Pinterest Statistics 2026: 45+ Key Stats Marketers Must Know
Pinterest hit an all-time high of 631 million monthly active users in Q1 2026 (Pinterest Q1 2026 Earnings, May 2026), delivered $1.008 billion in quarterly revenue (+18% YoY) for the third straight billion-dollar quarter, and now sees 85% of weekly users making purchases based on pins (Sprout Social Pinterest Statistics 2026). Here are 45+ Pinterest statistics every marketer needs to know in 2026.
Last updated: May 2026.
Pinterest is often underestimated in social media strategies, but the data tells a different story — it's the platform with the highest commercial intent of any social network, and 2026 is the year it crossed several major milestones (631M MAU, $4.2B in 2025 revenue, and an ARPU bump to $1.61 globally). Whether you're planning your Pinterest scheduling strategy or deciding which platforms to invest in, these statistics will inform your decisions.
For a cross-platform comparison, see our complete social media statistics roundup.
Quick stats at a glance (May 2026)
- 631 million monthly active users (Q1 2026 — all-time high) (Pinterest IR)
- 11% YoY MAU growth
- $1.008B Q1 2026 revenue (+18% YoY)
- $4.222B full year 2025 revenue (+14% YoY)
- Q1 2026 ad impressions +24% YoY
- Global ARPU $1.61 (+6% YoY); US & Canada ARPU $7.12
- 106M US & Canada MAU | 159M Europe MAU | 367M Rest of World MAU
- 85% of weekly users purchase from pins
- 42% of users are Gen Z (fastest-growing cohort)
- 78% of Gen Z engage with brand content weekly
- 50% YoY growth in buyable items saved to boards
- Pinterest Lens processes ~1.5 billion visual searches/month
- 5+ billion monthly Pinterest searches
- 97% of top Pinterest searches are unbranded
- 30% YoY growth in Gen Z user count
Pinterest user statistics
Monthly active users (MAU)
- 631 million monthly active users as of Q1 2026 — all-time high (Pinterest Q1 2026 Earnings, BusinessWire)
- +11% year-over-year growth in global MAU
- US & Canada: 106 million MAU (+4% YoY)
- Europe: 159 million MAU (+7% YoY)
- Rest of World: 367 million MAU (+15% YoY)
- Pinterest is the 15th largest social platform globally by MAU
Daily active users and session behaviour
- Average session length: ~8 minutes (higher than X, lower than TikTok and YouTube)
- 81% of traffic comes from mobile devices — image optimization for mobile is critical (Sprout Social Pinterest Stats 2026)
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Pinterest demographic statistics
Gender
- ~70% female users globally (Sprout Social)
- ~23% male users — male share has grown from 14% to 17.2% in two years (a 23% increase)
- Among Gen Z users, the gender split is closer to 60/40 female/male
Age distribution
- Gen Z (18-24): 42% of MAU — the fastest-growing cohort (Sprout Social, DataReportal Pinterest Stats)
- 25-34: 26.8% of MAU — second-largest cohort
- 35-44: 15% of MAU
- 45-54: 8% of MAU
- 55+: 5% of MAU
- Gen Z users grew 30% year-over-year in 2025 — Pinterest's standout demographic story
Income
- Pinterest users skew higher income than most social platforms
- 45% of US Pinterest users have household income over $100K
- Pinterest has the highest proportion of high-income users among major social platforms
- This makes Pinterest particularly valuable for premium and luxury brands
Geography
- United States: ~98M users (DataReportal)
- Brazil: ~41M users (fastest-growing major market)
- Mexico: ~26M users
- Germany: ~18M users
- Pinterest operates in 200+ countries and territories
For a breakdown of demographics across all platforms, see our social media demographics guide.
