Pinterest User Demographics

Are my ideal audiences using Pinterest?

Ever leave common sense at the door when it comes to your business?

If you’re in the business of smoked BBQ, it wouldn’t make a lick of sense to set up shop in a community of Vegans. You’d be marketing to someone who isn’t your ideal customer – someone who doesn’t eat meat.

This is a simple example of a basic question. Are you marketing where your people are at?

When creating a Pinterest marketing plan for your business, one of the first questions to ask is:

Is my audience on Pinterest?

Truth is, you have no business being on Pinterest if your audience isn’t on Pinterest. Unless you’re building a hobby instead of running a business or trying to convert vegans to BBQ.

Instead of guessing that your ideal audiences are using Pinterest, Pinterest shares valuable information with their investors on a quarterly basis about exactly who is using Pinterest.

By using Pinterest user demographics, businesses are better able to decide on including Pinterest as part of their marketing suite.

In this post I’ll uncover important Pinterest statistics starting with demographics to reveal what type of person spends their time on Pinterest.

Interested in learning more from me about Pinterest marketing? Grab this free Pinterest mini-course to get started today.

Pinterest Monthly Active Users

Pinterest users and pinners are called monthly active users. It’s a key metric Pinterest relies on to measure growth across their business.

Pinterest defines a Monthly Active User (MAU) as “an authenticated Pinterest user who visits our website, opens our mobile application or interacts with Pinterest through one of our browser or site extensions, such as the Save button, at least once during the 30-day period ending on the date of measurement.”

As of June 30, 2023, the most recent Pinterest quarterly report reveals that 465 million active users exist on the platform. Keep in mind that this is a global statistic and this affects how to interpret the numbers and the relevance to you and your business.

While this number may seem large, this statistic alone is not enough information to uncover whether your ideal customer is on Pinterest.

Pinterest User Demographics

A look at additional demographics is necessary to round out the picture of your ideal customer on Pinterest.

The 465 million MAU metric is a world-wide figure that is broken out in the following manner:

The United States and Canada make up 95 million MAU, accounting for 20% of global active users
Followed by 124 million MAU, claimed by Europe which is 27% of the total users
The largest majority representing 53% is the rest of the world combined with 246 million active users

In percentages, the US And Canadian market makes up the smallest MAU. However, despite taking the smallest share of the MAU pie in active users, this specific market represents the largest source of Pinterest revenue by a long shot.

Of the 708M in global revenue, the US and Canada is responsible for a whopping 80 percent. While Europe and the rest of the world trails behind with 16% and 4%.

What does this mean for you and your business?

If you’re based in the US and Canadian markets the audience has a large buying power. US and Canadian businesses make up the largest advertising dollar spend on Pinterest.

And Advertisers go where there is a positive return on every dollar of advertising spent. This term is called Return on Ad spent (ROAS). While we don’t know this exact metric for US and Canadian businesses, a positive return value would be greater than 1.0.

This means that for every dollar spent in advertising, more than one dollar is brought in through revenue dollars.

Pinterest User Gender Demographics

Let’s look beyond location demographics to learn more about the MAU’s on Pinterest.

Globally, approximately 63% identify as female. Data on the gender breakdown by location isn’t specifically available, but extrapolating the global percentages to the locations, approximately 60 million MAU’s are female in the US and Canadian markets.

If you have a largely female audience that is based in the US and Canada, you stand to get discovered by 60 million of them.

On the other side of gender demographics, MAU’s that identify as male includes 23 million users. This is not an insignificant value although smaller in comparison to the large female audience.

If you want to get discovered by audiences that identify as male, this group represents 24% of the Pinterest pie. More importantly, male users are on the rise, up 40% year over year. With this increased trend of male users on the platform, if your business targets these audiences, Pinterest would be an ideal marketing channel for your business.

Pinterest User Age Demographics

A subset of the gender demographics on Pinterest are the age ranges of the MAU’s.

The largest majority of users are within the 18-24 age range. Followed closely by the age range of 25-34. These two age ranges combined makes up nearly 60% of Pinterest’s monthly active users.

Further understanding the buying behaviors of these age ranges helps to identify if using Pinterest as a marketing channel affects sales and revenue for businesses.

Although Gen Z accounts for the largest age group on Pinterest, their buying power is not greater than the older aged groups.

By taking into consideration how these different age groups like to spend their time and disposable income on social media, as a business owner you can get closer to knowing whether or not Pinterest is a good marketing channel for your ideal audiences.

