8 min read 28.09.2026 Updated: 28.09.2026

How Many People Use Pinterest? (Latest User Statistics)

Discover how many people use Pinterest, user statistics, demographics, and growth trends, and why businesses are seeing better ROI and higher purchase intent here.

How many people use Pinterest right now? If you're asking this question, you're probably wondering if the platform is still relevant. Maybe you're considering it for your business, or you're just curious about where Pinterest stands today.

Here's what I can tell you: the numbers might surprise you. While everyone's talking about TikTok and Instagram, Pinterest has been quietly building something different. It's a visual search engine where people actually want to discover and buy things.

I'll show you the latest user statistics, who's using Pinterest, and why these numbers matter for your marketing strategy.

Key Takeaways

Pinterest has 570-578 million monthly active users, growing 10.6% year-over-year—faster than Instagram and YouTube
42% of users are Gen Z, and 40% of US users earn $100,000+ annually
85% of weekly users bought something from brand pins, with 96% of searches being unbranded (huge discovery opportunity)
Users spend 80% more monthly than on other platforms, with an average order value of $50
Pinterest ads deliver 2.3x lower cost per conversion and 32% higher ROAS than other social media platforms

Pinterest's Current User Base

Pinterest reached 570-578 million monthly active users in the first half of 2026. That's the most recent official data we have from their investor reports.

But raw numbers only tell part of the story. Let me break down what's actually happening:

Here's the growth snapshot:

Pinterest added 52-55 million new users in the past year
That's a 10.6% year-over-year growth rate
The platform now reaches about 6.4% of the global population
Their advertising reach stands at 340 million users

Now, compare that to the competition. Instagram grew 5.5% in the same period. YouTube? Just 1.6%. Pinterest is outpacing both of them.

Additionally, this growth isn't a fluke. The platform has been climbing steadily since late 2021, adding millions of users every single quarter.

Pinterest User Growth

Let me take you back to 2016. Pinterest had 160 million users back then. Fast forward to today, and we're looking at 570+ million. That's more than triple the user base in less than a decade.

However, the journey wasn't a straight line up.

Here's how it unfolded:

2016-2019: Steady growth, adding users consistently
2020: Massive 37% spike to 459 million (pandemic effect)
2021: First-ever decline of 6.1% as people returned to normal life
2022-2026: Back to consistent quarterly growth

The pandemic surge makes sense. Everyone was stuck at home, planning projects, looking for recipes, and redesigning their spaces. Pinterest became the go-to inspiration hub.

Then came the correction. In 2021, users dropped as life reopened. Some analysts worried Pinterest was losing relevance.

They were wrong. Since late 2021, the platform has added users every single quarter. The compound annual growth rate sits at around 10.5% from 2018 to 2024. That's healthy, sustainable growth.

Where Pinterest Users Are Located: Top Countries

The United States dominates with 96 million users. That's 28% of Pinterest's entire global audience concentrated in one country.

Here are the top 10 countries by user count:

Country	Number of users
United States	96M
Brazil	40.3M
Mexico	26.7M
Germany	22.6M
France	18.9M
United Kingdom	15.5M
Artgentina	11.1M
Canada	10.7M
Italy	10.5M
Colombia	10.1M

Notice something? Five of the top ten countries are in Latin America. That's where the real growth story is happening right now.

Meanwhile, 80% of Pinterest users live outside the US. The platform has truly gone global.

US Dominance vs International Growth

Here's the interesting part: the US has only 28% of users but generates 75% of Pinterest's revenue. That's $2.45 billion from American users alone.

Why the gap? American users engage more, shop more, and spend more on the platform. They're worth significantly more to advertisers.

However, international markets are catching up fast. Brazil, Mexico, and other Latin American countries are adding users at impressive rates. Europe shows steady adoption in Germany, France, and the UK.

Asia remains largely untapped. That's Pinterest's biggest growth opportunity for the next few years.

Who Uses Pinterest? Demographics That Matter

Let's talk about who's actually on Pinterest. The demographics might challenge what you think you know about the platform.

Gender breakdown:

70.3% female users
22.6% male users
7.3% unspecified/non-binary

The female majority is shrinking. Male users grew 40% year-over-year. Pinterest is becoming more balanced, though it still skews heavily female.

Age distribution tells a different story:

42% are Gen Z (18-24 years old) - the fastest-growing group
40.8% are aged 25-34 - the biggest spending segment
Women aged 18-24 make up 20% of all users (the largest single group)
Average user age sits between 25-34

Gen Z is taking over. They now represent nearly half the platform. This shift changes everything about how Pinterest operates and what trends dominate.

Now for the income data:

40% of US Pinterest users earn $100,000+ annually
33% of luxury shoppers on the platform make six figures
They're 35% more likely to earn $100k+ compared to luxury shoppers on other platforms

Want to Grow Your Pinterest Presence Faster?

Now that you know who's on Pinterest and why they matter, here's the reality: building a following from scratch takes time. A lot of time.

That's where we come in. We offer a buy Pinterest followers service that helps you jumpstart your growth with real, active accounts. No bots. No fake profiles. Just genuine followers delivered fast to give your profile the social proof it needs.

