Pinterest Users, Stats, Data & Trends for 2025

This page contains all the data, insights, and trends you need to help you understand Pinterest adoption and use around the world in January 2025.

You’ll find DataReportal’s latest complete report on Pinterest use towards the bottom of this article, but first, we’ll explore some key headlines and trends for global Pinterest use.

Just before you dive into the findings, you may be interested to know that all of the data and analysis on this page has been curated by real humans, without the use of generative AI (click here to learn why we include this statement).

Please also note that we publish regular updates to this page, so the content featured below may change at any time.

As a result, if you’d like to reference or link to specific stats or content that won’t change over time, you might find our flagship Global Overview Reports, our regular Statshot Reports, or one of our local country reports to be a better choice.

Essential Pinterest statistics and trends for 2025

Data published in Pinterest’s own tools^(a) show that Pinterest ads reached 340 million users in January 2025.

This figure places Pinterest 10th in DataReportal’s latest ranking of social media platforms by reported ad reach outside of China, and confirms that Pinterest was one of the most popular services on the internet in early 2025.^(b)

However, it’s important to highlight that advertising reach figures are not a direct proxy for a platform’s overall user base, and — as we’ll explain later — Pinterest’s total active user count may be quite different to these ad audience figures.

Caveats aside though, these latest audience numbers indicate that Pinterest ads reached 4.1 percent of all the people on Earth in January 2025, based on the latest population data from the United Nations.^(c)

But having said that, Pinterest restricts the use of its eponymous platform to people aged 13 and above, so — as we’ll explore below — Pinterest’s “age eligible” adoption rate may be higher than this overall figure suggests.^(b)

And what’s more, Pinterest’s own data shows that Pinterest’s advertising reach enjoyed impressive growth in the twelve months ending in January 2025.^(a)

More specifically, the total number of users that marketers could reach with Pinterest ads increased by 32.5 million (+10.6 percent) between January 2024 and January 2025.^(a)

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base.

Digging deeper

Want the full story? Scroll down to find the latest data, insights, and trends you need to understand Pinterest use all over the world, including:

• Figures for Pinterest adoption

• How quickly Pinterest use is growing

• Countries with the highest rates of Pinterest use

• Pinterest’s audience demographics

Towards the bottom of this page, you’ll also find a comprehensive report on Pinterest adoption and use all over the world.

And if you’re looking for even more perspective, you can learn how Pinterest compares to other social media platforms on our popular Social Media Users overview page.

Important notes on data and methodology

Unless stated otherwise, all of the figures that we report in this article represent Kepios’s analysis of data sourced directly from Pinterest’s own tools, resources, and statements.

You can find details of individual data sources listed at the bottom of this article.

Where we reference “ad reach” or “ad audience”, please note that the associated figures only identify the number of users or accounts that marketers may be able to reach with Pinterest ads.

These ad reach figures can be a useful indicator of trends in Pinterest adoption and use, but they are not a direct proxy for metrics like monthly active users, and should not be viewed as such.

Indeed, Kepios’s analysis shows that the ad reach figures published by most of the major social media platforms tend to be lower than the overall monthly active user figures that the same companies may publish from time to time in resources such as their investor earnings reports.

Meanwhile, ad reach figures may include duplicate and “inauthentic” accounts, as well as accounts that represent legitimate but “non-human” entities, including pets, businesses, brands, places of interest, music groups, and more.

Consequently, it’s important to stress that the figures you’ll find in this article may not be representative of Pinterest use by unique individuals.

As such, please pay careful attention to the definitions and labels that we use to describe each data point, in order to avoid any potential confusion or misrepresentation.

How many Pinterest users are there in 2025?

Pinterest is one of the world’s most popular social media platforms^(b), but just how many people use Pinterest today?

Based on data published in its own ad planning resources, Pinterest had at least 340 million users around the world in January 2025.^(a)

This figure suggests that 5.3 percent of all the people aged 13 and above around the world used Pinterest at the time of report production.^(c)

However, if we remove the people in this age group who live in China — where Pinterest remained “blocked” at the time of writing — the platform’s “eligible adoption rate” increases to 6.5 percent.^(c)

And for further context, Kepios’s analysis indicates that Pinterest ads reached 6.1 percent of the world’s internet users at the beginning of 2025.^(b)

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base.

How fast is Pinterest growing in 2025?

Data published in Pinterest’s ad planning tools suggests that Pinterest’s global potential audience reach figure increased by 10.6 percent in the 12 months leading up to report production.^(a)

To put that figure in perspective, marketers were able to reach 32.5 million more users with Pinterest ads in January 2025 than they were one year prior.^(a)

And on a quarter-by-quarter basis, Pinterest’s potential ad reach increased by 1.53 million (+0.5 percent) in the three months between October 2024 and January 2025.^(a)

But how do changes in Pinterest’s potential ad reach compare with growth trends for other platforms over the past year?

Well, Kepios’s analysis suggests that Instagram’s global ad reach increased by 90.8 million (+5.5 percent) in the twelve months leading up to January 2025, indicating that Pinterest’s reported reach increased more quickly than Instagram’s reported reach increased during this period.^(d)

Meanwhile, data reported in YouTube’s ad planning tools tools shows that the platform’s total potential reach increased by 39.7 million (+1.6 percent) between January 2024 and January 2025, suggesting that Pinterest’s reported reach increased considerably more quickly than YouTube’s reported reach increased over the past year.^(d)

Note: The figures reported above are based on each platform’s advertising audience only, and may not be representative of their respective active user bases.

