Beginner Guide

24 Pinterest Stats And Facts Marketers Should Know In 2022

Looking for the latest Pinterest stats? we’ve got you covered!

Because Pinterest doesn’t always get its due credit compared to competing social media platforms.

Although it may not have the buzz of TikTok or Instagram’s huge user base, Pinterest remains a potential goldmine for marketers.

Because the platform is one of a kind when it comes to its demographics and high-spending, product-hunting user base.

Thinking about revisiting Pinterest or customizing your current presence? Your head is in the right place.

This guide breaks down the Pinterest stats you need to know for 2022 and beyond.

Pinterest Usage Statistics

If you haven’t been paying much attention to Pinterest lately, you can assume the worst in terms of its growth.

Reality, though? Activity on the platform has been surprisingly steady.

Pinterest saw a boom in 2020 in the early days of the pandemic when home shopping was at its peak. While the activity has since calmed down, it cannot be denied that the platform still boasts of a massively dedicated user base.

1. Removed from Pinterest’s monthly active users 478 million to 431 million during 2021.

Don’t let the drop-off fool you.

Again, Pinterest itself acknowledged that the platform saw higher engagement and growth during 2020 as buyers stayed home. The platform has noticed a good portion of those new users.

While Pinterest may not reach the one billion monthly active user club with TikTok anytime soon, 400+ million users are nothing to scoff at. In short, the consistency of Pinterest speaks for itself.

2. approx 50% of Pinterest users are classified as “light” users with weekly or monthly versus daily (only 7.3% considered “heavy” users).

Unlike TikTok or Instagram, where users stick to the platform and check it multiple times per day, Pinterest is a different story.

Most users check in from time to time or as needed. Given the platform’s emphasis on entertainment versus inspirational and product-focused content, this activity trend is understandable.

3. Pinterest’s Annual User Base Growth slow down to 3.1% in 2021 (down from 7.8% in 2020).

“Normal” isn’t the best barometer for social media growth over the years.

That said, Pinterest’s 3.1% growth rate is pretty consistent with similar networks (like Instagram’s 3.7% growth). For context, these numbers are exponentially better than Facebook (0.8%) or Twitter (0.2%) compared to far more “established” networks.

Chart showing US social network user growth by platform in 2020 and 2021.

Pinterest Demographic Statistics

Pop Quiz: What Does a “Typical” Pinterest User Look Like?

you’d be surprised. Pinterest represents a unique network in terms of its user base and its diversity. These Pinterest stats are remarkable for advertisers and brands looking to target the right demographics on the platform.

4. 31% of US adults Claims to be Pinterest users, putting the platform between Instagram (40%) and LinkedIn (28%).

As mentioned earlier, Pinterest is all about inspiration and education versus entertainment. The platform’s popularity among adults comes from its status as a useful resource versus a place to binge content.

5. 38% of Pinterest users are between the ages of 50 and 64, representing the largest age demographic on the platform.

Although the platform has historically been popular among Millennials, Pinterest’s demographics are changing.

Unlike competing networks, there is less of a generational divide on Pinterest. In fact, there is an almost equal division between Gen Zs, Millennials and Gen Xers on the stage.

6. Gen Z Users Are Growing on Pinterest, Currently Making Approx 21 million users (Surely to reach 26 million Gen Z users within three years).

Pinterest measures Gen Z social media users by platform and growth

Gen Z is also spending some time on Pinterest right now. Expect more and more platform adoption over time, in line with Pinterest’s steady growth.

7. While women make up 60% of Pinterest’s main audience, Male users increased by 40% year after year.

Surprised? According to the latest stats from Pinterest, the platform is no longer dominated by Millennial women alone. Not by a long shot.

Pinterest itself has been talking about the rise of both male and Gen Z users over the past year or so. It gives an indication of how the platform’s identity is evolving (and still has the potential to grow).

8. 80% of men on Pinterest claim that shopping on the platform leads them to “something unexpected” that “surprises and delights them.”

This statistic sheds light on not only how men are using the platform, but how Pinterest continues to be the focus of mass product research and discovery.

What is worth mentioning here is that the discovery process is No Reserved for one demographic. Pinterest has almost become a one-of-a-kind search engine for social shoppers.

9. 45% social users Active on Pinterest in the US with a household income of over $100K.

Pinterest’s high-earning demographic is well documented and often discussed by the platform itself.

This explains why the platform is considered a secret gem for advertisers. The popularity of materials centered around high-end products (think: home goods, furniture) represents a window of opportunity for brands in the right niche.

Pinterest Marketing and User Behavior Statistics

The way people use Pinterest is apples and oranges versus other social platforms.

Again, entertainment isn’t what Pinterest is about. Inspiration, education and product research are the names of the game.

And if you view Pinterest as little more than a digital pinboard, you’re missing out on potential marketing opportunities.

