29 Pinterest Demographics for Social Media Entrepreneurs 
Prepared for a deep-dive into Pinterest demographics? If you would like your subsequent Pinterest advertising and marketing marketing campaign to be a hit, you’re in the fitting place.
Certain, Pinterest could not boast the identical person hours as Fb or share TikTok’s hype. Nonetheless, the platform stays a hidden gem for entrepreneurs focusing on sure viewers demographics. In the event you’re searching for higher-spending millennials, for instance, strive Pinterest.
Earlier than you create your subsequent marketing campaign, check out our breakdown of Pinterest demographics that will help you attain your audience.
General Pinterest audience demographics
First, let’s check out how Pinterest stacks up against other social media platforms.
1. In 2021, Pinterest’s viewers dropped from 478 million monthly active users to 444 million.
Pinterest recognized that their 2020 surge in energetic customers was possible all the way down to buyers staying dwelling. When lockdown restrictions eased up, a few of their newer customers selected different actions as a substitute.
As of January 2022, 433 million folks use Pinterest each month. The platform’s 3.1% growth rate is fairly in keeping with different social media platforms like Instagram (3.7%). 433 million customers are nothing to smell at both.
2. Almost 50% of Pinterest users are labeled as “gentle” customers, logging onto the platform weekly or month-to-month as a substitute of each day. And solely 7.3% are thought-about “heavy” customers.
Most individuals verify in after they wish to analysis a kind of product or useful resource. That is possible because of the platform’s give attention to academic content material over pure leisure.
3. Pinterest is the 14th largest social network on the earth.
As of January 2022, Pinterest ranks because the 14th largest platform by way of world energetic customers.
4. 31% of adults in the United States use Pinterest.
Which means as a social platform, Pinterest sits between Instagram (40%) and LinkedIn (28%).
It additionally places Pinterest because the fourth most used social media platform. Not dangerous, contemplating the variety of social media platforms on the market.
Supply: Pew Research Center
5. Entrepreneurs can attain a possible viewers of 225.7 million people utilizing Pinterest advertisements.
Operating ad campaigns on Pinterest enables you to attain probably big world audiences. The hot button is to know how and the place to focus on your advert campaigns.
Pinterest location demographics
Figuring out the place Pinterest customers are based mostly may also help you higher have interaction along with your viewers and enhance your Pinterest follower depend.
Over 86 million members of Pinterest’s advert viewers are based mostly within the U.S. This implies Pinterest advertisements attain 30.6% of the American inhabitants aged 13 or over.
In second place is Brazil at 27 million. There, Pinterest advertisements attain 15.2% of the 13+ age group.
7. 34% of Pinterest users stay in rural areas.
This compares to 32% who stay in suburban areas and 30% in city areas, in accordance with Pew Analysis’s 2021 survey of social media customers.
This statistic could also be defined by the truth that many rural customers on Pinterest could not have a lot alternative on the subject of brick-and-mortar shops. In order that they’re turning to Pinterest to gasoline their subsequent buy concepts.
8. Quarter-on-quarter change in Pinterest advert attain is down by 3.2% or 7.3 million people.
No surprises right here — that is all the way down to Pinterest’s drop in energetic customers throughout 2021.
It’s not all dangerous information, although. Yr on yr, the change in advert attain is up by 12.4%, or a rise of 25 million folks.
Pinterest age demographics
These age-related Pinterest stats may also help you higher perceive the platform’s largest audiences.
9. The median age on Pinterest is 40.
Certain, Pinterest is starting to attraction to a youthful viewers. Nonetheless, the millennial technology stays the platform’s median age.
This implies excellent news for entrepreneurs focusing on millennials, who usually have extra disposable revenue.
10. 38% of Pinterest users are between the ages of fifty and 65, representing the most important age demographic on the platform.
Whereas the platform is related to millennials, Pinterest’s largest person group is definitely older.
In contrast to different social networks, although, there’s much less of a generational divide on Pinterest. There’s a near-even cut up between Technology X, Gen Z, and Millennials.
Pinterest is most related to millennials, and it appears like they’re persevering with to flock to the app.
In the event you haven’t but used Pinterest to focus on your millennial viewers, it’s by no means too late to begin. The hot button is to be inventive in your focused campaigns to face out from the noise.
12. There are near 21 million Gen Z customers on Pinterest — and that quantity continues to be rising.
There are at the moment nearly 21 million Gen Z Pinterest customers. Nonetheless, Gen Z Pinterest utilization is on observe to rise to 26 million inside three years.
In the event you’re not already focusing on Gen Z along with your Pinterest advertisements, get on it earlier than different entrepreneurs beat you there!
Pinterest gender demographics
Browse these gender demographics to get a greater thought of who’s more likely to see your Pinterest campaigns.
13. Almost 77% of Pinterest users are women.
It’s no secret that girls have at all times outranked males on Pinterest.
As of January 2022, girls symbolize 76.7% of Pinterest customers, whereas males symbolize simply 15.3% of the platform’s customers. However…
14. Male users have risen by 40% yr on yr.
Regardless of Pinterest’s reputation with girls, males are rapidly catching up.
In keeping with Pinterest’s newest audience statistics, males are one of many platform’s largest rising demographics.
15. 80% of men who use Pinterest say that procuring on the platform leads them to “one thing sudden that surprises and delights them.”
