Pinterest is not just a collection of pretty pictures and DIY projects anymore. It’s evolved, grown, and, let’s be honest, probably changed more than you realize.
For many, knowing the latest Pinterest numbers and trends isn’t optional, it’s essential.
- Who’s using it?
- How are they engaging?
- And more importantly, is it still a goldmine for sales and brand discovery?
If you’ve been wondering whether Pinterest is still worth your marketing effort, let’s just say there’s more happening under the surface than meets the eye.
And trust us, the numbers tell a story you don’t want to miss.
Let’s get into it.
Key Takeaways:
- Pinterest has grown to 631 million monthly active users as of Q1 2026, a new record high with Gen Z as the fastest-growing segment and a dominant female user base primarily aged 18–34.
- Users treat Pinterest more as a visual search engine than a social network, 96% of top searches are unbranded, meaning people browse by category or idea, not by brand name.
- Pinterest’s revenue crossed $4.2 billion for the full year 2025, up 16% year-over-year, and has now delivered three consecutive quarters above $1 billion.
- Pinterest advertising delivers strong reach: 340 million users are reachable via Pinterest ads globally, equal to 5.3% of all people aged 13 and above.
Latest Pinterest Demographics Statistics June 2026
Understanding who’s using Pinterest is just as important as knowing how to market on it. From shifting age groups to expanding global reach, Pinterest is beyond a single audience segment.
New user behaviors, emerging markets, and changing engagement patterns are shaping how businesses connect with potential customers.
- Pinterest has 631 million monthly active users globally as of Q1 2026, a new record high, representing 11% year-over-year growth. [Pinterest Q1 2026 Earnings]
- In Q1 2026, the US and Canada had 106 million MAUs (+4% YoY), Europe had 159 million (+7% YoY), and Rest of World had 367 million (+15% YoY), the fastest-growing region. [Pinterest Q1 2026 Earnings]
- The top countries by number of Pinterest users as of January 2025 [Source: DataReportal]
| Country | Users |
| United States | 96.0 million |
| Brazil | 40.3 million |
| Mexico | 26.7 million |
| Germany | 22.6 million |
| France | 18.9 million |
| United Kingdom | 15.5 million |
- 70% of Pinterest users are female and 30% are male globally. [Pinterest Business — Audience]
- The average age of Pinterest users is between 25 and 34 years old as of January 2025. [DataReportal — Digital 2025 Pinterest Stats]
- Gen Z (18–24) is the fastest-growing segment on Pinterest, making up 42% of the global user base. The main reason Gen Z uses Pinterest is to find information about products or brands. [Pinterest Business — Audience]
- The largest ad audience segment on Pinterest is female users aged 18–24 (20.0% of all advertising audience), followed by female users aged 25–34 (18.5%). [DataReportal — Digital 2025 Pinterest Stats]
- Pinterest is ranked #10 among social media platforms globally, reaching 4.1% of the world’s population and 5.3% of all people aged 13 and above. [DataReportal — Digital 2025 Pinterest Stats]
Latest Pinterest Usage Statistics 2026
Knowing who’s on Pinterest is just one part of the equation. How they use the platform is what truly matters for businesses.
How long are users spending on the platform? What types of content drive the most interaction? And is mobile still the dominant way to browse?
- Pinterest processes more than 2 billion searches per month, the vast majority of which are searches for ideas, not specific brands. [Pinterest Newsroom Archive]
- 96% of top searches on Pinterest are unbranded, people search by category, style, or need rather than by brand name, giving businesses an open door to reach new audiences. [Pinterest Business — Audience]
- Pinterest.com receives approximately 1.4 billion visits over a rolling period, as of April 2026. [SimilarWeb — pinterest.com Traffic Analytics]
- Pinners use Pinterest more as a visual search engine than as a traditional social media platform, a key distinction for how brands should approach content strategy.
- The average session on pinterest.com lasts 7 minutes and 10 seconds, with users viewing an average of 8.10 pages per visit and a bounce rate of 35.59%, as of April 2026. [SimilarWeb — pinterest.com Traffic Analytics]
- Organic video Pins increased 240% year-over-year on Pinterest, with the sharpest growth in food, beauty, DIY, entertainment, and home decor. [Pinterest Newsroom Archive — Video on Pinterest]
- 66% of Pinners say videos add to their discovery experience on Pinterest more than videos on other platforms and Pinners are 54% more likely to say that videos on Pinterest inspire them to take action. [Pinterest Newsroom Archive — Inspirational Videos]
Pinterest Engagement Statistics 2026
From pinning ideas for future purchases to engaging with new trends, Pinterest’s unique engagement model sets it apart from other social platforms.
What’s driving this interaction? And how can brands tap into this engagement to drive results?
- 80% of weekly Pinners say they feel inspired by Pinterest’s shopping experience. [Pinterest Business — Audience]
- Weekly Pinners spend 40% more on purchases than people using other platforms. Pinterest has also been consistently rated the most helpful platform for holiday planning. [Pinterest Business Blog – Holiday Results]
- 58% of weekly Pinterest users say that finding sale and promotional items influences their shopping decisions. [Pinterest Business Blog]
- 40% of US households earning over $150,000 annually are reachable on Pinterest, making it one of the most affluent audiences available to advertisers on any social platform. [Pinterest Business — Audience]
- Video Pins drive strong engagement on Pinterest, video content has become the platform’s fastest-growing format. [Pinterest Business]
- The ideal days to post on Pinterest are Sundays, Mondays, and Tuesdays; at 8 pm, 4 pm, and 9 pm. [SocialPilot]
Recent Pinterest Business Statistics
Unlike traditional social networks where users scroll passively, Pinterest is where people plan, decide, and buy. To understand Pinterest’s true business potential, here are the latest statistics.
