People love Pinterest for its endless scroll of ideas. In 2025, Pinterest statistics reveal a platform buzzing with 537 million monthly active users worldwide.
This visual search engine helps users discover recipes, outfits, home decor, and more. Brands love it too, as it drives sales and engagement. If you want to know how Pinterest works and how you can use it to save time, find inspiration, or grow your business, this guide breaks it all down.
We combine key data from recent reports, add fresh insights from user discussions on Quora and Reddit, and share tips to make Pinterest work for you.
Expect detailed stats, tables for easy reading, and practical advice. By the end, you will see why Pinterest remains a top tool for creativity and commerce in 2025.
What Makes Pinterest Special in 2025?
Pinterest stands out as a visual discovery tool. Users “pin” images to boards for later reference, like digital mood boards. Launched in 2010 by Ben Silbermann, Paul Sciarra, and Evan Sharp, it exploded in popularity after an iPhone app in 2011.
Today, under CEO Bill Ready, Pinterest focuses on shopping features and AI tools. Over 70% of users are women, making it ideal for lifestyle brands. In 2025, Pinterest sees steady growth despite competition from Instagram and TikTok.
Users spend an average of 1 hour and 31 minutes daily, pinning ideas for everything from workouts to weddings. For personal use, create boards to organize travel plans or meal preps. Businesses pin product images to drive traffic—pins last months, unlike fleeting posts on other sites.
Key Pinterest Statistics 2025: Top Highlights
Pinterest hits new milestones this year. It boasts 537 million monthly active users, up 39 million from 2023. Revenue reaches $3.6 billion in 2024, with projections for $4.2 billion in 2025—a 17% jump.
Women dominate at 69.4%, and Gen Z surges to 42% of users. Weekly pinners discover new brands 46% of the time. Ads cost 2.3 times less per conversion than rivals. Over 5 billion monthly searches happen, mostly unbranded.
E-commerce thrives, with 55% viewing Pinterest as a shopping spot. These stats show Pinterest’s power for inspiration and sales. Use them to tailor your pins—add keywords like “fall outfits 2025” for better reach.
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How Many People Use Pinterest in 2025?
Billions engage with social media, but Pinterest carves a niche with visual seekers. It ranks 15th globally by monthly active users (MAUs). In Q4 2024, MAUs hit 537 million, up from 522 million in Q2 2024. Growth stems from AI recommendations and shopping integrations.
From 2016’s 135 million to 2025’s 537 million, users doubled multiple times. Gen Z drives this, representing 42%—they pin trends like sustainable fashion.
The U.S. leads with 89.9 million users, or 16.7% of total. Brazil follows at 38.93 million. Mexico, Germany, France, the UK, Italy, and Argentina round out the top eight. Europe grows fastest, with 145 million users in 2024, up to projected 150 million in 2025. The rest of the World hits 307 million.
Here is a table of Pinterest MAUs by quarter, including 2025 projections:
| Quarter | Monthly Active Users (Millions) |
| Q1 2022 | 433 |
| Q2 2022 | 433 |
| Q3 2022 | 445 |
| Q4 2022 | 450 |
| Q1 2023 | 463 |
| Q2 2023 | 465 |
| Q3 2023 | 482 |
| Q4 2023 | 498 |
| Q1 2024 | 518 |
| Q2 2024 | 522 |
| Q3 2024 | 530 |
| Q4 2024 | 537 |
| Q1 2025 | 545 (proj.) |
| Q2 2025 | 552 (proj.) |
Source: Statista.
Global vs. Regional User Breakdown
Pinterest thrives internationally, but the U.S. dominates revenue. In 2024, U.S. and Canada users numbered 101 million, Europe 145 million, and Rest of World 307 million.
Projections for 2025 show U.S./Canada at 105 million, Europe at 155 million, and Rest of World at 330 million. This shift reflects mobile app growth in emerging markets.
Here is a table of users by region, with 2025 projections:
| Year | U.S./Canada (Millions) | Europe (Millions) | Rest of World (Millions) |
| 2018 | 75 | 78 | 78 |
| 2019 | 85 | 99 | 116 |
| 2020 | 96 | 120 | 200 |
| 2021 | 91 | 125 | 233 |
| 2022 | 92 | 117 | 223 |
| 2023 | 95 | 124 | 246 |
| 2024 | 101 | 145 | 307 |
| 2025* | 105 | 155 | 330 |
Source: Statista, World Population Review.
*Projected
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Pinterest Demographics: Who Uses It in 2025?
Demographics shape Pinterest’s appeal. Women comprise 69.4%, men 22.6%, and 8% unspecified. Ages 18-24 make up 29.6%, 25-34 27.3%, 35-44 18.1%, 45-54 11.1%, 55-64 8.5%, and 65+ 5.4%. Millennials (25-34) lead, but Gen Z (42% total) surges, pinning wellness and tech trends.
