10 Pinterest Demographics That Matter to Marketers in 2024

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I guess we can all agree that while Instagram, Facebook and TikTok give off the same vibe, Pinterest feels a little different. And for a platform where you only communicate via shared interests and visuals, it certainly requires a more targeted and strategic approach than any other social networking site.

This unique environment attracts a specific audience with distinct characteristics. Therefore if you are a marketer planning to market their brand on this platform, having a thorough knowledge of Pinterest demographics can be the best step you can take in your marketing strategy.

By knowing who uses Pinterest and why, you can tailor your content and visuals to resonate with the right people. A powerful Pinterest management tool can help you further refine your strategy and maximize your reach by scheduling high-quality pins, optimizing your boards, and consistently offering analytics for deeper insight.

Let’s discuss in detail what these Pinterest Demographics are, why they are important and which of these demographics you should never miss out on.

Why Are Pinterest Demographics Stats of Creators and Users Important?

Have you ever wondered how many people use Pinterest daily? You’d be surprised to know that every month, Pinterest entertains a figure of around 498 million people. These people are those who come to Pinterest to get inspired or find their next shopping obsession.

These people can be the biggest target market you can attract. But to do so you need to be smart about the numbers, most specifically the demographics.

Pinterest Demographics hold immense power for marketers particularly in the year 2024, offering insights into the platform’s users and the creators who fuel its content. Understanding user demographics like age, location, and interests allows for targeted marketing strategies. This ensures that your content is reaching the right audience.

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Furthermore, creator demographics are equally valuable. Marketers can identify potential collaborators and ensure content authenticity by knowing the creators who match the target audience. Considering Pinterest’s who and who, this two-pronged approach empowers marketers to craft data-driven strategies that achieve success on the platform. Plus, it helps you decide when to post your pins for maximum impact.

Related Article: Top 15 Pinterest Tools in 2024: Boost Your Marketing Efforts!

How to Understand the Pinterest Demographics of Your Target Audience

Understanding your target audience’s Pinterest demographics is vital for effective marketing on the platform. Here are steps to help you gain insights into your audience’s demographics:

  • Explore Pinterest Analytics

    Pinterest provides a robust analytics tool that offers valuable insights into your audience demographics. You can access age, gender, location, interests, devices, and more. Use this information to understand who is engaging with your content. This data is gold because it gives you a clear picture of who’s engaging with your pins.

  • Analyze Your Followers

    Take a closer look at your followers. These people have already shown an interest in your content, so knowing who they are can give you valuable clues about your audience. Look for demographic trends among your followers to understand who you resonate with most.

  • Use Audience Interests

    Once you clearly understand your audience’s interests, create content that aligns with those interests.  Look at the topics and categories they’re engaging with the most. Are they pinning recipes, home decor ideas, or travel inspiration? Understanding their interests can help you create content that meets their needs and preferences better.

  • Utilize Third-Party Tools

    Don’t fear using third-party tools to explore demographics more deeply. Plenty of tools are available that can provide additional insights and help you gain a more comprehensive understanding of your audience.

  • Stay Updated

    Pinterest can change over time, so it’s important to stay updated. Check your analytics regularly to track any shifts in your audience demographics. This will ensure that your marketing efforts remain relevant and effective.

By following these steps, understand your target audience’s Pinterest demographics 2024 like a pro. Armed with this knowledge, you can create content that drives results for your business.

Related Article: How to Master Pinterest Boards for Business Success

10 Pinterest Demographics Stats That Every Brand Must Know

Knowing Pinterest user demographics is necessary for brands seeking to optimize their reach on this valuable platform. Here is the list of 10 Pinterest demographics.

  1. General Pinterest User Demographics

    Pinterest has experienced remarkable growth, according to Statista, with over 498 million monthly active users worldwide as of 2023. This staggering user base presents a massive opportunity for businesses to reach and connect with diverse audiences across various industries and interests.

    Pinterest Demographics
    Pinterest Demographics

    From fashion and beauty to home decor and travel, Pinterest offers a visual playground for brands to showcase their products and services while tapping into the aspirational mindset of its users.

  2. Pinterest Age Demographics

    While this platform appeals to a broad age range, the Pinterest demographics by age skews towards younger demographics. According to recent statistics, the largest age group on Pinterest is 18-34, accounting for 58% of its user base.

    However, the platform has also gained significant traction among millennials aged 35-49, who comprise 17% of users. Gen Z users aged 18-24 also represent 28 to 31% of the Pinterest community, demonstrating the platform’s appeal to younger audiences. Aged above 65 only add 4.5% of Pinterest community users.

    Pinterest demographics by age reveal a varied user base, with the largest age group. This breakdown underscores Pinterest’s appeal across multiple generations, catering to a diverse range of interests and lifestyles.

  3. Pinterest Location Demographics

    When we talk about Pinterest demographics by country or location the numbers are quite interesting. While Pinterest enjoys a global presence, the United States remains its stronghold, with over 30% of its users hailing from the country. Countries with high Pinterest usage include Germany, Canada, the United Kingdom, and France. This geographic distribution highlights the platform’s widespread appeal and the potential for businesses to reach audiences across multiple regions and cultures.

  4. Pinterest Audience Demographics

    Pinterest’s audience is diverse, catering to various interests and passions. The platform is viral among moms, foodies, DIYers, and home decor enthusiasts who seek inspiration and ideas for multiple aspects of their lives. Additionally, Pinterest has carved a niche among professionals in creative fields such as design, fashion, marketing, providing a visual canvas for showcasing their work and discovering industry trends.