- In Q4 2024, Pinterest’s revenue reached $1.154 billion, the first time in the company’s history it crossed $1 billion in a single quarter, reflecting 18% year-over-year growth. [Pinterest Year 2024 Results]
- 78% of Pinterest’s revenue comes from the United States, even though only 18% of its monthly active users are in the country. [Pinterest Year 2024 Results]
- Pinterest reported GAAP net income of $1.862 billion for the full year 2024. This figure includes a one-time $1.597 billion benefit from the release of a valuation allowance on deferred tax assets. Excluding the tax benefit, adjusted EBITDA for 2024 was $1.032 billion. [Pinterest Year 2024 Results]
- Pinterest’s full year 2024 revenue was $3.646 billion, up 19% year-over-year, more than doubling its full-year revenue growth rate compared to 2023. [Pinterest 2024 Results]
- Pinterest’s full year 2025 revenue was $4.222 billion (+16% YoY), with GAAP net income of $417 million and adjusted EBITDA of $1.270 billion. Free cash flow for the year reached $1.252 billion. [Pinterest Q4 2025 & Full Year 2025 Results]
- Pinterest’s Q4 2025 revenue was $1.319 billion (+14% YoY), with GAAP net income of $277 million, the third consecutive quarter above $1 billion in revenue. [Pinterest Q4 2025 & Full Year 2025 Results]
- Pinterest’s Q1 2026 revenue was $1.008 billion (+18% YoY), with Q2 2026 guidance set at $1.133–$1.153 billion (+14–16% YoY). [Pinterest Q1 2026 Earnings]
Latest Pinterest Advertisement Statistics 2026
Advertising on Pinterest means showing up where people are actively planning, discovering, and purchasing, not just scrolling.
With a growing audience and evolving ad formats, Pinterest has become a powerful tool for brands looking to drive awareness and sales.
- As of January 2025, Pinterest’s advertising tools reach 340 million users globally, representing 4.1% of the world’s population and 5.3% of all internet users aged 13 and above. [DataReportal — Digital 2025 Pinterest Stats]
- Pinterest’s advertising audience grew by 32.5 million users (+10.6%) year-over-year from January 2024 to January 2025. [DataReportal — Digital 2025 Pinterest Stats]
- The highest advertising reach on Pinterest is in the United States, followed by Brazil and Mexico. [DataReportal — Digital 2025 Pinterest Stats]
- The largest share of Pinterest’s global advertising audience comprises female users aged 18–24 (20.0%), followed by female users aged 25–34 (18.5%) and female users aged 35–44 (11.2%). [DataReportal — Digital 2025 Pinterest Stats]
- In the United States, Pinterest’s ads reach approximately 46% of adults aged 18–24, 40% of adults aged 25–34, and 39% of adults aged 35–44. [DataReportal — Digital 2025 Pinterest Stats]
- In Q1 2025, Pinterest’s actual revenue came in at $855 million (+16% YoY), surpassing its own guidance range for the quarter. [Pinterest Q1 2025 Results — SEC 8-K]
- US & Canada ARPU (average revenue per user) reached $7.12 in Q1 2026, a 9% year-over-year increase from $6.54 in Q1 2025. [Pinterest Q1 2026 Earnings]
- According to eMarketer, US Pinterest advertising revenue reached an estimated $2.95 billion in 2025 and is projected to grow to $3.78 billion by 2027. [eMarketer — US Pinterest Ad Revenue Forecast]
- Brands using Pinterest Performance+ (Pinterest’s AI-powered automated ad suite) saw at least 20% lower cost per action (CPA) versus standard campaigns. Brands also saw a 19% increase in checkout revenue on average when using AI-generated creative. [Pinterest Business Blog – Holiday Results]
- Brands combining the Pinterest Conversions API (CAPI) with the Pinterest tag saw a 24% increase in attributed conversions and a 9% reduction in CPA compared to brands using the tag alone. [Pinterest Business Blog – Holiday Results]
Pinterest Case Study Statistics
Real-world advertiser results offer some of the clearest evidence of how Pinterest performs as a marketing platform.
- Castlery, a digital-first furniture brand, ran an A/B test comparing manual campaigns to Pinterest Performance+ (fully automated). The Performance+ campaign delivered a 2.3x increase in return on ad spend (ROAS), a 98% boost in average order value (AOV), and a 14% decrease in cost per acquisition (CPA). [Pinterest Business Success Stories — Castlery]
- Ruggable used Pinterest to bring in more traffic at better costs. Wayfair used Pinterest to reach new audiences and set them on the path to purchase. These case studies show Pinterest’s strength across both consideration and conversion goals. [Pinterest Business Success Stories]
- Ads featuring Promotions (showing a discount or free shipping callout on Pinterest ads) drove 12.7% more conversions than the same ad creative without promotional callouts, in Pinterest’s study with alpha testers. [Pinterest Business Blog – Holiday Results]
What These Pinterest Statistics Mean for Marketers
Pinterest is no longer just a platform for inspiration, it is where discovery drives action. With 631 million monthly users, growing ad reach, and strong purchase intent, Pinterest continues to be a valuable channel for brands.
Users come to Pinterest to plan, explore, and buy, making it one of the strongest platforms for product discovery and conversions. But success requires more than posting consistently, it takes the right strategy, content, and timing.
SocialPilot helps streamline that process with tools for scheduling, analytics, and performance tracking to turn Pinterest insights into measurable growth. Start your free trial today.
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