Pinterest Statistics 2026: 40+ Key Stats Marketers Must Know
Pinterest has 553 million monthly active users, with 89% of weekly users browsing before making a purchase. Pinterest shoppers spend 80% more per month than users on other platforms, and the platform's ad revenue hit $3.6 billion in 2024. Here are 40+ Pinterest statistics every marketer needs to know in 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. 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.
Pinterest user statistics
Monthly active users (MAU)
- 553 million monthly active users globally as of Q1 2026 (Pinterest Investor Relations)
- Some analyst reports estimate 619 million MAU when including embedded Pinterest content viewers
- ~23% year-over-year growth — Pinterest is growing faster than Facebook, X, and LinkedIn
- ~95 million US users — the US remains Pinterest's largest market by revenue
- Pinterest is the 15th largest social platform globally by MAU
Daily active users
- Estimated 250+ million daily active users globally
- Average session length: ~8 minutes (higher than X, lower than TikTok and YouTube)
- Users open Pinterest ~8 times per month on average
- 81% of traffic comes from mobile devices — image optimization for mobile is critical
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Pinterest demographic statistics
Gender
- ~72% female users globally
- ~28% male users — male user base has grown 40% since 2020
- Among Gen Z users, the gender split is closer to 60/40 female/male
Age distribution
- Gen Z (18-24): 42% of MAU — Pinterest's fastest-growing age segment
- 25-34: 30% of MAU — the largest cohort by absolute numbers
- 35-44: 15% of MAU
- 45-54: 8% of MAU
- 55+: 5% of MAU
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: ~95M users (largest market by revenue)
- Brazil: ~40M users (fastest-growing major market)
- Mexico: ~25M users
- Germany: ~18M users
- France: ~15M 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:
- 89% of weekly Pinterest users use the platform for purchase inspiration (Pinterest Business)
- Pinterest shoppers spend 80% more per month than shoppers on other platforms
- Pinterest shoppers have 40% larger cart sizes than average online shoppers
- 85% of Pinterest users have made a purchase based on pins they've seen
- 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
- Product pins with prices included see higher engagement than those without
Pinterest as a shopping platform
- Pinterest processed $1.5+ billion in shoppable pin transactions in 2025
- Shopping ads revenue grew 30% year-over-year in 2025
- Verified Merchant Program businesses see 17% higher conversion rates
- Pinterest Catalogs (product feed integration) are used by 300,000+ businesses
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 get 9x more comments and 3x more saves than standard pins
- Video pins get 2x more saves than static image pins
- Pins with text overlays get 30% more saves than image-only pins
- Carousel pins have 2x the engagement rate of standard single-image pins
- Warm-toned images (red, orange) get 2x more repins than cool-toned (blue, green)
- Pins with multiple dominant colors outperform single-color pins
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
Pinterest advertising statistics
- Pinterest's total ad revenue: $3.6 billion in 2024 (+20% YoY)
- Projected 2026 revenue: $4.67 billion
- Pinterest ad reach: 340 million people (January 2026)
- Pinterest ads deliver a 2.3x more efficient cost per conversion compared to other social platforms
- Shopping ads grew 30% year-over-year
- Average CPM: $4-9 (lower than Instagram's $6-12 and Facebook's $7-12)
- Average CPC: $0.10-1.50 (competitive with other platforms)
- Pinterest ads have a 2x higher return on ad spend (ROAS) than other social platforms for retail
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
- 475 billion+ total pins saved on Pinterest
- Pinterest processes 5+ billion monthly searches
- 97% of top searches are unbranded — massive opportunity for smaller brands
- Pinterest's visual search (Lens) is used 600 million times per month
- 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 | 553M | 2.4B | 1.8B | 3.1B | 1B | 2.7B |
| Purchase intent | 89% | 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 | $4-9 | $6-12 | $5-10 | $7-12 | $8-15 | $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 check industry averages with our social media benchmarks tool.
Pinterest trends for 2026
- AI-generated content: Pinterest is testing AI-powered pin creation tools — third-party AI content generators already fill this gap
- Shoppable video: Video pins with embedded product tags are driving direct purchases
- Gen Z growth: 42% of users are now Gen Z, changing content preferences toward authenticity
- 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
For trends across all platforms, see our social media trends 2026 roundup.
Key takeaways for marketers
- 553M MAU and growing — Pinterest is far from dead; it's growing faster than most established platforms
- 89% purchase intent — no other social platform comes close for shopping behavior
- 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
- Visual search is massive — 600M monthly visual searches 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, and let PostEverywhere's Pinterest scheduler handle the daily consistency.
Sources
- Pinterest Investor Relations — Q4 2025 and Q1 2026 earnings reports
- Pinterest Business — official business statistics
- DataReportal Digital 2026 — global social media statistics
- Statista Pinterest — user demographics and revenue data
- eMarketer — advertising and commerce forecasts
Founder & CEO of PostEverywhere. Writing about social media strategy, publishing workflows, and analytics that help brands grow faster.