As of February 2025, Pinterest was most popular with women between the ages of 18 and 24 years old, accounting for ** percent of the social media network's global audience. Additionally, over ** percent of Pinterest's user base were women belonging to the ** to ** year age group. Overall, the image sharing platform was used predominantly by women.

Pinterest, founded in 2009 and headquartered in San Francisco, California, is an image-oriented social media platform. As of February 2025, 70.3 percent of Pinterest audiences were female and over 22 percent were male. Around 40 percent of Pinterest users, or Pinners, as they are affectionately known, are women aged between 18 and 34 years. The stamp of approval from U.S. consumers Pinterest generally garners a largely favorable user response. July 2023 saw Pinterest score 73 out of a possible 100 points with the American Customer Satisfaction Index (ACSI), surpassing LinkedIn, X (formerly Twitter), Instagram, and Facebook in terms of user approval. Another achievement that puts the service ahead of Facebook, Snapchat, and X is the 23.2 percent year-on-year growth in users in January 2024. What are Pinners searching for? Pinterest is mostly about creative ideas, such as DIY projects, lifestyle ideas, home decor, and recipes. Beauty, travel, wellness, and dating-related terms are topics that users also like to search for. Imaginative hairstyles and hair colors were prominent search terms in 2022, with the term "lavender and pink hair" experiencing a significant year-on-year increase.  In the last few years, interest in train travel and travel photography has also risen on the platform.

The number of Pinterest users in the United States was forecast to continuously increase between 2024 and 2028 by in total *** million users (+**** percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach ***** million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Canada and Mexico.

As of early 2024, there were 96 million Pinterest users in the United States, making it the country with the most Pinterest users by far. Ranking second was Germany, with 22.5 million users. Pinterest’s audience In the first quarter of 2024, Pinterest had a total of 518 million monthly active users (MAUs) worldwide, an increase of 2 million users from the previous quarter. Throughout 2021, the social media site saw a steady decline in MAUs, after seeing a constant increase throughout 2020. The increase in usage of many social media platforms coincides with the COVID-19 pandemic and consequent lockdowns. As of April 2024, significantly more women than men used Pinterest, with women making up almost 3/4 of its user base. The platform’s largest audience, in terms of gender and age, was women between the ages of 25 to 34, who accounted for more than a fifth of all users, followed by women aged 18 to 24 years. User satisfaction According to the American Customer Satisfaction Index (ACSI), as of June 2021, Pinterest scored the highest level of customer satisfaction for selected social media sites, ranking ahead of platforms such as YouTube, Wikipedia, and TikTok. Overall, Pinterest received a total score of 78 out of 100 index points. Pinterest’s financials For the financial year 2023, Pinterest generated over 3 billion U.S. dollars in global annual revenue, a rise from the previous year’s result of 2.8 billion U.S. dollars. The majority of this revenue was generated in the United States. Additionally, in the last quarter of 2023, the social media platform reported a net loss of over 200 million U.S. dollars. As of June 2023, Pinterest was one of the biggest consumer internet and online service companies worldwide in terms of market capitalization. With a market cap of 19 billion U.S. dollars, Pinterest ranked in 16th place, ahead of Chewy, Delivery Hero, and Etsy.

As of February 2025, 71 percent of Pinterest's audience in the United Kingdom were female and 22.9 percent were male. Pinterest is one of the most popular social platforms in the United Kingdom and has more than 15 million users in the UK. Pinterest is an image oriented social media platform in which recipes, DIY, fashion, and lifestyle related content have always been popular.

In February 2025, Pinterest had 1.92 million users in Denmark, up from 1.38 million users in 2024. As of the third quarter of 2023, Pinterest had a reach of 30.5 percent in the Nordic country.

The Pinterest dataset contains more than 1 million images associated to Pinterest users’ who have “pinned” them.

The number of Pinterest users in Colombia was forecast to continuously increase between 2024 and 2028 by in total *** million users (+**** percent). According to this forecast, in 2028, the Pinterest user base will have increased for the fourth consecutive year to **** million users. User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

In 2023, the social sharing platform Pinterest reached 86.8 million monthly users in the United States, up from 82.3 million users in 2019. Pinterest is a popular platform to share image-based content like recipes, fashion, or DIY and hobby-related items.

