Pinterest Demographics: Key Insights for 2025




When most people think of Pinterest, they see it as a search engine for ideas, recipes, and DIY projects. While that’s true, the platform is far more powerful than that. Ranked as the world’s 15th most popular social media platform, Pinterest is also the most widely used visual search engine. At Indzu Social, we believe that understanding Pinterest demographics can help businesses, influencers, and creators unlock growth opportunities.

Pinterest currently has over 537 million monthly active users worldwide, with the United States leading the pack at nearly 90 million users. Interestingly, Brazil and Mexico also contribute large audiences, making Pinterest a truly global platform. The majority of its audience is female, with nearly 70% of users identifying as women, though male and Gen-Z users are steadily increasing. In fact, Gen-Z alone accounts for almost 25 million U.S. users, showing how younger audiences are shaping trends and engagement.



Time spent on the platform is another important factor. On average, users spend nearly two hours a month exploring ideas, saving pins, or shopping. That’s significant considering Pinterest is not built for chatting or fast scrolling like other apps. Instead, users come with intent. Around 93% of pinners use the platform to plan purchases, while 75% shop frequently based on what they discover. This high purchase intent makes Pinterest especially appealing for e-commerce brands.

Engagement is also driven by content type. Videos and visually rich pins perform best, with short-form videos seeing a 200% growth in views. Fashion, home décor, food, and DIY remain top-performing categories, but shopping-related pins and brand discovery are rapidly growing. Ads on Pinterest are another strength. With lower saturation compared to other platforms and a higher return on ad spend, brands can generate measurable results at lower costs.

The bottom line is clear: businesses that align their strategy with Pinterest demographics will find themselves reaching highly motivated audiences. Whether you’re a creator aiming to build influence or a brand wanting to convert intent into sales, Pinterest continues to be a platform worth investing in. At Indzu Social, we help businesses design strategies that maximize engagement, drive traffic, and turn pins into profit.

 

 

 


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