It began with a corkboard and a few colorful pins. A place where users could dream visually—plan weddings, redecorate kitchens, or map out travel itineraries. Today, Pinterest has matured into a dynamic visual search engine, e-commerce guide, and discovery platform used by millions. In 2025, it’s no longer just a digital mood board, it’s a vital channel for creators, shoppers, and brands alike.

This article unpacks the most up-to-date Pinterest statistics, helping you understand who’s using it, how they engage with it, and why Pinterest remains a unique force in the digital ecosystem.

Editor’s Choice

• Pinterest surpassed 500 million global monthly active users (MAUs) in early 2025.
• Roughly 80% of Pinterest users in 2025 are outside the United States, showcasing its strong international growth trajectory.
• 47% of US Pinterest users actively use the platform for shopping inspiration, making it one of the top visual commerce platforms globally.
• Gen Z Pinterest usage grew by 18% in 2025, reflecting a trend shift as younger demographics embrace visual search and save behaviors.
• Revenue from Pinterest’s shopping ads increased 22% year-over-year, signaling robust growth in the e-commerce segment.
• The average session duration on Pinterest is now over 14 minutes, highlighting its deep engagement compared to other social platforms.
• Over 75% of all Pins saved in 2025 are image-based product recommendations, showing the platform’s rising commercial utility.

Pinterest Age Demographics: Key Insights

• 18 to 24 years make up the largest user group on Pinterest, accounting for 29.6% of the platform’s audience.
• Users aged 25 to 34 years follow closely, comprising 27.3% of the user base.
• The 35 to 44 years age group represents 18.1% of Pinterest users.
• 11.1% of Pinterest users are in the 45 to 54 years age bracket.
• 8.5% of users fall within the 55 to 64 years range.
• The 65+ years demographic forms the smallest segment, with 5.4% of the total audience.

These figures show that Pinterest is heavily used by younger adults, particularly those between 18 and 34 years old, who together account for nearly 57% of the platform’s users.

Total Number of Pinterest Users Worldwide

• As of Q1 2025, Pinterest has 514 million global MAUs, compared to 463 million in Q1 2024.
• The platform saw a net user gain of approximately 51 million users over the past year.
• The Asia-Pacific region led growth in 2025, contributing nearly 20 million new users, largely from India, Indonesia, and the Philippines.
• North America accounts for 95 million users, with usage remaining relatively stable compared to previous years.
• Europe holds the second-largest user base with approximately 120 million MAUs, reflecting strong engagement in markets like Germany, France, and the UK.
• Pinterest Lite, the mobile-friendly app version, contributed to user growth in bandwidth-limited regions, particularly in Latin America and Africa.
• The gender ratio globally remains skewed toward women, with around 69% of users identifying as female in 2025.
• Pinterest’s year-over-year global user growth rate for 2025 sits at 11%, outperforming several other social platforms in the same tier.

Most Popular Pinterest Categories

• Home decor remains the most browsed category on Pinterest in 2025, with over 70 billion impressions year-to-date.
• Fashion and beauty searches increased by 14%, with sustainable fashion pins showing notable growth.
• Food and recipe content accounted for 18% of all saved Pins, particularly around plant-based and quick meals.
• DIY and crafts saw a resurgence, especially among Gen Z users and hobbyists, during seasonal spikes.
• Wellness and mental health boards increased by 21%, with trending topics like journaling and mindfulness.
• Educational content boards, particularly for homeschoolers and lifelong learners, grew 25% in 2025.
• Wedding and event planning is still a top category, contributing over 9 billion searches annually.
• Parenting and child development boards gained popularity among Millennial moms and dads.
• Pet care ideas and animal boards are among the most re-pinned categories in the US.
• Finance and budgeting content saw a spike of 19% in saved Pins, signaling growing interest in money management.

Lifespan (Half-life) of Social Media Posts

• Blog posts have the longest lifespan, lasting around 1.95 years or 1,022,997 minutes.
• Pinterest content stays relevant for about 3.76 months or 164,518 minutes.
• YouTube videos maintain engagement for approximately 8.83 days or 12,717 minutes.
• LinkedIn posts have a half-life of around 24.3 hours or 1,458 minutes.
• Instagram posts remain visible for around 19.75 hours or 1,185 minutes.
• Facebook posts drop off after about 76 minutes.
• X (Twitter) content fades fastest among major platforms, with a lifespan of only 43 minutes.
• Snapchat content disappears immediately, with a half-life of 0 minutes.