  5. Pinterest Gender Demographics

    Pinterest users by gender present a notable balance, with the platform attracting a diverse audience. Pinterest has been more prevalent among women, with over 70% of its users identifying as female and just 17% were male users according to Statista reports. However, the gender gap portrayed in this particular Pinterest statistic is gradually narrowing as more men discover the platform’s potential for finding ideas, inspiration, and recommendations across various interests.

    Pinterest Demographics
    Pinterest Demographics

    Pinterest users by gender reflect a platform that appeals to both men and women, with each contributing to the vibrant community in their unique ways. This inclusivity underscores Pinterest’s ability to cater to a wide range of interests, from fashion and home decor to DIY projects and travel aspirations.

  6. Pinterest Follower Demographics

    Brands with a strong presence on Pinterest tend to attract more female followers than other social media platforms. On average, brands on Pinterest can expect around 70-80% of their followers to be women. This Pinterest statistic highlights the importance of tailoring content and marketing strategies to resonate effectively with this predominant demographic.

  7. Pinterest Demographics Analytics

    Pinterest offers robust analytics tools that provide businesses with valuable insights into the demographics of their followers and engaged audiences. These tools allow brands to track data such as age, gender, location, and interests, enabling them to refine their content strategies and better target their desired audiences.

  8. Pinterest for Retailers

    Pinterest represents a goldmine of opportunities for retailers. A staggering 85% of Pinterest users utilize the platform to plan new purchases, seeking inspiration and product recommendations across various categories. Furthermore, Pinterest users tend to have higher incomes. They are more likely to make purchases than users on other social media platforms, making them a lucrative target audience for retailers.

  9. Pinterest Income Demographics

    According to recent data approximately 40% of Pinterest users worldwide have a household income of $100,000 or more, positioning the platform as an attractive channel for businesses targeting affluent consumers. Luxury brands, high-end retailers, and companies offering premium products and services often seek this demographic segment.

  10. Pinterest General Behavior Demographics

    Pinterest users worldwide actively seek inspiration, ideas, and recommendations, with 97% of searches on the platform being unbranded. These Pinterest statistics underscore the platform’s potential for product and brand discovery, as users are open to exploring new offerings that align with their interests and aspirations. Businesses can leverage this behavior by creating visually compelling and relevant content that resonates with their target audiences.

  11. Pinterest Shopper Behavior Demographics

    Pinterest users are highly engaged shoppers. According to stats, 83% of weekly users report that they have purchased based on a Pin they saw from a brand. Additionally, 90% of users utilize Pinterest to plan purchases in home decor, fashion, and beauty categories. This statistic highlights the platform’s influence on consumer behavior and the importance of brands maintaining an active and visually compelling presence on Pinterest.

    By understanding these key Pinterest demographics 2024, brands can develop targeted marketing strategies, create relevant content, and effectively reach their desired audiences on this visually driven platform.

    From curating inspiring boards to leveraging influencer partnerships and optimizing Pinterest ads, businesses can harness the power of this visual discovery engine to drive brand awareness, engagement, and sales.

    Successful brands on Pinterest understand the importance of creating content and messaging that resonates with the platform’s diverse user base.

    By monitoring a visually compelling and authentic approach, businesses can establish a strong presence, foster meaningful connections with their audiences, and ultimately drive tangible results for their marketing efforts.

Featured Article: 20+ Ways on How to Get Followers on Pinterest in 2024


These 10 Pinterest demographics that matter to marketers in 2024 provide valuable insights and opportunities for strategic decision-making. From understanding the age and gender distribution of Pinterest users to identifying popular interests and trending topics, these demographics offer a comprehensive view of the platform’s audience.

Creating Pinterest demographics by country is essential to resonate with these specific segments; savvy marketers can forge authentic connections, drive engagement, and propel their brands to new heights in the ever-competitive realm of social media marketing.

Frequently Asked Questions

1. What Age Demographic Uses Pinterest?

Pinterest attracts a diverse range of age groups, but it particularly resonates with younger audiences. The platform’s user base spans various age brackets, emphasizing individuals between 18 and 34.

2. Which Country Uses Pinterest the Most?

The United States is the country that uses Pinterest the most, with a significant portion of Pinterest’s user base coming from this country.

3. What Is the Breakdown of Pinterest Users?

Its diverse demographics, interests, and motivations characterize Pinterest’s user base. Individuals from various age groups, from teenagers to middle-aged adults, actively participate in the platform’s vibrant community.

4. What Is Pinterest Mostly Used For?

Pinterest is a versatile platform that fulfills myriad purposes for its users. At its core, It is a visual discovery engine that empowers individuals to find inspiration, ideas, and solutions for various aspects of their lives. From crafting vision boards, collecting design inspiration, discovering new recipes, and planning future endeavors, Pinterest facilitates creative exploration and personal expression. Users frequently turn to Pinterest for curated fashion, beauty, home decor, cooking, travel, and lifestyle content.

5. Who Are Pinterest’s Target Audiences?

Pinterest’s target audience encompasses individuals who seek inspiration, creativity, and discovery in their everyday lives. The platform appeals to a broad demographic range, including millennials, Gen Z, and Gen X, who share a common desire for self-improvement, personalization, and exploration.
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Picture of Daniel Clark

Daniel Clark

Daniel is a guru of B2B marketing and professional networking. His in-depth knowledge of LinkedIn's unique environment has paved the way for business success.

10 Pinterest Demographics That Matter to Marketers in 2024

Picture of Daniel Clark

Daniel Clark

Daniel is a guru of B2B marketing and professional networking. His in-depth knowledge of LinkedIn's unique environment has paved the way for business success.

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