Pinterest Statistics Business & Marketers Should Know in 2026

Pinterest started back in 2010 with a simple idea: giving people a digital pinboard to save and plan the things and visual ideas they love.

At the time, nobody really expected a "virtual mood board" to become one of the biggest discovery platforms on the internet. But here we are.

In 2026, Pinterest isn't just used by social media marketers, fashionistas, and graphic and website designers for finding ideas. It became a platform where 619 million people go every month and buy stuff.

From small Etsy sellers to global retailers, everyone's paying attention because Pinterest has quietly turned into a visual search engine that drives real purchase intent.

For businesses, that shift matters a lot. I'm Pedro, co-founder of Supapin. Through my research, I discovered that people on Pinterest rarely doomscroll.

In fact, they consciously plan, compare, and save. That's a very different audience than what you'd find on Instagram or TikTok, and it changes how brands should think about being on the platform.

If you're a creator, a small business, an ecommerce brand, or a marketer trying to figure out where to put your next dollar, I've pulled together all the key Pinterest stats and trends for 2026. Let's get into it.

User Growth Statistics

Pinterest's user base has been climbing quarter after quarter, and 2026 is off to a strong start. According to Pinterest's Q1 2026 Investor Release (May 4, 2026), the platform reached 631 million monthly active users, an all-time high and up 11% year over year.

That's the 10th consecutive quarter of record-high MAUs, which is honestly a pretty impressive run for any social platform in 2026.

Although 2025 was a particularly strong year. According to Pinterest's Q4 and full-year 2025 earnings release, the platform reached 619 million monthly active users (MAUs) by the end of 2025, up 12% year over year.

See the chart to discover how the numbers have moved over the past few years.

Most of the recent growth is coming from outside the U.S., and Pinterest is expanding its international markets the most right now.

Audience Insights

Pinterest's audience is now spread across the globe, but a few markets clearly lead the pack. According to Pinterest's Q4 2025 investor release, the U.S. and Canada region accounts for 105 million MAUs, Europe for another 158 million, and the rest of the world for the remaining ~356 million users.

The top countries on Pinterest are:

Latin America has become a major growth engine for Pinterest, and Europe is also seeing steady gains. The U.S. still leads in revenue per user, but the rest of the world is catching up fast in audience size.

User Demographics

For any business, understanding demographics is important. If your audience is not on that platform, then no amount of good marketing can make sense or work.

Here are the types of audiences that are using it:

Gen Z (Biggest and Fastest Growing Audience)

The biggest shift on Pinterest over the last few years has been Gen Z taking over. According to Pinterest Business, Gen Z is now the fastest-growing audience on the platform, making up 42% of Pinterest's global user base.

And Gen Z isn't just doomscrolling; they're actually using Pinterest to shop. Pinterest says the main reason Gen Z uses the platform is to find information about products or brands. That's a pretty different motivation than scrolling for entertainment.

Pinterest's director of consumer product marketing, Rachel Hardy, confirmed on the NRF podcast that around 66% of weekly Gen Z users say Pinterest is one of the first platforms they visit to shop.

Women Still Dominate, But Men Are Catching Up

Pinterest has always skewed female, and that hasn't really changed. According to DataReportal's essential Pinterest stats (based on Pinterest's own ad audience data) and Statista, in 2026:

• ~70% of users are women
• ~22.8% are men
• ~7.2% are unspecified or other

That said, men are growing as a segment fast. Pinterest's own Men's Trend Report revealed that male users now make up more than one-third of its 570 million global monthly active users.

Pinterest is actively expanding into men's categories like home, finance, and outdoor lifestyle, and male users are appearing across niches like tech, fitness, travel, and DIY. So if you've been writing off Pinterest as a "women-only" platform, that's outdated thinking.

The Age Breakdown

Pinterest's user base is younger than most people assume. Combined, users under 35 represent over 55% of the platform's audience. The biggest single segment is women aged 25–34 (around 20% of the global audience), followed closely by women aged 18–24.

And contrary to the old "Pinterest is just for moms" stereotype, Pinterest now has a meaningful audience across pretty much every age group, from Gen Z planning their first apartments to Boomers planning retirement travel.