These figures highlight how long-form content like blogs and Pinterest pins offers much greater longevity than real-time platforms like Twitter or Snapchat.

Pinterest Usage for Shopping and Product Discovery

• In 2025, over 50% of Pinterest users use the platform to discover new products, often before visiting e-commerce sites.
• Pinterest’s shopping features now support 1.8 billion shoppable Pins.
• The platform drives 10 times higher shopping intent per session compared to traditional social platforms, according to internal benchmarks.
• Shopping ad revenue increased by 22% year-over-year, highlighting its role as a visual sales engine.
• Pinterest Lens (visual search tool) was used over 850 million times in the first half of 2025 to identify products from user photos.
• 60% of weekly US users report purchasing a product found on Pinterest, up from 54% last year.
• Pinterest added AI-powered style-matching tools that allow users to find products visually similar to saved Pins.
• Men’s grooming and fashion product discovery grew by 17%, revealing an emerging niche.
• Pinterest’s partnerships with major retailers (like IKEA, Wayfair, and Target) expanded in 2025, offering seamless in-app shopping.
• Users who engage with shopping Pins convert at a 2x higher rate than those who engage with organic Pins.

Pinterest Business and Advertising

• Pinterest’s ad revenue surpassed $4.2 billion in 2025.
• CPM (cost per thousand impressions) on Pinterest ads increased by 8%, averaging $5.80 across verticals.
• Pinterest’s B2C ad reach in the US now covers 43% of online adults, making it a prime platform for lifestyle brands.
• Brands targeting Gen Z saw a 16% increase in ROI on Pinterest campaigns compared to 2024.
• Video ads accounted for 25% of total ad spend, reflecting the growing importance of multimedia content.
• Idea Pins (multi-slide content) generated up to 9x more engagement than static pins for small businesses.
• Pinterest Predicts, the platform’s trend-forecasting tool, influenced over 400 brand campaign strategies in 2025.
• The Pinterest Partner Program expanded to 27 certified agencies in North America.
• Small businesses reported a 31% average increase in referral traffic from promoted Pins versus organic-only strategies.
• Pinterest now supports advanced targeting features, including predictive shopping behavior, interest clusters, and seasonal timing overlays.

What Users Do on Pinterest: Key Activity Stats

• 36.6% of users visit Pinterest to follow or research brands and products, making it the top activity on the platform.
• 20.9% of users are there to look for funny or entertaining content, showing strong engagement with lifestyle and humor-related pins.
• 13.6% use Pinterest to post or share photos or videos, highlighting a decent level of user-generated content.
• 13.3% browse Pinterest to keep up with news and current events, indicating its value as an information source.
• Only 6% use the platform to message friends and family, reinforcing Pinterest’s role as a discovery tool rather than a messaging app.

These insights underline Pinterest’s strength in product discovery, inspiration, and brand research rather than social interaction.

Pinterest Traffic and Engagement Metrics

• In Q1 2025, Pinterest recorded 1.6 billion monthly site visits, up 12% year-over-year.
• Average time spent on site per session reached 14.2 minutes.
• Bounce rate decreased by 5.7%, thanks to UX updates and smoother content loading speeds.
• Over 85% of Pins are re-pinned, showcasing Pinterest’s high content circulation rate.
• Users save an average of 6.7 Pins per visit, suggesting intent-driven usage versus passive scrolling.
• Session-to-click conversion rate improved by 9% in 2025, with users more likely to click through to brand sites.
• Referral traffic from Pinterest to e-commerce stores grew by 19%, outperforming Twitter and Reddit.
• Pinterest ranked as the fourth-largest referrer of social media traffic to Shopify stores, behind only Instagram, Facebook, and TikTok.
• Rich Pins (which include price and availability) saw a 13% higher click-through rate than standard image Pins.
• The Pinterest browser extension was used 1.4 million times per day globally, helping users pin content from around the web.

Mobile vs Desktop Usage on Pinterest

• As of 2025, 88% of Pinterest traffic originates from mobile devices.
• Pinterest’s Android app accounts for 54% of total mobile sessions, while iOS comprises the remaining 46%.
• The average time spent per visit is higher on mobile (15 minutes) compared to desktop (12.3 minutes).
• Desktop usage continues to decline, now making up just 12% of total platform engagement.
• Despite lower volume, desktop users show a 24% higher conversion rate on shopping Pins compared to mobile.
• Mobile push notifications have improved re-engagement rates by 18% year-over-year, especially for saved Pins.
• Tablet usage holds steady at 5% of mobile activity, often used for recipe browsing and planning boards.
• Pinterest’s mobile search bar now processes over 1 billion queries monthly, showing enhanced search behavior on phones.
• Visual search via mobile Lens has grown by 27%, driven by Gen Z and millennial users.
• Pinterest’s mobile app has a 4.8-star average rating on the App Store and a 4.5-star rating on Google Play in 2025.

