How Many People Use Pinterest in 2022? (New User Data)

Last Updated: July 23, 2022
We have gathered some data that will help you learn more about Pinterest and its importance to your marketing plans. Let’s discuss how many people use Pinterest and then get into the data.
How Many People Use Pinterest
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Quick Answer 🔍

How many people use Pinterest in 2022?

There are 431 million people using the platform every single month.

If you’re a marketer that isn’t using Pinterest as part of your marketing strategies, you are missing a grand opportunity.

When you find out how many people use Pinterest, who uses it, and how it’s used, you may better understand this visual discovery (search) engine and social media outlet for image and video sharing.

We have gathered some data that will help you learn more about Pinterest and its importance to your marketing plans.

Let’s discuss how many people use Pinterest in 2022 and then get into the data.

How Many People Use Pinterest in 2022?

Pinterest’s business site tells you about Pinterest and why you should use it. This site reports that Pinterest has 431 million people using the platform every single month.

They do so to find inspiration and ideas for what they want to purchase. 

Pinterest went live online in 2010 and soon became the fastest website in history to achieve 10 million monthly users with high user engagements.

That alone should tell you how dynamic and powerful this website is for marketers and users alike.

Half of Pinterest’s audience is found outside of the United States. 

What is Pinterest?

Pinterest 230

Part of knowing how many people use Pinterest is in understand the platform, what it’s used for, and how it’s used. That is where we will go from here.

Pinterest is self-defined as “a visual discovery engine for finding ideas like recipes, home, and style inspiration, and more.”

You will find literally billions of Pins on this platform to encourage your imagination and inspiration across multiple topics.

When you discover Pins that you love, you can then save them to Pinterest Boards where you will organize them to ensure you can find them later. 

Additionally, you get to create your own Pins and share your own ideas and inspiration with other Pinterest users. 

What are Pinterest Pins and Boards?

How many people use Pinterest Pins and Boards? 431 million monthly active users are using Pinterest for organizing their Pins via Boards. Let’s look at this.

Pinterest Pins act as bookmarks for saving the content you want and love. You can search using keywords or phrases.

You can even search on Google and Pinterest Pins are likely to appear in that search as well. Again, that shows how powerful it is. 

Pinterest Boards are used to “collect” Pins for organizational purposes. Every Board features its own purpose or theme.

The sky’s the limit when it comes to creating Boards for organizing your favorite Pins. 

Who Uses Pinterest?

Now that you know how many people use Pinterest (431 million monthly users), you need to know who uses it.

In this portion of the article, we will discuss who uses this discovery engine.

Gender

How many people use Pinterest are women? 60% of the 431 million users are women. Men make up the other 40%.

However, this “gender divide” could be narrowing in the coming years. Also, women outrank men as well as the non-binary segment on the platform.

Age

Women between 25 and 34 years old represent 29.1% of the Pinterest ad target market.

Another 38% of Pinterest users range between 50 and 64 years old, which is the largest of the age group demographics on Pinterest.

Next, 32% of those using Pinterest fall within the 18 to 29 age demographic, and people between 30 and 49 represent 34% of Pinterest users.

Of those who Pin a lot on the platform, American millennials represent 35% of that demographic.

Also, those from the Gen Z crowd that Pin alongside of male pinners are pinning 40% and more year over year on Pinterest. 

Income

As far as income is concerned, 45% of social media participants in America that are active on Pinterest have an income of $100,000 and over.

This data is officially documented and usually mentioned or reported by the Pinterest platform.

If you ever wondered why Pinterest is viewed as an obvious advertising gold mine, it has much to do with how transparent it is about its presence.

We may not find every statistic on the website, but we can find a lot about Pinterest from its own online presence. 

Since a lot of trendy content involving high-end products like furniture is shared on Pinterest, it makes sense that it would appeal to those with a heftier income level.

This is one reason marketers like to promote high-ticket items on the platform.

Other

Beyond age, gender, and income, Pinterest users are more likely to live in rural areas over highly populated suburbs. 

In 2019, Pinterest experienced growth in the double digits across the globe with Canada, New Zealand, and Iceland being exceptions to that growth. 

Why Do People Use Pinterest?

Pinterest

The knowledge of how many people use Pinterest is good to have, but what about how people use the platform? You need to know how it’s used to be able to put together a viable digital marketing strategy on the platform.

Here are some reasons people use Pinterest, or what they use it for in general.

Technically, there are four main reasons for using Pinterest cited among its users. Here is an overview of these four uses of Pinterest. 

  • A whopping 85% of people using Pinterest do so to discover and plan new projects.
  • Overall, 49% of users visit Pinterest to be entertained. 
  • Following brands or companies represents 32% of why people use Pinterest. 
  • 40% of people have “other purposes” for using the platform.
  • 9% use it to stay in contact with family and friends.
  • 8% of people are using Pinterest to get news and current events and to grow and build a professional network. 

One final driving force that attracts people to Pinterest is to find and buy things they want and need. They use it to make buying decisions. 

Conclusion

Even though this article has been kept as brief as possible, we have jam packed it with useful marketing data for anyone looking to earn an income by marketing on Pinterest.

We have offered up more than just how many people use Pinterest in this data.

Pinterest users account for 431 million people, of which half are outside of the United States.

It’s important to know that 82% of its active users say they have made a purchase due to a brand’s content on the platform. 

Also, 97% of all searches on Pinterest are unbranded, which means almost every pinner isn’t specific about brands on the platform.

This gives new and smaller e-commerce sites a better chance against larger competitors. 

Are you already using Pinterest in your marketing strategy? Do you plan to start using Pinterest after learning all these things about the platform?

Sources

Omnicore AgencyPinterest BusinessPinterest Help
Pinterest NewsroomSprout SocialStatista
Statista

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Written by Jason Wise

Hi! I’m Jason. I tend to gravitate towards business and technology topics, with a deep interest in social media, privacy and crypto. I enjoy testing and reviewing products, so you’ll see a lot of that from me here on EarthWeb.