Pinterest is more than just a place for pretty pictures; it’s a powerful visual discovery engine that helps millions of people find inspiration, plan purchases, and connect with brands.
As we move into 2025, understanding the latest Pinterest statistics 2025 becomes crucial for anyone looking to leverage this platform for personal benefit or business growth.
This article delves into the numbers, trends, and opportunities that Pinterest offers, providing you with the insights you need to succeed.
Contents
- 1 Pinterest at a Glance: Key Statistics for 2025
- 2 How Many People Actively Use Pinterest?
- 3 Where in the World Are Pinners? Top Countries by User Count
- 4 Pinterest’s Place in the Social Media Landscape
- 5 Unpacking Pinterest’s Audience Demographics
- 6 Pinterest’s Financial Health: Revenue and Growth
- 7 Annual Revenue Milestones
- 8 Why People Use Pinterest: Inspiration, Discovery, and Purchase
- 9 Pinterest Traffic and Engagement: Diving Deeper
- 10 Geographic Sources of Website Traffic
- 11 Age Demographics of Website Visitors
- 12 Traffic Sources: Direct and Organic Dominate
- 13 Pinterest Search Statistics: A Visual Search Engine
- 14 Top Keywords: What Pinners are Looking For
- 15 Pinterest eCommerce Statistics: A Shopper’s Paradise
- 16 Pinterest Advertising and Marketing Statistics: Maximize Your Reach
- 17 Pinterest Trends 2025: Predicting the Future of Inspiration
- 18 What Users Are Asking: Insights from Quora and Reddit
- 18.1 1. “How do I make my pins more visible on Pinterest in 2025?”
- 18.2 2. “Is Pinterest still good for driving traffic to blogs and websites?”
- 18.3 3. “What are the best types of content to post on Pinterest in 2025 for small businesses?”
- 18.4 4. “How can I use Pinterest to grow my personal brand or side hustle?”
- 18.5 5. “Are Pinterest ads worth it for beginners or small budgets?”
- 19 FAQs About Pinterest Statistics
- 20 1. How many active users does Pinterest have in 2025?
- 21 2. Is Pinterest primarily used by women?
- 22 3. How much revenue did Pinterest generate in 2023?
- 23 4. Can Pinterest help small businesses attract customers?
- 24 5. What kind of content performs best on Pinterest in 2025?
- 25 Conclusion:
Pinterest at a Glance: Key Statistics for 2025
Pinterest continues its impressive growth trajectory, solidifying its position as a go-to platform for inspiration and shopping.
Let’s look at some top picks that highlight its reach and impact:
- Monthly Active Users (MAU): Pinterest now boasts a staggering 578 million monthly active users globally.
- Geographic Reach: The United States leads with 102 million Pinterest users, showcasing its strong presence in key markets.
- Revenue Growth: In Q2 2025, Pinterest generated an impressive $998 million in revenue, indicating robust financial health.
- Gender Demographics: Women make up the majority of Pinterest users at 69.4%, while men account for 22.6%.
- Age Demographics: Millennials (ages 25-34) represent a significant portion of users, with nearly one-third of the total user base falling into this age bracket.
- Brand Discovery: A remarkable 46% of weekly Pinners discover new brands or products on the platform.
- Positive Sentiment: Eight out of ten users report feeling positive on Pinterest, highlighting a unique and engaging environment.
- Click-Through Rate: Users are three times more likely to click on a pin and visit a brand’s website compared to other social media platforms.
- Ad Efficiency: Pinterest ads are 2.3 times cheaper per conversion than those on other social media platforms.
These figures paint a clear picture: Pinterest is a vibrant, growing platform with a highly engaged audience, making it an essential tool for anyone seeking visual inspiration or aiming to connect with potential customers.
How Many People Actively Use Pinterest?
Pinterest is experiencing consistent user growth, proving its increasing relevance in the digital landscape. In Q2 2025, the platform reached 578 million monthly active users, a significant jump from 498 million in Q4 2023.
This steady increase shows more people are turning to Pinterest for their daily dose of inspiration and planning.
