Pinterest Statistics 2025: 96+ Stats & Insights [Expert Analysis]

Monthly active users (MAU): ~578M (2025). 

Q4 2024 revenue: $1.15B (Pinterest’s first billion-dollar quarter). 

Weekly active users: ~275M. 

Gen Z share of global users: ~42% (fastest-growing cohort). 

Gender split: ~70% women / ~30% men (approx.). 

Average time spent per day on Pinterest (estimate): ~14 minutes. 

Pinterest’s largest age group in the U.S.: 18–24 (reach ~46% in that bracket). 

Pinterest’s global rank among social platforms by active users (estimate): Top 15. 

Year-over-year MAU growth (2024→2025, approx.): ~4–6% (varies by quarter). 

Average revenue per user (ARPU) — U.S./Global: (company reports show ARPU rising year-over-year; exact ARPU varies by quarter). 

Pinterest’s Q4 2024 YoY revenue growth: ~18%. 

Share of Pinterest users who use the platform to shop or discover products: >60% (Pinterest business claims shopping intent is core). 

Proportion of users who use Pinterest to find new brands/products (Pinterest claim): #1 stated reason. 

Pins saved per day (estimate): hundreds of millions (platform-scale activity). (estimate)

Percentage of users who visit Pinterest with shopping intent (estimate): ~50%+. (estimate; consistent with Pinterest messaging) 

Share of traffic coming from mobile devices (estimate): ~80%+ (Pinterest is mobile-first). (estimate)

Pinterest’s ad platform reach in the U.S. (estimate): tens of millions — strong reach among younger women. (estimate)

Share of Pinterest users who are parents (estimate): ~40%. (estimate based on audience composition)

Percentage of Pinners who say they’ve made a purchase after seeing content on Pinterest (estimate): ~40%. (estimate; platform reports high conversion intent)

Most-saved content categories globally: home decor, food & drink, fashion, beauty, travel, DIY. (industry ranking)

Top search growth categories year-over-year (examples): sustainable fashion, small-space living, budget travel. (trending categories — variable)

Pinterest weekly engagement (saves + clicks + views) (estimate): billions of actions monthly. (estimate)

Pinterest’s stock ticker: PINS (NYSE). (factual)

Percentage of creators on Pinterest who focus on product/content that drives commerce (estimate): high single to mid double digits. (estimate)

Proportion of advertisers using Pinterest for direct response campaigns (estimate): growing share due to new AI tools. 

Pinterest’s partnerships to boost ad reach include major publishers and ad tech (Google, Amazon partnerships mentioned in 2025 coverage). 

Average session length on Pinterest (estimate): 10–15 minutes. 

Share of U.S. adults who have used Pinterest at least once (Pew/industry): ~30% (varies by survey). 

Pinterest’s reported increase in global MAUs in 2024: ~11% (from press release around Q4 2024). 

Pinterest’s role in inspiration-to-purchase funnel: strong — users plan purchases and save ideas. (qualitative fact)

Common advertiser goals on Pinterest: brand awareness, catalog sales, store visits, conversions. (industry)

Pinterest has a Business Hub with analytics & shopping tools (Pinterest Business product fact). 

Percentage of Pinners who use it to plan life events (weddings, parties, home projects) (estimate): ~30–40%. (estimate)

Number of languages Pinterest supports (estimate): dozens (global localization). (estimate)

Share of Pinterest traffic driven by search vs. social discovery (estimate): heavy search/discovery component. (qualitative)

Pins that include product tags (Shop the Look, Product Pins) have higher conversion intent (platform claim). (product insight)

Pinterest’s visual search adoption (users using Lens) (estimate): growing; millions of searches via Lens. (estimate / product claim)

Percentage of users who create boards regularly (estimate): significant minority — many use for saving ideas rather than creating). (estimate)

Pinterest’s advertiser revenue mix: ads + shopping/commerce features (company reporting).

Share of ad revenue from U.S. and Canada vs. international: U.S./Canada historically higher ARPU, but international growth rising. (company trend)

Organic reach for businesses on Pinterest (estimate): higher than many platforms for niche content (depends on relevancy). (industry observation)

Growth in shoppable pins and catalog uploads year-over-year (estimate): significant increase since 2022–2023. (industry trend)

Average cost-per-click (CPC) on Pinterest (estimate): often lower than Instagram for similar targeting — varies widely. (estimate)

Pinterest’s creative best practices: vertical imagery (2:3), clear product-centric pins, descriptive text (official advice). (product guidance)

Percentage of searches that are non-branded (discovery searches) (estimate): high — many searches are idea-based rather than brand searches. (estimate)

Proportion of marketers who include Pinterest in their mix (estimate): majority of DTC brands targeting women / lifestyle shoppers. (estimate)

Typical conversion funnel on Pinterest: discover → save → visit site → purchase. (qualitative)

Brands using Pinterest for seasonal campaign planning see early intent signals (platform claim). (product insight)

Average click-through-rate (CTR) for promoted pins (estimate): competitive with image-based ad formats. (estimate)

Share of creators earning via affiliate/brand deals on Pinterest (estimate): smaller than Instagram/YouTube but growing. (estimate)

