29 Pinterest Demographics for Social Media Entrepreneurs 
Prepared for a deep-dive into Pinterest demographics? In order for you your subsequent Pinterest advertising and marketing marketing campaign to be successful, you’re in the precise place.
Certain, Pinterest might 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. If you happen to’re in search of higher-spending millennials, for instance, strive Pinterest.
Earlier than you create your subsequent marketing campaign, check out our breakdown of Pinterest demographics that can assist you attain your target market.
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 seemingly right down to buyers staying residence. When lockdown restrictions eased up, a few of their newer customers selected different actions as an alternative.
As of January 2022, 433 million individuals use Pinterest each month. The platform’s 3.1% growth rate is fairly in step 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 an alternative of each day. And solely 7.3% are thought-about “heavy” customers.
Most individuals test in after they need to analysis a sort of product or useful resource. That is seemingly due to the platform’s concentrate on instructional content material over pure leisure.
3. Pinterest is the 14th largest social network on this planet.
As of January 2022, Pinterest ranks because the 14th largest platform when it comes to international energetic customers.
4. 31% of adults in the United States use Pinterest.
Meaning 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 adverts.
Operating ad campaigns on Pinterest permits you to attain probably big international audiences. The bottom line is to know how and the place to focus on your advert campaigns.
Pinterest location demographics
Understanding the place Pinterest customers are primarily based will help you higher interact together with your viewers and enhance your Pinterest follower rely.
Over 86 million members of Pinterest’s advert viewers are primarily based within the U.S. This implies Pinterest adverts attain 30.6% of the American inhabitants aged 13 or over.
In second place is Brazil at 27 million. There, Pinterest adverts 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 line 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 might not have a lot alternative on the subject of brick-and-mortar shops. So 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 right down to Pinterest’s drop in energetic customers throughout 2021.
It’s not all dangerous information, although. 12 months on yr, the change in advert attain is up by 12.4%, or a rise of 25 million individuals.
Pinterest age demographics
These age-related Pinterest stats will 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 typically have extra disposable earnings.
10. 38% of Pinterest users are between the ages of fifty and 65, representing the biggest 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 Era X, Gen Z, and Millennials.
Pinterest is most related to millennials, and it seems like they’re persevering with to flock to the app.
If you happen to haven’t but used Pinterest to focus on your millennial viewers, it’s by no means too late to begin. The bottom line 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 present virtually 21 million Gen Z Pinterest customers. Nonetheless, Gen Z Pinterest utilization is on monitor to rise to 26 million inside three years.
If you happen to’re not already focusing on Gen Z together with your Pinterest adverts, 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 all the time outranked males on Pinterest.
As of January 2022, girls characterize 76.7% of Pinterest customers, whereas males characterize 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 line 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 purchasing on the platform leads them to “one thing sudden that surprises and delights them.”
Historically, males are thought-about “energy buyers.” They need to discover the very best factor potential with out losing any time. Pinterest will help them do exactly that.
In line 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, you want to begin creating Pinterest campaigns — reality.
Pinterest is all about offering inspiration for later purchases. This makes it an incredible platform for constructing consciousness.
17. Girls aged 25-34 maintain the biggest share of Pinterest’s advertising reach.
Girls 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 earnings demographics
If you wish to promote merchandise on Pinterest, you want to know what your viewers can afford.
18. 45% of social users within the U.S. with a family earnings of over $100K are on Pinterest.
Pinterest customers are high-earners, and the platform has made no secret of this. In actual fact, they usually publicize it. That is useful intel for advertisers and entrepreneurs seeking 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 gadgets, and residential furnishings.
19. Consumers on Pinterest spend a mean of 80% more than individuals on different platforms and have a 40% larger basket dimension.
Pinterest customers are typically 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 prime earnings bracket. There’s numerous customers making lower than $30,000.
In actual fact, 54% of the platform’s energetic customers take residence lower than $50,000 in annual family earnings.
Even in the event you’re not advertising and marketing to high-income earners, Pinterest might nonetheless be well-liked together with your target market. The bottom line is to check totally different campaign strategies and see what sticks.
Pinterest normal conduct 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 optimistic.
Greater than different platforms, Pinterest appears to care about making a optimistic setting. One cause customers might really feel this fashion? 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 might encourage individuals to scroll (and troll!). However they don’t get individuals to purchase.”
22. 85% of people use Pinterest on cell.
The variety of cell customers fluctuates yearly, however it’s been above 80% since 2018.
Meaning optimizing pins for vertically-oriented smartphone screens isn’t non-obligatory. It’s obligatory.
23. 86.2% of Pinterest’s users additionally use Instagram.
That makes Instagram the social media platform with the biggest viewers overlap with Pinterest. Fb follows intently 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 initiatives.
Pinterest customers need to see instructional content material. So whenever 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 need to interact with new concepts and really feel impressed.
25. 70% of Pinterest users say they use the platform to seek out new merchandise, concepts or companies they will belief.
Bear in mind after we talked about Pinterest’s optimistic popularity? It seems prefer it pays off — individuals 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 must be aware of not being too pushy — individuals are in search of content material that sparks belief.
Selling on Pinterest may imply publishing how-to content material that showcases merchandise in motion.
Pinterest shopper conduct 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 need to really feel impressed through the purchasing expertise.
Folks come to Pinterest for steering. They’re open to new concepts and need to benefit from the full Pinterest shopping journey, from product discovery to buy.
Manufacturers can faucet into these preferences by creating participating Pinterest content material that educates and nurtures customers.
27. Weekly Pinners are 7x more likely to say Pinterest is probably the most influential platform of their buy journey.
Pinterest customers love to make use of the platform for purchasing. Energetic customers contemplate Pinterest a vital purchasing useful resource.
Clients may 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 folks go online to find new merchandise or manufacturers.
If you happen to get your Pinterest content material technique proper, you will get your product in entrance of a extremely engaged viewers. Even when they’re unfamiliar together with your model.
29. 75% of weekly Pinterest users say they’re all the time purchasing.
Most individuals utilizing Pinterest are within the temper to buy. In line with the platform’s Feed Optimization Playbook, Pinterest customers are 40% extra more likely to say they love purchasing and 75% extra more likely to say they’re all the time purchasing.
Handle your Pinterest presence alongside your different social media channels utilizing Hootsuite. From a single dashboard, you’ll be able to compose, schedule, and publish Pins, create new boards, Pin to a number of boards without delay, and run all of your different social media profiles. Attempt it free at present.
Schedule Pins and monitor their efficiency alongside your different social networks—all in the identical easy-to-use dashboard.