Countries With the Most Pinterest Users

• United States – Pinterest has 100.75 million users in the U.S., making it the platform’s largest market by far. This represents a dominant share compared to other countries.
• Germany – With 17.56 million users, Germany ranks second globally in Pinterest usage. The platform is popular among German users for DIY and lifestyle content.
• France – France has 12.22 million users active on Pinterest. It’s a go-to platform there for fashion, home décor, and beauty inspiration.
• United Kingdom – The UK is home to 10.75 million Pinterest users. British users often engage with wedding planning, recipes, and travel content.
• Canada – Pinterest sees 10.26 million users from Canada. It’s widely used for hobby-based boards and seasonal content ideas.
• Italy – Italy contributes 8.01 million users to Pinterest’s global base. Italians frequently use the platform for cooking, interior design, and event planning.
• Spain – Pinterest has 7.13 million Spanish users. It’s especially popular for fashion trends and creative DIY projects.
• Netherlands – The Netherlands accounts for 5.34 million users. Dutch users engage heavily with minimalistic lifestyle and design boards.
• Australia – There are 4.3 million Pinterest users in Australia. The platform is commonly used for party planning and home renovation ideas.
• Poland – Pinterest has a user base of 3.39 million in Poland. Popular topics include crafts, recipes, and fitness.
• Belgium – 2.96 million people in Belgium use Pinterest regularly. Users often pin content related to style, home ideas, and tech gadgets.
• Switzerland – Pinterest has 1.76 million users in Switzerland. The platform sees good traction among design and fashion communities.
• Austria – There are 1.74 million Pinterest users in Austria. Users typically browse for lifestyle and personal development content.
• Sweden – Sweden has a Pinterest audience of 1.71 million. It’s used widely for Scandinavian design, wellness, and travel planning.
• Greece – Pinterest attracts 1.67 million users from Greece. Travel, home décor, and cultural pins are especially popular.
• Portugal – In Portugal, 1.51 million people actively use Pinterest. It’s a hub for culinary, festive, and lifestyle inspiration.
• Hungary – Hungary has 1.4 million users on Pinterest. Many turn to the platform for creative and craft ideas.
• Romania – With 1.31 million users, Pinterest is growing steadily in Romania. The focus is on personal style, beauty, and inspirational quotes.
• Czechia – Pinterest sees 1.18 million users from Czechia. Users often save content about home projects, fitness, and motivation.
• Denmark – Denmark rounds out the list with 1.1 million users. Danish users favor Pinterest for design aesthetics and seasonal trends.

Pinterest Creator and Influencer Statistics

• Pinterest supports over 10 million active creators globally, including influencers, educators, and niche bloggers.
• Idea Pins now generate 8x more engagement for creators than static images, especially in lifestyle and beauty niches.
• In 2025, Pinterest expanded its Creator Rewards program to 14 countries, supporting monetization for more users.
• Top creators earn an average of $3,200/month through affiliate links, ad revenue sharing, and sponsored boards.
• Beauty and wellness creators saw the fastest growth, with engagement up by 24% year-over-year.
• Pinterest’s creator dashboard saw a 19% increase in daily usage, offering analytics, pin management, and audience insights.
• Micro-influencers (10K–50K followers) report the highest engagement per Pin, especially in DIY, fashion, and food.
• Over 80% of creators use Pinterest as their top platform for visual storytelling, surpassing Instagram in content shelf-life.
• Group boards featuring multiple creators now drive up to 3x higher save rates than single-author boards.
• Collaborations with brands through the Pinterest Creator Hub increased by 31% in Q1 2025.

Pinterest Revenue and Financial Performance

• Pinterest’s 2025 revenue is projected to exceed $4.8 billion, a 16% increase from 2024’s $4.2 billion.
• Advertising accounts for 91% of total revenue, while the remaining 9% comes from commerce integrations and data licensing.
• Pinterest’s net profit margin improved to 21.4%, attributed to reduced acquisition costs and improved targeting.
• ARPU (average revenue per user) in the US reached $7.93, while global ARPU averaged $3.52.
• The platform invested $250 million in AI infrastructure to improve personalization and visual search.
• Pinterest’s R&D spending increased by 18%, now comprising 12% of total expenses.
• The company reported its fifth consecutive profitable quarter in Q1 2025, signaling operational stability.
• Pinterest’s stock price rose by 23% year-to-date, driven by strong ad performance and new product rollouts.
• International markets contributed 38% of Pinterest’s total revenue.
• Subscription-based features for power users and businesses are projected to add $100M in new revenue streams by the end of 2025.

