Pinterest Statistics 2025: Key Data for Smarter Visual Marketing

If you’re not looking at the latest Pinterest statistics in 2025, you might be missing out on some useful info for your marketing.

Pinterest isn’t just for crafts or recipes anymore, it’s a growing platform with over 570 million people using it every month.

So, what’s fueling the surge? 

Visual discovery is dominating how people search and shop online. 

Nearly 80% of Pinterest users say they use the platform to get inspired, whether it’s redecorating their home or discovering new products.

Even better?

Pinners are shoppers.

More than 85% of weekly users have made a purchase based on Pins they saw from brands.

That means Pinterest isn’t just fun, it’s a great tool to reach people who are ready to buy.

If you’re running a brand, blog, or business, keeping up with Pinterest data can help you post smarter and get better results.

In this post, we’ll go over the key Pinterest user statistics for 2025.

And if you want to stay consistent with your posts, using a Pinterest scheduler can make things a lot easier.

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Pinterest Statistics Overview: Usage, Growth, and Platform Reach in 2025

Pinterest’s steady growth in 2025 shows it’s more than just a niche platform.

It’s become a key player in visual discovery and social commerce.

What’s especially interesting this year is the rise in younger audiences.

Gen Z now makes up over 42% of Pinterest’s users, bringing new energy and trends to the platform.

International reach is also expanding.

While Pinterest remains strong in the U.S., countries like Brazil, Mexico, and Indonesia are seeing sharp growth.

This shows the platform’s increasing relevance across different cultures and markets.

Pinterest is also highly mobile-first.

Around 85% of users browse on their phones, which means brands need to think mobile when creating Pins.

Engagement continues to be strong, too, with billions of searches happening each month, and most of them are unbranded, which opens the door for smaller brands to get noticed.

Overall, Pinterest in 2025 is a dynamic mix of global reach, active users, and growing opportunities.

Let’s discuss these trends, demographics, and more in detail so you can get a complete picture of recent Pinterest statistics.

Who Uses Pinterest? Key Demographics & Audience Insights

Like any other social media platform, Pinterest is used by a majority of different communities and age demographics.

While some dominate others in numbers, there’s no denying the fact that Pinterest user statistics are constantly shifting.

Pinterest Age Demographics

The platform has seen a significant shift towards younger users.

As we have already discussed earlier that Gen Z now represents 42% of the global user base, making them the fastest-growing segment.

The largest age group overall is 18–24, accounting for 30.5% of users.

Here’s a complete breakdown.

• 18–24 years: The largest segment, comprising 30.5% of users.
• 25–34 years: Representing 28.3% of the user base.
• 35–44 years: Account for 17.1%.
• 45–54 years: Make up 10.9%.
• 55–64 years: Comprises 10.9%.
• 65+ years: Approximately 5.3%.

(Source: Oberlo)

Gender Distribution

While Pinterest has traditionally been popular among women, the platform is seeing a gradual increase in male users, reflecting its expanding appeal across different demographics.

• Women: Approximately 70% of Pinterest users are women.
• Men: Around 22% of users identify as male.
• Unspecified: About 7.3% of users have unspecified gender identities.

(Source: Statista)

Geographic Distribution

Pinterest’s reach extends beyond the U.S., with significant user bases in countries like Brazil, Mexico, and Germany, indicating its growing international presence.

• United States: Approximately 96 million users.
• Brazil: Around 40.3 million users.
• Mexico: Approximately 26.9 million users.
• Germany: About 22.6 million users.
• France: Around 18.9 million active users.

(Source: DataPortal)

Income and Education Levels

Pinterest attracts a diverse audience across income and education levels. Notably, 40% of U.S. adults earning over $75,000 annually use the platform.

Additionally, 37% of users are college graduates, indicating a well-educated user base.

These demographics underscore Pinterest’s appeal to a broad and engaged audience, particularly among younger, female, and higher-income users.

Understanding these insights can help marketers tailor their strategies to effectively reach and engage their target audiences on the platform.