As of the first quarter of 2025, Pinterest had a total of 102 million monthly active users (MAUs) in the United States and Canada. For Europe, the image based social media platform had 148 million MAUs. Overall, for the rest of the world, there were 320 million MAUs in Q1 2025.

Introduction

Pinterest Statistics: Pinterest is a special kind of website where people share pictures and ideas. It's like a giant scrapbook where everyone can add their favorite things. Imagine a place filled with pictures of delicious food, beautiful clothes, cool DIY projects, and travel adventures – that's Pinterest! People use Pinterest to find inspiration. Maybe you want to decorate your room, plan a party, or learn a new hobby.

On Pinterest, you can find lots of pictures and ideas to help you get started. It's like having a million friends sharing their favorite things with you. Let’s get this inspiration going by understanding the brand's current performance in the market through these Pinterest Statistics.

Image-based platform Pinterest reached a record number of monthly active users (MAUs) in the most recently reported financial quarter. In the first quarter of 2025, Pinterest had 570 million monthly active users worldwide, up from 553 million users when compared to the previous quarter. The company Launched in March 2010, Pinterest was the fastest site in history to reach 10 million unique monthly visitors and high user engagement metrics; a significant feat especially when considering that during much of its initial launch and growth, the site was invitation-only. Despite many social networks going public within a few years post-launch (Twitter: six years; Snap Inc.: six years), Pinterest only filed for an IPO in February 2019, almost nine years after launch, and started trading on April 18, 2019. Pinterest usage The social site’s strong user engagement with popular topics and themes such as fashion, home, garden and DIY and subsequently, relevant brands and influencers, forms the basis for its leading position in the area of social marketing and commerce. In 2018, 600 million searches were performed using Pinterest Lens, a camera search that recommends ideas to try inspired by things seen offline.

This dataset was used for the experiments presented in the article "Reconstructive Classification for Age and Gender Identification in Social Networks" - IEEE Transactions on Computational Social Systems

The dataset contains text data from 548,761 pins corresponding to 264 users of Pinterest.

There are 7 files.

The first 5 files correspond to the extracted textual features from the pins that are aggregated per user: ats, emojis/emoticons, hashtags, links, and words.

There are 264 lines in each file (one per user), as the concatenation of the extracted features from all the pins corresponding to each user.

The last 2 files are the labels for the age and gender of the users. There are also 264 lines (one per user).

For age, there are 4 possible labels: 18-24, 25-34, 35-46, and 50+

For gender, there are 2 possible labels: F and M

The reach by social network in the 'Pinterest' segment of the advertising market in Poland was forecast to continuously decrease between 2025 and 2030 by in total *** million users (-**** percent). According to this forecast, in 2030, the reach by social network will have decreased for the third consecutive year to **** million users. Notably, the reach by social network of the 'Pinterest' segment of the advertising market was continuously increasing over the past years.Find more in-depth information regarding the number of users concerning social media advertising on facebook in South Korea and the revenue concerning the traditional out-of-home advertising segment of the advertising market in Israel. The Statista Market Insights cover a broad range of additional markets.

Pinterest Shopping Ads Market Outlook

According to our latest research, the global Pinterest Shopping Ads market size reached USD 1.28 billion in 2024, driven by the surge in social commerce and the platform’s unique visual discovery features. The market is projected to expand at a robust CAGR of 16.7% from 2025 to 2033, reaching an estimated USD 5.13 billion by 2033. The primary growth factor is the increasing adoption of visually-driven shopping experiences by brands and retailers, who leverage Pinterest’s engaged user base to drive conversion and brand visibility.

The growth of the Pinterest Shopping Ads market is fundamentally underpinned by the transformation in consumer shopping behavior, particularly the shift towards visually immersive and inspiration-led online experiences. Pinterest distinguishes itself from other social platforms by serving as a visual search engine, where users actively seek ideas and products rather than passively consuming content. This intent-driven browsing behavior translates into higher engagement rates for shopping ads, making the platform highly attractive for advertisers. Brands are increasingly allocating budgets to Pinterest Shopping Ads to capitalize on this unique user intent, resulting in higher return on ad spend (ROAS) compared to traditional digital advertising channels. Additionally, the integration of advanced AI-powered recommendation engines and personalized ad placements is enhancing user experience and boosting ad performance, further fueling market growth.

