# Pinterest Statistics 2026: 45+ Key Stats Marketers Must Know

> Updated for May 2026 — 45+ Pinterest statistics: 631M MAU after Q1 2026 earnings, $1.008B quarterly revenue (+18%), 78% Gen Z brand engagement, and the commerce data that makes Pinterest the highest-intent social platform.

**Source:** https://posteverywhere.ai/blog/pinterest-statistics
**Author:** Jamie Partridge
**Published:** 2026-04-05

---

**Pinterest hit an all-time high of 631 million monthly active users in Q1 2026** ([Pinterest Q1 2026 Earnings, May 2026](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases)), 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](https://sproutsocial.com/insights/pinterest-statistics/)). Here are 45+ Pinterest statistics every marketer needs to know in 2026.


Pinterest is often underestimated in [social media strategies](/blog/how-to-create-a-social-media-strategy), 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](/pinterest-scheduler) or deciding which platforms to invest in, these statistics will inform your decisions.

For a cross-platform comparison, see our complete [social media statistics](/blog/social-media-statistics) roundup.

## Quick stats at a glance (May 2026)

- 631 million monthly active users (Q1 2026 — all-time high) ([Pinterest IR](https://investor.pinterestinc.com/))
- 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](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases))
- **+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](/blog/pinterest-aspect-ratios) for mobile is critical ([Sprout Social Pinterest Stats 2026](https://sproutsocial.com/insights/pinterest-statistics/))

> **Reach 631 million Pinterest users without manual pinning.** PostEverywhere's [Pinterest scheduler](/pinterest-scheduler) lets you batch-create and auto-publish pins at optimal times. [Start your free trial →](/pricing)

## Pinterest demographic statistics

### Gender

- **~70% female** users globally ([Sprout Social](https://sproutsocial.com/insights/pinterest-statistics/))
- **~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](https://sproutsocial.com/insights/pinterest-statistics/), [DataReportal Pinterest Stats](https://datareportal.com/essential-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](https://datareportal.com/essential-pinterest-stats))
- **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](/blog/social-media-demographics-2026).

## 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](https://sproutsocial.com/insights/pinterest-statistics/))
- 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](https://business.pinterest.com/))
- 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](https://almcorp.com/blog/pinterest-q1-2026-results-revenue-users-ai-ads/))
- **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](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases))

These commerce stats are why Pinterest is critical for [ecommerce social media strategy](/blog/social-media-for-ecommerce). If you sell products online, Pinterest should be a core pillar — not an afterthought.

> **Turn Pinterest's 85% purchase intent into revenue.** Schedule product pins at peak shopping times with PostEverywhere's [Pinterest scheduler](/pinterest-scheduler). Bulk upload your product catalog and auto-publish across [all 11 platforms](/social-media-scheduler). [Start free →](/pricing)

## 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](https://www.yansmedia.com/blog/pinterest-video-stats))
- **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](https://www.yansmedia.com/blog/pinterest-video-stats))
- Pinterest reports **240% YoY growth in video views** in 2025-2026 ([ALM Corp Pinterest Ads Guide 2026](https://almcorp.com/blog/pinterest-ads-ultimate-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](https://sproutsocial.com/insights/pinterest-statistics/))
- **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](/blog/instagram-statistics) or 15 minutes on [X](/blog/x-twitter-statistics))
- 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](/blog/best-time-to-post-on-pinterest) guide for day-by-day timing data, and the [Pinterest metrics and KPIs](/blog/pinterest-metrics-kpis) you should be tracking alongside frequency

## Pinterest advertising statistics

- **Full year 2025 revenue**: $4.222 billion (+14% YoY) ([Pinterest Q4 2025 earnings](https://s204.q4cdn.com/369458543/files/doc_earnings/2025/q4/earnings-result/Q425-PressRelease.pdf))
- **Q1 2026 revenue**: $1.008 billion (+18% YoY) ([Pinterest Q1 2026 earnings](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases))
- **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](https://improvado.io/blog/pinterest-marketing-tactics))
- 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](/blog/facebook-statistics) or [Instagram](/blog/instagram-statistics) 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](https://searchlab.nl/en/statistics/pinterest-statistics-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](/tools/pinterest-caption-generator) to write descriptions optimized for Pinterest search, and our [AI content generator](/ai-content-generator) for bulk caption creation.

## Pinterest vs other platforms: key comparisons

| Metric | Pinterest | [Instagram](/blog/instagram-statistics) | [TikTok](/blog/tiktok-statistics) | [Facebook](/blog/facebook-statistics) | [LinkedIn](/blog/linkedin-statistics) | [YouTube](/blog/youtube-statistics) |
|--------|-----------|-----------|--------|----------|----------|---------|
| 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](/blog/social-media-statistics) roundup for deeper platform comparisons.