The Pinterest stats below can help you improve your marketing strategy and learn how to talk to users on the platform.

10. Compared to other social platforms, Pinterest users are 90% more likely to say they’re “always” shopping (and 30% more likely to “like” shopping).

Pinterest isn’t shy about placing shopping front and center.

The platform is now an important part of the buyer journey, even if shoppers are not necessarily buying directly from Pinterest.

For up-and-coming brands, one of the best ways to use Pinterest for business is to offer a one-of-a-kind digital shop window and personalized experience to win over shoppers who’ve never heard of you.

11. 40% of Pinterest users prefer to feel “inspired” during the shopping experience than shoppers on competing social platforms.

Piggybacking on the above points, Pinterest is a prime place to source ideas for future shopping. For brands that really want to “inspire” potential buyers, this means matching their photo aesthetics to that of their target audience.

12. According to Pinterest itself, Gen Z users adopt new products at a 3.7x rate as zoomers who are not on the platform.

TikTok may be buzzing among the young crowd, but don’t count Pinterest just yet. This is yet another Pinterest statistic that shows how the platform has solidified itself as a product discovery platform for shoppers of all ages.

13. Weekly 83% of Pinterest users shop based on the content they see from brands on the platform.

As mentioned earlier, people are not exactly glued to Pinterest like other platforms. Nevertheless, less frequent use does not necessarily negate the marketing effect of the network on users.

14. 97% of the top Pinterest searches are actually non-branded.

While product research on Pinterest is huge, it’s not as if searches and queries don’t necessarily have to be a direct brand search.

As a result, content must include lifestyle shots, user-generated content, and people-focused photos to capture the attention of serial searchers. Keyword targeting and pin optimization also matter.

Example of an unbranded Pinterest search and results page.

15. 85% of Pinterest users say that when they start a new project, Pinterest is their social platform.

This statistic demonstrates the importance of educational content on Pinterest. Infographics and how-to tutorials are all the rage for a reason.

16. 70% of users claim that Pinterest is where they go to find new products, ideas or services they can trust.

The takeaway here is not just to blast the content on the platform. Brands on Pinterest need to have a conscious presence that nurtures, educates shoppers and shows products in action.

1.7 Pinterest users are 7x more likely to claim that the platform is more influential in the shopping journey than any other.

Pinterest isn’t just the go-to platform for inspiration and product research – the platform is a huge motivator on the shopping path.

People on Instagram or Facebook can see at a glance what your brand is about, but Pinterest is what will ultimately drive their decision.

Pinterest Ads Stats

The effectiveness of Pinterest advertising is proven among big-box businesses and lifestyle brands alike. Let’s look at some Pinterest statistics that highlight the current state of ads on the platform.

18. Shopping ads on Pinterest deliver triple the conversions and double the positive incremental return on ad spend compared to competing social platforms.

Along with the behavioral statistics above, Pinterest serves as a place for content shoppers to confirm their buying decision. Likewise, the fact that the ads on the platform feature organic content is a huge plus.

19. Shoppers on Pinterest spend twice as much monthly as social shoppers on other platforms.

Remember what we said about Pinterest users being big spenders? This figure confirms just that.

20. Featuring “lifestyle” images within ads achieves 32% higher CTR than “stock” product images.

No surprise here.

Publishing Pinterest content with a human touch goes hand-in-hand with high conversions. This explains the influencers on the platform and the popularity of the UGC.

21. Pinterest’s ad spend grew to $94.7 million annually in 2021 (which triples its total 2020 spend of $30.3 million).

Annual Pinterest ad spend statistics from 2017 to 2021.

Of course, selling on Pinterest can be done through organic content.

But right now ads are booming in a big way. For new brands and those who have seen success with Pinterest ads before, it’s time to rethink your budget.

22. 35% of marketers say they want to invest in influencer marketing on Pinterest (up from 29% in 2019).

TikTok and Instagram often dominate the conversation around influencers and creators, but do not count Pinterest as part of the discussion.

23. 80% of weekly users have discovered a new brand or product on Pinterest.

This statistic takes home the potential of Pinterest ads in terms of product discovery. If your ad fits seamlessly into product search with similar organic content, you’re golden.

24. Pinterest users are 15% more likely to purchase a new product within a week of launch.

Beyond product discovery, consider that Pinterest is a great place for trendspotting. This is true among brands and consumers alike.

What do these Pinterest statistics mean to you?

Listen up: If your target audience is on Pinterest, network should be a top priority for your brand.

These statistics from Pinterest indicate not only the staying power of Pinterest, but its potential opportunities for brands and advertisers in terms of social shopping.

Not sure how to really approach your Pinterest strategy? Want to make sure it fits in with the rest of your social presence? Be sure to check out our latest guide on social media campaign management to help you tackle all of the above!

The post 24 Pinterest stats and facts marketers should know first appeared on Sprout Social in 2022.

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