Pinterest Facts & Statistics - 2022 Edition From CSNA Media

Pinterest Facts & Statistics - 2022 Edition From CSNA MediaPinterest Facts & Statistics - 2022 Edition

(Image Source: Statusbrew)

Pinterest is the home of inspiration, where people come to take action. For example, nine out of 10 people use Pinterest to get inspired about buying things—eight of whom end up doing so.

A firm grasp of consumer behaviour is more critical than ever. And since Pinners are future-thinkers who use the platform to plan and look forward, we get an earlier indication of what’s to come—which can help brands make better business decisions.

But you didn't come here to read about our thoughts on Pinterest so let’s dive into some stats and facts!

28% of all marketers worldwide use Pinterest to market (Statista).

Every month, more than two billion test-based and guided searches are carried out on Pinterest.

Seven out of every ten Pinterest users are female. (eMarketer)

97% of queries carried out on Pinterest are unbranded.

One-third of Pinterest users in the US say they use the social media platform to follow brands and companies. (Statista)

77% of pinners say they have discovered a new brand or product while browsing on Pinterest.

82% of Pinterest users have bought products based on their brand's content.

Source: Hootsuite 2022 Digital Trend Report

We are only just getting started; Statistics site Social Sprout Listed the below 24 statistics as their top picks for marketing on Pinterest.

1. Pinterest’s monthly active users dropped from 478 million to 431 million in 2021.

Don’t let the drop-off fool you. Again, Pinterest acknowledged that the platform saw higher engagement and growth due to shoppers being home throughout 2020. However, the platform has held onto a good chunk of those new users regardless.

Although Pinterest may not reach the one billion monthly active user club alongside TikTok anytime soon, 400+ million users are nothing to scoff at. In short, Pinterest’s consistency speaks for itself.

2. Nearly 50% of Pinterest’s total users are classified as “light” users, accessing the platform weekly or monthly versus daily (with only 7.3% considered “heavy” users).

Unlike TikTok or Instagram, where users are glued to the platform and check it multiple times daily, Pinterest is a different story.

Most users check in periodically or on an as-need basis. This activity trend makes sense, given the platform’s emphasis on inspirational and product-focused how-to content versus entertainment.

3. Pinterest’s annual user base growth slowed to 3.1% in 2021 (down from 7.8% in 2020).

The past few years haven’t been the best barometer for “normal” social media growth.

That said, Pinterest’s 3.1% growth rate is relatively consistent with similar networks (such as Instagram’s 3.7% growth). For reference, these numbers are exponentially better than even more “established” networks than Facebook (0.8%) or Twitter (0.2%).

Pinterest demographic statistics

Source: Hootsuite 2022 Digital Trend Report

Pop quiz: what does the “typical” Pinterest user look like?

You’d be surprised. Pinterest represents a unique network in terms of its user base and diversity. These Pinterest stats are notable for advertisers and brands looking to target the right demographics on the platform.

4. 31% of US adults claim to be Pinterest users, putting the platform between Instagram (40%) and LinkedIn (28%).

As noted earlier, Pinterest is about inspiration and education versus entertainment. The platform’s popularity among adults comes from its status as a helpful resource versus a place to binge content.

5. 38% of Pinterest users are between 50 and 64, representing the most significant age demographic on the platform.

Although the platform is historically popular among Millennials, the demographics of Pinterest are shifting.

Unlike competing networks, there’s less of a generational divide on Pinterest. Instead, the platform has a near-even split among Gen Z, Millennials and Gen Xers.

6. Gen Z users continue to grow on Pinterest, currently making up nearly 21 million users (on course to rise to 26 million Gen Z users within three years).

Gen Z is likewise having a moment on Pinterest right now. Consistent with Pinterest’s steady growth, expect to see more and more adopt the platform over time.

7. While women make up 60% of Pinterest’s core audience, male users have risen by 40% yearly.

Surprised? According to the latest Pinterest statistics, the platform is no longer dominated solely by Millennial women. Not by a long shot.

Pinterest has been discussing the rise of male and Gen Z users over the past year. This signals how the platform’s identity is evolving (and still has the potential to grow).

8. 80% of men on Pinterest claim that shopping on the platform leads them to “something unexpected” that “surprises and delights them.”

This stat highlights how men use the platform and how Pinterest remains a product research and discovery hub.

What’s notable here is that the discovery process is not reserved for one demographic. Pinterest has almost become its sort of search engine for social shoppers.

9. 45% of social users in the US with a household income over $100K are active on Pinterest.

Pinterest’s high-earning demographics are well-documented and are often touted by themselves.

This speaks to why the platform is considered a not-so-hidden gem for advertisers. Moreover, the popularity of content centred around high-end products (think: home goods, furniture) represents a window of opportunity for brands in the right niches.

Pinterest marketing and user behaviour statistics

People use Pinterest like apples and oranges versus other social platforms.