Monthly Active Users of Pinterest: A Quarterly Breakdown:
| Quarter | Monthly Active Users of Pinterest (Millions) |
| Q4 2025 | 590 (projected) |
| Q3 2025 | 585 (projected) |
| Q2 2025 | 578 |
| Q1 2025 | 570 |
| Q4 2024 | 537 |
| Q2 2024 | 522 |
| Q1 2024 | 518 |
| Q4 2023 | 498 |
| Q3 2023 | 482 |
| Q2 2023 | 465 |
| Q1 2023 | 463 |
| Q4 2022 | 450 |
| Q3 2022 | 445 |
| Q2 2022 | 433 |
| Q1 2022 | 433 |
Source: Statista.
This consistent upward trend indicates a healthy and expanding user base.
- Also read about: Tumblr Statistics
Where in the World Are Pinners? Top Countries by User Count
While Pinterest enjoys global reach, certain countries stand out for their high number of users. The United States continues to lead the pack, demonstrating Pinterest’s strong appeal in North America.
Countries with the Highest Number of Pinterest Users (September 2025):
| Country | Number Of Pinterest Users (Millions) |
| The United States | 102 |
| Brazil | 40.3 |
| Mexico | 26.7 |
| Germany | 22.6 |
| France | 18.9 |
| The United Kingdom | 15.5 |
| Argentina | 11.1 |
| Canada | 10.7 |
| Italy | 10.5 |
| Colombia | 10.1 |
Source: Statista, World Population Review.
These numbers highlight significant opportunities for businesses targeting these regions to connect with a highly engaged audience.
Pinterest’s Place in the Social Media Landscape
Despite strong competition, Pinterest holds its own as a significant player in the global social media arena. It ranks as the 15th most-used social media network worldwide by monthly active users.
While platforms like Facebook and YouTube boast larger user bases, Pinterest carves out a unique niche focused on visual discovery and inspiration, setting it apart from more general social networking sites.
Most Popular Social Media Networks by Monthly Active Users (September 2025)
| Social Media Network | Monthly Active Users (Millions) |
| 3,200 | |
| YouTube | 2,600 |
| 2,100 | |
| 2,100 | |
| TikTok | 1,700 |
| 1,400 | |
| Facebook Messenger | 1,050 |
| Telegram | 950 |
| Snapchat | 850 |
| Douyin | 800 |
| Kuaishou | 750 |
| X/Twitter | 620 |
| 600 | |
| 560 | |
| 578 |
This ranking emphasizes Pinterest’s substantial reach and its ability to attract and retain a large, dedicated user base.
Also read about: X Twitter Statistics
Unpacking Pinterest’s Audience Demographics
Understanding who uses Pinterest is key to maximizing its potential. The platform’s demographics reveal distinct patterns that inform content strategies and advertising efforts.
1. Gender Dominance: Women Lead the Way
Women consistently form the largest segment of Pinterest’s user base. In 2025, over 69.4% of Pinterest users are women, while men make up 22.6%. This strong female skew makes Pinterest an invaluable platform for brands targeting women, particularly in sectors like fashion, home decor, beauty, and lifestyle.
2. Age Profile: A Young and Influential Audience
Pinterest attracts a relatively young and influential audience, with a significant concentration of users in the younger adult age groups.
Percentage of Pinterest Users by Age Group (September 2025):
| Age Group | Percentage Of Users |
| 18 to 24 years | 29.6% |
| 25 to 34 years | 27.3% |
| 35 to 44 years | 18.1% |
| 45 to 54 years | 11.1% |
| 55 to 64 years | 8.5% |
| Above 65 years | 5.4% |
The 18-34 age bracket accounts for over half of all Pinterest users, making it an ideal platform for businesses looking to engage with Millennials and Gen Z.
These generations are highly active in discovering new ideas and planning purchases, aligning perfectly with Pinterest’s core functionalities.
Pinterest’s Financial Health: Revenue and Growth
Pinterest is not just growing in user count; its financial performance also shows robust health and increasing profitability.
Quarterly Revenue Highlights
Pinterest consistently generates impressive revenue figures, reflecting its strong monetization strategies. In Q2 2025, the platform reported $998 million in revenue, a significant increase from the previous quarter. The platform saw its most successful quarter in Q4 2023, reaching $981 million.