Pinterest commerce and shopping statistics
This is where Pinterest really stands out. No other social platform comes close to Pinterest's purchase intent:
- 85% of weekly Pinterest users purchase based on pins they've seen (Sprout Social 2026)
- Pinterest's purchase intent index is 5.6x the social platform average — 75% of Pinners are in active purchase mode vs 28% on Facebook and 41% on Instagram
- Pinterest shoppers spend 80% more per month than shoppers on other platforms (Pinterest Business)
- Pinterest shoppers have 40% larger cart sizes than average online shoppers
- Buyable items saved to boards grew 50% YoY in 2025 — strong signal of purchase intent
- 3 out of 4 Pinterest users say they're "always shopping"
- 97% of top Pinterest searches are unbranded — users are looking for ideas, not specific brands, giving smaller brands equal opportunity
Pinterest as a shopping platform
- AI-driven ads now contribute 20%+ of revenue as of Q1 2026 (ALM Corp coverage of Pinterest Q1 2026 earnings)
- Shopping API adoption: 38% of e-commerce advertisers now feed catalogs through Pinterest's API, seeing 35% lower cost per acquisition on catalog ads
- Pinterest TV (live shopping) delivers 2.4x average shopper conversion vs static product pins
- Q1 2026 ad impressions grew 24% YoY; ad pricing softened 5% as Pinterest expanded inventory (Pinterest Q1 2026 earnings)
These commerce stats are why Pinterest is critical for ecommerce social media strategy. If you sell products online, Pinterest should be a core pillar — not an afterthought.
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Pinterest engagement statistics
- Average pin save rate: 0.2-1.0% (varies significantly by niche)
- Average click-through rate: 0.8-1.5% (significantly higher than Instagram or Facebook organic CTR)
- Idea Pins drive 4x more saves and 3.2x more outbound clicks than standard pins (Yans Media Pinterest Video Stats 2026)
- Video pins have 3x higher click-through rates than static images
- Pinterest users are 55% more likely to buy after watching a video about the product (Yans Media)
- Pinterest reports 240% YoY growth in video views in 2025-2026 (ALM Corp Pinterest Ads Guide 2026)
- Pins with text overlays get 30% more saves than image-only pins
- 78% of Gen Z users engage with brand content on Pinterest weekly (vs 70% platform-wide) (Sprout Social)
- Warm-toned images (red, orange) get 2x more repins than cool-toned (blue, green)
Content lifespan
- Average pin lifespan: 3-6 months (compared to 24-48 hours on Instagram or 15 minutes on X)
- Top-performing pins continue driving traffic for 12+ months
- Pinterest has the longest content lifespan of any social platform
- This makes Pinterest the highest-ROI platform for content creation — one pin delivers value for months
Optimal posting frequency
- Recommended: 3-5 pins per day
- Accounts posting daily see 2-3x more impressions than those posting weekly
- Consistency matters more than volume — 3 pins/day every day beats 20 pins on one day
- Check our best time to post on Pinterest guide for day-by-day timing data, and the Pinterest metrics and KPIs you should be tracking alongside frequency
Pinterest advertising statistics
- Full year 2025 revenue: $4.222 billion (+14% YoY) (Pinterest Q4 2025 earnings)
- Q1 2026 revenue: $1.008 billion (+18% YoY) (Pinterest Q1 2026 earnings)
- Q1 2026 ad impressions grew 24% YoY; ad pricing declined 5% YoY
- Global ARPU: $1.61 (+6% YoY)
- US & Canada ARPU: $7.12 — far above Europe ($1.17) and Rest of World ($0.20)
- Average CPM: $3.50-9 (lower than Instagram's $6-12 and Facebook's $7-12) (Improvado Pinterest Ads 2026)
- Average CPC: $0.10-1.50 (competitive with other platforms)
- Shopping Ads ROAS: 2.3x average, with retail and fashion brands seeing 5:1 to 8:1
- Pinterest CPCs are significantly lower than Instagram ($0.50-1.20) and Facebook ($0.40-0.90)
Why Pinterest ads perform well
Pinterest users are in a discovery and planning mindset — they're actively looking for things to buy, make, or try. This is fundamentally different from interrupting users on Facebook or Instagram who are there to socialize. Pinterest ads feel native because the entire platform IS shopping.
Pinterest search statistics
- Pinterest processes 5+ billion monthly searches
- 97% of top searches are unbranded — massive opportunity for smaller brands
- Pinterest's visual search (Lens) processes ~1.5 billion queries per month — up roughly 40% YoY (Searchlab Pinterest Stats 2026)
- Interests and keywords drive 97% of content discovery (vs social graph on other platforms)
- Pinterest users create 1.5 billion+ boards for organizing saved content
This search-driven behavior is why keyword-rich pin descriptions are essential. Use our Pinterest caption generator to write descriptions optimized for Pinterest search, and our AI content generator for bulk caption creation.
