29 Pinterest Demographics for Social Media Entrepreneurs [2022]


Prepared for a deep-dive into Pinterest demographics? If you need your subsequent Pinterest advertising marketing campaign to be successful, you’re in the proper place.

Certain, Pinterest could not boast the identical consumer hours as Fb or share TikTok’s hype. Nonetheless, the platform stays a hidden gem for entrepreneurs focusing on sure viewers demographics. When you’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 audience.

Basic Pinterest viewers demographics

First, let’s try how Pinterest stacks up towards different social media platforms.

1. In 2021, Pinterest’s viewers dropped from 478 million month-to-month lively customers to 444 million.

Pinterest acknowledged that their 2020 surge in lively customers was probably 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% progress fee is fairly according to different social media platforms like Instagram (3.7%). 433 million customers are nothing to smell at both.

Pinterest monthly active users 2022

Supply: Hootsuite 2022 Digital Development Report

2. Practically 50% of Pinterest customers are categorised 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.

Fb customers spend near 20 hours every month idly scrolling feeds and binging content material. Pinterest customers, although, often come to the platform with a objective.

Most individuals examine in after they need to analysis a kind of product or useful resource. That is probably due to the platform’s deal with academic content material over pure leisure.

3. Pinterest is the 14th largest social community on the planet.

As of January 2022, Pinterest ranks because the 14th largest platform when it comes to international lively customers.

Pinterest’s international viewers beats Twitter and Reddit. Nonetheless, it ranks beneath in style social networks like Fb, Instagram, TikTok, and Snapchat.

the world's most used social platforms

Supply: Hootsuite 2022 Digital Development Report

4. 31% of adults in the USA 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 unhealthy, contemplating the variety of social media platforms on the market.

graph of percentage of U.S. adults who use certain social media sites

Supply: Pew Analysis Middle

5. Entrepreneurs can attain a possible viewers of 225.7 million individuals utilizing Pinterest advertisements.

Working advert campaigns on Pinterest helps you to attain probably enormous international audiences. The hot button is to know how and the place to focus on your advert campaigns.

Pinterest location demographics

Understanding the place Pinterest customers are based mostly may help you higher have interaction together with your viewers and improve your Pinterest follower depend.

6. The U.S. is the nation with essentially the most in depth promoting attain on Pinterest.

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.

Pinterest ad reach ranking 2022

Supply: Hootsuite 2022 Digital Development Report

7. 34% of Pinterest customers dwell in rural areas.

This compares to 32% who dwell in suburban areas and 30% in city areas, in response to 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 selection in terms 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 individuals.

No surprises right here — that is right down to Pinterest’s drop in lively customers throughout 2021.

It’s not all unhealthy information, although. Yr on 12 months, 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 may help you higher perceive the platform’s largest audiences.

9. The median age on Pinterest is 40.

Certain, Pinterest is starting to enchantment 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 earnings.

10. 38% of Pinterest customers 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 consumer 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 break up between Era X, Gen Z, and Millennials.

bar graph of Pinterest users by age

Supply: Statista

11. U.S. Millennial Pinners are up 35% 12 months over 12 months.

Pinterest is most related to millennials, and it seems to be like they’re persevering with to flock to the app.

When 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 artistic 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 nearly 21 million Gen Z Pinterest customers. Nonetheless, Gen Z Pinterest utilization is on observe to rise to 26 million inside three years.

When you’re not already focusing on Gen Z together with your Pinterest advertisements, get on it earlier than different entrepreneurs beat you there!

US Gen Z social media users by platform 2020-2025

Supply: eMarketer

Pinterest gender demographics

Browse these gender demographics to get a greater concept of who’s prone to see your Pinterest campaigns.

13. Practically 77% of Pinterest customers are girls.

It’s no secret that ladies have at all times 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…

bar graph of female versus male versus unspecified Pinterest users

Supply: Statista

14. Male customers have risen by 40% 12 months on 12 months.

Regardless of Pinterest’s reputation with girls, males are shortly catching up.

