Ready for a detailed analysis of Pinterest demographics? If you want your next Pinterest marketing campaign to be successful, you’ve come to the right place.
Of course, Pinterest may not boast the same number of hours of use as Facebook, or share the TikTok hype. However, the platform remains a hidden gem for marketers targeting specific demographics. For example, if you’re looking for higher spending millennials, try Pinterest.
Before you create your next campaign, take a look at our Pinterest demographic breakdown to help you reach your target audience.
General Pinterest Audience Demographics
First, let’s see how Pinterest compares to other social media platforms.
1. In 2021, Pinterest dropped from 478 million monthly active users to 444 million.
Pinterest has acknowledged that the surge in active users in 2020 was likely driven by shoppers staying at home. When blocking restrictions eased, some of their new users opted for other actions instead.
As of January 2022, Pinterest has 433 million monthly users. The platform’s growth rate of 3.1% is quite consistent with other social media platforms such as Instagram (3.7%). 433 million users is also nothing to complain about.
Source: Hootsuite 2022 Digital Trends Report
2. Nearly 50% of Pinterest users are classified as “light”users who log into the platform weekly or monthly rather than daily. And only 7.3% are considered “active”users.
Facebook users spend about 20 hours a month idly scrolling through the news feed and browsing content. However, Pinterest users usually come to the platform with a specific purpose in mind.
Most people sign up when they want to research a type of product or resource. This is likely due to the platform’s focus on educational content over pure entertainment.
3. Pinterest is the 14th largest social network in the world.
As of January 2022, Pinterest is ranked 14th in terms of active users worldwide.
The global audience of Pinterest surpasses Twitter and Reddit. However, it falls short of popular social networks like Facebook, Instagram, TikTok, and Snapchat.
Source: Hootsuite 2022 Digital Trends Report
4. 31% of US adults use Pinterest.
This means that as a social platform, Pinterest sits between Instagram (40%) and LinkedIn (28%).
It also puts Pinterest as the fourth most popular social network. Not bad considering the amount of social media.
Source: Pew Research Center.
5. Marketers can reach a potential audience of 225.7 million using Pinterest ads.
Running ad campaigns on Pinterest allows you to reach a potentially huge global audience. The key is to know how and where to target your ad campaigns.
Pinterest location demographics
Knowing where Pinterest users are can help you better engage with your audience and increase your Pinterest followers.
6. The US is the country with the widest ad reach on Pinterest.
Over 86 million Pinterest ad audience members are based in the US. This means that Pinterest ads reach 30.6% of the US population aged 13 and over.
In second place is Brazil with 27 million. There, Pinterest ads reach 15.2% in the 13+ age group.
Source: Hootsuite 2022 Digital Trends Report
7. 34% of Pinterest users live in rural areas.
That compares to 32% of suburbanites and 30% of urban dwellers, according to a 2021 Pew Research survey of social media users.
This statistic can be explained by the fact that many rural Pinterest users may not have much choice when it comes to brick-and-mortar stores. So they turn to Pinterest for ideas on their next purchases.
8. Quarterly change in Pinterest ad reach decreased by 3.2% or 7.3 million people.
There is nothing surprising here – this is due to the fall in the number of active users of Pinterest in 2021.
However, this is not all bad news. Year-on-year change in ad reach increased by 12.4%, or 25 million people.
Pinterest age demographics
These Pinterest age statistics can help you better understand the platform’s largest audience.
9. The average age on Pinterest is 40.
Of course, Pinterest is starting to attract a younger audience. However, the millennial generation remains the middle age of the platform.
This is good news for millennial marketers who typically have more disposable income.
10. 38% of Pinterest users are between the ages of 50 and 65, which is the largest age demographic on the platform.
Although the platform is associated with millennials, the largest group of Pinterest users is actually older.
However, unlike other social networks, Pinterest has fewer intergenerational differences. There is an almost equal gap between Generation X, Generation Z and Millennials.
Source: Statistics
11. The number of Millennial Pinners in the US is up 35% year-over-year.
Pinterest is most associated with millennials and it looks like they continue to flock to the app.
If you haven’t used Pinterest to target millennials yet, it’s never too late to start. The key is to be creative with your targeted campaigns to stand out from the noise.
12. There are approximately 21 million Gen Z users on Pinterest, and that number continues to grow.
There are currently almost 21 million Gen Z Pinterest users. However, Gen Z usage of Pinterest should grow to 26 million within three years.
If you’re not already targeting Generation Z in your Pinterest ads, do it before other marketers get ahead of you!
Source: eMarketer
Pinterest Gender Demographics
Review these gender demographics to better understand who is most likely to see your Pinterest campaigns.
13. Nearly 77% of Pinterest users are women.
It’s no secret that women have always outperformed men on Pinterest.
As of January 2022, women make up 76.7% of Pinterest users, while men make up just 15.3% of the platform’s users. But…
Source: Statistics
14. The number of male users increased by 40% year on year.
Despite Pinterest’s popularity among women, men are quickly catching up.
