Pinterest has become more than a site where people go for recipes and wedding ideas. It has grown into a visual search engine with tons of inspirational visuals.
Pinterest offers your business a unique opportunity to showcase what your products or services can do. You can use the platform to provide solutions or inspiration to your target audience.
If you have yet to start using Pinterest for your business, here are some statistics to convince you to start.
31 Mind-Blowing Pinterest Stats for 2022:
- 1. 444 Million People Use Pinterest
- 2. Pinterest Ranks Fourth Most Popular Social Media Site in the US
- 3. Pinterest Use by Country
- 4. Women Overwhelmingly Use Pinterest More than Men
- 5. Eight Out of Ten Moms Use Pinterest
- 6. Pinterest Demographics by Age and Income
- 7. Pinterest Demographics by Areas
- 8. Pinterest Traffic Overview
- 9. Pinterest Traffic Sources
- 10. Pinterest Has the Second Most Visits of Any Social Media Platform in the USA
- 11. Pinterest is a Visual Discovery Engine
- 12. People Use Pinterest to Save Ideas and Get Inspiration
- 13. Millennials Are on Pinterest
- 14. Pinterest is a Huge Part of the Millennials Buyer Journey
- 15. Pinterest is Great for Finding Ideas
- 16. There Are Fewer Branded Searches on Pinterest
- 17. Most Popular Topics on Pinterest
- 18. Pinterest Frequency of Use
- 19. Pinterest Corporate Usage
- 20. Pinterest is a Great Ecommerce Platform
- 21. Pinterest Influences the Shopping Decisions of its Regular Users
- 22. Pinterest Users Have Bigger Online Baskets
- 23. 47% of Pinterest Users Spend Time Finding Products and Shopping on the Platform
- 24. How Consumers Shop on Pinterest
- 25. The Popularity of Pinterest Among Marketers
- 26. Pinterest Posts Have the Longest Lifespan
- 27. When Should You Post on Pinterest?
- 28. Pinterest Made $633 Million in Q3 2021
- 29. Pinterest was the 31st Most Relevant Brand in 2021
- 30. Internationally Inspired Decor Jumped Significantly on Pinterest in 2020
- 31. Pinterest Trends Grow Much Faster Than Trends Spotted Elsewhere on the Internet
1. 444 Million People Use Pinterest
444 million people are using the platform for inspiration. Pinterest users find inspiration on what to wear, what to cook, ways to style their homes, and so much more.
As with many social media apps, Pinterest gained significant users in 2020. People locked up in their homes needed something to do, and many chose to spend time viewing and pinning images and videos to Pinterest. "We welcomed over 100 million additional monthly active users to Pinterest in 2020, more than any other year in our history, and now we reach more than 450 million monthly active users around the world," according to Ben Silbermann, CEO and co-founder of Pinterest.
Monthly active users rose from 335 million in Q4 2019 to 367 million in Q1 2020, 416 million in Q2 2020, 442 million in Q3 2020, and 459 million in Q4 2020.
Pinterest numbers retreated somewhat in 2021, with people returning to work. However, having peaked in Q1 2021 at 478 million active users, numbers fell to 444 million by Q3. Interest in Pinterest is still well above pre-Covid levels, however.
2. Pinterest Ranks Fourth Most Popular Social Media Site in the US
Pew Research found that Pinterest ranked fourth after YouTube, Facebook, and Instagram in 2021, with 31% of U.S. adults claiming to have used it. Its usage in the U.S. is higher than that of LinkedIn, Snapchat, Twitter, TikTok, WhatsApp, Nextdoor, and Reddit.
3. Pinterest Use by Country
The United States has by far the highest number of Pinterest users. There are 42.81% Pinterest desktop users in the U.S. compared to 8.35% in Brazil, 3.82% in India, 2.57% in China, and 2.07% in Argentina.
4. Women Overwhelmingly Use Pinterest More than Men
For some time, there have been considerably more female Pinterest users than male. In October 2021, 77.1% of Pinterest users were female, with a mere 14.8% male, with 8.4% unspecified.
Pew Research data shows that 46% of U.S. women use Pinterest, compared to 16% of men.
5. Eight Out of Ten Moms Use Pinterest
According to a comScore study cited by Pinterest, eight out of ten moms use Pinterest in the U.S. Women are also the primary decision-makers in terms of buying household products and services.
The high Pinterest use rate by women may be because it encourages users to form emotional bonds with the platform. Pinterest ranked second in the 2020 apps and social platforms for brand intimacy rankings, beaten only by Spotify.
Women were highly engaged with the platform and in 2021 ranked it 65th in the industry among intimate platforms and apps, although this was down on its 2019 ranking. These statistics make it an excellent platform for marketers targeting women for their products.
6. Pinterest Demographics by Age and Income
A survey of Pinterest users in the U.S. found that 32% of people aged 18-29 years used Pinterest in 2021, as did 34% of those aged 30-49 and 38% of those aged 50-64. This was a significant increase in the older age group compared to 2019 findings.