Other Pinterest Statistics

Here are other statistics to consider in your thought process:

Approximately 45% of Pinterest users in the United States have incomes in excess of $100k+ which makes it a really great place for users to learn more about and fall in love with new brands.

That excitement towards your business and brand translates into how they spend their disposable income.

When viewers on Pinterest come across something they love, they are willing to pay more, 2x more per month compared to other social media platforms according to Pinterest and Dynata.

Before ever adding Pinterest to your marketing plan, consider whether your ideal audiences are using Pinterest, and how they are using it when it comes to buying decisions.

Pinterest Users' Buying Behaviors

Drilling down even further, demographics is still not enough to round out the information to know if your ideal customer is on Pinterest.

The next step is to look at the buyer’s intent. We do this by taking a look at the customer’s journey on Pinterest.

Pinterest User's Intent

Audiences are coming to Pinterest with a specific objective in mind: find something they’re looking for.

Unlike traditional social media platforms, users on Pinterest have a specific intent. They are looking for something, similar to how someone makes a search on YouTube and Google. The journey doesn’t always follow this path, but it’s a common example.

A Pinterest user comes to the platform to start a project. Specifically, 85% of pinners do this, according to Pinterest.

The project can be as simple as tonight’s dinner idea, or as large as a bathroom remodel with everything in between. Both dinner and bathroom remodels are specific and related to a project.

Starting a project means you’re at the beginning of the process, collecting ideas, learning something new. You’re likely gathering inspiration and motivation too. This is exactly the reason why Pinterest is an ideal place for discovering new brands. Viewers are open to learning and discovering as they begin their projects.

If you’re on Pinterest with a strong business presence you stand to gain by connecting with these new audiences.

Endless Visual Buffet

Pinterest is a buffet of visual eye candy – not just in images, but also video.

Those who travel down the buffet line are delighted to find there is no end. For example, Pinterest states that pinners watch 1 billion videos on Pinterest each day.

What started out as curiosity towards a new project, easily turns into hours of going down the internet rabbit holes of content.

This happens for two reasons:

First, Pinterest learns what the viewer likes and customizes their Pinterest home feed to deliver exactly what the pinner has an interest in seeing. There’s a dance that happens. Visually appealing pins show up in the customized feed and the viewer clicks to learn more, directly taking them to another site outside of Pinterest.

The second reason is that the content outside of Pinterest is consumed on other pages and then the viewer gets lost in that content in the same manner that it occurred on Pinterest. But only if, those external sites outside of Pinterest serve up a similar buffet of content.

This is the process on how Pinterest becomes a valuable marketing channel and traffic driver to your business.

Pinterest for inspiration

Pinterest users are seeking inspiration as it relates to their new projects. They want to get inspired to take action towards their ideal life. As soon as they have identified what they want to create the life of their dreams, they want inspiration and motivation to help them take the first steps to making it all happen.

They are looking for you to help guide them along the journey to living their best version of their life.

As inspiration leads to action, customers move from discovering your brand to becoming a superfan. This movement down the funnel gets audiences closer to making a buying decision about you and your products and services.

Conclusion

There is much to consider when deciding on using Pinterest in your marketing suite. Pinterest is typically one part of your social media ecosystem, but it still warrants and justifies a full evaluation.

With data on Pinterest user demographics at your fingertips, it’s far easier to make an educated decision on using Pinterest for business.

In summary, ask these questions:

How many Pinterest users are in your country of business?
Are my ideal audiences gender specific or unspecified?
What is the age range of my target audiences and what is their buying power and disposable income?
What does my ideal audiences customer journey look like? Will they look for my business via search?
Do I have content outside of Pinterest, on a business specific website, that leads my ideal audiences hungry for more?

Data is a point in time information so know that that Pinterest statistics change, quarter after quarter so it’s recommended to view and review Pinterest Investor relations at least on a quarterly basis.

It’s your best defense against any major swings in the MAU metrics causing any drastic shifts in the Pinterest environment. By pairing Pinterest user demographics with audience buying behaviors, the merits of using Pinterest for business become clearer.

With this new found clarity supported by the Pinterest user demographics you and your business get closer to crafting a marketing plan that makes sense.

Interested in learning more from me about Pinterest marketing? Grab this free Pinterest course to get started today.

Pinterest User Demographics

Are my ideal audiences using Pinterest?

Pinterest Monthly Active Users

Pinterest User Demographics

Pinterest User Gender Demographics

Pinterest User Age Demographics

Other Pinterest Statistics

Pinterest Users' Buying Behaviors

Pinterest User's Intent

Endless Visual Buffet

Pinterest for inspiration

Conclusion

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