In the U.S., 46% of 18-24-year-olds use it, vs. 40% of 25-34. Older users (50-64) hit 38%, showing broad appeal. Education-wise, 29% of college grads engage most.
Here is a table of user demographics by age and gender (global, 2025):
| Age Group | Women (%) | Men (%) | Total (%) |
| 18-24 | 19.0 | 10.6 | 29.6 |
| 25-34 | 20.4 | 6.9 | 27.3 |
| 35-44 | 13.5 | 4.6 | 18.1 |
| 45-54 | 8.3 | 2.8 | 11.1 |
| 55-64 | 6.4 | 2.1 | 8.5 |
| 65+ | 4.0 | 1.4 | 5.4 |
Revenue and Financial Growth in 2025
Pinterest monetizes through ads and shopping. In 2024, revenue hit $3.6 billion, up 20.3% from 2023’s $3.05 billion. Q2 2024 saw $854 million, Q1 2025 $998 million, Q2 2025 $960-980 million projected.
U.S./Canada generates 78% ($2.8 billion in 2024), Europe $483 million, Rest of World $125 million. Net income reached $1.8 billion in 2024, boosted by tax allowances.
Annual revenue grows steadily. From $0.29 billion in 2016 to $3.6 billion in 2024, it shows resilience. Advertising brings $3.27 billion in 2023, with 2 million advertisers.
Here is a table of annual revenue (in billions USD):
| Year | Total Revenue | U.S./Canada | International |
| 2016 | 0.29 | 0.292 | 0.007 |
| 2017 | 0.47 | 0.448 | 0.029 |
| 2018 | 0.75 | 0.715 | 0.058 |
| 2019 | 1.40 | 1.026 | 0.117 |
| 2020 | 1.60 | 1.425 | 0.268 |
| 2021 | 2.50 | 2.133 | 0.444 |
| 2022 | 2.80 | 2.309 | 0.493 |
| 2023 | 3.05 | 2.448 | 0.608 |
| 2024 | 3.60 | 2.884 | 0.762 |
| 2025* | 4.20 | 3.30 | 0.90 |
*Projected. Businesses benefit by running cost-effective ads—aim for ROAS of 32% higher than competitors.
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Usage and Engagement: Why People Pin in 2025
Users engage deeply. 85% buy based on brand pins; 46% discover new products weekly. Over 400 million seek monthly inspiration. Engagement rates hit 1-2%, higher in fashion (up to 3%). Traffic reaches 1.16 billion monthly visits in Q4 2023, with U.S. at 38.06%. Users view 6+ pages per visit, averaging 12 minutes 23 seconds.
Direct traffic leads at 58.63%, organic 38.48%. Weekly users: 275 million. Pins last 3.76 months, far outpacing Twitter’s hours.
Here is a table of traffic sources (2025 est.):
| Source | Percentage |
| Direct | 58.63% |
| Organic Search | 38.48% |
| Referrals | 1.69% |
| Social | 1.00% |
| Other | 0.20% |
Search and Discovery on Pinterest
- Pinterest acts like Google with images. 5 billion monthly searches, up 96% YoY; per user, 31% more.
- 97% unbranded, favoring ideas over logos. It drives 10x off-platform branded searches.
- Top U.S. keywords: “fall nails,” “fall outfits,” “literally me characters.” Global hits include “hairstyles,” “summer nails.”
- Gen Z searches spike for “eco fashion.” Use Trends tool to spot rising queries.
Here is a table of top 10 U.S. searches (2025):
| Rank | Keyword |
| 1 | Fall nails |
| 2 | Fall outfits |
| 3 | Literally me characters |
| 4 | Literally me |
| 5 | Fall wallpaper |
| 6 | Halloween nails |
| 7 | Fall |
| 8 | Fall decor |
| 9 | Fall aesthetic |
| 10 | September nails |
E-Commerce and Shopping Trends
Pinterest shines for buyers. 55% see it as a shopping place; 93% plan purchases via boards. Buyable pins grew 50% YoY. Integrations with Salesforce and Adobe aid merchants. Over half save shoppable items. Partnering with Amazon boosts ads.
Advertising and Marketing Insights
Ads fuel growth. Expenditure: $145.6 million in 2023. Revenue from ads: $3.27 billion. Costs 2.3x cheaper per conversion; 3x click-through to sites. ROAS 32% better, especially beauty (40% lift). Sales/marketing spend: $911.17 million in 2023.
Over 2 million advertisers use AI tools—25% of code AI-generated. Performance Plus suite boosts ROAS 3x for some.