Pinterest Search Behavior

Many people view Pinterest primarily as a social media platform, but it functions more like a powerful search engine. Users come to Pinterest to discover ideas, save inspiration, read articles, and explore various websites. Ultimately, it's a space where they actively seek products and services to purchase.

Here are some key statistics you should know:

In Pinterest's Q4 2025 earnings call, CEO Bill Ready dropped a stat that genuinely surprised the industry. Pinterest now handles over 80 billion searches per month, most of them visual.

For context, Bill Ready himself noted that ChatGPT receives roughly 75 billion prompts per month. So Pinterest is now processing more searches than one of the biggest AI platforms on the internet. But here's what makes that number even more interesting: over 50% of those searches carry commercial intent. People aren't just browsing for inspiration; they're actively looking to buy.

The platform also generates 1.7 billion monthly outbound clicks, meaning users aren't just searching; they're actually leaving Pinterest to go visit websites, buy products, and take action. Users who are actively searching and pinning spend an average of 28 minutes per session (Comscore 2026) — significantly longer than passive scrolling on other platforms.

Here's the part that should excite every marketer: according to Pinterest Business, 97% of the top searches on Pinterest are unbranded.

That means people aren't searching for "Nike running shoes," they're searching for things like "white minimalist running shoes" or "spring outfit ideas." They're describing what they want, not which brand they want it from. For brands (especially smaller or newer ones), this is huge. It means you don't need to outspend the giants to be discovered. You just need to show up with the right visuals when someone is searching for what you sell.

And the intent is serious. According to Pinterest Business, shoppers on Pinterest spend 2x more per month than people on other platforms. A separate Pinterest Brand Study found that 67% of Pinners say Pinterest inspired them to make a purchase they wouldn't have made otherwise — higher than any other social platform.

Apart from this, Pinterest Lens now processes 1.5 billion visual search queries per month (Pinterest Engineering 2025), a 40% increase year over year. Users can photograph a product in the real world and instantly find similar items to buy without typing a single keyword.

Multi-word searches have also increased 2.4x (Pinterest Trends 2026), which tells you something important. People on Pinterest aren't just typing "sofa." They're typing "minimalist grey sofa with wooden legs for small living room." That level of specificity means higher purchase intent, and higher purchase intent means better conversion for the brands that show up.

There's one more timing advantage worth knowing. Seasonal searches on Pinterest begin 3 to 4 months earlier than on Google (Pinterest Trends 2025). Christmas content starts trending on the platform as early as August. And Pinterest Predicts, the platform's annual trend forecast, has maintained an 88% accuracy rate over six years — built on those same 80 billion monthly searches. If you're waiting until a trend peaks to post, you've already missed the window.

One more thing worth knowing. Pinterest has indexed 6 billion pins for visual search (Pinterest Newsroom 2026), making it one of the largest visual databases on the internet. That's the infrastructure behind every search result. And because pins have a lifespan of six to twelve months, the content you create today keeps working for you long after you've moved on.

Shopping Behavior

It's crucial to understand the buyer's journey before you begin creating pins and making significant investments in Pinterest. Knowing these statistics can make a real difference in your strategy.

Pinterest has been positioning itself as a shopping platform for a few years now, and the numbers show it's working:

• 85% of weekly Pinners have made a purchase based on a Pin they saw from a brand
• 80% of weekly Pinners feel inspired by Pinterest's shopping experience
• 84% of weekly Gen Z users discover products fitting their taste while shopping on Pinterest
• Over 50% of users see Pinterest as a place to shop

Pinterest also reported in its earnings call that more than half of all searches on the platform are now commercial in nature, meaning users are actively searching with the intent to buy or plan a purchase.

This is one of those stats from the Pinterest Newsroom Archive that truly sets Pinterest apart from other platforms. Pinterest users spend 2x more per month on fashion and beauty than non-Pinterest users, and their baskets are 85% larger.

And it doesn't stop at fashion and beauty. Weekly Pinners spend 40% more on festive purchases than people on other platforms, which is why brands lean heavily on Pinterest for Q4 campaigns.

In short, people who shop from Pinterest know what they want, and they're high-intent buyers with bigger carts.