Quarterly Revenue Generated by Pinterest (Millions of USD):
| Quarter | Revenue Generated By Pinterest In Past Quarters |
| Q3 2025 | 1,043 (projected midpoint) |
| Q2 2025 | 998 |
| Q1 2025 | 855 |
| Q2 2024 | 854 |
| Q1 2024 | 740 |
| Q4 2023 | 981 |
| Q3 2023 | 763 |
| Q2 2023 | 708 |
| Q1 2023 | 603 |
| Q4 2022 | 877 |
| Q3 2022 | 684.55 |
| Q2 2022 | 666 |
| Q1 2022 | 574.89 |
This consistent performance underscores Pinterest’s value to advertisers and its ability to generate substantial income.
Annual Revenue Milestones
Pinterest’s annual revenue has shown remarkable growth over the years, surpassing expectations and setting new records. In 2023, the platform generated over $3.05 billion in revenue, exceeding its predicted mark.
This upward trend is expected to continue in 2025, signaling a bright financial future for the company.
Global Revenue of Pinterest Over the Years (Billions of USD):
| Year | Pinterest Revenue |
| 2025 | 4.10 (projected) |
| 2024 (Full) | 3.60 |
| 2023 | 3.055 |
| 2022 | 2.802 |
| 2021 | 2.577 |
| 2020 | 1.693 |
| 2019 | 1.142 |
| 2018 | 0.755 |
| 2017 | 0.507 |
| 2016 | 0.299 |
These figures demonstrate Pinterest’s successful business model and its growing appeal to advertisers seeking effective platforms.
- Also read about: Google Searches Statistics
Why People Use Pinterest: Inspiration, Discovery, and Purchase
Pinterest isn’t just a place to browse; it’s a platform deeply integrated into users’ daily lives for various purposes, from seeking inspiration to making purchase decisions.
1. The Purchase Power of Pins
A significant majority of Pinterest users actively use the platform for shopping-related activities. A staggering 85% of Pinterest users have purchased something based on pins from a brand.
This statistic highlights the direct impact Pinterest has on consumer behavior and its effectiveness as a marketing tool. Brands that create engaging and inspiring content on Pinterest see tangible results, translating discovery into sales.
2. Discovering What’s New
Pinterest excels as a discovery engine. 46% of weekly Pinners have found a new brand or product on Pinterest. This high discovery rate is due to Pinterest’s visual nature and its algorithm, which is designed to present users with ideas and products they might love, even if they aren’t actively searching for them. This organic discovery process is invaluable for businesses aiming to expand their reach.
3. A Hub for Inspiration
Over 400 million people use Pinterest monthly to find inspiration. Whether it’s for home decor, fashion, recipes, or planning major life events like weddings, Pinterest serves as a go-to source for aesthetic ideas and practical planning.
Users often create “vision boards” to organize their thoughts and plan future purchases, making Pinterest an integral part of their decision-making process.
4. Engagement Rates: What to Expect
A good engagement rate on Pinterest typically falls between 1% to 2%. However, this can vary widely depending on the industry, niche, and content quality.
Visually driven categories like fashion and home decor often see higher engagement, while industries with less visual content may experience lower rates. Focusing on high-quality images and compelling descriptions is key to boosting engagement.
Pinterest Traffic and Engagement: Diving Deeper
Understanding how users interact with Pinterest.com provides further insights into its effectiveness.
Website Visits and Duration
In Q4 2023, Pinterest.com recorded 1.16 billion total monthly visits. Users spend an average of 12 minutes and 23 seconds on the site per visit, navigating through over six pages.
This extended visit duration and high page view count indicate a deeply immersive experience, where users are actively exploring and engaging with content.
Total Monthly Visits on Pinterest.com (Q4 2023):
| Month | Total Visits (Billions) |
| August 2023 | 1.06 |
| September 2023 | 1.03 |
| October 2023 | 1.14 |
| November 2023 | 1.12 |
| December 2023 | 1.16 |
Geographic Sources of Website Traffic
The United States drives the largest share of traffic to Pinterest.com, accounting for 38.06% of web traffic. Brazil follows with 8.74%, and the Russian Federation and India both contribute 4.96%.
Countries with the Highest Share of Traffic on Pinterest.com:
| Country | Percentage Of Traffic On Pinterest.com |
| United States | 38.06% |
| Brazil | 8.74% |
| Russian Federation | 4.96% |
| India | 4.96% |
| Colombia | 2.41% |
| Others | 40.87% |
This data helps businesses understand where their online audience might be coming from and tailor their content accordingly.