> **Manage Pinterest alongside every other platform from one dashboard.** PostEverywhere connects to all 11 platforms: [Instagram](/instagram-scheduler), [TikTok](/tiktok-scheduler), [YouTube](/youtube-scheduler), [LinkedIn](/linkedin-scheduler), [Facebook](/facebook-scheduler), [X](/x-scheduler), [Threads](/threads-scheduler), [Pinterest](/pinterest-scheduler), [Bluesky](/bluesky-scheduler), [Telegram](/telegram-scheduler), and [Discord](/discord-scheduler). [Start your free trial →](/pricing)

## Pinterest industry benchmarks

### Top-performing niches on Pinterest

1. **Home decor & DIY** — highest save rates
2. **Food & recipes** — highest search volume
3. **Fashion & style** — highest click-through to purchase
4. **Beauty & skincare** — fastest-growing category
5. **Travel** — longest pin lifespans (seasonal evergreen)
6. **Wedding & events** — extreme seasonal peaks
7. **Health & fitness** — strong Q1 performance (New Year resolutions)
8. **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](/social-media-analytics) or one of the leading [analytics tools for social media](/blog/best-social-media-analytics-tools), or check industry averages with our [social media benchmarks](/tools/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](https://almcorp.com/blog/pinterest-q1-2026-results-revenue-users-ai-ads/))
- **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](https://almcorp.com/blog/pinterest-ads-ultimate-guide-2026/))

For trends across all platforms, see our [social media trends 2026](/blog/social-media-trends-2026) roundup.

## What changed on Pinterest in 2025-2026

Pinterest has had its breakout 18 months. Five shifts worth tracking:

1. **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](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases)). Pinterest is no longer a "Western women's platform" — Rest of World is now 58% of MAU.
2. **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).
3. **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](https://almcorp.com/blog/pinterest-q1-2026-results-revenue-users-ai-ads/)).
4. **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.
5. **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](/blog/how-the-pinterest-algorithm-works), [Pinterest content ideas](/blog/100-pinterest-content-ideas), and the [Pinterest scheduler](/pinterest-scheduler) for automation.

## Key takeaways for marketers

1. **631M MAU and growing** — Pinterest is far from dead; it just hit an all-time high in Q1 2026 ([Pinterest IR](https://investor.pinterestinc.com/))
2. **85% purchase intent** — no other social platform comes close for shopping behaviour
3. **3-6 month content lifespan** — every pin is a long-term asset, not a disposable post
4. **97% unbranded search** — smaller brands compete on equal footing with major brands
5. **High-income audience** — 45% of US users earn $100K+ household income
6. **Gen Z is 42%** — Pinterest isn't just for millennials anymore, and Gen Z grew 30% YoY
7. **AI-driven ads are 20%+ of revenue** — performance tooling has caught up with intent
8. **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](/blog/how-to-schedule-pinterest-pins) at the [best times](/blog/best-time-to-post-on-pinterest) with the right [image dimensions](/blog/pinterest-aspect-ratios), plug the workflow into a [Pinterest content calendar template](/blog/pinterest-content-calendar-template), and let PostEverywhere — reviewed in our [best Pinterest scheduler](/blog/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](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases)). 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](https://investor.pinterestinc.com/)).

### 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](https://sproutsocial.com/insights/pinterest-statistics/)). 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](https://improvado.io/blog/pinterest-marketing-tactics)). 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](https://www.yansmedia.com/blog/pinterest-video-stats)). 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)](https://www.businesswire.com/news/home/20260504431866/en/Pinterest-Announces-First-Quarter-2026-Results-Delivers-18-Revenue-Growth-Record-Users-and-Approximately-$2-Billion-of-Share-Repurchases) — 631M MAU, $1.008B revenue, regional breakdown
- [Pinterest Q4 2025 Earnings Press Release](https://s204.q4cdn.com/369458543/files/doc_earnings/2025/q4/earnings-result/Q425-PressRelease.pdf) — full year 2025 $4.222B revenue
- [Pinterest Investor Relations](https://investor.pinterestinc.com/) — official earnings reports and ARPU data
- [Sprout Social Pinterest Statistics 2026](https://sproutsocial.com/insights/pinterest-statistics/) — engagement, purchase intent, Gen Z stats
- [DataReportal Pinterest Stats](https://datareportal.com/essential-pinterest-stats) — global advertising audience data
- [Yans Media Pinterest Video Stats 2026](https://www.yansmedia.com/blog/pinterest-video-stats) — video performance benchmarks
- [ALM Corp — Pinterest Q1 2026 results coverage](https://almcorp.com/blog/pinterest-q1-2026-results-revenue-users-ai-ads/) — AI ads revenue share
- [Searchlab Pinterest Statistics 2026](https://searchlab.nl/en/statistics/pinterest-statistics-2026) — Pinterest Lens monthly queries