Pinterest also gets much usage from those earning more than $75,000 (40%) and those with a college degree and above (37%).
7. Pinterest Demographics by Areas
Perhaps surprisingly, Pinterest is more popular in rural areas than in more populated regions, although not by much. According to Pew Research's 2021 survey of U.S. social media users, 34% of U.S. adults in rural areas use Pinterest, compared to 32% in suburban areas and 30% in urban areas. According to Ask Any Difference, rural areas are generally open and spread out with a small population. Suburban areas are residential areas with a larger population than rural areas, whereas urban areas have a high population for both living and working. Rural areas are basically countryside, suburban areas have a lot of single-family housing areas surrounding the larger cities, and urban areas generally have more than a thousand people per block.
8. Pinterest Traffic Overview
SimilarWeb found that there were 1.20 billion visits to Pinterest between July 2020 and December 2020, considerably more than the 856.08 million visitors in the same period of 2019. The average visit duration was 4 minutes, 50 seconds. The platform also has a bounce rate of 48.26%.
9. Pinterest Traffic Sources
SimilarWeb also found that Pinterest receives 64.15% of direct desktop traffic and 32.52% from organic search.
They also got 1.48% traffic from referring sites like Amazon and Etsy. Most consumers using Pinterest head straight to the site when looking for inspiration or products to buy, with few visitors from Social, Mail, or Display Advertising.
However, note that these statistics only refer to desktop visitors. Pinterest says that 85% of its users now use the mobile app.
10. Pinterest Has the Second Most Visits of Any Social Media Platform in the USA
While Pinterest comes well down the list of popular social sites, Statista found Pinterest has more than its share of visits across desktop, mobile, and tablet devices combined. Facebook dominates this, with nearly 71.8% of all social media site visits in the United States. However, Pinterest ranked second with 12.4% of all U.S. social media site visits, while Twitter accounted for 9.15% of the total visits.
11. Pinterest is a Visual Discovery Engine
The rise of visual search has made Pinterest the favorite platform for people who would rather search images. 93% of shoppers are more likely to buy a product if they can easily search for it with an image search function on mobile.
Pinterest Lens allows users to search by image. According to the platform, there are more than 600 million visual searches across Pinterest Lens in a month. Pinners can now use the visual search on their mobile or search product catalogs.
12. People Use Pinterest to Save Ideas and Get Inspiration
According to Pinterest, users have saved over 200 billion ideas on more than 4 billion boards on the platform.
13. Millennials Are on Pinterest
One out of 2 millennials in the U.S. uses Pinterest every month. It inspires them to make dreams a reality and transform vague ideas into reality.
This group of millennial Pinterest users also have more resources to spend in their quest to achieve their goals. Those on the platform spend 17% more than those not using it to purchase products.
14. Pinterest is a Huge Part of the Millennials Buyer Journey
86% of Millennials use Pinterest to plan their big and small moments in life. 63% have also used it to discover new products to buy.
15. Pinterest is Great for Finding Ideas
85% of Pinterest users visit the platform when starting a new project. Nine out of ten describe it as filled with positivity. Two-thirds of its users (65%) use the platform to find products, ideas, and services they can trust.
Unlike other social platforms used to pass the time or for entertainment, users visit Pinterest when they want to find something. To some people, it's their default search engine. Users say they visit it to get ideas on how they can create new looks or get tips on accessorizing or modifying items.
16. There Are Fewer Branded Searches on Pinterest
97% of the searches do not have brand names. Your brand gets the opportunity to capture people at the decision-making process stage. You can also influence purchases as 83% of users have made a purchase after seeing content on Pinterest.
Pins from brands make it easier for 78% of the people on the platform to find new products and make significant decisions. Your brand content could be useful for the target audience's decision. You could be the brand with the solution to an idea they have.
17. Most Popular Topics on Pinterest
Pinterest surveyed the most popular searches on the platform across categories like food, travel, health, and beauty. They noticed an increase in searches for products that go beyond gender labels. People are searching for gender-neutral names, gender-neutral kids' clothes, and others.
Other increased searches included those of eco-friendly habit ideas, how to find balance in life, transforming homes into offices and gyms, responsible travel, everything space, and a return of the '90s.
These Pinterest trends can help you plan campaigns or develop new products to suit the needs of consumers.
18. Pinterest Frequency of Use
Cast From Clay found that only 4% of users in the U.S. and 8% in the U.K. use Pinterest several times a day.
This could be because users visit the site mostly when they need to find something and not as much for entertainment or to pass the time.
19. Pinterest Corporate Usage
Cast From Clay also found that 52% of corporations in the U.S. and 35% in the U.K. use Pinterest. Corporates have embraced Pinterest as a great platform to introduce their products to their target audiences.
With Pinterest, brands drive more referral traffic to their sites than other social media platforms.
