Pinterest statistics every marketer should know in 2020
You have probably heard of the social network called Pinterest by now. But did you know you could use it to boost your business? Even though Pinterest isn’t as popular as Facebook, it certainly has potential to connect with your target audience. And many Pinterest marketers are taking full advantage of the platform as we speak.
Take a look at these incredible Pinterest statistics, which will help you plan and execute a successful marketing strategy for your brand.
Mind-blowing Pinterest stats
Pinterest’s active user base is currently 416 million.
In the last quarter of 2019 Pinterest had 335 million users worldwide, while now they are 416 million and growing.
Plus, more than half of Pinterest’s monthly users log onto the platform at least once a week. That’s pretty consistent.
Pinterest is steadily expanding over the years and turning into an attractive field for marketing and advertising.
Pinterest is the 3rd largest social network in the US.
Incredibly, Pinterest overtook Snapchat and is now right behind Facebook and Instagram (if you don’t count YouTube). It now has more than 88 million monthly active users in the United States alone. Pinterest marketing is an easy way to reach out to your audience if it’s mainly based there.
Pinterest’s revenue last year was estimated to be more than $1 billion.
Pinterest is now a million-dollar business. Its revenue grew 51% between 2018 and 2019.
Moreover, there’s been an increased demand from new advertisers, and that, plus improved conversion optimization products, is what’s led to this amazing total revenue, which is only expected to grow.
Now let’s find out who uses Pinterest.
Pinterest demographics statistics
Pinterest is most popular with women.
More than two-thirds of Pinterest’s users are women. According to Statista, as of July 2020, there are 76% female users on Pinterest worldwide.
Are your products or services more aimed at women? Why not display them on the platform?
And yet another useful piece of information: According to a recent study by ComScore, over 80% of US women aged 18-64 with children use Pinterest. In short, 8 out of 10 moms are Pinners. Think what their interests and needs are and how you can convert them into customers.
However, don’t ignore the male part of Pinterest. More than 20% of Pinterest’s ad audience is still male.
More than 50% of Pinterest users live outside the US.
There are many international users on Pinterest. In fact, although it seemed to be most popular in the US, nowadays more than half of its user base is based elsewhere. So you might want to think bigger.
The median age of a Pinterest user is 40
However, according to Omnicore, the majority of active Pinners are in the age group of below 40.
What’s more, every 1 out of 2 Millennials uses Pinterest every month. Hootsuite reports that 25-34 year-old women are Pinterest’s largest ad audience (at 29%).
This is where you might want to focus your marketing efforts.
Pinterest statistics for business and marketing
High-income households are more likely to use Pinterest than low-income households.
According to a Pew Research Center study, high-income households are twice as likely to use Pinterest as low-income households. Most Pinterest users earn more than $75,000 USD a year.
Moreover, US adults with college education are twice as likely to use this social network than those with high school or less.
83% of weekly Pinners have made a purchase influenced by brand content on Pinterest.
- According to Omnicore, 83% of weekly Pinners have made a purchase based on content they saw from brands on the platform.
- That’s no surprise since, as Pinterest Business informs us, 89% of people on Pinterest use it for purchase inspiration.
- 72% of Pinners say Pinterest inspires them to shop even when they are not looking for anything.
- What’s even better news, 77% of weekly Pinners have discovered a new brand or product on Pinterest.
- According to Hootsuite, 55% of users are looking specifically for products on Pinterest.
- Meanwhile, Oberlo reports that almost all queries carried out on Pinterest are unbranded.
This means that Pinterest users don’t typically search for a particular brand name. They are open to new ideas and simply browse the network, searching for inspiration.
Don’t miss out on the chance to reach consumers that way. Rethink your marketing strategy and target buyers who are in the early stages of their purchase process. It is crucial to get your product and brand on their feeds.
Instead of chasing a hard sell, offering discounts or up- and cross-selling, which are tactics best suited for the later stages of the purchase funnel, it’s better to show users what your product can do. Images and videos showing how a product works are very popular and effective.
50% of Pinners have made a purchase after seeing a promoted pin.
Moreover, promoted pins are repinned an average of 11 times per advertisement, according to Omnicore. This is to show that promoted pins are worth investing in.
And something you might have not considered but is a fact – Pinterest images reach over 80% of US women even though the number of female Pinterest users is lower than that. How is it possible? Well, it’s actually simple – internet users go to a search engine like Google to look for a specific image and the results display images from Pinterest. That’s one more welcome opportunity to reach a bigger audience.
You can find over 75 billion ideas on Pinterest.
More than 200 billion pins have been saved on Pinterest so far.
Food & Drink and Technology are the two most popular categories for men worldwide, while Art, Art Supplies & Hobbies is the top category in the US overall. Do your products fall into any of these categories? Even if they don’t, there is so much potential on Pinterest to get users interested in your brand, as we learned above.
85% of Pinners are on mobile.
Unsurprisingly, most Pinterest users access the platform on their mobile devices, so you should optimize for mobile. Otherwise you might drive potential customers away.
More than 28% of all marketers worldwide use Pinterest to market, according to Statista.
Just behind Facebook, Instagram, Twitter, LinkedIn, and YouTube, Pinterest is considered one of the most popular social media for marketers.
One significant advantage that Pinterest has over its competitors is its referral potential:
- The platform drives 33% more referral traffic to shopping websites than Facebook. Incredible!
- Moreover, it highly influences retail sales, with 4 out of every 10 in-store shoppers saying they use Pinterest while shopping. Now you know why so many people pin outfit ideas for later.
In fact, shopping is a top priority for 48% of Pinterest users, according to eMarketer. This is the highest percentage compared to other social media.
78% of Pinterest users claim content from brands is useful, including ads.
That’s why Pinterest is so attractive to marketers – it’s the one place where users actually welcome ads and branded content.
In fact, the number of active advertisers on Pinterest doubled in 2019, which only shows how effective Pinterest ads are. More and more marketers follow suit, so better hurry up to beat the competition.
To sum up
Pinterest is a social network gaining more and more popularity because it’s full of potential. Users describe it as a very positive place where they go with an open mind, seeking inspiration and ideas. This is why they are most easily influenced to like and buy a product, compared to users of other social platforms.
Now that you’ve seen all these promising Pinterest statistics, you have realized you don’t want to miss out on the target audience you can reach there. So what are you waiting for?
And another piece of advice – now that winter is coming, get ready for the holidays because according to the latest Pinterest statistics, end-of-year holidays mark Pinterest’s busiest season. More than 3 billion holiday-themed pins are saved every year.
Plus, if you want to know more about increasing your social media engagement, check out our article on the topic.
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