Understanding the demographics of each platform is important if you are looking to expand your social marketing efforts. That’s why we’ve rounded up 23 Pinterest stats and facts all marketers need to know in 2021. From demographics and user habits to advertising, these stats should be helpful in your Pinterest marketing.
Let’s dive in.
1. Pinterest has over 450 million monthly active users
After seeing serious growth, Pinterest generated another 100 million users last year. Pinterest started 2020 with around 320 million monthly active users. And now their user base has grown to 459 million monthly active users.
This means that Pinterest now has more monthly active users than Twitter and Snapchat combined.
2. 85% of pinners use the mobile app
This should come as no surprise since around half of all web traffic is on mobile devices. But around 85% of pinners actively save pins from the smartphone app.
What does this mean for brands and marketers present on Pinterest? You need to optimize your Pinterest graphics for mobile. Big, bold text and bright colors should be a staple in your designs.
3. Half of the users live outside of the US
Around 50% of Pinterest users live outside of the US, so you can reach a wider international audience on this platform. Whether or not you’re a US-based brand, there is a large audience that Pinterest actively uses to store content, products, and ideas.
4. 240 billion pins have been saved by users
In the 11 years that Pinterest was in business, it has stored over 240 billion user pins. That’s an average of 533 pins per user.
5. 60% of Pinterest users are women
While 60% of Pinterest users are women, don’t discount this platform if your target audience is men. In fact, male users are up 50% year over year and many are heavily active users.
6. Pinterest grows in younger generations
Pinterest demographics are up 50% yoy for Gen Z and 35% yoy for Millennials. This shows that brands trying to attract a younger audience still have a platform here.
To further solidify this, statistics show that the number of Pinterest users under the age of 25 grew twice as fast as those over the age of 25 in the second quarter of 2020. Pinterest is growing across the board and not just in selected demographic areas.
7. US Millennials love Pinterest
Almost 80% of US millennial women are on Pinterest and 40% of millennial men are proof of their loyalty to the platform. While Pinterest’s user base generated 35% more millennial users year over year, it’s important to break down this demographic further.
With 4 in 5 millennial women and 2 in 5 millennial men actively using this platform, every brand trying to market to millennials should be on Pinterest.
8. 80% of US mothers are on Pinterest
Are you trying to sell to mothers? You should probably have a Pinterest business account.
4 out of 5 US mothers are active on Pinterest and are looking for new products and ideas. Shopping on Pinterest has seen growth in 2020 as you will read on. Hence, it is imperative to determine your social shopping strategy.
9. There were 35% more Pinterest boards created in the last year
The number of boards created each month has increased 35% year over year, proving that saving and sharing Pins is not slowing down anytime soon. In fact, more and more users are branching out into the types of Pins they store, increasing the need for more boards.
The same source above shows that beauty boards are up 44%, womens fashion boards are up 95%, and home decor boards are up 36%.
10. 50% of US pinners often shop on Pinterest
Not only is Pinterest an online space where users can find new products, ideas, and inspiration, but half of US users also use Pinterest for shopping. Because shoppable Pins are so accessible for businesses and Pinterest offers a complete search engine to find products, Pinterest can be a gold mine for social media sales.
11. The number of users shopping on Pinterest increased by 50% in the first half of 2020
Given the expanded lockdown and pandemic precautions, it’s no surprise people turned to shopping online.
Buyers on Pinterest grew by 50% in the first half of 2020 alone. Since it’s a platform for sharing ideas and inspiration, it’s no surprise that Pins continued to inspire online shopping.
12. 89% of users are on Pinterest to be inspired to buy
Another great Pinterest statistic that shows the importance of the platform to your social shopping strategy: Almost 9 out of 10 users are on Pinterest to plan purchases and find inspiration for what’s good in their homes, offices, or great Fits gifts for friends and family.
13. More than 25% of the time spent on Pinterest is spent on shopping
Around a quarter of the time each user spends on the platform is spent actively shopping or searching for products. This means that Promoted Pins and Pinterest SEO are two areas to focus on when creating shoppable Pins.
14. 85% of users bought something based on Pins they see from brands
If you can get your products in front of Pinterest users, chances are that someone in your target audience will make a purchase. This is because a whopping 85% of users made a purchase because they saw a branded pen.
15. Pinners spend 80% more retail than non-Pinners
Another incredible metric is that users of this platform retail 80% more than consumers who don’t use Pinterest.
If you pay attention to Pinterest demographics, you can see that 49% of U.S. users’ income is over $ 100,000 a year. The higher income means the opportunity to spend more on products on the platform.
16. 2 out of 3 users say they search Pinterest for new ideas, products or services that they can trust
Approximately 66% of Pinterest users are actively looking for products and services to buy based on the savings of others. Make sure you create beautiful and compelling Pins to maximize conversion potential.
17. 98% of users tried something they saw on Pinterest
Pinterest has always been known for DIY projects, recipes, beautiful home and fashion pictures, and handmade crafts. And for years, users have enjoyed trying out the different ideas that can be found on the platform.
That’s why Pinterest finally added a Tried button to Pins so that users can share it when they’ve successfully tried a project. By doing this, the platform can now measure that metric as well and determine that 98% of users – almost their entire user base – have tried something they saw on the social network.
18. 97% of searches on Pinterest are not brand-related
Almost all searches on Pinterest are non-branded, which means that users will not include certain brand names in their searches.
This means that you need to be extra careful and use the right keywords in your Pin titles and descriptions in order for your brand to show up in searches.
19. Search trends include “cottage core fashion”, “storage solutions for the kitchen” and “activities for fun couples”.
It’s always a good idea to keep an eye on the trends on Pinterest and the annual trend predictions. Recently we’ve seen trends towards “cottage core fashion”, “storage solutions for the kitchen” and “activities for fun couples”.
When you know what’s trending, you can plan your marketing strategies and introduce new product offerings.
20. Pinterest generated nearly $ 1.4 billion in advertising in 2020
Pinterest has proven its profitability through ads over the past year. With nearly $ 1.4 billion in branded advertising revenue on its platform in 2020, it’s safe to say that the popularity of advertised Pins isn’t going anywhere anytime soon.
21. Users are three times more likely to click a brand’s website on Pinterest than any other social media platform
If your goal is to drive traffic and conversions to your website, Pinterest is a great choice for advertising. This is because pinners click through three times more often to learn more about a product or service than they would on any other social media platform.
22. Pinterest ads are 2.3 times cheaper per conversion than other social media ads
As if you need more convincing as to why you should add Pinterest to your online advertising strategy. Not only are people more likely to click on your website, Pinterest ads also cost 2.3x less per conversion.
23. 91% of people say Pinterest is a place of positivity
91 percent of people think Pinterest is a positive place. And 60% of US adults are more likely to buy from brands they discover in more positive areas.
Moral of the story? 3 in 5 US adults are more likely to buy from your business simply because they see you on a positive platform like Pinterest.
Invest in your Pinterest strategy
Are you ready to improve your Pinterest strategy? Learn all about how to create the best Pinterest content, then start saving. Highlight your company profile and stay active. Watch out for Pinterest SEO, invest in Promoted Pins, and watch traffic and conversions.