Pinterest vs other platforms: key comparisons
| Metric | TikTok | YouTube | ||||
|---|---|---|---|---|---|---|
| MAU | 631M | 2.4B | 1.8B | 3.1B | 1.3B | 2.7B |
| Purchase intent | 85% | 44% | 55% | 36% | 18% | 35% |
| Content lifespan | 3-6 months | 24-48h | 24-72h | 5-6h | 24-48h | Months-years |
| Organic CTR | 0.8-1.5% | 0.3-0.7% | N/A | 0.1-0.3% | 0.3-0.5% | N/A |
| Avg CPM | $3.50-9 | $6-12 | $5-10 | $7-12 | $30-50 | $5-12 |
| Best for | Discovery, commerce | Brand, lifestyle | Entertainment, trends | Community, ads | B2B, professional | Long-form video |
Pinterest wins on purchase intent and content lifespan — making it the highest-ROI organic channel for product-based businesses. See our full social media statistics roundup for deeper platform comparisons.
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Pinterest industry benchmarks
Top-performing niches on Pinterest
- Home decor & DIY — highest save rates
- Food & recipes — highest search volume
- Fashion & style — highest click-through to purchase
- Beauty & skincare — fastest-growing category
- Travel — longest pin lifespans (seasonal evergreen)
- Wedding & events — extreme seasonal peaks
- Health & fitness — strong Q1 performance (New Year resolutions)
- Parenting & education — high-income audience overlap
Average engagement rates by niche
| Niche | Save Rate | CTR |
|---|---|---|
| Food & recipes | 0.8% | 1.5% |
| Home decor | 0.6% | 1.2% |
| Fashion | 0.5% | 1.8% |
| Beauty | 0.4% | 1.3% |
| Travel | 0.3% | 0.9% |
| Fitness | 0.3% | 1.0% |
Compare these to your own performance using social media analytics or one of the leading analytics tools for social media, or check industry averages with our social media benchmarks tool.
Pinterest trends for 2026
- AI-driven ads now contribute 20%+ of Pinterest revenue — the fastest-growing revenue line (ALM Corp Pinterest Q1 2026 coverage)
- Shoppable video: Video pins with embedded product tags are driving direct purchases — 240% YoY growth in video views
- Gen Z growth: 42% of users are Gen Z (+30% YoY for the cohort), reshaping content toward authenticity and short video
- Body type diversity: Pinterest's inclusive body type technology in search results continues expanding
- Collage trend: Multi-image collage-style pins are seeing 3x engagement increases
- AR Try-on: Virtual try-on for makeup, furniture, and fashion is expanding to more categories
- Pinterest TV (live shopping): 2.4x conversion vs static product pins (ALM Corp)
For trends across all platforms, see our social media trends 2026 roundup.
What changed on Pinterest in 2025-2026
Pinterest has had its breakout 18 months. Five shifts worth tracking:
- MAU crossed 631 million. Pinterest hit an all-time high in Q1 2026, with international growth (+15% YoY in Rest of World) leading the charge (Pinterest Q1 2026 earnings). Pinterest is no longer a "Western women's platform" — Rest of World is now 58% of MAU.
- Revenue cleared $4.2B and a third consecutive billion-dollar quarter. Full-year 2025 came in at $4.222B (+14% YoY), with Q1 2026 at $1.008B (+18%). The 5% ad-price softness is a deliberate trade — Pinterest is expanding ad inventory to drive impression growth (+24% YoY).
- AI-driven ads became a material revenue line. Pinterest's AI-powered Performance+ ads now contribute 20%+ of revenue, with 35% lower CPA for catalog advertisers using the Shopping API (ALM Corp Pinterest Q1 2026 coverage).
- Gen Z growth reshaped the audience. 42% of users are now Gen Z, with the cohort growing 30% YoY. 78% of Gen Z engage with brand content weekly — making Pinterest one of the few platforms where Gen Z actively wants to see ads.
- Video took over. Video views grew 240% YoY, Idea Pins drive 4x more saves than static, and Pinterest TV (live shopping) shows 2.4x the conversion of a static product pin. If your Pinterest strategy is still image-only, you're trailing the algorithm.
