29 Pinterest Demographics for Social Media Marketers [2022]


Prepared for a deep-dive into Pinterest demographics? If you would like your subsequent Pinterest advertising and marketing marketing campaign to be successful, you’re in the fitting place.

Positive, Pinterest could not boast the identical consumer hours as Fb or share TikTok’s hype. Nonetheless, the platform stays a hidden gem for entrepreneurs concentrating on sure viewers demographics. If you happen to’re trying for higher-spending millennials, for instance, attempt Pinterest.

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

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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 all the way down to customers staying dwelling. When lockdown restrictions eased up, a few of their newer customers selected different actions as a substitute.

As of January 2022, 433 million folks use Pinterest each month. The platform’s 3.1% growth rate is fairly according to 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 labeled as “mild” customers, logging onto the platform weekly or month-to-month as a substitute of day by 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, often come to the platform with a function.

Most individuals examine 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 by way of international energetic customers.

Pinterest’s international viewers beats Twitter and Reddit. Nonetheless, it ranks beneath well-liked 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 unhealthy, 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. Marketers can attain a possible viewers of 225.7 million people utilizing Pinterest adverts.

Operating ad campaigns on Pinterest allows you to attain doubtlessly enormous international audiences. The secret is to know how and the place to focus on your advert campaigns.

Pinterest location demographics

Figuring out the place Pinterest customers are primarily based may also help you higher interact together with your viewers and improve 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 dwell in rural areas.

This compares to 32% who dwell 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 could not have a lot selection in the case 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 all the way down to Pinterest’s drop in energetic customers throughout 2021.

It’s not all unhealthy 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.

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

This implies excellent news for entrepreneurs concentrating on millennials, who typically have extra disposable earnings.

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

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

In contrast to different social networks, although, there’s much less of a generational divide on Pinterest. There’s a near-even cut up between Era 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 like they’re persevering with to flock to the app.

If you happen to haven’t but used Pinterest to focus on your millennial viewers, it’s by no means too late to start out. The secret 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 nearly 21 million Gen Z Pinterest customers. Nonetheless, Gen Z Pinterest utilization is on monitor to rise to 26 million inside three years.

If you happen to’re not already concentrating on Gen Z together 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 girls have at all times outranked males on Pinterest.

As of January 2022, girls 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 girls, males are shortly catching up.

Based on 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 customers.” They wish to discover the very best factor potential with out losing any time. Pinterest may also help them do exactly that.

Based on a Pinterest survey, males use the platform to find new merchandise — they usually’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 should begin creating Pinterest campaigns — truth.

Pinterest is all about offering inspiration for later purchases. This makes it an awesome 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 6.4%.

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 should 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 reality, 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. Suppose magnificence merchandise, well being and wellness gadgets, and residential furnishings.

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

Pinterest customers are typically larger 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 prime earnings bracket. There’s numerous customers making lower than $30,000.

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

Even when you’re not advertising and marketing to high-income earners, Pinterest may nonetheless be well-liked together with your audience. The secret is to check totally different campaign strategies and see what sticks.

bar graph of Pinterest users by median income

Supply: Statista

Pinterest common habits 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 could really feel this manner? 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 could encourage folks to scroll (and troll!). However they don’t get folks to purchase.”

22. 85% of people use Pinterest on cellular.

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

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

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

That makes Instagram the social media platform with the biggest 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 while 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 interact with new concepts and really feel impressed.

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

Bear in mind once we talked about Pinterest’s constructive status? It seems 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, conjures up, and nurtures. Manufacturers should be aware of not being too pushy — individuals are trying for content material that sparks belief.

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

Pinterest shopper habits demographics

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

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

Folks come to Pinterest for steering. 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 participating 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. Energetic customers take into account Pinterest a necessary buying useful resource.

Clients may 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 browsing to find new merchandise or manufacturers.

If you happen to get your Pinterest content material technique proper, you may get your product in entrance of a extremely engaged viewers. Even when they’re unfamiliar together with your model.

29. 75% of weekly Pinterest users say they’re at all times buying.

Most individuals utilizing Pinterest are within the temper to buy. Based on 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 at all times buying.

Handle your Pinterest presence alongside your different social media channels utilizing Hootsuite. From a single dashboard, you possibly can 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 right now.

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Schedule Pins and monitor their efficiency alongside your different social networks—all in the identical easy-to-use dashboard.





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