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.

Data Science Applications

The dataset's structure and content make it ideal for a variety of data science applications, including:

• Content Analysis: Explore the themes and subjects in the descriptions and titles of the most popular pins.
• Popularity Metrics: Utilize repin counts to measure content virality and audience interest.
• Trend Identification: Identify trending topics and styles among top Pinterest influencers.
• NLP (Natural Language Processing): Analyze textual data for sentiment analysis, keyword extraction, and trend prediction. -Image Analysis : Analyse Images distance, through multiple metrics, Vision Algorithm
• graph Analysis : For clustering and features extraction

Column Descriptors The dataset is concise yet informative, comprising the following columns:

-ID: A unique identifier for each pin, facilitating easy reference and analysis. -Description: The textual description provided for each pin, offering insights into the content and its appeal. -Title: The title of the pin, which may contain key information or keywords relevant to the content. -Repin Count: A quantitative measure of the pin's popularity, indicating how often it has been repinned by users.

Graph description : The nxGraph is composed of following edges metrics : - Description similarities : Compute with gensim : word2vec-google-news-300 model. - Title similarities : Compute with gensim : word2vec-google-news-300 model.

For the Nodes metrics : - Metrics from datasets - Images Metrics (from sklearn.stats.describe) for each image

Images the images correspond to pin id of the dataset. They are resized to 64x64 pixels.

Acknowledgements

We are thankful to the vibrant community of Pinterest and its top contributors whose creativity and engagement have made this dataset possible. Their dedication to sharing and curating content has offered us a window into the dynamics of social media engagement and content popularity.

Ethically Mined Data This dataset upholds the highest standards of ethical data collection. It has been compiled with respect for user privacy and in alignment with Pinterest's data usage policies. By focusing on publicly available data such as pin descriptions and repin counts, the dataset ensures respect for individual privacy while providing valuable insights for analysis.

Thanks to Oneli WICKRAMASINGHE for releasing this dataset

According to a 2024 study, there were over 332,000 pins published on Pinterest in 2024, up from 279,000 in 2023. Pinterest is a virtual pinboard that has gained the most popularity in the United States.

Pinterest's market share among social media platforms in Poland amounted to **** percent in August 2024.

The number of Pinterest users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+3.14 percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach 9.88 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 150 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).

As of May 2025, **** percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with **** percent of users, followed by **** percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up *** percent of users, respectively. Popular social media platforms in the United States Instagram was the fourth most visited social media platform in the United States as of March 2025 across desktop, mobile, and tablet devices combined, accounting for ** percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for more than ** percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and third in terms of visits, with ***** percent and ***** percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2024, the country with the largest Instagram audience was India with ****** million users, while the United States had the second-highest market with ***** million users, followed by Brazil, Indonesia, and Turkey, respectively. As of February 2025, Instagram was the third most popular social network globally, reaching *** billion monthly active users.

The social commerce market, encompassing platforms leveraging social media for purchasing, experienced significant growth between 2019 and 2024. While precise figures aren't provided, considering the involvement of major players like Facebook, Instagram, and Groupon, coupled with the rising popularity of influencer marketing and shoppable posts, a conservative estimate suggests a market size exceeding $500 million in 2025. This substantial base reflects a consistent upward trajectory driven by several key factors. Increased smartphone penetration and internet access globally have broadened the reach of social commerce, enabling more users to discover and purchase products through their preferred social media channels. The integration of seamless payment gateways and the rise of live-streaming shopping events further fueled this expansion. Moreover, the shift towards mobile-first shopping experiences significantly contributed to the market's growth, aligning perfectly with user behavior on social media platforms. Looking ahead to 2033, a projected Compound Annual Growth Rate (CAGR) of 15% is plausible, given continued technological advancements and evolving consumer preferences. This growth, however, will likely face certain constraints. Competition among established players and new entrants will intensify, potentially impacting individual market share. Data privacy concerns and the need for robust security measures will also play a crucial role in shaping the market's development. Nevertheless, the increasing sophistication of social commerce platforms, offering personalized experiences and targeted advertising, suggests sustained expansion. Diversification into niche markets and innovative use of social media features will determine the success of individual companies and overall market dynamics. The market segmentation (not detailed in the provided information) will likely be driven by platform type (Facebook shops vs. independent social commerce platforms), product categories, and geographical regions.

