60 Pinterest Statistics You Should Know in 2025

Picture this: You’re searching for the perfect living room makeover, a new recipe, or maybe just a little spark of inspiration to get your next project off the ground. Where do you turn? For over half a billion people in 2025, the answer is Pinterest—a platform that’s quietly become the internet’s favorite visual search engine, shopping assistant, and mood board all rolled into one. Whether you’re a marketer, an e-commerce pro, or just someone who loves a good DIY, understanding the latest Pinterest statistics isn’t just trivia—it’s your roadmap to what’s trending, what’s working, and where your audience is hanging out.

I’ve spent a lot of time digging into the numbers (and, let’s be honest, a few too many hours saving mid-century modern furniture Pins I’ll never buy). What I’ve found is that Pinterest’s influence goes way beyond pretty pictures—it’s shaping shopping habits, driving real sales, and setting the pace for digital trends in 2025. So, let’s dive into the most up-to-date Pinterest statistics you need to know this year, and see what they mean for anyone who wants to stand out in the ever-evolving world of social media.

Quick Glance: The Most Eye-Opening Pinterest Statistics for 2025

Short on time? Here are some of the most jaw-dropping Pinterest statistics for 2025 that every marketer, brand, and digital trend-watcher should have on their radar:

570 million monthly active users (MAUs) as of Q1 2025—a record high, with a 10% year-over-year increase ().
85% of weekly Pinners have made a purchase based on Pins from brands ().
Gen Z now makes up 42% of Pinterest’s global user base ().
82–85% of Pinterest usage happens on mobile devices ().
1.5 billion Pins are saved every week ().
Pinterest drives 33% more referral traffic to e-commerce sites than Facebook ().
Pinterest ads deliver a 32% higher return on ad spend (ROAS) than other digital platforms ().
Video Pins are watched nearly 1 billion times daily, and users are 55% more likely to buy after seeing a video Pin ().
Over 10 billion boards have been created by users as of 2024 ().
96% of top Pinterest searches are unbranded, making it a discovery-first platform ().

And that’s just the tip of the iceberg. Let’s break down what’s happening behind these numbers.

Pinterest Demographics: Who’s Pinning in 2025?

Pinterest’s audience is evolving fast. Gone are the days when it was just a digital scrapbook for wedding planners and home cooks (though, let’s be honest, those wedding mood boards are still going strong). In 2025, Pinterest is a global, cross-generational hub for inspiration, shopping, and creativity.

Age and Gender Breakdown

70% of Pinterest users are women, 30% are men (). While it’s still one of the most female-dominated platforms, the male share has grown from 22–24% a few years ago to about one-third today ().
Gen Z (ages 18–24) is Pinterest’s fastest-growing demographic, now making up 42% of the global user base ().
The largest single cohort? Women aged 18–24 (about 19–20% of all users), followed closely by women 25–34 ().
Over half of all users are under 35, signaling a generational shift as younger users flock to the platform ().

Why does this matter? If you’re marketing to Gen Z or young millennials, Pinterest isn’t just relevant—it’s essential. And with more men joining the platform, brands that previously overlooked Pinterest as “just for women” might want to rethink their strategy.

Global Reach and Top Markets

United States remains the largest market with about 89–90 million MAUs (roughly 16% of all users) ().
Other top countries: Brazil (~39 million users), Mexico (~25 million), Germany (~19 million), France (~17 million) ().
International users now make up 84% of Pinterest’s user base, with especially strong growth in Latin America and Europe ().

Pinterest’s global expansion means more opportunities for brands to reach new audiences—especially as emerging markets ramp up their usage.

Pinterest Usage Patterns: How People Use Pinterest Today

Pinterest isn’t your typical social network. It’s less about following friends and more about finding ideas, planning projects, and, yes, saving that perfect banana bread recipe you’ll totally bake someday.

Mobile vs. Desktop Usage

82–85% of Pinterest usage is on mobile devices ().
The Pinterest mobile app is the main access point, making vertical images and mobile-optimized content crucial for visibility ().

For marketers and creators, this means: Think mobile-first. If your Pins aren’t optimized for small screens, you’re missing out on the vast majority of users.

