% are men and 8% are unspecified. In the U.S., 47% of adult women say they use Pinterest, while just 16% of adult men say the same thing.
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How many active users does Pinterest have?
Pinterest has 444 million active users. These users are found all over the globe, and each one of these logs onto Pinterest at least once a month.
While this isn’t nearly the number of monthly active users that social media giants like Facebook, YouTube, and Instagram have (2.91 billion, 2.56 billion, and 2 billion monthly active users, respectively), it is still more than what Twitter has (436 million).
Within the U.S., Pinterest has 86 million monthly active users, and 31% of U.S. adults say they use Pinterest. This puts the platform as the third-most-popular social media platform in the U.S., behind YouTube (81%), Facebook (69%), and Instagram (40%).
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What is Pinterest’s annual revenue?
Pinterest’s annual revenue is $2.58 billion. This was how much the platform earned in 2021, and it was up by a significant amount from the $1.69 billion Pinterest earned in 2020.
In fact, 2021 was the first year Pinterest had been profitable since at least 2016. From 2016 through 2018, the company had lost about $60 to $180 million a year, and then its losses peaked in 2019 when it lost $128.32 million.
In 2020, Pinterest clocked a net loss of only $128.32 million, and then in 2021, it finally saw a profit of more than $316 million.
Conclusion
Pinterest is famous for its aesthetically pleasing images of birthday cakes, home decor, and clothing, but it’s actually one of the top places that people go shopping as well. 48% of social media users use Pinterest to inform or plan their purchasing decisions, whether that’s for a piece of clothing or a new dining room table, making it an excellent resource for marketers.
With 444 million monthly active users around the world, companies can reach a significant number of people who are ready to make a purchase. In fact, 83% of Pinterest users have made a purchase because of content they found on Pinterest.
References
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Pew Research Center. “Social Media Use in 2021.” Accessed on May 13, 2022.
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eMarketer. “Pinterest is the Talk of ShopTalk as It Eyes IPO.” Accessed on May 13, 2022.
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Pinterest. “Set Up Shop: Feed Best Practices.” Accessed on May 13, 2022.
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Statista. “Number of Monthly Active Pinterest Users From 1st Quarter 2016 to 1st Quarter 2022, by Region.” Accessed on May 13, 2022.
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Statista. “Leading Countries Based on Pinterest Audience Size as of January 2022.” Accessed on May 13, 2022.
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Statista. “Percentage of U.S. Adults Who Use Pinterest as of March 2021, by Gender.” Accessed on May 13, 2022.
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Statista. “Distribution of Pinterest Users Worldwide as of January 2022, by Gender.” Accessed on May 13, 2022.
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Pinterest Newsroom. “Company.” Accessed on May 13, 2022.
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Search Engine Watch. “1 Pinterest Pin = 2 Site Visits, 6 Pageviews, 78 Cents.” Accessed on May 13, 2022.
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SEC. “Registration Statement Under the Securities Act of 1933: Pinterest, Inc.” Accessed on May 13, 2022.
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Pinterest Business. “Pinterest Shopping: How to Sell Your Products.”
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Pinterest Business. “Pinterest Demographics: Find Your Audience.” Accessed on May 13, 2022.
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Statista. “Global Annual Revenue of Pinterest From 2016 to 2021.” Accessed on May 13, 2022.
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Statista. “Global Annual Net Income of Pinterest From 2016 to 2021.” Accessed on May 13, 2022.
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Statista. “Number of Monthly Active Pinterest Users Worldwide From 1st Quarter 2016 to 1st Quarter 2022.” Accessed on May 13, 2022.
Author
Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.