Trends and Predictive Shopping

Most platforms tell you what's already gone viral. Pinterest tells you what's about to.

Every year, Pinterest publishes its Pinterest Predicts report, an annual not-yet-trending forecast based on billions of searches across the platform. And these forecasts aren't guesses. Pinterest's trend predictions have achieved an 88% accuracy rate over the past six years, meaning brands that act on Pinterest Predicts early are in front of consumers before the trend hits the mainstream.

But the more interesting number is what happens after the trend lands. Checkouts on Pinterest Predicts 2025-related content increased 68% year over year, meaning the trends Pinterest spots aren't just cultural noise. They turn into actual purchases.

For 2026, Pinterest has identified 21 emerging trends across fashion, decor, food, and beauty, with 67% of those trends driven by Gen Z. For brands willing to plan their content calendars around emerging Pinterest trends instead of chasing what's already saturated, that's a head start most platforms don't offer.

Ad Performance and ROI

For all the talk about Pinterest's audience and shopping behavior, the question most marketers actually want answered is simple. Does the ad spend convert? The numbers say yes, and the gains compound when brands set up their campaigns properly.

ROAS and Cost Efficiency

A Nielsen analysis of CPG campaigns in the US and UK found that Pinterest delivers 32% higher ROAS than other digital platforms, with average ad saturation sitting at just 25%, meaning advertisers face less competition for impressions than on saturated social channels.

That ROAS edge shows up across the funnel too. According to Pinterest's own agency resources, ads on Pinterest generate 11.4x more prospects than ads on other social media platforms, at a 1.3x lower cost per conversion.

A Nielsen study commissioned by Pinterest also found that ads on positively perceived platforms can be up to 94% more impactful in driving purchase intent than ads in non-positive spaces. Even more telling, marketing mix modeling simulations showed the same creative and the same finite budget generated up to 24% more sales when brands incorporated viewability and positivity into their media buying strategy.

Shopping Ads and Catalog Performance

If you're an e-commerce brand, this is where Pinterest gets really interesting. When advertisers add shopping ads to their mix, they drive 3x the conversion and sales lift, plus 2x positive incremental ROAS compared to running standard ads alone.

Catalogs amplify that further. Merchants who upload their full product catalog to Pinterest see 5x more impressions on their products, and feeds with more than 2,500 products see 3x higher ROAS because Pinterest's machine learning has more options to test against each user. Tagging products in lifestyle images rather than standalone shots drives 70% higher shopping intent. (Source)

In simple words, the more product data you give Pinterest, the more it pays off.

Ads Optimization Results

Conversion tracking and bidding setup are where most brands leave money on the table. A few specific optimizations from Pinterest's own performance data:

• Mobile deep links: Advertisers using mobile deep links have seen a 235% lift in conversion rates and 34% lower CPAs compared to standard URLs
• Conversions API + Pinterest tag: Brands using both saw a 24% increase in attributed conversions and a 9% reduction in CPA versus brands using the tag alone
• Pinterest Performance+ ROAS bidding: Advertisers in beta testing saw a median 10% higher ROAS when using AI-driven bid optimization

These aren't marginal gains but the difference between a Pinterest campaign that breaks even and one that pulls ahead of your other paid channels.

Case Studies from Real Brands

The numbers above are platform-wide averages. The case studies on Pinterest's own success stories hub show what happens when individual brands run full-funnel campaigns.

I have compiled the results and outlined the approach for these case studies in a table. Click on the brand name for more information.

What ties these results together isn't a single ad format or trick. It's that Pinterest's audience is already in a planning mindset when they see ads. They're not being interrupted mid-scroll but met halfway through their own buying journey, which is why even modest ad budgets tend to outperform expectations on this platform.

Revenue Statistics

Pinterest had its best financial year ever in 2025, and 2026 is off to an even stronger start. According to the company's Q4 and full-year 2025 earnings release, full-year revenue hit $4.22 billion, up 16% year over year. CEO Bill Ready called it a record year, and the numbers back that up across every major metric.