Age Demographics of Website Visitors
The primary audience browsing Pinterest.com falls within the 25 to 34 age group, contributing 27.96% of website traffic. The 18 to 24 age group forms the second-largest segment.
Share of Traffic on Pinterest.com by Age Group:
| Age Group | Percentage Of Traffic On Pinterest.com |
| 18 to 24 years | 24.78% |
| 25 to 34 years | 27.96% |
| 35 to 44 years | 17.79% |
| 45 to 54 years | 12.88% |
| 55 to 64 years | 10.04% |
| Over 65 years | 6.55% |
This information reinforces the platform’s appeal to younger adult demographics who are actively seeking inspiration and planning.
Traffic Sources: Direct and Organic Dominate
Pinterest receives the majority of its traffic through direct and organic channels. 58.63% of traffic is direct, meaning users actively type in the Pinterest URL or use bookmarks.
Organic traffic accounts for 38.48%, indicating strong search engine visibility. Referrals and social media traffic contribute smaller percentages, highlighting Pinterest’s strength as a standalone destination for users.
Pinterest Search Statistics: A Visual Search Engine
Pinterest functions as a powerful visual search engine, with users actively seeking ideas and products.
1. Billions of Monthly Searches
More than 5 billion searches take place every month on Pinterest. This massive search volume underscores users’ intent to discover and explore.
Gen Z users, in particular, are highly active in their searches, showing a 96% year-over-year increase in Pinterest searches. The average Pinner’s searches have also risen by 31%. This trend confirms Pinterest’s role as a primary source for visual information and inspiration.
2. Unbranded Search Dominance
A remarkable 97% of the top Pinterest searches are unbranded. This statistic is a game-changer for businesses. It means users are open to discovering new products and brands, rather than specifically searching for established names.
This creates an enormous opportunity for smaller brands and new products to gain visibility and capture audience attention without needing a pre-existing brand reputation.
3. Driving Off-Platform Branded Searches
Pinterest goes beyond direct conversions; it significantly influences off-platform behavior. Pinterest drives ten times higher branded searches off-platforms.
This means that even if a user doesn’t click through immediately, seeing a brand’s content on Pinterest often leads them to search for that brand on other platforms later.
Pinterest acts as a powerful brand awareness builder, leading to future engagements and purchases. The lower ad saturation on Pinterest (averaging just 25%) also ensures that ads have a higher chance of reaching a larger, more receptive audience compared to other social media platforms.
Top Keywords: What Pinners are Looking For
Understanding the most searched keywords provides valuable insights into current trends and user interests. In the United States, popular searches revolve around seasonal fashion, aesthetics, and creative ideas.
Top Ten Keywords Searched on Pinterest (United States):
| Rank | Top Keyword Searched On Pinterest |
| 1 | Fall nails |
| 2 | Fall outfits |
| 3 | Literally me characters |
| 4 | Literally me |
| 5 | Fall wallpaper |
| 6 | Halloween nails |
| 7 | Fall |
| 8 | Fall Decor |
| 9 | Fall aesthetic |
| 10 | September nails |
These trending keywords offer excellent opportunities for content creators and businesses to align their strategies with what users are actively seeking.
Pinterest eCommerce Statistics: A Shopper’s Paradise
Pinterest is intrinsically linked to shopping, making it an ideal platform for e-commerce businesses. Users actively use Pinterest to discover products and plan purchases.
1. Growing Buyable Items
The number of buyable items saved to boards has seen a 50% year-over-year growth. This significant increase indicates a strong user intent to purchase and Pinterest’s success in facilitating shopping experiences.
Over half of all users consider Pinterest a shopping destination, and the platform actively partners with retailers like Amazon Ads to scale shopping ads and promote e-commerce.
2. Pinterest as a Shopping Destination
A striking 55% of users see Pinterest as a place to shop. This perception is crucial for e-commerce brands, as it means their target audience is already in a buying mindset when engaging with content on the platform.
Pinterest inspires users with creative and aesthetic products and provides the tools to discover and purchase those items.
3. Seamless E-commerce Integrations
Pinterest actively enhances its e-commerce capabilities through strategic partnerships. It has integrated with Salesforce Commerce Cloud and Adobe Commerce native applications across all monetized markets.