Here's why this matters: Pinterest users are more likely to engage with accounts that already look established. When someone discovers your profile and sees you have a solid following, they trust you more. They're more likely to follow, save your pins, and eventually buy from you.

How People Actually Use Pinterest: Engagement Statistics

Time spent on Pinterest looks different from other social platforms. Users spend an average of 1 hour and 31 minutes per month on the app. That sounds low compared to TikTok's 34 hours monthly, right?

But here's what matters more:

Session and frequency data:

11-15 minutes per individual session
Users open the app 43-50 times monthly
They're active on 27% of days each month

People use Pinterest differently. They come with intent, find what they need, save it, and leave. No endless scrolling.

Content activity numbers:

1.5 billion pins saved every week
500+ billion total pins saved to date
10+ billion boards created by users
5 billion searches performed monthly
1 billion videos watched daily

Those weekly saves show real engagement.

The longevity factor:

Your pins stay alive for an average of 110 days. Compare that to Twitter at 17 minutes, Facebook at 5 hours, or Instagram at 2 days. Pinterest content has the longest shelf life of any major platform.

Mobile dominates:

82-85% of all usage happens on mobile
Desktop users convert 24% better for shopping purchases
Average mobile session: 15 minutes
Average desktop session: 12.3 minutes

Pinterest as a Shopping Powerhouse: Why Numbers Matter for Business

Pinterest users come more often ready to buy.

Purchase intent statistics:

85% of weekly users bought something based on brand pins
80% discovered new brands or products on the platform
55% see Pinterest as an actual shopping destination
96-97% of searches are unbranded

That last stat is massive. When people search on Pinterest, they're not looking for specific brand names. They're exploring ideas and open to discovering whatever fits their needs.

Shopping behavior breakdown:

Users spend 80% more per month than people on other platforms
Their shopping carts are 40% larger on average
Average order value hits $50 (industry average is $35)
They spend 87% more on luxury goods specifically

Real business performance:

2+ million advertisers actively use Pinterest
Cost per conversion is 2.3x lower than other social media
Return on ad spend (ROAS) is 32% higher than other digital platforms
Shopping ads convert 3x better than on competing platforms
Pinterest drives 33% more referral traffic to e-commerce sites than Facebook

What Makes Pinterest Different: The Positive Platform Effect

Pinterest users feel good while using the app. That sounds simple, but it's actually revolutionary in today's social media landscape.

User sentiment data:

78-80% of users report feeling positive on Pinterest
The platform scores 74/100 on customer satisfaction (ACSI)
That puts it at #5 among all social platforms
60% of Gen Z says Pinterest feels more positive than other platforms

Compare that to the doomscrolling and arguments on Twitter, or the comparison anxiety on Instagram. Pinterest built something different.

Why Positivity Matters For Your Business

When people feel good, they're more receptive to your message. Ads placed in a positive environment perform better. Users trust recommendations more. They're in a mindset to explore, not to defend or argue.

Think about it. Someone opening Pinterest is looking for inspiration. They want ideas for their wedding, their next recipe, and their home makeover. They're in planning mode with a positive, open mindset.

Platform positioning:

#15 most popular social platform globally
#12 most well-liked platform
#5 for shopping activity

Pinterest carved out a niche as the "feel-good" platform. That positioning drives its shopping success and keeps users coming back.

Conclusion

So, how many people use Pinterest? We're looking at 570-578 million monthly active users and climbing fast.

These users have high incomes, strong purchase intent, and actually feel positive while using the platform. They're planning, discovering, and buying.

For businesses and marketers, Pinterest represents an untapped opportunity. The platform is growing faster than Instagram and YouTube. Gen Z is taking over. International markets are exploding.

If you've been ignoring Pinterest, now's the time to reconsider. The numbers tell a clear story: this platform works.

FAQs | Frequently Asked Questions

How long does it take to grow on Pinterest?

Organic growth typically takes 3-6 months to gain traction. Pinterest rewards consistency over viral moments. Pin 5-10 times daily, optimize for search, and create valuable content. Your pins keep working for 110 days, so growth compounds over time. Patience pays off here.

Can small businesses succeed on Pinterest?

Yes, small businesses thrive on Pinterest. Remember, 96% of searches are unbranded. Users aren't looking for big-name brands, they want solutions. Your handmade jewelry, custom prints, or consulting services can compete with major companies. Focus on quality pins and consistent posting.

How much does it cost to advertise on Pinterest?

How much do Pinterest ads cost on average? You're looking at $0.50-$1.00 per click (CPC) and $3-$5 per thousand impressions (CPM). That's significantly cheaper than Facebook or Instagram. Plus, Pinterest delivers 2.3x lower cost per conversion and 32% higher return on ad spend than other platforms.

How many people use Pinterest daily?

Pinterest doesn't publish daily active user numbers. However, users open the app 43-50 times monthly and stay active on about 27% of days. Based on these patterns, roughly 150-160 million people use Pinterest daily. That's solid engagement for a planning and discovery platform.

Herbie is a social media and SEO expert with years of experience in content creation and growth strategy. He helps brands turn data into meaningful results — from blogs to viral social campaigns