Projected Growth of Pinterest Users in the United States

• In 2025, Pinterest is expected to reach 98.51 million users in the U.S. This reflects a steady increase in platform popularity.
• By 2026, the number of U.S. users is projected to climb to 99.81 million. This marks a growth of over 1.3 million users from the previous year.
• In 2027, Pinterest is forecasted to hit 101.04 million users in the U.S. The platform continues to gain momentum across key demographics.
• By 2028, Pinterest is expected to grow further to 102.2 million users. This represents a total increase of 3.69 million users over the four-year span.

Pinterest’s Role in Visual Search and AI Integration

• Pinterest Lens usage hit 1.7 billion scans in 2025, making it one of the most-used visual discovery tools in social media.
• AI now powers 100% of Pinterest’s search and recommendation engine, including “related Pins” and “buyable ideas.”
• The platform rolled out AI-guided style boards, auto-grouping pins by mood, aesthetic, or theme.
• Smart crop and auto-tagging for uploaded images improved pin publishing time by 42% for creators.
• Pinterest’s “shop the look” feature uses machine learning to identify multiple products in a single image, with click-through rates increasing 17%.
• AI personalization now drives over 60% of homepage content, making the platform stickier for users.
• New AI-based accessibility tools improve usability for visually impaired users, adding alt-text descriptions and voice navigation.
• Pinterest began testing AI-generated Pins for brands in closed beta, automating variations for A/B testing.
• The visual search AI can now detect over 5,000 fashion and home decor attributes.
• Pinterest Labs is working on real-time image translation, allowing users to scan global styles and receive culturally relevant product links.

Top 5 Marketing Industry Shifts

• 44% of marketers said the biggest change was focusing on the customer and their experience. This highlights a growing emphasis on personalization and empathy in campaigns.
• 35% noted a shift toward creating content that reflects brand values. Audiences increasingly prefer brands that align with their beliefs.
• Another 35% reported using data to inform marketing efforts. Data-driven strategies are now central to optimizing campaigns and targeting.
• 31% of marketers are now using data to demonstrate ROI. Proving measurable results is becoming essential to justify marketing spend.
• 29% have turned to providing customer service through social media. This reflects the demand for real-time, accessible brand support.

Recent Developments in Pinterest Features and Tools

• In 2025, Pinterest introduced Board Insights, offering analytics on saves, clicks, and engagement per board.
• Smart Pin Scheduling allows creators to auto-post at peak times based on historical engagement data.
• Pinterest TV Live Shopping expanded to 9 new countries, blending influencer livestreams with direct product sales.
• A “Save with Friends” feature lets users co-curate boards in real-time, boosting collaborative usage.
• Dynamic Pin Titles and Descriptions, powered by AI, help users write optimized captions faster.
• Pinterest released a native content editor, letting users crop, add filters, and enhance Pins before publishing.
• Search-by-Color tool lets users filter pins by dominant hues, useful for designers and aesthetic planners.
• Business Hub updates include deeper demographic insights and benchmarking against similar brands.
• Pinterest launched a plugin for Shopify and WooCommerce to auto-sync products with Rich Pins.
• New safety tools rolled out in early 2025 help filter harmful content, limit misinformation, and enhance comment moderation.

Conclusion

Pinterest in 2025 isn’t just a social network, it’s a search-first discovery engine, shopping assistant, and creative tool rolled into one. With half a billion users and climbing, its evolution into a visual commerce powerhouse is no longer speculative, it’s statistical. From expanded AI features to booming creator engagement and shoppable Pins, Pinterest has firmly staked its claim in the future of online exploration. Whether you’re a marketer, creator, or curious user, one thing’s clear: what begins with a Pin might just end with a purchase.

Sources

• https://www.statista.com/topics/1267/pinterest/
• https://datareportal.com/essential-pinterest-stats
• https://www.statista.com/statistics/995071/pinterest-app-mau-region/
• https://explodingtopics.com/blog/pinterest-stats
• https://www.statista.com/statistics/248168/gender-distribution-of-pinterest-users/
• https://blog.hootsuite.com/social-media-statistics/
• https://www.oberlo.com/statistics/pinterest-ad-revenue

ABOUT AUTHOR

by Barry Elad