Which countries have the most Pinterest users in 2025?

Our analysis indicates that Pinterest has users all over the world, but some countries see much higher levels of Pinterest use than others.^(b)

Focusing specifically on the platform’s “top ten territories” by ad reach, audience figures published in Pinterest’s own tools^(a) in January 2025 show that:

1. The United States of America had 96.0 million active Pinterest users
2. Brazil had 40.3 million active Pinterest users
3. Mexico had 26.7 million active Pinterest users
4. Germany had 22.6 million active Pinterest users
5. France had 18.9 million active Pinterest users
6. The United Kingdom had 15.5 million active Pinterest users
7. Argentina had 11.1 million active Pinterest users
8. Canada had 10.7 million active Pinterest users
9. Italy had 10.5 million active Pinterest users
10. Colombia had 10.1 million active Pinterest users

However, Pinterest’s planning tools only publish audience reach data for a limited selection of geographies, and some countries for which the platform does not publish audience data may have higher levels of Pinterest use than some of the territories shown in the list above.^(b)

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base.

What do Pinterest’s audience demographics look like in 2025?

Data reported in Pinterest’s planning tools^(a) in January 2025 indicate that:

• 70.3 percent of Pinterest’s audience was “female”

• 22.4 percent of Pinterest’s audience was “male”

• 7.3 percent of Pinterest’s audience was of “unspecified” gender

Want to know what Pinterest’s audience gender balance looks like in your country? Take a look at the complete report below, or check out our free reports library.

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base. At the time of report production, Pinterest’s ad planning tools only published audience data for the gender identifiers shown above. Associated gender names and the ascription of these identifiers to the platform’s users reflect Pinterest’s approaches, definitions, and methodologies.

What’s the average age of Pinterest’s users in 2025?

Based on the data reported in Pinterest’s planning tools, DataReportal’s analysis suggests that the average age of Pinterest users in January 2025 lay somewhere between 25 and 34 years old.^(a)

And for added perspective, the data published in Pinterest’s ad planning tools suggests that female users aged 18 to 24 accounted for the greatest share of active Pinterest users at that time.^(a)

It’s worth highlighting that the average age of Pinterest users varies meaningfully by geography though, so we encourage you to check out the details for the specific countries that matter to you in our free reports library.

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base.

What’s the age profile of Pinterest’s audience in 2025?

Based on the available data published in Pinterest’s own tools^(a) in January 2025, the demographic profile of Pinterest’s ad audience is as follows:

• Users aged 18 to 24:

  • Female users aged 18 to 24 accounted for 20.0 percent of Pinterest’s global ad audience.

  • Male users aged 18 to 24 accounted for 7.2 percent of Pinterest’s global ad audience.

• Users aged 25 to 34:

  • Female users aged 25 to 34 accounted for 18.5 percent of Pinterest’s global ad audience.

  • Male users aged 25 to 34 accounted for 6.1 percent of Pinterest’s global ad audience.

• Users aged 35 to 44:

  • Female users aged 35 to 44 accounted for 11.2 percent of Pinterest’s global ad audience.

  • Male users aged 35 to 44 accounted for 3.3 percent of Pinterest’s global ad audience.

• Users aged 45 to 54:

  • Female users aged 45 to 54 accounted for 7.3 percent of Pinterest’s global ad audience.

  • Male users aged 45 to 54 accounted for 2.2 percent of Pinterest’s global ad audience.

• Users aged 55 to 64:

  • Female users aged 55 to 64 accounted for 5.5 percent of Pinterest’s global ad audience.

  • Male users aged 55 to 64 accounted for 1.6 percent of Pinterest’s global ad audience.

• Users aged 65 and above:

  • Female users aged 65 and above accounted for 3.7 percent of Pinterest’s global ad audience.

  • Male users aged 65 and above accounted for 1.0 percent of Pinterest’s global ad audience.

If you’d like to know more about the age profile of Pinterest’s audience in your country, you’ll find more details in our free reports library.

Note: The figures reported above are based on Pinterest’s advertising audience only, and may not be representative of the platform’s total active user base. Pinterest’s advertising tools also publish limited data for audiences below the age of 18, so the percentage values shown in the list above and in the graphic below may not sum to 100 percent. Meanwhile, data rounding, anomalies in source data, the reporting of audience data for gender identifiers other than “female” and “male”, and the varying availability of data for different demographic parameters also mean that values shown in the list above and in the graphic below may not sum to 100 percent, and may not correlate with gender share values reported earlier in this article.

Full report: Pinterest use by country in January 2025

The embed below contains our latest in-depth report exploring Pinterest’s advertising audience around the world (please click here if the embed isn’t showing, or doesn’t seem to be working properly).

This report contains global headlines, benchmarks, and audience overviews, as well as local data for all the countries and territories around the world for which Pinterest’s advertising tools currently publish audience data.

How does Pinterest use compare with the use of other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

• Essential Facebook stats and trends

• Essential Instagram stats and trends

• Essential LinkedIn stats and trends

• Essential Messenger stats and trends

• Essential Snapchat stats and trends

• Essential TikTok stats and trends

• Essential X stats and trends

• Essential YouTube stats and trends

Data sources for stats on this page

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