Search and Discovery Trends

Pinterest sees over 2 billion searches per month ().
96% of top searches are unbranded—users are looking for ideas, not specific brands ().
Pinterest’s visual search technology (“Lens”) lets users search with images or their camera, not just text.

This “discovery-first” mindset is a goldmine for brands. People come to Pinterest open to new ideas, which means you can reach them before they’ve made up their minds about what to buy.

Engagement on Pinterest: What Keeps Users Hooked?

Pinterest isn’t about likes or comments—it’s about action. Saving, organizing, and actually doing something with what you find.

Over 240 billion Pins have been saved to date ().
1.5 billion Pins are saved every week ().
More than 10 billion boards have been created ().

Pins have a long shelf life—unlike tweets or Instagram stories, a Pin can keep driving traffic and engagement for months (or even years). It’s like the sourdough starter of content: it just keeps giving.

Video vs. Static Content

Nearly 1 billion videos are watched daily on Pinterest ().
Video content consumption is up 200% year-over-year ().
Users are 55% more likely to buy after seeing a video about a product on Pinterest compared to other platforms ().

Video Pins are quickly becoming the go-to for brands looking to drive action. But don’t count out static images—they’re still the backbone of the platform, especially for evergreen inspiration.

Pinterest for Shopping: The Platform’s E-Commerce Power

If you think Pinterest is just for collecting pretty pictures, think again. It’s a shopping powerhouse, driving real sales and high-value customers.

Shopping Behaviors and Purchase Intent

85% of weekly Pinners have made a purchase based on Pins from brands ().
93% of users use Pinterest to plan or decide on future purchases ().
66% of users consider Pinterest their go-to place to search for products or ideas ().
55% of Pinners view Pinterest specifically as a place to shop ().
80% of weekly users discover new products or brands on Pinterest ().

And here’s the kicker: 6 out of 10 Pinterest product searches end in a purchase—eventually (). That’s a conversion rate most platforms would kill for.

Pinterest shoppers have 30% bigger baskets and spend 2X more per month than shoppers on other platforms ().
Average order value from Pinterest referrals is around $80+, compared to ~$70 on Facebook ().

Pinterest drives 33% more referral traffic to e-commerce sites than Facebook ().
Pinterest’s ROI for marketers is 32% higher than other digital platforms ().
Pinterest shoppers are 40% more likely to say they “love shopping” compared to non-users ().

With features like Pinterest Lens (visual search), Shop tabs, and AR Try-On for beauty and home decor, Pinterest is blurring the line between inspiration and purchase. If you’re in e-commerce and not on Pinterest, you might want to check your pulse.

Pinterest’s e-commerce power is a game-changer for brands looking to reach high-intent shoppers and drive real sales.

Pinterest for Brands: Business and Marketing Insights

Pinterest isn’t just for personal projects—it’s a goldmine for brands looking to reach high-intent audiences and drive long-term results.

Brand Engagement and Content Performance

Over 2 million active advertisers (business accounts) use Pinterest as of 2025 ().
Only about 4% of companies currently include Pinterest in their social media strategy (), meaning there’s less competition for attention.
Campaign content on Pinterest has a longer shelf-life than other platforms—Pins can circulate and drive traffic for months ().
Pinterest’s annual ad revenue topped $3.3 billion in 2024 ().

Brands that align with Pinterest’s positive, inspiration-driven vibe see the best results. Content that’s helpful, uplifting, and actionable wins big—think how-tos, style inspiration, and creative ideas.

Pinterest’s Role in Driving Website Traffic

Pinterest is often the #2 driver of social media traffic to retail sites (after Facebook) ().
Referral traffic from Pinterest is high-quality—visitors convert at higher rates because they arrive with intent.

If you’re looking for a platform that sends motivated visitors to your site (not just window shoppers), Pinterest should be at the top of your list.

Pinterest Advertising: Reach, ROI, and Ad Performance

Pinterest’s ad platform is growing up fast—and it’s delivering results that rival (or beat) the big guys.