These integrations empower merchants to easily manage their product catalogs and streamline their operations, making it even simpler for businesses to sell on Pinterest.
4. Planning Purchases with Pins
An impressive 93% of users plan their purchases on Pinterest. From gathering ideas for home renovations to organizing party themes or wedding details, Pinners leverage the platform to visualize and execute their plans.
The ability to collect and organize inspiring pins makes Pinterest an essential tool for pre-purchase planning, influencing consumer decisions long before a sale is made.
Pinterest Advertising and Marketing Statistics: Maximize Your Reach
For businesses, Pinterest offers a highly effective and often more cost-efficient advertising environment compared to other social media platforms.
1. Increasing Advertising Expenditure
Pinterest’s annual advertising expenditure reached $145.6 million in 2023, demonstrating a substantial increase from previous years. The growth between 2020 and 2021 alone was over $64 million, highlighting the platform’s rising importance in advertising budgets.
Annual Advertising Expenses of Pinterest (Millions of USD):
| Year | Advertising Expenses Of Pinterest Recorded Over The Years |
| 2025 | 200 (projected) |
| 2024 | 160 |
| 2023 | 145.6 |
| 2022 | 139.7 |
| 2021 | 94.7 |
| 2020 | 30.3 |
| 2019 | 55 |
| 2018 | 19.2 |
| 2017 | 13.7 |
This growth indicates increasing confidence from advertisers in Pinterest’s ability to deliver results.
2. Billions Generated from Ad Campaigns
In 2023, Pinterest generated $3.27 billion from brands running advertisement campaigns. By utilizing promoted pins, brands effectively increased product awareness, expanded their reach, and boosted conversion rates.
This revenue figure underscores the significant return on investment that businesses are seeing from their Pinterest ad spend.
3. Cost-Effective Conversions
Pinterest ads stand out for their cost-effectiveness. They are 2.3 times cheaper per conversion than ads on other social media platforms.
This efficiency is coupled with a higher user engagement, as Pinners are three times more likely to click on an ad and visit a brand’s website. This combination of lower cost and higher engagement makes Pinterest an attractive option for advertisers seeking strong ROI.
4. Superior Return on Ad Spend (ROAS)
Businesses running campaigns on Pinterest can expect a 32% better Return on Ad Spend (ROAS) compared to other platforms. Industries like food, health, and beauty, in particular, see excellent returns on their Pinterest ad investments.
This superior ROAS makes Pinterest a highly valuable platform for driving profitable advertising campaigns.
5. Sales and Marketing Investments
Pinterest itself invests heavily in sales and marketing to further grow its platform and support its advertisers. In 2023, the company’s annual sales and marketing expenditure was $911.17 million, reflecting a continuous commitment to expanding its market presence and supporting its user and business communities.
Annual Sales and Marketing Expenditures of Pinterest (Millions of USD):
| Year | Annual Sales And Marketing Expenditures |
| 2025 | 1,000 (projected) |
| 2023 | 911.17 |
| 2022 | 933.13 |
| 2021 | 641.28 |
| 2020 | 442.81 |
| 2019 | 611.59 |
| 2018 | 259.93 |
| 2017 | 162.51 |
| 2016 | 104.1 |
This robust investment ensures Pinterest continues to innovate and provide value to its users and advertisers.
Pinterest Trends 2025: Predicting the Future of Inspiration
Pinterest has a remarkable track record for predicting trends, with an 80% success rate for its “Pinterest Predicts” reports. These predictions are not mere guesses; they stem from extensive data analysis, offering marketers and advertisers a unique advantage.
How Pinterest Trends Boost Your Business
- Faster Take-off: Trends on Pinterest take off 20% faster than those on other social media platforms.
- Sustained Growth: Pinterest trends demonstrate sustained monthly growth of more than 20% longer.
- Repeat Engagement: Users engaging with Pinterest trends often revisit them, showing deeper interest and potential for repeated exposure.
These factors enable advertisers and marketers to capitalize on emerging interests, reach larger audiences, increase brand awareness, and drive more sales by aligning their content with these proven trends.
What Users Are Asking: Insights from Quora and Reddit
To provide the latest and most relevant information about Pinterest, we’ve gathered insights from common questions users ask on platforms like Quora and Reddit. These questions reveal practical concerns and interests beyond raw statistics.