Pinterest Shopping and Search Statistics: How Users Discover Products

Pinterest has evolved into a powerful visual discovery engine, seamlessly integrating shopping and search functionalities to guide users from inspiration to purchase.

In 2025, the platform’s user behavior and technological advancements offer valuable insights for marketers aiming to optimize their e-commerce strategies.

High-Intent Shopping Behavior

• 90% of Pinterest users are in a shopping mindset, actively seeking products and ideas.
• 83% of weekly Pinners have made a purchase based on a Pin, highlighting the platform’s influence on buying decisions.
• Pinners spend twice as much on monthly shopping as users on other social platforms.

Search and Discovery Dynamics

• 97% of searches on Pinterest are unbranded, indicating users’ openness to discovering new brands and products.
• 70% of Pinners use Pinterest to discover new products, emphasizing its role in product discovery.
• Pinterest users are 15% more likely to be early adopters of new products than non-Pinterest users.

User Intent & Purchase Planning

• Approximately 93% of Pinterest users utilize the platform to plan purchases, indicating strong commercial intent.
• Roughly 72% of users say Pinterest sparks shopping inspiration even when they weren’t actively searching for anything, highlighting its strong influence on spontaneous buying decisions.

Enhanced Shopping Features

Pinterest has rolled out AI-driven innovations like the visual search to refine fashion search, allowing users to explore styles and items, even when they can’t pinpoint the exact words to describe them.

Its Shop the Look feature taps into visual search technology, letting users identify and purchase products directly from images, creating a seamless journey from inspiration to checkout.

Together, these capabilities reinforce Pinterest’s role as a high-intent discovery engine, where casual browsing often turns into concrete action, making it a powerful space for brands focused on driving conversions.

Featured Article: Mastering eCommerce Social Media Strategy in 2025: A Complete Guide

Pinterest Advertising Statistics: Performance, Reach & Conversion Benchmarks

Pinterest has become a solid option for advertisers, especially those targeting users in the planning or shopping phase.

In 2025, it offers a strong return on ad spend, competitive conversion rates, and growing reach.

With users actively searching for products and ideas, Pinterest ads often perform better than on other platforms.

In this section, we’ll look at key benchmarks like ad reach, cost, and engagement to help you understand how Pinterest fits into your marketing strategy.

Performance Benchmarks

Pinterest’s advertising metrics indicate strong performance across key indicators.

• Click-Through Rate (CTR): A CTR above 0.5% is considered good engagement for most industries.
• Cost Per Click (CPC): Generally ranges between $0.50–$1.00, offering cost-effective engagement.
• Cost Per Mille (CPM): Aiming for CPM rates in the $3–$5 range maximizes cost-efficiency.
• Conversion Rate (CVR): A CVR of 1% or higher indicates effective conversion of traffic into valuable actions.

Performance Benchmark by Ad Type

Pinterest offers a variety of ad formats tailored to different marketing objectives.

(Source: Adbacklog)

Notably, Pinterest experienced a 73.9% increase in conversion rates, alongside an 8.92% decrease in CPC and a 26.02% drop in CPM, highlighting its growing efficiency and effectiveness as an advertising platform.

Reach & Growth

• Global Monthly Active Users: Pinterest reported a 10% year-over-year increase in global monthly active users, reaching 570 million in Q1 2025, surpassing analyst expectations.
• Revenue Forecast: Pinterest’s advertising revenue is projected to reach $4.2 billion in 2025, rising 17.1% year-over-year, as the platform embraces shoppability and AI.

Engagement Metrics

• Video Pins: Promoted video pins on Pinterest have an average view time of 23 seconds, with a 60% completion rate, indicating strong user engagement.
• Carousel Pins: Promoted carousel pins have a 30% higher engagement rate than single-image promoted pins, making them an effective format for advertisers.

Average Order Value (AOV)

• Pinterest: The average order value from a purchase made through Pinterest is $50, which is higher than the industry average of $35.
• Comparison: Pinterest ranks as the second-highest social media platform in terms of average order value, behind only Facebook.