Ad Reach and Audience Targeting

pinterest-advertising-audience-and-ai-optimization-2025.png

Pinterest’s advertising audience reach is around 340 million users globally ().
Ad audience grew +10.6% year-over-year ().
Advertisers can target by demographics, interests, keywords, and “Pinterest Personas” ().
AI-powered targeting and optimization are now standard, with Pinterest’s recommendation engine making 400 million predictions per second ().

Ad Performance and ROI

Average click-through rate (CTR) for Pinterest ads is 0.2–0.5% ().
Pinterest ads deliver a cost-per-conversion 2.3× lower than the social media average ().
26% of companies see Pinterest ad clicks costing $0.10 or less ().
Pinterest’s ROAS is ~32% higher than other platforms’ on average (), and about 2× the ROAS of Facebook and Instagram ().
Ads that evoke positive or inspirational emotions see a 6× higher lift in action intent ().

In other words: Pinterest ads are cost-effective, reach high-intent audiences, and keep working long after the campaign ends (thanks to Pins being saved and recirculated).

Pinterest Trends to Watch in 2025

Pinterest isn’t just following trends—it’s setting them, thanks to a mix of AI, creative features, and a focus on positivity.

AI-powered recommendations make 400 million predictions per second to surface emerging trends and relevant content ().
Generative AI content is labeled with “Gen AI” badges, and users can opt to see less AI-generated content ().
AR Try-On features for beauty and home decor are expanding—shoppers are 5× more likely to purchase after using AR Try-On ().
Pinterest Predicts trend report has an 80% success rate in forecasting what’s next ().
Short-form video, creator content, and community features (like Shuffles and collaborative boards) are on the rise.

If you want to stay ahead of the curve, keep an eye on Pinterest’s AI-driven features and trend reports—they’re often a preview of what’s about to go mainstream.

Pinterest’s trendsetting features are powered by AI and are shaping the future of digital inspiration and commerce.

Key Takeaways: What These Pinterest Statistics Mean for Marketers

Let’s boil it down. Here’s what all these Pinterest statistics mean for anyone looking to make an impact in 2025:

Pinterest is growing—fast. With 570 million MAUs and double-digit growth, it’s not slowing down anytime soon.
Gen Z is leading the charge. If you want to reach young, trend-driven consumers, Pinterest is where they’re searching, saving, and shopping.
Mobile is everything. If your content isn’t mobile-optimized, you’re missing the vast majority of users.
Video Pins are the new MVP. They drive higher engagement and conversions—especially for e-commerce.
Pinterest is a shopping powerhouse. Users come ready to buy, and the platform drives bigger baskets and higher conversion rates than most competitors.
Ad budgets go further. Lower CPCs, higher ROAS, and long-lasting campaign impact make Pinterest ads a smart investment.
AI and AR are shaping the future. From personalized recommendations to AR Try-On, Pinterest is at the forefront of tech-driven inspiration and commerce.
Positivity wins. Pinterest’s upbeat, inspiration-first environment is a breath of fresh air—and it’s what keeps users coming back.

If you’re putting together a report, presentation, or just want to sound extra smart in your next marketing meeting, here’s how to make the most of these Pinterest statistics:

Always cite your sources. Use the links provided throughout this article to back up your claims.
Update your decks and proposals. These stats are fresh for 2025—swap out those old numbers for the latest insights.
Share this blog. If you found these Pinterest statistics helpful, feel free to link to this page or share it with your team (or your boss, or your boss’s boss).
Bookmark for later. Pinterest is always evolving, and I’ll keep updating this post as new data rolls in.

And if you’re looking to supercharge your own data collection or automate your social media research, check out —our AI-powered web scraper makes gathering up-to-date stats from platforms like Pinterest a breeze. (Shameless plug, but hey, I’m proud of what we’re building.)

Final Thoughts

Pinterest in 2025 is more than a mood board—it’s a global search engine, a shopping destination, and a trendsetter powered by AI and creativity. Whether you’re a marketer, a brand, or just a curious Pin-enthusiast, these statistics are your cheat sheet to what’s working right now.

Want more insights like this? Head over to the for deep dives on everything from to . And if you’re ready to put data to work, give the a spin.

Try AI Web Scraper for Pinterest