Historically, males are thought-about “energy buyers.” They wish to discover the most effective factor attainable with out losing any time. Pinterest may also help them just do that.
In keeping with a Pinterest survey, males use the platform to find new merchandise — they usually’re having fun with the method.
16. Pinterest reaches 80% of mothers in the U.S. who use the web.
If you wish to attain American mothers, it is advisable begin creating Pinterest campaigns — reality.
Pinterest is all about offering inspiration for later purchases. This makes it a fantastic platform for constructing consciousness.
17. Ladies aged 25-34 maintain the biggest share of Pinterest’s advertising reach.
Ladies aged 25-34 make up 29.1% of Pinterest’s advert viewers. Males in the identical age group account for six.4%.
The demographics with the bottom advert attain are women and men aged 65+.
Pinterest revenue demographics
If you wish to promote merchandise on Pinterest, it is advisable know what your viewers can afford.
18. 45% of social users within the U.S. with a family revenue of over $100K are on Pinterest.
Pinterest customers are high-earners, and the platform has made no secret of this. Actually, they typically publicize it. That is useful intel for advertisers and entrepreneurs trying to goal high-earners within the U.S.
And a fast browse will present you that Pinterest is a well-liked hub of high-end product content material. Suppose magnificence merchandise, well being and wellness objects, and residential furnishings.
19. Consumers on Pinterest spend a median of 80% more than folks on different platforms and have a 40% larger basket dimension.
Pinterest customers are usually larger spenders and like to make use of the platform for making purchases.
20. 21% of Pinterest users earn $30,000 or much less.
Not all Pinterest customers are within the high revenue bracket. There’s a lot of customers making lower than $30,000.
Actually, 54% of the platform’s energetic customers take dwelling lower than $50,000 in annual family revenue.
Even should you’re not advertising and marketing to high-income earners, Pinterest may nonetheless be standard along with your audience. The hot button is to check completely different campaign strategies and see what sticks.
Pinterest basic habits demographics
Okay, so we all know who’s utilizing the platform. However how are they utilizing it?
21. 8 in 10 Pinterest users say the social community makes them really feel constructive.
Greater than different platforms, Pinterest appears to care about making a constructive atmosphere. One motive customers could really feel this manner? Pinterest banned political ads in 2018.
Pinterest additionally moderates its content material to maintain negativity away from the platform.
Of their “It Pays to Be Positive” report, Pinterest writes, “Right here’s the factor: Anger and divisiveness could encourage folks to scroll (and troll!). However they don’t get folks to purchase.”
22. 85% of people use Pinterest on cellular.
The variety of cellular customers fluctuates yearly, but it surely’s been above 80% since 2018.
Which means optimizing pins for vertically-oriented smartphone screens isn’t non-obligatory. It’s necessary.
23. 86.2% of Pinterest’s users additionally use Instagram.
That makes Instagram the social media platform with the most important viewers overlap with Pinterest. Fb follows carefully behind at 82.7%, then YouTube at 79.8%.
The platform with the least viewers overlap with Pinterest is Reddit — solely 23.8% of Pinterest customers are additionally Reddit customers.
24. 85% of Pinners use the platform to plan new tasks.
Pinterest customers wish to see academic content material. So while you’re planning your campaigns, take into consideration tutorials, infographics and how-to posts.
Folks aren’t on Pinterest to doom-scroll or procrastinate. They wish to have interaction with new concepts and really feel impressed.
25. 70% of Pinterest users say they use the platform to search out new merchandise, concepts or providers they’ll belief.
Bear in mind after we talked about Pinterest’s constructive popularity? It appears prefer it pays off — folks belief the platform as a supply of inspiration.
For entrepreneurs utilizing Pinterest for enterprise, this implies specializing in content material that educates, conjures up, and nurtures. Manufacturers should be aware of not being too pushy — persons are searching for content material that sparks belief.
Selling on Pinterest would possibly imply publishing how-to content material that showcases merchandise in motion.
Pinterest shopper habits demographics
Extra so than on many different platforms, Pinterest customers are open to creating purchases. Right here’s how buyers often behave on Pinterest.
26. Over 40% of Pinterest users wish to really feel impressed throughout the procuring expertise.
Folks come to Pinterest for steerage. They’re open to new concepts and wish to benefit from the full Pinterest shopping journey, from product discovery to buy.
Manufacturers can faucet into these preferences by creating partaking Pinterest content material that educates and nurtures customers.
27. Weekly Pinners are 7x more likely to say Pinterest is essentially the most influential platform of their buy journey.
Pinterest customers love to make use of the platform for procuring. Lively customers think about Pinterest a vital procuring useful resource.
Clients would possibly use Instagram and Fb to have a look at your model, however Pinterest is the place they go to decide.
28. 80% of weekly Pinterest users are on the platform to find new manufacturers or merchandise.
Since Pinterest is such a trusted supply, it is smart that individuals go browsing to find new merchandise or manufacturers.
In the event you get your Pinterest content material technique proper, you will get your product in entrance of a extremely engaged viewers. Even when they’re unfamiliar along with your model.
29. 75% of weekly Pinterest users say they’re at all times procuring.
Most individuals utilizing Pinterest are within the temper to buy. In keeping with the platform’s Feed Optimization Playbook, Pinterest customers are 40% extra more likely to say they love procuring and 75% extra more likely to say they’re at all times procuring.
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