The photo-sharing market, fueled by the ubiquitous nature of smartphones and the increasing demand for visual communication, is experiencing robust growth. While precise figures for market size and CAGR are unavailable, a reasonable estimation based on industry trends and the presence of major players like Facebook, Yahoo, and Hewlett Packard suggests a substantial market value. Considering the rapid adoption of social media and cloud storage solutions, coupled with advancements in image editing and sharing technologies, the market likely exceeded $50 billion in 2025. This growth is driven by several factors, including the rise of social media platforms integrating robust photo-sharing capabilities, the increasing popularity of visual content marketing, and the proliferation of high-resolution cameras in mobile devices. Furthermore, the integration of AI-powered features such as automated tagging and advanced editing tools enhances user experience and drives market expansion. However, challenges remain. Competition among established players and emerging startups is fierce, leading to price wars and a focus on innovative features to attract and retain users. Data privacy concerns and the ever-evolving landscape of online security also pose significant restraints. Segmentation of the market involves various platforms (mobile apps, web platforms, social media integrations), user demographics (age, location, usage patterns), and revenue models (advertising, subscription services). The geographic distribution likely shows strong performance in North America and Europe, with Asia-Pacific exhibiting significant growth potential in the coming years, driven by increasing internet penetration and smartphone adoption. The forecast period (2025-2033) anticipates continued market expansion, albeit at a potentially moderating CAGR compared to the past, as market saturation gradually occurs in developed regions.

LinkedIn's impressive 17 percent year-over-year audience growth in 2025 highlights the platform's continued improvement in the social media landscape. This surge outpaces other major platforms, with Pinterest following at 10.6 percent and Instagram at 5.5 percent. The growth rates underscore the evolving preferences of social media users and the competitive nature of the industry. Shifting dynamics in social media usage While Instagram leads in growth, it's important to note that Facebook remains the largest social network globally with over three billion monthly active users. However, newer platforms like TikTok are rapidly gaining ground, especially among younger demographics. TikTok's popularity is evident in its 42 percent usage reach in the United States, showcasing its significant impact on user engagement and information discovery patterns. Brand value and customer satisfaction in tech The success of social media platforms is closely tied to their brand value and customer satisfaction. In 2024, technology companies dominated the list of most valuable brands, with Apple leading at 516.6 billion U.S. dollars. Interestingly, TikTok scored highest in customer satisfaction among online networks, achieving 77 out of 100 points. Instagram's growth is further validated by its improved customer satisfaction rating, increasing from 73 to 76 points year-over-year. This demonstrates the platform's ability to meet user expectations while expanding its audience.

In 2023, the number of Facebook users in Canada amounted to 28 million and is projected to grow to over 34 million million by 2029. The current Facebook usage penetration in Canada is about 77 percent of the population. Social media in CanadaSocial networking is a popular online activity in Canada. Most recently, 68.5 percent of the population accessed social networks via any device on a monthly basis. Unsurprisingly, Facebook was ranked first in terms of popularity among Canadian internet users, with 25 to 34-year-olds constituting the biggest user group. Mobile social media in CanadaMobile social media access is also increasingly popular, with mobile websites and social apps generating a significant amount of Canadian social traffic. In March 2019, Facebook generated more than half of mobile social website visits in Canada. The most downloaded social apps in Canada include WhatsApp, Facebook Messenger, Facebook and Pinterest, again highlighting Facebook’s dominance in the Canadian social media market.

In March 2025, Facebook accounted for 56 percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. Pinterest ranked second with 16.73 percent of all U.S. social media site visits, while X (previously Twitter) accounted for 11.73 percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around 81 percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only 1.5 percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than 1.9 million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with 1,3 million and 1.03 million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of 151 minutes per day in 2023, with a decrease to 143 daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

The global digital video advertising market is projected to reach a value of $38.19 billion by 2033, exhibiting a CAGR of 11.91% during the forecast period (2025-2033). The growth of the market can be attributed to the increasing popularity of video content, the proliferation of connected devices, and the rising adoption of digital advertising by businesses. Some of the key drivers of the digital video advertising market include the increasing popularity of online video, the growing adoption of mobile devices, and the rising popularity of programmatic advertising. Additionally, the increasing sophistication of video advertising technology is also expected to boost the market growth. The major players in the digital video advertising market include YouTube, Verizon Media, Facebook, LinkedIn, TikTok, Pinterest, Alibaba, Google, Twitter, Snap Inc., Hulu, Microsoft, Amazon, SpotX, and BrightRoll. Key drivers for this market are: 1. Mobile video advertising growth 2. Interactive video ad formats 3. Increased programmatic advertising adoption 4. Expansion in emerging markets 5. Enhanced analytics and targeting solutions. Potential restraints include: 1. Increase in mobile video consumption 2. Rise of programmatic advertising 3. Growth of social media platforms 4. Advancements in targeting technologies 5. Demand for personalized content.

As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

As of January 2025, ** percent of social media users in the United States aged 40 to 49 years were users of Facebook, as were ** percent of ** to ** year olds in the country. Overall, ** percent of those aged 18 to 29 years were using Instagram in the U.S. The social media market in the United States The number of social media users in the United States has shown continuous growth in the past years, and it is forecast to continue increasing to reach *** million users in 2029. As of 2023, the social network user penetration in the United States amounted to an impressive ***** percent, meaning that more than nine in ten people in the country engaged with online platforms. Furthermore, Facebook was by far the most popular social media platform in the United States, accounting for ** percent of all social media visits in 2023, followed by Pinterest with **** percent of visits. The global social media landscape As of April 2024, **** billion people were social media users, accounting for **** percent of the world’s population. Northern Europe was the region with the highest social media penetration rate with a reach of **** percent, followed by Western Europe with **** percent and Eastern Asia **** percent. In contrast, less than one in ten people in Middle Africa used social networks. Facebook’s popularity is not limited to the United States: this network leads the market on a global scale, and it accumulated more than three billion monthly active users (MAU) as of 2024, which is far more any other social media platform. YouTube, Instagram, and WhatsApp followed, all with *** billion or more MAU.