1. “How do I make my pins more visible on Pinterest in 2025?”
Users frequently ask about strategies for increasing pin visibility. Beyond using relevant keywords, leveraging Idea Pins and video content is becoming increasingly important.
Pinterest’s algorithm favors fresh, engaging content, and visual storytelling through short videos or multi-page Idea Pins can significantly boost reach.
Also, actively participating in niche communities and group boards can expand your pin’s exposure. Many users report success by focusing on high-quality, inspiring images and combining them with strong calls to action.
2. “Is Pinterest still good for driving traffic to blogs and websites?”
This is a recurring question. The answer remains a resounding yes! As indicated by the statistic that users are three times more likely to click on a pin and visit a brand’s website than any other social media, Pinterest continues to be a powerful traffic driver.
The key is to create visually appealing pins that offer a clear value proposition and lead to high-quality content on your website. Many users find that long-form, evergreen content performs exceptionally well on Pinterest, providing consistent traffic over time.
3. “What are the best types of content to post on Pinterest in 2025 for small businesses?”
Small businesses are often looking for effective content strategies. In 2025, the best content types include DIY tutorials, inspiring lifestyle imagery, product showcases with clear pricing/links, and helpful infographics.
Given Pinterest’s strong e-commerce focus, businesses should prioritize pins that are actionable and lead directly to a product or service. Engaging with seasonal trends, as predicted by Pinterest Predicts, also offers a significant advantage for small businesses to tap into current user interests.
4. “How can I use Pinterest to grow my personal brand or side hustle?”
For personal brands and side hustles, Pinterest is a goldmine. Focus on creating niche-specific boards that showcase your expertise and interests. Use high-quality imagery and consistent branding across all your pins.
Share behind-the-scenes content, tutorials related to your skills, and curated collections of inspiration that resonate with your target audience.
Actively engage with other Pinners by commenting and repinning, and always link back to your website, blog, or portfolio to drive traffic and build your personal brand’s online presence. Consistency and authenticity are key.
5. “Are Pinterest ads worth it for beginners or small budgets?”
Given that Pinterest ads are 2.3 times cheaper per conversion and offer a 32% better ROAS than other platforms, they are absolutely worth considering for beginners and small budgets.
Pinterest’s audience is often in a “discovery” or “planning” mindset, making them more receptive to ads. Start with clear, visually appealing image or video ads that target specific interests relevant to your product or service.
Monitor your campaigns closely and optimize based on performance. The platform’s lower saturation also means your ads have a better chance of being seen and making an impact without breaking the bank.
FAQs About Pinterest Statistics
1. How many active users does Pinterest have in 2025?
Pinterest has a robust and growing user base, reaching 578 million monthly active users globally in Q2 2025, showing a significant increase from previous quarters.
2. Is Pinterest primarily used by women?
Yes, women make up the majority of Pinterest’s audience, accounting for 69.4% of its users, making it an excellent platform for brands targeting female demographics.
3. How much revenue did Pinterest generate in 2023?
In 2023, Pinterest achieved a significant financial milestone, generating over $3.05 billion in revenue, surpassing its predicted earnings for the year.
4. Can Pinterest help small businesses attract customers?
Absolutely. Pinterest is highly effective for small businesses because 85% of users have made a purchase based on pins from a brand, and ads are 2.3 times cheaper per conversion with a 32% better return on ad spend compared to other platforms.
5. What kind of content performs best on Pinterest in 2025?
Content that is visually inspiring, actionable, and aligned with current trends performs best, including DIY tutorials, lifestyle imagery, product showcases, and helpful infographics, especially when delivered through Idea Pins and video
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Conclusion:
In 2025, Pinterest continues to demonstrate its strength as a visual discovery engine, a powerful e-commerce platform, and an effective advertising channel.
With over 578 million monthly active users and consistent revenue growth, it remains a vital platform for both individuals seeking inspiration and businesses aiming to expand their digital footprint.
The platform’s unique demographics, high user engagement, and exceptional ability to drive both brand discovery and direct purchases make it a strategic asset.
From its cost-effective advertising to its accurate trend predictions, Pinterest offers unparalleled opportunities for growth. By understanding and leveraging these Pinterest statistics 2025, users and businesses can effectively tap into this dynamic platform to achieve their goals, inspire their audiences, and drive meaningful results.
