Pinterest Metrics Every Marketer Must Know in 2026

Strategy

These are the key Pinterest statistics every marketer should use to craft a data‑driven strategy for 2026.

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Pinterest is more than a visual board – it’s a powerful marketing platform powered by millions of intentional searches and high‑intent users. We’ve compiled the most recent, actionable data for 2026.

#1 Pinterest marketing tip: Schedule Pins and track performance from a single, intuitive dashboard. Start your free trial today.

General Pinterest Statistics

1. 631 million monthly active users (MAUs) as of Q1 2026

The platform grew 11% YoY, marking its tenth consecutive quarter of double‑digit user expansion. A larger, more reliable audience means deeper reach for brands.

2. Brand and product research is Pinterest’s top use case

Users prioritize brand discovery over entertainment, posting, news, or messaging.

3. Pinterest enjoys higher user satisfaction than most platforms

In 2025, Pinterest scored 78 on the American Customer Satisfaction Index, outpacing Instagram, TikTok, and Facebook. A happier user base translates to more receptive brand interactions.

4. The most-followed account is Wattpad (32.4 M followers)

Top accounts include Oh Joy (15.1 M), Etsy (11 M), Poppytalk (10.4 M), and Tasty (10.3 M). Pinterest’s own account sits at 6.2 M, 20th overall.

5. Retail and brand accounts dominate the top follow lists

Etsy (11 M), Shein (7.9 M), Nordstrom (5.5 M), Target (4.8 M), and Better Homes & Gardens (4.1 M) lead as of February 2025.

6. Sports content drives summer 2026 trends

Searches for “World Cup jerseys” up 840%, “dad sneakers” up 906%, and “Formula 1 aesthetic” outfits up 483%.

Pinterest User Demographics

7. Audience is 70% female, 22.8% male

The female skew is especially valuable for fashion, beauty, and home brands targeting younger women.

8. Women dominate usage across all age groups

9. Gen Z is Pinterest’s fastest‑growing segment

US penetration: 46% of 18‑24, 40% of 25‑34, and 39% of 35‑44.

10. The U.S. hosts the largest Pinterest audience (96.9 M users)

Followed by Brazil (42.2 M), Mexico (28.5 M), Germany (22.7 M), and France (18.3 M).

11. 40% of U.S. households earning >$150K use Pinterest

High‑income reach makes the platform ideal for premium brands.

12. Pinterest users are multi‑platform users

Popular overlaps: Instagram 86.8%, YouTube 79.5%, WhatsApp 79.0%, Facebook 78.1%, TikTok 59.7%.

13. 60% of Reddit users also use Pinterest

Reddit’s audience is the most likely to overlap with Pinterest, offering cross‑platform reach.

14. The Netherlands has the highest Pinterest usage (65.3%)

Other top users: Finland 36.8%, Malta 36%, Czechia 34.2%, Luxembourg 33.9%, Cyprus 33%, U.S. 32.6%, Canada 31.7%.

Pinterest Usage Patterns

15. 36% of users pin to follow or research brands and products

Pinterest is a primary brand discovery engine, not just a social feed.

16. 62% of Pinterest website traffic originates from desktop

Desktop remains the dominant channel for site visits, while the app accounts for most day‑to‑day pinning.

17. Users open the app 2.8 times per day on average

Regular engagement offers multiple opportunities to surface content.

18. Users spend an average of 10 minutes per day on Pinterest

Intent‑driven sessions mean each visit is purpose‑filled rather than aimless scrolling.

19. Users save 1.5 billion Pins weekly

Saving is the core action, indicating genuine interest and long‑term recall.

Pinterest Search Dynamics

20. Over 80 billion searches occur each month

Pinterest functions as a visual search engine, providing marketers a pre‑intent audience.

21. Gen Z searches mainly for product and brand information

They also save more than other generations, making them high‑value research consumers.

22. 96% of top searches are unbranded

Unbranded queries create space for organic discovery and lower the barrier for paid placements.

