29 Pinterest Demographics for Social Media Entrepreneurs [2022]


Prepared for a deep-dive into Pinterest demographics? In order for you your subsequent Pinterest advertising and marketing marketing campaign to be successful, you’re in the suitable place.

Certain, Pinterest might not boast the identical consumer hours as Fb or share TikTok’s hype. Nonetheless, the platform stays a hidden gem for entrepreneurs focusing on sure viewers demographics. Should you’re searching for higher-spending millennials, for instance, strive Pinterest.

Earlier than you create your subsequent marketing campaign, check out our breakdown of Pinterest demographics that will help you attain your target market.

General Pinterest audience demographics

First, let’s check out how Pinterest stacks up against other social media platforms.

1. In 2021, Pinterest’s viewers dropped from 478 million monthly active users to 444 million.

Pinterest recognized that their 2020 surge in energetic customers was doubtless right down to consumers staying residence. When lockdown restrictions eased up, a few of their newer customers selected different actions as an alternative.

As of January 2022, 433 million folks use Pinterest each month. The platform’s 3.1% growth rate is fairly in step with different social media platforms like Instagram (3.7%). 433 million customers are nothing to smell at both.

Supply: Hootsuite 2022 Digital Trend Report

2. Practically 50% of Pinterest users are categorized as “gentle” customers, logging onto the platform weekly or month-to-month as an alternative of every day. And solely 7.3% are thought-about “heavy” customers.

Facebook customers spend near 20 hours each month idly scrolling feeds and binging content material. Pinterest customers, although, normally come to the platform with a objective.

Most individuals verify in after they wish to analysis a sort of product or useful resource. That is doubtless due to the platform’s give attention to instructional content material over pure leisure.

3. Pinterest is the 14th largest social network on this planet.

As of January 2022, Pinterest ranks because the 14th largest platform when it comes to world energetic customers.

Pinterest’s world viewers beats Twitter and Reddit. Nonetheless, it ranks beneath standard social networks like Fb, Instagram, TikTok, and Snapchat.

the world's most used social platforms

Supply: Hootsuite 2022 Digital Trend Report

4. 31% of adults in the United States use Pinterest.

Meaning as a social platform, Pinterest sits between Instagram (40%) and LinkedIn (28%).

It additionally places Pinterest because the fourth most used social media platform. Not dangerous, contemplating the variety of social media platforms on the market.

graph of percentage of U.S. adults who use certain social media sites

Supply: Pew Research Center

5. Entrepreneurs can attain a possible viewers of 225.7 million people utilizing Pinterest adverts.

Working ad campaigns on Pinterest allows you to attain doubtlessly enormous world audiences. The hot button is to know how and the place to focus on your advert campaigns.

Pinterest location demographics

Understanding the place Pinterest customers are primarily based may also help you higher have interaction along with your viewers and enhance your Pinterest follower depend.

6. The U.S. is the country with the most extensive advertising reach on Pinterest.

Over 86 million members of Pinterest’s advert viewers are primarily based within the U.S. This implies Pinterest adverts attain 30.6% of the American inhabitants aged 13 or over.

In second place is Brazil at 27 million. There, Pinterest adverts attain 15.2% of the 13+ age group.

Pinterest ad reach ranking 2022

Supply: Hootsuite 2022 Digital Trend Report

7. 34% of Pinterest users reside in rural areas.

This compares to 32% who reside in suburban areas and 30% in city areas, in keeping with Pew Analysis’s 2021 survey of social media customers.

This statistic could also be defined by the truth that many rural customers on Pinterest might not have a lot selection in terms of brick-and-mortar shops. So that they’re turning to Pinterest to gasoline their subsequent buy concepts.

8. Quarter-on-quarter change in Pinterest advert attain is down by 3.2% or 7.3 million people.

No surprises right here — that is right down to Pinterest’s drop in energetic customers throughout 2021.

It’s not all dangerous information, although. Yr on yr, the change in advert attain is up by 12.4%, or a rise of 25 million folks.