Another significant growth driver is the platform’s ability to support a diverse range of industries and objectives. Pinterest Shopping Ads are not limited to traditional retail; they have seen widespread adoption across verticals such as fashion, home decor, beauty, and consumer electronics. The versatility of ad formats, including Product Pins, Collection Ads, and Dynamic Retargeting Ads, enables brands to tailor their campaigns to specific marketing objectives—be it brand awareness, traffic generation, or conversions. Furthermore, Pinterest’s ongoing investments in shopping features, such as streamlined checkout experiences and AR-powered product previews, are reducing friction in the purchase journey and encouraging more businesses to invest in the platform. The seamless integration with e-commerce platforms like Shopify and WooCommerce also simplifies catalog management and ad deployment, making Pinterest Shopping Ads accessible to both small businesses and large enterprises.

The increasing penetration of mobile devices and the global expansion of e-commerce are also pivotal factors contributing to the growth of the Pinterest Shopping Ads market. As users spend more time on mobile devices, the demand for intuitive, visually engaging shopping experiences continues to rise. Pinterest’s mobile-first design and rich visual content resonate strongly with younger demographics, particularly millennials and Gen Z, who are driving the growth of social commerce. The platform’s global reach, with significant user bases in North America, Europe, and emerging markets in Asia Pacific and Latin America, provides advertisers with expansive opportunities to target new audiences and drive cross-border sales. Strategic partnerships with payment processors and logistics providers further enhance the end-to-end shopping experience, making Pinterest a preferred channel for brands looking to expand their digital footprint.

Regionally, North America remains the dominant market for Pinterest Shopping Ads, accounting for the largest share of global revenue in 2024. The region’s mature e-commerce ecosystem, high digital ad spending, and strong presence of leading retail and consumer brands contribute to this leadership. Europe follows closely, driven by rapid digitalization and a growing appetite for visual commerce among consumers. Meanwhile, Asia Pacific is emerging as the fastest-growing region, fueled by rising smartphone adoption, expanding internet access, and the proliferation of online shopping among young consumers. Latin America and the Middle East & Africa are also witnessing steady growth, albeit from a smaller base, as brands in these regions increasingly recognize the value of Pinterest’s visual discovery platform for driving engagement and sales.

This dataset contains features extracted with EfficientNet-B3 from over 60000 images classified in 15 interests categories 4 of which are further analyzed in subcategories, features from the images of 12 users with hand-labeled Pinboards, the text extracted from the previous images and over 200000 features from the images of 422 Pinterest users along with their follower-followee relationships.

The social network marketing market is experiencing robust growth, driven by the increasing adoption of social media platforms for business purposes and the ever-evolving digital landscape. Between 2019 and 2024, the market demonstrated significant expansion. Assuming a conservative Compound Annual Growth Rate (CAGR) of 15% during this period, and given a 2025 market size of $500 million (a reasonable estimate based on industry reports of similar markets), we can project continued strong growth. Key drivers include the expanding user base of social media platforms, particularly amongst younger demographics, the rise of influencer marketing, and the increasing sophistication of social media advertising tools and analytics. Businesses are increasingly leveraging these platforms for targeted advertising, brand building, customer engagement, and lead generation. This growth trajectory is expected to continue through 2033, albeit potentially at a slightly reduced CAGR of 12%, reflecting market maturation and increased competition. Trends such as the growing importance of short-form video content, the increased use of social commerce, and the continuing development of artificial intelligence (AI)-powered marketing tools are shaping the market landscape. However, restraints such as data privacy concerns, algorithm changes impacting organic reach, and the need for ongoing adaptation to evolving platform policies pose challenges for marketers. The market is segmented by platform (Facebook, Instagram, Google, LinkedIn, Twitter, Pinterest, Tumblr etc.), target audience demographics, and marketing techniques employed. Regional variations in market penetration and growth rates are also significant.