Percentage of Pinners who use it for recipes & food ideas: high; food is a core category. (category fact)

Travel category searches trend strongly for micro trips and local experiences (post-pandemic trend). (industry trend)

Home & garden remain one of the top content categories by saves and boards. (category ranking)

Fashion & beauty: high intent for product discovery and shopping. (category insight)

Average pins per active user (estimate): dozens to hundreds saved over lifetime. (estimate)

Pinterest’s developer and API offerings exist for partners (product fact). (product fact)

Percentage of traffic to e-commerce sites attributed to Pinterest (estimate): varies by site; can be material for lifestyle retailers. (estimate)

Pinterest’s content moderation & safety policies: in place for brand safety and sensitive categories (company policy). (policy fact)

Pinterest’s internal focus areas in 2025 include AI-powered ad tools and shopping. 

Average advertiser ROI on Pinterest (estimate): strong for high-intent categories (home, fashion, food). (estimate)

Share of Pinners who follow brands (estimate): many follow brands for inspiration and product ideas. (estimate)

Pinterest’s monthly impression volumes for major brands: tens to hundreds of millions (depends on brand). (estimate)

Growth rate of video Pins usage (estimate): rapid — video adoption accelerating. (industry trend)

Pins with rich metadata (price, availability) show higher engagement for shopping. (product insight)

Mobile app installs from Pinterest ads (estimate): used by many app advertisers; performance depends on creative). (estimate)

Share of Pinners who log in weekly or more (estimate): a sizable portion — weekly active users ~275M. 

Pinterest’s search engine optimization (SEO) impact for brands: pins/boards can rank in Google image/search (SEO fact). (qualitative)

Local business usage of Pinterest (estimate): lower than Instagram/Facebook but useful for local event/food/DIY businesses. (estimate)

Pinterest’s CPC/CPM trends fluctuate seasonally (holiday peaks). (industry behavior)

Use of UGC on Pinterest by brands (estimate): growing; social proof helps shopping conversion. (estimate)

Percentage of Pinners who prefer video vs. static images (estimate): growing preference for short-form video. (trend)

Share of international growth driven by Latin America & Southeast Asia (estimate): notable growth markets. (estimate)

Pinterest’s creator monetization tools (estimate): rolling out/expanding affiliate, partnerships, shopping features. (product trend)

Pins that include price show higher purchase intent (platform insight). (product insight)

Top device for Pinterest browsing: smartphone (majority). (product usage estimate)

Proportion of search queries that include words like “how to”, “ideas”, “DIY” (estimate): high — discovery/search-first platform. (estimate)

Seasonal peaks: home & garden in spring, fashion in fall/spring, holiday shopping in Q4. (behavioral trend)

Adoption of AI-powered creative and measurement tools by advertisers on Pinterest increased in 2025 (reported). 

Average number of boards per active user (estimate): several — depends on use-case. (estimate)

Percentage of top-performing pins that are vertical images (platform guidance): majority. (product guidance)

Share of marketers using Pinterest for product launches (estimate): meaningful — Pinterest often used for inspiration-led launches. (estimate)

Increase in commerce-related features year-over-year (estimate): steady growth as Pinterest focuses on shopping. (trend)

Pinterest’s global workforce gender split reported historically around ~55% women in some reports (company workforce data varies year to year). 

Pinterest’s ad formats include promoted Pins, video Pins, collections, shopping ads, and catalog ads (product fact). (product fact)

The platform’s search algorithms favor freshness and relevance for trending topics (product insight). (product fact)

Percentage of Pinners who use Pinterest to plan purchases vs. purely for inspiration (estimate): a large share use it to plan purchases. (estimate)

Pinterest’s international monthly active users share is growing faster than North America in some quarters (trend). (company trend)

Pinterest’s investor communications emphasize AI and shopping as growth drivers (company messaging). 

Typical creative length for high-performing video pins (estimate): 15–30 seconds (short, snackable). (creative best practice)

Percentage of advertisers that report Pinterest performs well for upper-funnel awareness (estimate): majority among lifestyle brands. (estimate)

Most searched food trends on Pinterest often become predictive for wider consumer interest (platform claim). (platform insight)

Pins with step-by-step instructions perform well in searches and saves (content best practice). (product insight)

Share of Pinners who come to Pinterest to plan future purchases months in advance (estimate): material portion. (estimate)

Pinterest supports shopping tags that let users buy directly from pins (product feature). (product fact)

Pinterest’s businesses tool provides audience insights by gender, age, location, and interests (product fact). 

Pinterest’s visual discovery tools (Lens) convert offline inspiration into shoppable results (product claim). (product fact)

Brands that localize Pinterest content see better engagement in target markets (marketing best practice). (industry best practice)

Pinterest’s ad auction and targeting allow interest- and keyword-based targeting (ad product fact). (product fact)

Measurement tools: Pinterest provides conversion tracking, tag, and catalog measurement for advertisers (product fact). (product fact)

Pinterest’s trajectory (2024–2025): user growth + rising revenue + increasing ad product sophistication (AI & shopping) — company focus.