Pinterest age demographics

These age-related Pinterest stats may also help you higher perceive the platform’s largest audiences.

9. The median age on Pinterest is 40.

Certain, Pinterest is starting to enchantment to a youthful viewers. Nonetheless, the millennial era stays the platform’s median age.

This implies excellent news for entrepreneurs focusing on millennials, who usually have extra disposable earnings.

10. 38% of Pinterest users are between the ages of fifty and 65, representing the most important age demographic on the platform.

Whereas the platform is related to millennials, Pinterest’s largest consumer group is definitely older.

Not like different social networks, although, there’s much less of a generational divide on Pinterest. There’s a near-even break up between Technology X, Gen Z, and Millennials.

bar graph of Pinterest users by age

Supply: Statista

11. U.S. Millennial Pinners are up 35% year over year.

Pinterest is most related to millennials, and it seems to be like they’re persevering with to flock to the app.

Should you haven’t but used Pinterest to focus on your millennial viewers, it’s by no means too late to start out. The hot button is to be artistic in your focused campaigns to face out from the noise.

12. There are near 21 million Gen Z customers on Pinterest — and that quantity continues to be rising.

There are at present virtually 21 million Gen Z Pinterest customers. Nonetheless, Gen Z Pinterest utilization is on monitor to rise to 26 million inside three years.

Should you’re not already focusing on Gen Z along with your Pinterest adverts, get on it earlier than different entrepreneurs beat you there!

US Gen Z social media users by platform 2020-2025

Supply: eMarketer

Pinterest gender demographics

Browse these gender demographics to get a greater thought of who’s more likely to see your Pinterest campaigns.

13. Practically 77% of Pinterest users are women.

It’s no secret that ladies have all the time outranked males on Pinterest.

As of January 2022, ladies characterize 76.7% of Pinterest customers, whereas males characterize simply 15.3% of the platform’s customers. However…

bar graph of female versus male versus unspecified Pinterest users

Supply: Statista

14. Male users have risen by 40% yr on yr.

Regardless of Pinterest’s recognition with ladies, males are shortly catching up.

In keeping with Pinterest’s newest audience statistics, males are one of many platform’s largest rising demographics.

15. 80% of men who use Pinterest say that buying on the platform leads them to “one thing surprising that surprises and delights them.”

Historically, males are thought-about “energy consumers.” They wish to discover the perfect factor attainable with out losing any time. Pinterest may also help them just do that.

In keeping with a Pinterest survey, males use the platform to find new merchandise — and so they’re having fun with the method.

16. Pinterest reaches 80% of mothers in the U.S. who use the web.

If you wish to attain American mothers, you want to begin creating Pinterest campaigns — truth.

Pinterest is all about offering inspiration for later purchases. This makes it an ideal platform for constructing consciousness.

17. Girls aged 25-34 maintain the biggest share of Pinterest’s advertising reach.

Girls aged 25-34 make up 29.1% of Pinterest’s advert viewers. Males in the identical age group account for six.4%.

The demographics with the bottom advert attain are women and men aged 65+.

Pinterest advertising audience profile 2022

Pinterest earnings demographics

If you wish to promote merchandise on Pinterest, you want to know what your viewers can afford.

18. 45% of social users within the U.S. with a family earnings of over $100K are on Pinterest.

Pinterest customers are high-earners, and the platform has made no secret of this. In truth, they usually publicize it. That is useful intel for advertisers and entrepreneurs trying to goal high-earners within the U.S.

And a fast browse will present you that Pinterest is a well-liked hub of high-end product content material. Assume magnificence merchandise, well being and wellness objects, and residential furnishings.

19. Consumers on Pinterest spend a median of 80% more than folks on different platforms and have a 40% greater basket measurement.

Pinterest customers are usually greater spenders and like to make use of the platform for making purchases.

20. 21% of Pinterest users earn $30,000 or much less.

Not all Pinterest customers are within the high earnings bracket. There’s a lot of customers making lower than $30,000.