(Source: The Growth Scene)

Featured Article: A Complete Guide on Healthcare Social Media Marketing in 2025

How to Apply Pinterest Statistics to Your Strategy (Featuring Social Champ)

With the latest Pinterest stats showing high engagement, strong buying intent, and growing mobile use, your strategy should focus on staying consistent, following trends, and tracking what works. 

Here are some proven ways you can use this information to maximize your reach.

1. Build Around High-Intent Discovery

   With 97% of Pinterest searches being unbranded and 90% of users in a shopping mindset, your content should focus less on hard selling and more on inspiration.

   Use Social Champ’s Pinterest scheduling feature to consistently post fresh, visually appealing content that aligns with trending keywords and seasonal moments. 

   Staying active boosts visibility and keeps your Pins in front of decision-ready users.

2. Leverage Analytics to Refine Your Strategy

   The platform’s growing conversion rates and decreasing ad costs show how performance-driven Pinterest has become.

   Social Champ offers Pinterest analytics dashboards that track engagement metrics such as saves, clicks, and impressions—so you can identify what’s working, adjust underperforming campaigns, and double down on top-performing content.

3. Capitalize on Trend Windows

   Gen Z now leads Pinterest’s user base, making it essential to stay on top of microtrends.

   With a social listening feature on Social Champ, you can monitor popular topics and align your content accordingly, whether that’s a rising fashion aesthetic or seasonal home décor trend.

4. Maintain Publishing Consistency

   Pinterest rewards regular activity, but manual posting is time-consuming.

   Social Champ allows you to schedule Pins in bulk, plan campaigns in advance, and maintain a steady posting rhythm across multiple boards, freeing up your time while ensuring algorithmic favor.

What Pinterest Statistics Reveal About Future Marketing Trends

Recent Pinterest user statistics point to deeper shifts that will define the next wave of visual marketing.

If you want to future-proof your strategy, here’s what the data tells us:

1. The Gen Z Takeover Is Shaping Discovery

   Gen Z has officially surpassed Millennials as Pinterest’s largest audience segment.

   This generation isn’t just browsing—they’re curating, discovering niche aesthetics, and engaging with brands that align with their values.

   Expect a stronger demand for:

   • Authentic, unfiltered visuals
   • Content that blends inspiration with utility (e.g., DIY, fashion how-tos, mental wellness tips)
   • Interactive ad formats like Idea Pins and Carousels

   If your brand speaks to Gen Z, now is the time to lean into identity-driven content with cultural relevance.

2. AI-Powered Search Will Define Visibility

   Pinterest’s investment in AI, especially its Visual Language Model and evolving visual search features, is reshaping how users find products.

   You’d be surprised to know that now the Pinterest algorithm determines 70% of what we see on the app.

   Shoppers no longer need the right words; they can simply search by vibe, style, or even mood.

   To stay visible, brands will need to optimize not just for keywords but also for context—colors, aesthetics, and image style will increasingly affect discoverability.

3. Video PINs Are the New Scroll-Stoppers

   Video consumption on Pinterest continues to rise, with users favoring short, loopable formats that tell a visual story quickly.

   

   According to internal platform data, video ads on Pinterest lead to a 2x higher completion rate than any other social media platform.

   Takeaway: Incorporate video Pins that demonstrate products in action, showcase tutorials, or tell brand stories visually.

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In Conclusion

Pinterest is no longer just a platform for collecting aesthetics and ideas.

It has evolved into a powerful channel for data-driven marketing.

The latest Pinterest statistics highlight key shifts—rising Gen Z engagement, growing demand for video content, smarter AI search capabilities, and strong conversion performance

Marketers should treat these insights as signals for action.

Build strategies around what the data shows.

Focus on visual storytelling, consistent publishing, and intent-driven campaigns.

With tools like Social Champ, it’s easier to stay consistent, track performance, and publish smarter.

If you’re looking to turn discovery into measurable results, Pinterest is the platform to watch and act on.

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