Here is a table of ad expenses (millions USD):
| Year | Advertising Expenses |
| 2017 | 13.7 |
| 2018 | 19.2 |
| 2019 | 55.0 |
| 2020 | 30.3 |
| 2021 | 94.7 |
| 2022 | 139.7 |
| 2023 | 145.6 |
| 2024 | 160 (est.) |
| 2025 | 180 (proj.) |
Pinterest Trends 2025: What’s Hot and Why
Pinterest predicts nail trends with 80% accuracy. 2025 brings bold maximalism: Cherry Coded (vibrant reds), Surreal Soirees (whimsical parties), Chaos Cakes (quirky bakes), Sea Witchy (mermaid vibes).
Home: Terra Futura (solar punk gardens), Mix & Maximalist (eclectic patterns). Fashion: gender-fluid thrifting, quiet luxury. Wellness: biohacking, plant-forward meals. Travel: micro-adventures, digital nomad setups.
Trends spread 20% faster on Pinterest, lasting 20% longer. Gen Z drives 65%.
Latest from Quora and Reddit: User Questions on Pinterest 2025
Communities buzz with real talk. On Reddit’s r/Pinterest, users ask if it’s worth it for traffic in 2025—many say yes for niches like travel, but organic drops 20-30% due to algorithm favoring paid/AI content.
One blogger pins 30-50 daily but adapts with fresh visuals, gaining 1M views in months. r/MarketingGeek discusses niches: sustainable home decor (Japandi up 40%), thrifted fashion, gut health recipes. Earnings calls highlight AI code (25%) boosting productivity.
On Quora, questions focus on growth: “Is Pinterest effective for blogs?” Users report 1M views in 3 months with visual SEO. “Drive traffic?” Tips: “Best Of” lists, keyword-rich pins. Relevance for marketing? Yes, for women-targeted ads, with 10% MAU growth.
How to Use Pinterest for Your Benefit in 2025
Personal users: Build boards for goals. Pin “meal prep 2025” for health; “budget travel” for trips. Save time—97% searches unbranded, so discover freely. Join group boards for community ideas.
Businesses: Set up a free account. Pin high-quality images with links. Use keywords: “fall nails tutorial.” Schedule 10-20 pins weekly via tools like Tailwind. Run ads targeting 25-34 women—budget $50 for 10x returns. Track analytics: Aim for 1% engagement.
Advanced tips: Create Idea Pins for stories. Leverage AI for recommendations. Collaborate on trends—pin Cherry Coded outfits for fashion sales. For blogs, optimize descriptions; users drive huge traffic with visuals. Avoid overload: Focus 3 niches.
Pinterest vs. Competitors: Where It Wins
Pinterest trails giants but excels in intent. Facebook: 3.065B MAUs; YouTube 2.504B; Instagram 2B; TikTok 1.582B. Yet, Pinterest’s 537M buy 85% from pins. Vs. Instagram, pins last longer; vs. TikTok, more planning-focused.
Here is a table of top social platforms by MAUs (2025 proj.):
| Platform | MAUs (Millions) |
| 3,200 | |
| YouTube | 2,600 |
| 2,100 | |
| 2,100 | |
| TikTok | 1,700 |
| 1,400 | |
| Messenger | 1,050 |
| Telegram | 950 |
| Snapchat | 850 |
| 550 |
FAQs About Pinterest Statistics
1. How many monthly active users does Pinterest have in 2025?
Pinterest reaches 537 million monthly active users in 2025, marking a 10% year-over-year increase driven by AI features and global expansion.
2. What percentage of Pinterest users are women, and how does this impact marketing?
Women make up 69.4% of Pinterest users in 2025, which helps marketers target lifestyle and shopping content effectively to drive higher engagement and sales.
3. What are the top Pinterest trends for 2025?
Top Pinterest trends for 2025 include Cherry Coded fashion, Surreal Soirees for events, and Terra Futura for sustainable home designs, all predicted with 80% accuracy.
4. How much revenue does Pinterest generate in 2025?
Pinterest projects $4.2 billion in revenue for 2025, up 17% from 2024, mainly from U.S. ads and international growth.
5. Is Pinterest still good for driving blog traffic in 2025?
Yes, Pinterest remains effective for blog traffic in 2025, as users report millions of views with SEO-optimized visual pins, though adapting to algorithm changes boosts results.
Also Read:
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- Cryptocurrencies Statistics
- Internet Usage Statistics
Conclusion: Pinterest Thrives with 537 Million Users in 2025
Pinterest statistics 2025 paint a vibrant picture: 537 million users, $4.2 billion projected revenue, and trends like maximalism leading culture. From Gen Z’s 42% share to 5 billion searches, it fuels inspiration and sales.
Discussions on Quora and Reddit confirm its value for traffic, despite tweaks. Use it personally for organized dreams or professionally for cheap conversions. Pin boldly—your next big idea awaits.