In truth, 54% of the platform’s energetic customers take residence lower than $50,000 in annual family earnings.

Even in the event you’re not advertising and marketing to high-income earners, Pinterest may nonetheless be standard along with your target market. The hot button is to check totally different campaign strategies and see what sticks.

bar graph of Pinterest users by median income

Supply: Statista

Pinterest basic conduct demographics

Okay, so we all know who’s utilizing the platform. However how are they utilizing it?

21. 8 in 10 Pinterest users say the social community makes them really feel constructive.

Greater than different platforms, Pinterest appears to care about making a constructive setting. One purpose customers might really feel this fashion? Pinterest banned political ads in 2018.

Pinterest additionally moderates its content material to maintain negativity away from the platform.

Of their “It Pays to Be Positive” report, Pinterest writes, “Right here’s the factor: Anger and divisiveness might encourage folks to scroll (and troll!). However they don’t get folks to purchase.”

22. 85% of people use Pinterest on cell.

The variety of cell customers fluctuates yearly, however it’s been above 80% since 2018.

Meaning optimizing pins for vertically-oriented smartphone screens isn’t elective. It’s obligatory.

23. 86.2% of Pinterest’s users additionally use Instagram.

That makes Instagram the social media platform with the most important viewers overlap with Pinterest. Fb follows intently behind at 82.7%, then YouTube at 79.8%.

The platform with the least viewers overlap with Pinterest is Reddit — solely 23.8% of Pinterest customers are additionally Reddit customers.

24. 85% of Pinners use the platform to plan new tasks.

Pinterest customers wish to see instructional content material. So once you’re planning your campaigns, take into consideration tutorials, infographics and how-to posts.

Folks aren’t on Pinterest to doom-scroll or procrastinate. They wish to have interaction with new concepts and really feel impressed.

25. 70% of Pinterest users say they use the platform to search out new merchandise, concepts or providers they will belief.

Keep in mind once we talked about Pinterest’s constructive popularity? It seems to be prefer it pays off — folks belief the platform as a supply of inspiration.

For entrepreneurs utilizing Pinterest for enterprise, this implies specializing in content material that educates, evokes, and nurtures. Manufacturers should be aware of not being too pushy — persons are searching for content material that sparks belief.

Selling on Pinterest would possibly imply publishing how-to content material that showcases merchandise in motion.

Pinterest shopper conduct demographics

Extra so than on many different platforms, Pinterest customers are open to creating purchases. Right here’s how consumers normally behave on Pinterest.

26. Over 40% of Pinterest users wish to really feel impressed through the buying expertise.

Folks come to Pinterest for steerage. They’re open to new concepts and wish to benefit from the full Pinterest shopping journey, from product discovery to buy.

Manufacturers can faucet into these preferences by creating partaking Pinterest content material that educates and nurtures customers.

27. Weekly Pinners are 7x more likely to say Pinterest is essentially the most influential platform of their buy journey.

Pinterest customers love to make use of the platform for buying. Lively customers contemplate Pinterest a vital buying useful resource.

Clients would possibly use Instagram and Fb to take a look at your model, however Pinterest is the place they go to decide.

28. 80% of weekly Pinterest users are on the platform to find new manufacturers or merchandise.

Since Pinterest is such a trusted supply, it is smart that folks go online to find new merchandise or manufacturers.

Should you get your Pinterest content material technique proper, you will get your product in entrance of a extremely engaged viewers. Even when they’re unfamiliar along with your model.

29. 75% of weekly Pinterest users say they’re all the time buying.

Most individuals utilizing Pinterest are within the temper to buy. In keeping with the platform’s Feed Optimization Playbook, Pinterest customers are 40% extra more likely to say they love buying and 75% extra more likely to say they’re all the time buying.

Handle your Pinterest presence alongside your different social media channels utilizing Hootsuite. From a single dashboard, you’ll be able to compose, schedule, and publish Pins, create new boards, Pin to a number of boards without delay, and run all of your different social media profiles. Attempt it free immediately.

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