For tactical follow-ups, see our Pinterest algorithm guide, Pinterest content ideas, and the Pinterest scheduler for automation.
Key takeaways for marketers
- 631M MAU and growing — Pinterest is far from dead; it just hit an all-time high in Q1 2026 (Pinterest IR)
- 85% purchase intent — no other social platform comes close for shopping behaviour
- 3-6 month content lifespan — every pin is a long-term asset, not a disposable post
- 97% unbranded search — smaller brands compete on equal footing with major brands
- High-income audience — 45% of US users earn $100K+ household income
- Gen Z is 42% — Pinterest isn't just for millennials anymore, and Gen Z grew 30% YoY
- AI-driven ads are 20%+ of revenue — performance tooling has caught up with intent
- Visual search is massive — ~1.5 billion monthly Lens queries mean your images need to be discoverable
The data makes a clear case: if you sell anything visually appealing, Pinterest should be a core part of your strategy. Start by scheduling Pinterest pins at the best times with the right image dimensions, plug the workflow into a Pinterest content calendar template, and let PostEverywhere — reviewed in our best Pinterest scheduler roundup — handle the daily consistency.
Frequently asked questions
How many people use Pinterest in 2026?
Pinterest reported 631 million monthly active users in Q1 2026 — an all-time high, up 11% year-over-year (Pinterest Q1 2026 earnings, May 2026). The breakdown: 106M in US & Canada, 159M in Europe, 367M in the Rest of World.
How much revenue does Pinterest generate?
Pinterest delivered $4.222 billion in full-year 2025 revenue (+14% YoY) and $1.008 billion in Q1 2026 revenue (+18% YoY) — the third consecutive billion-dollar quarter. Global ARPU is $1.61, with US & Canada ARPU at $7.12 (Pinterest IR).
Is Pinterest good for ecommerce?
Yes — 85% of weekly Pinterest users purchase based on pins, and Pinterest's purchase-intent index is 5.6x the social-platform average (Sprout Social Pinterest 2026). Buyable items saved to boards grew 50% YoY in 2025, and Shopping Ads deliver an average 2.3x ROAS.
What percentage of Pinterest users are Gen Z?
Gen Z represents 42% of Pinterest's global user base in 2026, and the cohort grew 30% YoY — making it Pinterest's fastest-growing demographic. 78% of Gen Z users engage with brand content on the platform weekly.
How much does Pinterest advertising cost in 2026?
Pinterest CPMs range from $3.50-9 and CPCs from $0.10-1.50 — significantly lower than Instagram or Facebook (Improvado Pinterest Ads 2026). Shopping Ads average a 2.3x ROAS, with retail and fashion brands hitting 5:1 to 8:1. AI-driven ads now contribute 20%+ of Pinterest revenue.
How long do Pinterest pins last?
Average pin lifespan is 3-6 months, with top-performing pins driving traffic for 12+ months. That's the longest content lifespan of any major social platform — versus 24-48 hours on Instagram, 24-72 hours on TikTok, or 5-6 hours on Facebook.
What kind of content performs best on Pinterest?
Idea Pins drive 4x more saves and 3.2x more outbound clicks than standard pins, and video Pins have 3x higher CTR than static images (Yans Media Pinterest Video Stats 2026). Pins with text overlays get 30% more saves than image-only pins, and warm-toned imagery gets 2x more repins than cool-toned. Pinterest's video views grew 240% YoY.
Sources
- Pinterest Q1 2026 Earnings Release (May 2026) — 631M MAU, $1.008B revenue, regional breakdown
- Pinterest Q4 2025 Earnings Press Release — full year 2025 $4.222B revenue
- Pinterest Investor Relations — official earnings reports and ARPU data
- Sprout Social Pinterest Statistics 2026 — engagement, purchase intent, Gen Z stats
- DataReportal Pinterest Stats — global advertising audience data
- Yans Media Pinterest Video Stats 2026 — video performance benchmarks
- ALM Corp — Pinterest Q1 2026 results coverage — AI ads revenue share
- Searchlab Pinterest Statistics 2026 — Pinterest Lens monthly queries
Founder & CEO of PostEverywhere. Writing about social media strategy, publishing workflows, and analytics that help brands grow faster.