Here's how 2025 broke down:

And 2026 has come out swinging. According to Pinterest's Q1 2026 investor release (published May 4, 2026), Q1 revenue hit $1.008 billion, up 18% year over year (15% on a constant-currency basis). It's the third consecutive quarter Pinterest has crossed the billion-dollar mark, and according to the Q1 2026 earnings call, ad impressions grew 24% year over year, meaning advertisers are buying more inventory than ever before.

Here's the Q1 2026 breakdown:

And the momentum shows no signs of stopping. Pinterest's Q2 2026 guidance, published in the official Q1 2026 Earnings Press Release on May 4, 2026, estimates revenue between $1.133 billion and $1.153 billion projecting 14%–16% growth year over year. Adjusted EBITDA is estimated to land between $256 million and $276 million.

Global Revenue Distribution

In 2025, according to Pinterest's full-year results, the U.S. and Canada contributed $3.173 billion, Europe added $775 million, and the rest of the world contributed $274 million. The gap is significant, but the rest of the world is also where the growth is fastest. Rest of World revenue grew 62% year over year in 2025, compared to just 10% in the U.S. and Canada.

That trend got even sharper in Q1 2026, per Pinterest's SEC 8-K filing:

• U.S. and Canada revenue: $750 million (+13% YoY)
• Europe revenue: $186 million (+27% YoY)
• Rest of World revenue: $72 million (+59% YoY)

Pinterest has been actively investing in closing that monetization gap, and the Q1 numbers suggest it's starting to pay off.

Profitability and Per-User Revenue

Beyond top-line revenue, two numbers tell whether Pinterest's growth is real or just financial noise.

The first is free cash flow. Per the Q4 2025 release, Pinterest generated $1.252 billion in free cash flow in 2025, up 33% year over year, and another $312 million in Q1 2026 alone. That means Pinterest isn't burning money to chase growth. It's generating real cash while expanding, which gives it the runway to keep building ad tools, AI features, and shopping infrastructure.

The second is ARPU (average revenue per user). In Q1 2026, Pinterest's global ARPU hit $1.61, up 6% year over year. Regionally, U.S. and Canada ARPU climbed to $7.12 (+9% YoY), Europe to $1.17 (+17% YoY), and Rest of World to $0.20, with international markets growing ARPU at a faster clip than the U.S.

That tells you Pinterest isn't just adding users, it's monetizing them better. Each user is now generating more ad revenue than they did a year ago, which is the metric Wall Street actually cares about.

How Pinterest Revenue Has Grown Over the Years

2025 didn't happen in isolation. Pinterest has been on a steady upward trajectory since going public in 2019, with a few interesting bumps along the way. Here's the full picture, sourced from MacroTrends and Pinterest's official earnings releases:

A few things worth noting here. The 2020 and 2021 spikes were pandemic-driven ecommerce advertisers flooded the platform as shopping moved online. Growth then cooled sharply in 2022 and 2023 as the broader digital ad market contracted. But Pinterest came back strong in 2024 with 19% growth, and has held double-digit growth into 2025.

The trajectory since 2018 tells a clear story. Pinterest has gone from a niche mood board to over a $4 billion advertising business in seven years. And it's still growing.

Now that you're familiar with the statistics and are convinced that Pinterest can be a valuable platform for selling your products, it's important to address a common concern: creating pins can be incredibly time-consuming. As a business owner or marketer, your time is limited, and hiring someone to manage this task can quickly increase costs.

Final Thoughts

So there you have it. Pinterest's user base is growing, shopping behavior is strong, search intent is high, and the platform rewards consistency more than any other social channel.

The stats are clear. If you're not showing up regularly with fresh Pins, you're leaving traffic on the table.

The challenge, of course, is that manually creating Pins, writing optimized descriptions, and publishing consistently is genuinely time-consuming. That's the exact problem my co-founder and I built Supapin to solve.

It scans your website, generates professional Pin designs, writes SEO-optimized titles and descriptions, and automatically publishes everything to Pinterest. Just connect your site and Pinterest account, and the tool handles the rest.

You can try it for free with no credit card required. Connect your website, let the platform scan your content, and see how it turns your existing pages into Pinterest-ready Pins in minutes. And, stay consistent without burning hours every week.