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.

In 2020, the majority of Hungarian Pinterest users were aged between 25 to 44 years old. At the same time, ** percent of the platform's users were between the ages of 55 to 65 years old.

This statistic shows the share of adults in the United States who were using Pinterest as of February 2021, sorted by age group. During that period of time, 32 percent of respondents aged between 18 and 29 years stated that they used the visual blogging site.

In the age group of 18 to 29 years, ** percent of the men and ** percent of the women used Pinterest in Norway in the second quarter of 2021. In the age group of 60 years and older, **** percent of the men and ** percent of the women used Pinterest.

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.

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

More women than men used Pinterest in Poland in 2024, with most users between the ages of ** and **.

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.

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.

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).

The number of Pinterest users in the Dominican Republic was forecast to continuously decrease between 2024 and 2028 by in total 0.1 million users (-7.35 percent). According to this forecast, in 2028, the Pinterest user base will have decreased for the third consecutive year to 1.31 million users. 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).Find more key insights for the number of Pinterest users in countries like Jamaica and Cuba.

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.

As of March 2021, users in their 30s accounted for nearly 24 percent of Pinterest's active app users in the United States. According to App Ape, users aged 40 to 49 years were the second-largest user group, accounting for more than a fifth of the photo sharing app's user base on the Android platform.

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.

As of the third quarter of 2020, 40 percent of U.S. internet users aged 46 to 55 years used the visual bookmarking platform Pinterest. Only 23 percent of internet users aged 15 to 25 years reported the same.

Pinterest was mostly used by the youngest generation in Norway as of the first quarter of 2021. To be precise, ** percent of Pinterest users in the country were aged 18 to 29 years. ** percent of Norwegian Pinterest users were 30 to 39 years old and only ** percent were 60 years or older. Almost half of all users reported to be using the platform monthly or less often. Why do people use Pinterest?  The main purpose for using Pinterest among Norwegians in 2019 was entertainment. ** percent of the respondents used the platform as a news source. When asked what devices they preferred using when accessing Pinterest, most Norwegians stated to be using their mobile phones. The second most used device was computer. Global revenue The global annual revenue of Pinterest increased dramatically over the past years. The platform generated a revenue of nearly *** million U.S. dollars in 2016, whereas the corresponding value for 2020 was nearly *** billion U.S. dollars.

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.

This statistic shows the share of Canadians with a Pinterest account as of April 2020, broken down by age group. According to the source, ** percent of respondents between the ages of ** and ** were accessing Pinterest at the time of survey, compared to ** percent of those aged between 18 and 24 years old.

The global social e-commerce platform market is experiencing robust growth, driven by the increasing popularity of social media platforms and the integration of e-commerce functionalities within them. The market's expansion is fueled by several key factors: the rising adoption of smartphones and internet penetration, particularly in emerging economies; the shift in consumer behavior towards online shopping, with social media influencing purchase decisions; and the innovative features offered by social commerce platforms, such as live shopping streams, influencer marketing, and personalized recommendations. The market is segmented by age group (18-30, 31-40, and other), purchase type (purchase rebate, share reflection, content shopping guide), and geographic region. While North America and Europe currently hold significant market shares, rapid growth is projected from Asia-Pacific regions like China and India, driven by their large populations and increasing digital literacy. Competition is fierce, with established social media giants like Facebook, Instagram, and Pinterest vying for market dominance alongside rapidly growing Chinese players like Pinduoduo and Alibaba. This competitive landscape is likely to drive further innovation and platform enhancements, ultimately benefiting consumers through improved shopping experiences and competitive pricing. The forecast period (2025-2033) anticipates continued expansion, with a projected Compound Annual Growth Rate (CAGR) fueling market value expansion. However, challenges remain. These include concerns over data privacy and security, the potential for fraudulent activities, and the need for effective logistics and delivery solutions to support the growth of social commerce. Furthermore, the effectiveness of marketing and advertising strategies will be crucial for platforms to attract and retain users within a crowded marketplace. Therefore, successful social e-commerce platforms will need to prioritize trust, security, and a seamless user experience to maintain their competitiveness and capitalize on the market’s ongoing growth trajectory. This will necessitate ongoing investment in technology, logistics, and customer service infrastructure.