In 2021, messaging and video sharing platform Snapchat was more popular than TikTok among Gen Z users in the United States. TikTok counted around 37 million users who were born between 1997 and 2012, while Instagram reported around 33 million users in the same period. Snapchat, which counted 42 million Gen Z users, is projected to reach 49.5 million users in the examined demographic by 2025. Overall, platforms such as Pinterest, Twitter and Reddit had significantly less users amongst this age group.

The number of Pinterest users in France was forecast to continuously increase between 2024 and 2028 by in total *** million users (+**** percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach ***** million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Luxembourg and Netherlands.

Pinterest Shopping Ads Market Outlook

As per our latest research, the global Pinterest Shopping Ads market size is valued at USD 1.42 billion in 2024, with a robust growth trajectory expected over the coming years. The market is forecasted to reach USD 6.19 billion by 2033, expanding at a remarkable CAGR of 17.8% during the period from 2025 to 2033. This impressive growth is primarily fueled by the increasing adoption of visual discovery platforms for shopping, the rising influence of social commerce, and the continuous evolution of digital advertising technologies. The accelerating shift of brands toward omnichannel marketing strategies and the rising integration of AI-driven personalization tools further contribute to the surging demand for Pinterest Shopping Ads on a global scale.

The growth of the Pinterest Shopping Ads market is underpinned by the platform’s unique position at the intersection of discovery and commerce. Unlike traditional social networks, Pinterest operates as a visual search engine, where users actively seek inspiration and ideas for purchases. This intent-driven user base provides brands with a fertile ground for targeted advertising, resulting in higher engagement rates and improved conversion metrics. The proliferation of mobile devices and increasing internet penetration, particularly in emerging economies, are further amplifying the reach and effectiveness of Pinterest Shopping Ads. As brands strive to capture consumers at the consideration and decision stages of the buying journey, Pinterest’s shoppable ad formats are proving to be invaluable in driving measurable business outcomes.

Another crucial growth factor is the rapidly evolving landscape of visual commerce. Consumers today are increasingly influenced by visual content, and Pinterest’s platform is uniquely designed to cater to this trend. The integration of advanced technologies such as augmented reality (AR) for virtual product try-ons and AI-powered recommendations enhances the shopping experience, making it more interactive and personalized. These innovations not only improve user satisfaction but also drive higher ad spend from brands seeking to leverage the platform’s capabilities. The seamless integration of shopping catalogs and dynamic retargeting features further enables advertisers to reach audiences with relevant product recommendations, boosting both click-through rates and return on ad spend (ROAS).

Furthermore, Pinterest’s ongoing investment in expanding its advertising ecosystem and enhancing its measurement capabilities is attracting a diverse array of advertisers, from small businesses to large enterprises. The platform’s commitment to privacy-centric advertising and transparent data practices resonates with both consumers and brands in an era of increasing regulatory scrutiny. The growing collaboration between Pinterest and third-party e-commerce platforms, such as Shopify, is also streamlining the process of onboarding merchants and scaling ad campaigns. These strategic partnerships are expected to play a pivotal role in sustaining the market’s growth momentum over the forecast period.

Regionally, North America continues to dominate the Pinterest Shopping Ads market, accounting for the largest share in 2024. The region’s mature digital advertising ecosystem, high smartphone penetration, and strong presence of retail and e-commerce brands are key drivers of this dominance. Europe follows closely, with significant growth potential observed in Western European countries. Meanwhile, Asia Pacific is emerging as the fastest-growing region, propelled by rapid digitalization, a burgeoning middle class, and increasing adoption of social commerce platforms. Latin America and the Middle East & Africa are also witnessing steady growth, albeit from a smaller base, as brands in these regions increasingly recognize the value of visual discovery platforms in driving online sales.

Ad Format Analysis

The ad format segment within the Pinterest Shopping Ads market encompasses a diverse range of solutions, including Product Pins, Collection Ads, Shopping Catalogs, Dynamic Retargeting, and other innovative formats. Product Pins remain the cornerstone of Pinterest’s shopping ad ecosystem, allowing businesses to showcase individual products with rich metadata such as pricing, availability, and direct links to purchase pages. This format is particularly effective for retailers and