Pinterest was the fastest standalone site in history to reach 10 million unique users in 2012.
Since then, the platform has maintained and grown the highly engaged audience that helped it reach that initial milestone. Pinterest users are also doubly likely to say their time on the platform was well-spent.
Pinterest remains strong as its audiences frequently turn to the platform for social activities that require more attention and focus, such as learning things through how-to posts or planning outboards for visual inspiration.
So, how useful can the platform be for your marketing campaigns?
Let’s check the Pinterest stats to find out.
1. Pinterest has 291 million monthly active users
As of the first quarter of 2019, Pinterest reported 291 million monthly active users worldwide. Over one-third of Pinterest’s current monthly active users are from the U.S., so there’s room for international audiences as well. According to Pinterest statistics from the brand in 2018, about 80% of new sign-ups came from outside the U.S.
On top of that, the channel has an awareness reach of 72% as of February 2019.
So, what does this mean for your brand? Simply put, Pinterest has the potential for both local and global companies alike. With a little help from numerous web tools, you can even find out exactly where your audience comes from and tailor your content accordingly.
2. Women on Pinterest power buying decisions
As of 2019, 79.5% of Pinterest users are female, according to Statista. The male audience share has also increased over time from 14% in 2013 to 20.5% in 2019.
Considering the power of Pinterest as a platform for showcasing products, these demographics are significant. Women ages 25 to 54 make 80% of the buying decisions in U.S. households.
According to Pinterest, these “deciders” on the platform see Pinterest as a valuable part of their purchasing journey. On Pinterest, users plan ideas, visualize their future and strategize about their goals.
- 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
- 43% plan on getting their ideal home within the next five years
- 1 in 2 plan on taking a vacation in the next 6 months
Moreover, these Pinterest shoppers invest in what they’re passionate about.
- 52% use their platform to develop their knowledge of great food and drinks.
- 70% use Pinterest to find accessories, watches, and jewelry.
- Additionally, another 52% of Pinterest users spent $500 or more on beauty products for over six months.
Simply put, if your company has a visual marketing strategy, Pinterest could be the place to let it shine as audiences turn to the platform for ideas on where to spend.
3. 50% of millennials use Pinterest every month
One out of every two millennials uses Pinterest every month. Social-savvy millennials are used to planning their future and looking for new ideas on the platform, and they’re increasingly likely to buy the things they Pin. Forty-seven percent of millennials on Pinterest purchase something they interact with.
Fortunately for your strategy, most Pinterest users are all but passive consumers of content – more than 75% of saved Pins come from businesses. Combined with millennials’ tendency to research products on social before buying, brands have a strong opportunity to connect with their most interested and engaged audiences on the platform.
4. 27% of marketers are already using Pinterest
Data published in January last year found that 27% of global marketers are already using Pinterest for promotion.
For brands, educational content is particularly useful on Pinterest. People love shopping around for new ideas when there’s plenty of tips and insights to go alongside them. This channel is an excellent place for wedding brands, niche companies and more to show off what makes them unique.
Audiences are just as interested in discovery through Pins as well – 51% of women Pinterest users have found new brands just by browsing Pinterest.
5. Pinterest users actively research purchases
Pinterest isn’t a platform that only rewards great photos. Many users are actively looking for information and inspiration.
Ninety percent of weekly users turn to Pinterest to help them make their purchasing decisions – either immediately, or when planning for later purchases. Additionally, 55% of Pinners log onto the site specifically to find products. These factors help make Pinterest nearly four times more effective at generating sales than other digital campaigns.
Even when your customers are walking around stores in-person, they’re still looking for help on Pinterest. Sixty-seven percent of users say they use their smartphone app when shopping in brick and mortar stores.
6. 78% of users say content from brands is useful
On most social media channels, it’s crucial to find a balance between promotional and engaging content. The good news is that since Pinterest is so focused on ideas and themes, you’re competing less with posts from your audience’s friends and family. More often than not, your followers are looking for your content.
The key to making the most out of this brand-loving audience is to figure out how to use Pinterest effectively. For instance, Pinterest Promoted pins often make up a valuable part of a user’s feed. Half of Pinterest users say they buy something after seeing a promoted Pin, and 78% say content from brands is useful.
Start by making sure that you’re creating content that’s relevant to your target audience. It’s also helpful to use Pinterest analytics or a tool like Sprout Social to determine exactly what your audiences are responding to.
7. 80% of Pinterest users access the channel via mobile
Like much of today’s online activity, there’s a growing demand for mobile access on Pinterest. Users prefer reaching the platform via their smartphones, specifically 80% of Pinterest users are using it on their phones.
For brands, this means that it’s essential to understand the needs of your users when creating content. Keep your material clear and easy to read on smaller screens. Remember to stick with high-quality images and the correct specs for the platform to make your pins stand out. With the right approach to Pinterest content, you can get your audience to stop scrolling and explore your brand’s content in depth.
8. The average time spent on Pinterest is 14.2 minutes
Pinterest statistics suggest that the amount of time you have to capture your customer’s attention is growing. The 14.2 minutes spent on Pinterest per session is a significant opportunity to earn your audience’s interest.
To make the most of the time that your audience is spending on Pinterest, make sure that your content is as engaging as possible. If you convince your customer to Pin what you’re sharing, then they’ll come back to it time and time again. They may even share your information with more users too.
Fitness company Gymshark used Pinterest to drive engagement with more than 1.8 million followers. The brand was able to adjust their tone of voice correctly to speak to their target audience and deliver the right message in a shorter amount of time.
9. By 2020, Pinterest ad revenue is projected to surpass $1 billion
The overall value of Pinterest is dramatically increasing, so if there were ever a great time to get involved with Pinterest, now would be it.
The reach of the platform has made it especially appealing to advertisers, as you’ve read with previous Pinterest stats covered here just how engaged users are and how much of an essential discovery tool it remains for planning and purchasing alike.
10. Travelers are 2x more likely to use Pinterest
When considering your Pinterest content strategy, consider reading up on the various trends compiled and shared by the platform itself. For example, in 2018, Pinterest found that travelers are two times more likely to use Pinterest over standard online travel sites.
Among the specific types of searches, it found to be up year over year were the likes of “abandoned castles,” “less traveled islands” and “small-town travel” among many others.
Outside of the travel space, Pinterest also broke down top trends for 2019 in health and wellness, hobbies and interests, momentous moments, food, home, men’s and women’s style, beauty and kids and parenting, giving brands from various industries a great starting point for the year ahead.
Time to get Pinning!
This year’s Pinterest stats show that the users of the platform are dedicated shoppers, with a desire to dig into social content.
Are you active on Pinterest yet? Let us know about your strategy in the comments below!