According to the latest Pinterest audience statistics, men are one of the platform’s fastest growing demographics.
15. 80% of men who use Pinterest say that shopping on the platform leads them to “something unexpected that surprises and delights them.”
Traditionally, men are considered “active buyers”. They want to find the best possible without wasting time. Pinterest can help them with this.
According to a Pinterest survey, men use the platform to discover new products — and they enjoy the process.
16. Pinterest reaches 80% of US mothers who use the Internet.
If you want to reach American moms, you need to start creating Pinterest campaigns – fact.
Pinterest is designed to inspire future purchases. This makes it a great platform to raise awareness.
17. Women aged 25 to 34 make up the largest share of Pinterest’s ad reach.
Women aged 25-34 make up 29.1% of Pinterest’s ad audience. Men in the same age group account for 6.4%.
The demographics with the lowest ad reach are men and women aged 65+.
Pinterest Earnings Demographics
If you want to promote products on Pinterest, you need to know what your audience can afford.
18. 45% of U.S. social media users with household incomes over $100,000 use Pinterest.
Pinterest users earn well, and the platform does not hide it. In fact, they often post it. This is useful information for advertisers and marketers looking to target highly paid employees in the US.
And a quick look will show you that Pinterest is a popular hub for high-quality content. Think cosmetics, health and wellness products, and home furnishings.
19. Shoppers on Pinterest spend on average 80% more than people on other platforms and have 40% more cart size.
Pinterest users tend to spend more money and love using the platform to shop.
20. 21% of Pinterest users make $30,000 or less.
Not all Pinterest users are in the highest income group. There are a large number of users earning less than $30,000.
In fact, 54% of active platform users earn less than $50,000 per year.
Even if you don’t market to high income people, Pinterest can still be popular with your target audience. The point is to test different campaign strategies and see which ones stick.
Source: Statistics
General Demographics for Pinterest Behavior
So we know who is using the platform. But how do they use it?
21. 8 out of 10 Pinterest users say the social network makes them feel positive.
More than any other platform, Pinterest seems to care about creating a positive environment. One of the reasons users might feel this way? Pinterest banned political ads in 2018.
Pinterest also moderates its content to keep the platform out of negativity.
In its report It’s Worth It to Be Positive, Pinterest writes, “Here’s the thing: Anger and disagreement can motivate people to scroll (and troll!). But they don’t force people to buy.”
22. 85% of people use Pinterest on mobile.
The number of mobile users fluctuates every year, but since 2018 it has exceeded 80%.
This means that optimizing contacts for vertical smartphone screens is optional. It is necessary.
23. 86.2% of Pinterest users also use Instagram.
This makes Instagram the social media platform with the largest audience that overlaps with Pinterest. It is followed by Facebook with 82.7%, then YouTube with 79.8%.
The platform with the least audience overlap with Pinterest is Reddit – only 23.8% of Pinterest users are also Reddit users.
24. 85% of Pinners use the platform to plan new projects.
Pinterest users want to see educational content. So when you plan your campaigns, think about tutorials, infographics, and how-to posts.
People don’t go to Pinterest to scroll to the end or put things off until later. They want to engage with new ideas and feel inspired.
25. 70% of Pinterest users say they use the platform to find new products, ideas, or services they can trust.
Remember we mentioned the positive reputation of Pinterest? It seems to be paying off – people trust the platform as a source of inspiration.
For marketers using Pinterest for business, this means focusing on content that educates, inspires, and nurtures. Brands need to be aware that they shouldn’t be too pushy – people are looking for content that inspires trust.
Selling on Pinterest can mean posting how-to content that shows products in action.
Demographics of Pinterest Buying Behavior
Pinterest users are more open to shopping than many other platforms. Here’s how shoppers typically behave on Pinterest.
26. Over 40% of Pinterest users want to be inspired while shopping.
People come to Pinterest for advice. They are open to new ideas and want to enjoy the entire Pinterest shopping experience, from product introduction to purchase.
Brands can leverage these preferences by creating compelling Pinterest content that educates and educates users.
27. Weekly Pinners are 7x more likely to say Pinterest is the most influential platform on their buying journey.
Pinterest users love to use the shopping platform. Active users consider Pinterest an important shopping resource.
Customers may use Instagram and Facebook to look at your brand, but Pinterest is where they go to make their decision.
28. 80% of weekly Pinterest users visit the platform to discover new brands or products.
Since Pinterest is such a trusted source, it only makes sense that people log in to discover new products or brands.
If you get your Pinterest content strategy right, you’ll be able to get your product in front of an interested audience. Even if they are not familiar with your brand.
29. 75% of weekly Pinterest users say they always shop.
Most people using Pinterest are in the mood to buy. According to the platform’s Channel Optimization Guidebook, Pinterest users are 40% more likely to say they love to shop and 75% more likely to say they always shop.
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