Again, entertainment isn’t what Pinterest is about. Inspiration, education and product research are the names of the game.

And if you see Pinterest as little more than a digital pinboard, you’re missing out on potential marketing opportunities.

The Pinterest stats below can help you fine-tune your marketing strategy and learn how to speak to users on the platform.

10. Compared to other social platforms, Pinterest users are 90% more likely to say they’re “always” shopping (and 30% more likely to say they “love” shopping).

Pinterest isn’t shy about putting its emphasis on shopping front and centre.

The platform is now a crucial part of the buyer’s journey, even if shoppers aren’t necessarily purchasing from Pinterest directly.

For up-and-coming brands, one of the best ways to use Pinterest for business is to present a digital shop window and personalised experience to win over buyers who’ve never heard of you.

11. 40% of Pinterest users prefer to feel “inspired” during the shopping experience versus shoppers competing for social platforms.

Piggybacking on the points above, Pinterest is a prime place to source ideas for future purchases. For brands that want to actually “inspire” potential buyers, this means matching your photo aesthetics to your target audience.

12. According to Pinterest, Gen Z users adopt new products at 3.7x the rate Zoom, who isn’t on the platform.

TikTok may be reeling in the younger crowd, but don’t count out Pinterest just yet. Another Pinterest statistic shows how the platform has cemented itself as a product discovery platform for shoppers of all ages.

13. 83% of weekly Pinterest users make purchases based on the content they see from brands on the platform.

As noted earlier, people aren’t precisely as glued to Pinterest as other platforms. Less frequent use doesn’t necessarily negate the network’s marketing impact on users.

14. 97% of top Pinterest searches are unbranded.

While product research is enormous on Pinterest, not that searches and queries aren’t necessarily seeking out brands directly; as a result, content should feature lifestyle shots, user-generated content and people-focused photos to grab the attention of serial searchers. Keyword targeting and pin optimisation matter, too.

15. 85% of Pinterest users say that Pinterest is their go-to social platform to visit when they start a new project.

This statistic showcases the importance of educational content on Pinterest. Infographics and how-to tutorials are all the rage for a reason.

16. 70% of users claim that Pinterest is where they go to find new products, ideas or services they can trust.

The takeaway here is not to blast content onto the platform. Instead, brands on Pinterest need to have a conscious presence that nurtures buyers, educates them and shows off products in action.

17. Pinterest users are 7x more likely to claim the platform is more influential than any other in the purchasing journey.

Pinterest isn’t merely the go-to platform for inspiration and product research — the platform is a significant motivator on the path to purchase.

People might see at a glance what your brand is about on Instagram or Facebook, but Pinterest is what’ll ultimately drive them to make a decision.

Pinterest advertising statistics

Source: Hootsuite 2022 Digital Trend Report

The effectiveness of Pinterest advertising is proven among big-box businesses and lifestyle brands. Let’s look at some Pinterest statistics that highlight the current state of ads on the platform.

18. Shopping ads on Pinterest drive three times the conversions and double the positive incremental return on ad spend versus competing for social platforms.

Coupled with the stats above, Pinterest content is a place for shoppers to confirm their purchasing decision. Likewise, the platform's ads mirror organic content, which is a huge plus.

19. Shoppers on Pinterest spend twice as much monthly than social shoppers on other platforms.

Remember what we said about Pinterest users being big spenders? This stat confirms just as much.

20. Featuring “lifestyle” images within ads yields a 32% higher CTR than “stock” product images.

No surprises here.

Publishing Pinterest content with a human touch goes hand in hand with higher conversions. And explaining the popularity of influencers and UGC on this platform.

21. Pinterest ad spending exploded to $94.7 million annually in 2021 (which tripled 2020’s total spend of $30.3 million).

Sure, selling on Pinterest can be done through organic content.

But ads are booming right now in a big way. So for new brands and those who’ve seen success with Pinterest ads in the past, now’s the time to rethink your budget.

22. 35% of marketers say they want to invest in influencer marketing on Pinterest (up from 29% in 2019).

TikTok and Instagram often dominate the conversation around influencers and creators but don’t count out Pinterest as part of the discussion.

23. 80% of weekly users have discovered a new brand or product on Pinterest.

This stat drives home the potential of Pinterest ads in product discovery. You're golden if your ad fits seamlessly within a product search by resembling organic content.

24. Pinterest users are 15% more likely to purchase a new product within a week of its launch.

Beyond product discovery, consider that Pinterest is an excellent place for trendspotting. This rings true among brands and consumers alike.

Source: Hootsuite 2022 Digital Trend Report

Why not look at The media agency’s guide to Pinterest released last year? Download their PDF here!

Other Reference

HOW MANY PEOPLE WILL USE SOCIAL MEDIA IN 2022? (Oberlo)

167 Digital Marketing Stats You Need to Know in 2022 (OMG)

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