20. Pinterest is a Great Ecommerce Platform
Pinterest now uploads 75% more shoppable catalogs for merchants. They have also expanded their Shopping Ads internationally. Merchants and advertisers can now use the platform to sell their products.
You can now upload your catalog and turn your products into Shoppable Pins. As a retailer, you can create Pinterest Ads automatically from your product feed.
21. Pinterest Influences the Shopping Decisions of its Regular Users
People who use Pinterest weekly are 7x more likely to say it's the most influential platform in their purchase journey compared to social media platforms.
22. Pinterest Users Have Bigger Online Baskets
Shoppers on Pinterest have 85% bigger baskets than shoppers on other platforms, and they spend twice as much per month. Pinterest introduced Slideshow for Collections to encourage this. Slideshow for Collections pulls products from your catalog into an automatically generated, attention-grabbing collections ad.
23. 47% of Pinterest Users Spend Time Finding Products and Shopping on the Platform
eMarketer found that 59% of Pinterest users in the U.S. spend time viewing photos. Another 47% spend time on the platform looking for and shopping for products.
Pinterest is an excellent platform for marketers who want to persuade their target audiences to buy. By posting inspiring brand images on your page, you can inspire the 83% of weekly Pinners who purchase based on brand content on Pinterest.
That represents the potential to sell to eight out of ten users. Help them discover your products and reach out to the 98% who try the products they come across on Pinterest.
24. How Consumers Shop on Pinterest
A survey of Pinterest users showed that 60% of them start their product research on the platform. They use Pinterest to get ideas on what to buy more than they use other social platforms.
25. The Popularity of Pinterest Among Marketers
28% of marketers worldwide use Pinterest to market their products or services. The platform's comparatively small user base makes it ideal for marketers to reach their target audiences with ease. They can reach the 90% weekly Pinners who use the platform to make buying decisions.
Combining unique and personalized images makes it easy for consumers to move from discovery to purchase. The platform also influences what brands people shop from, the products they buy, and the amount they spend.
26. Pinterest Posts Have the Longest Lifespan
Pinterest posts have a three-month lifespan compared to Facebook's five to six hours and Instagram's forty-eight hours. Twitter has the shortest lifespan of fifteen to twenty minutes.
Your Pins can receive engagement even after a year, especially if you optimize your content. Pinterest users also have a higher purchase intent than those on other channels.
27. When Should You Post on Pinterest?
Fridays and Saturdays are also great times to post as people are planning weekend activities. However, timing does not matter on Pinterest, as long as you consistently post the right kind of content.
28. Pinterest Made $633 Million in Q3 2021
Pinterest had an excellent 2020. Despite all of the uncertainties caused by Coronavirus, Pinterest increased both its user numbers and revenue over the year. The revenue they received, predominantly from ads, was higher each quarter in 2020 than the comparative quarter in every previous year.
The Q3 2020 revenue figure was a record at $442.6 million. However, Pinterest well and truly exceeded this in Q4 2020, receiving $706 million.
Revenue figures have been smaller than this peak for the first three quarters of 2021, although in all cases, they exceeded their 2020 equivalents. Revenue in Q1 2021 was $458 million, followed by $613 million in Q2 2021 and $633 million in Q2 2021.
29. Pinterest was the 31st Most Relevant Brand in 2021
According to the Prophet Brand Relevance Index 2021, Pinterest is the USA's 31st most relevant brand. This is down from the 10th position it held in 2019.
In comparison, Apple continues at #1. Prophet describes the index as showing "the 50 brands consumers can't live without."
Undoubtedly the most significant change over the last few years has been the emergence of healthcare companies, including Peloton, Mayo Clinic, and Johns Hopkins Medicine. Covid has changed how people value brands.
30. Internationally Inspired Decor Jumped Significantly on Pinterest in 2020
Each year Pinterest makes predictions about the year ahead. Although they obviously had no idea the effect COVID would have, about 80% of their predictions came true in 2020. One of their picks was that global influences would make their way into Pinners' homes in a big way in 2020. They discovered that internationally inspired decor jumped significantly in 2020, with searches for terms like "Indian living room" and "Japanese soaking tubs" rising dramatically. There was a 160% increase in searches for "Indian living rooms" and a 120% increase in searches for "Japanese soaking tubs."
Similarly, about 80% of the trends Pinterest predicted for 2021 have continued to climb throughout the year. For example, indexed searches for Jalapeño pepper jelly recipes grew 30x over six months once the trend picked up momentum.
31. Pinterest Trends Grow Much Faster Than Trends Spotted Elsewhere on the Internet
In 2021, Black Swan Data looked at how trends grow over time on Pinterest. They found that Pinterest trends increased about 56% in their first six months—while trends spotted elsewhere only rose about 38% in that same time.
You can use Pinterest to boost your brand's online social media presence. Use it to showcase your products to the right kind of audience and drive engagement.
The statistics show that Pinners are dedicated shoppers who use Pinterest not only to get inspired but also to discover products to buy. Pinners are in discovery mode, and you can use great content and images to drive them through the sales funnel.