23. “Nails” tops the keyword list (52.1 M monthly searches)

Other leading queries: wallpaper aesthetic (26.9 M), hairstyles (25.9 M), outfit ideas (23.6 M), wallpaper iPhone (22.2 M).

E‑Commerce on Pinterest

24. Product discovery rises with age

Only 5.1% of Millennials use Pinterest for discovery, compared to 9.5% of Gen X and 11.8% of Boomers (GRIN, 2025).

25. Engagement with shopping ads has grown 50% since 2025

Clicks and saves on shoppable formats are both up, indicating a warming market for social commerce.

26. 80% of weekly Pinners say shopping on Pinterest inspires them

The platform blends browsing, discovery, and buying into a seamless experience.

27. Pinterest users are nearly 90% more likely to feel ready to shop than users on other platforms

High readiness means brands can target audiences at the decision point.

28. Pinterest shoppers spend 40% more per month than non‑Pinterest users

High‑intent traffic translates into greater lifetime value.

Pinterest Marketing Landscape

29. 22% of companies use Pinterest for marketing (HubSpot, 2026)

Fewer brands battle for attention than on Instagram or Facebook, offering a less crowded field.

30. Small businesses use Pinterest more than enterprises (25% vs 20%)

A scrappy brand with compelling visuals can compete with larger competitors.

31. Brands publish an average of 10 posts per week (Statista)

Growth of 43% from 2024 signals that consistent pinning pays off and aligns with algorithm preferences.

32. Optimal posting times: 12 PM on Tuesdays and Fridays

Daily cadence for peak engagement: Monday 10 AM, Tuesday 12 PM, Wednesday 10 AM, Thursday 6 PM, Friday 12 PM, Saturday 1 PM, Sunday 4 PM.

Plan your content calendar with these times to maximize reach.

33. Average save rate: 0.2%–0.5% (standard), 1%–2% for food, DIY, fashion

34. Engagement rates by format: Standard 0.15–0.25%, Collections 0.2–0.4%, Video 0.3–0.5%, Idea 0.5–1%

Financial Performance

35. Q1 2026 revenue surpassed $1 B

36. Total revenue in 2025: $4.2 B (16% YoY growth)

37. ARPU: $2.16 globally; $9.41 in U.S./Canada, $1.59 in Europe, $0.27 elsewhere

38. Fastest ad revenue growth outside North America: 59% globally, 27% Europe, 13% U.S./Canada

Pinterest Advertising Stats

39. Ad audience grew 3.8% in 2025, outperforming YouTube (2.1%) but behind TikTok (17.6%) and Instagram (13.1%)

40. Ad reach: 340 million users (6.1% of internet users, 4.1% of world population)

41. CPC: $0.50–$1.50, below Meta ($1.06–$1.72) and X ($3–$5)

Lower costs mean better ROI for test budgets.

42. Promoted Pins convert 2%–4% (5%–8% for luxury & home goods)

FAQs

What are the latest Pinterest statistics marketers need to know?

Key metrics: 631 M MAUs, 80 B monthly searches, 1.5 B weekly saves, 36% of users research brands.

Which demographics and behaviors matter most?

70% female, Gen Z high growth, U.S. largest market, high search volume.

How does Pinterest engagement compare to other platforms?

Users are 90% more likely to feel ready to shop and spend 40% more per month. CPC is $0.50–$1.50.

What should businesses focus on?

Leverage lower competition, publish 10 posts/week, post at 12 PM on Tuesdays/Fridays, optimize for unbranded searches.

How are shopping trends evolving?

Shoppable Pins: 50% rise in clicks/saves, 80% find shopping inspiring, product discovery grows with age.

Save time managing your Pinterest strategy with Hootsuite. From a single dashboard, you can compose, schedule, and publish Pins, create new boards, pin to multiple boards at once, and manage all other social profiles. Try it free today.

By Erin Rodrigue
Erin is a writer and content strategist with experience at HubSpot, covering AI, social media, and SEO to help marketers stay ahead of the curve.