The global social networks software market is expected to reach a value of approximately 1050.6 million by 2033, exhibiting a CAGR of 6.5% during the forecast period (2025-2033). The growth of the market is attributed to the increasing adoption of social networking platforms and applications by businesses and consumers. These platforms offer various benefits such as improved communication, collaboration, and marketing opportunities. The shift towards remote and hybrid work models is also driving the demand for social networks software as it allows teams to stay connected and collaborate effectively from different locations. Key market drivers include the rising penetration of smartphones and the internet, the growing popularity of social media marketing, and the increasing demand for cloud-based and mobile-friendly social networking platforms. Prominent players in the industry include Monday, Zoho, Hivebrite, Bitrix, Yammer, Snapchat, Pinterest, among others. The market is segmented based on deployment type (cloud-based and web-based) and application (large enterprises and SMEs). Regionally, North America and Europe are expected to dominate the market, followed by Asia Pacific and the Middle East & Africa.

As of the first quarter of 2025, photo and video sharing app Snapchat had 460 million daily active users worldwide, up from 460 million global DAU in the fourth quarter of 2024. The app has seen steady increases in daily active users since the beginning of 2019. Snapchat is relevant for teenagers Originally launched in 2011, Snapchat has become one of the most popular social messaging and photo sharing apps worldwide; making its CEO and co-founder Evan Spiegel one of the world’s richest social media entrepreneurs. With almost 800 million active users as of April 2024, Snapchat easily ranks among the most popular social networks worldwide. According to U.S. teenagers in fall 2023, Snapchat is the second most important social network of their generation, ahead of photo sharing competitor Instagram and other networks such as Twitter or Facebook. Overall, 48 percent of U.S. internet users aged 15 to 25 years were reportedly using Snapchat, the highest usage reach among any age group. When it comes to user satisfaction with social media, Snapchat’s performance is fair to middling. According to recent survey data, the social app scored 72 out of 100 points on a consumer satisfaction scale, ranking ahead of Twitter and Facebook but behind Pinterest and eternal rival Instagram.

In May 2025, Instagram had almost ***** million users in the United Kingdom (UK). The largest share of Instagram users were individuals aged between 25 and 34 years old, at **** percent. This was followed by the category of users aged 18 to 24 years. Individuals over 65 years old, were less likely to use the social media platform, making up the smallest share of Instagram users during this period. Leading social media in the UK According to figures based on approximately ******* billion hits online per month, Facebook was the leading social media website in the UK as of November 2024, holding over ***** percent of the social media market share. This was followed by Instagram and X (formerly known as Twitter). The Pinterest website ranked fourth during that period, with a market share of **** percent. Facebook: Leader in the UK The number of social network users in the UK experienced an increase of roughly *** million users between 2018 and 2023. The share of female Facebook users is slightly higher than the number of male users. At ********* of respondents, individuals aged between 25 and 34 years old made up the largest share of Facebook users in the UK. This was followed by roughly **** percent of users within the 35 to 44 years old category. Facebook usage appeared to be the lowest among those aged 65 and older.

In 2024, Facebook held the largest market share among other social media platforms for mobile devices in Indonesia, with a market share of about ** percent. This was followed by YouTube, which accounted for approximately ** percent of the market share in the same period.   Facebook’s dominance in Indonesia  Facebook maintains the largest market share across all social media platforms in Indonesia, except for on desktop devices. The highest market share on desktop devices in Indonesia was held by YouTube, followed by Pinterest. Despite maintaining its position as the market leader among all social media platforms, the number of Facebook users in Indonesia is estimated to decline and reach around 161 million users by 2028. Currently, Facebook is quite popular among those aged between 25 and 34 years. What are the current social media trends in Indonesia? One of the current social media trends in Indonesia is marked by a surge in short-form video content, with TikTok leading the way. The popularity of these videos is driving high engagement, especially among younger demographics, who favor dynamic and visually engaging content. Instagram Reels and YouTube shorts also contribute to this trend, offering a place for creative expression and brand interaction. Brands in Indonesia are also increasingly leveraging short-form videos for marketing, recognizing their impact in reaching a broad audience quickly and effectively. This shift underscores the importance of video content in Indonesia’s digital landscape.

As of January 2021, 57 percent of 12 to 34 year olds in the United States were using Facebook, this is a decrease of seven percent on the previous year. Overall, 70 percent of those aged between 12 and 34 years were using Instagram, which is a two percent increase from 2020 and a four percent increase since 2019. As of 2021, Pinterest and LinkedIn both steadily increased their user base since 2019 amongst this age group in the United States. TikTok had the largest growth in audience, rising from 25 percent in 2020 to 44 percent in 2021.