In accordance with Pinterest’s newest viewers statistics, males are one of many platform’s largest rising demographics.

15. 80% of males who use Pinterest say that procuring on the platform leads them to “one thing surprising that surprises and delights them.”

Historically, males are thought-about “energy buyers.” They need to discover the perfect factor potential with out losing any time. Pinterest may help them do exactly that.

In accordance with a Pinterest survey, males use the platform to find new merchandise — and so they’re having fun with the method.

16. Pinterest reaches 80% of moms within the U.S. who use the web.

If you wish to attain American mothers, you might want to begin creating Pinterest campaigns — reality.

Pinterest is all about offering inspiration for later purchases. This makes it an ideal platform for constructing consciousness.

17. Ladies aged 25-34 maintain the largest share of Pinterest’s promoting attain.

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 advertising audience profile 2022

Pinterest earnings demographics

If you wish to promote merchandise on Pinterest, you might want to know what your viewers can afford.

18. 45% of social customers 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. The truth is, 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. Assume magnificence merchandise, well being and wellness gadgets, and residential furnishings.

19. Consumers on Pinterest spend a mean of 80% extra than individuals on different platforms and have a 40% larger basket measurement.

Pinterest customers are usually larger spenders and like to make use of the platform for making purchases.

20. 21% of Pinterest customers 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.

The truth is, 54% of the platform’s lively customers take residence lower than $50,000 in annual family earnings.

Even in case you’re not advertising to high-income earners, Pinterest may nonetheless be in style together with your audience. The hot button is to check totally different marketing campaign methods and see what sticks.

bar graph of Pinterest users by median income

Supply: Statista

Pinterest common conduct demographics

Okay, so we all know who’s utilizing the platform. However how are they utilizing it?

21. 8 in 10 Pinterest customers say the social community makes them really feel optimistic.

Greater than different platforms, Pinterest appears to care about making a optimistic surroundings. One cause customers could really feel this fashion? Pinterest banned political advertisements in 2018.

Pinterest additionally moderates its content material to maintain negativity away from the platform.

Of their “It Pays to Be Optimistic” report, Pinterest writes, “Right here’s the factor: Anger and divisiveness could encourage individuals to scroll (and troll!). However they don’t get individuals to purchase.”

22. 85% of individuals 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 customers 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 tasks.

Pinterest customers need to see academic 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 have interaction with new concepts and really feel impressed.

25. 70% of Pinterest customers say they use the platform to search out new merchandise, concepts or providers they will belief.

Keep in mind after we talked about Pinterest’s optimistic fame? It seems to be 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, evokes, and nurtures. Manufacturers should be acutely aware of not being too pushy — persons are in search of content material that sparks belief.

Promoting 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 customers need to really feel impressed in the course of the procuring expertise.

Folks come to Pinterest for steerage. They’re open to new concepts and need to benefit from the full Pinterest procuring 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 extra probably to say Pinterest is essentially the most influential platform of their buy journey.

Pinterest customers love to make use of the platform for procuring. Energetic customers think about Pinterest a vital procuring useful resource.

Clients may use Instagram and Fb to take a look at your model, however Pinterest is the place they go to decide.

28. 80% of weekly Pinterest customers are on the platform to find new manufacturers or merchandise.

Since Pinterest is such a trusted supply, it is sensible that individuals go browsing to find new merchandise or manufacturers.

When you get your Pinterest content material technique proper, you may get your product in entrance of a extremely engaged viewers. Even when they’re unfamiliar together with your model.

29. 75% of weekly Pinterest customers say they’re at all times procuring.

Most individuals utilizing Pinterest are within the temper to buy. In accordance with the platform’s Feed Optimization Playbook, Pinterest customers are 40% extra prone to say they love procuring and 75% extra prone to say they’re at all times procuring.

Handle your Pinterest presence alongside your different social media channels utilizing Hootsuite. From a single dashboard, you possibly can 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. Strive it free immediately.

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