Pinterest has become more than a site where people go for recipes and wedding ideas. It has grown into a visual search engine with tons of inspirational visuals.
Pinterest offers your business a unique opportunity to showcase what your products or services can do. You can use the platform to provide solutions or inspiration to your target audience.
If you have yet to start using Pinterest for your business, here are some statistics to convince you to start.
A while back, we looked at 15 Pinterest Statistics Every Marketer Should Know. We will take an updated look at those statistics in this post. We will give you more reasons to make Pinterest a part of your marketing strategy in 2020.
23 Mind-Blowing Pinterest Stats for 2020:
- 1. More than 320 Million People Use Pinterest
- 2. Pinterest Ranks Fourth in Most Popular Social Media Sites in the US
- 3. Pinterest Use by Country
- 4. Women Use Pinterest More than Men
- 5. Eight Out of Ten Moms Use Pinterest
- 6. Pinterest Demographics by Age and Income
- 7. Pinterest Traffic Overview
- 8. Pinterest Traffic Sources
- 9. Pinterest is a Visual Discovery Engine
- 10. People Use Pinterest to Save Ideas and Get Inspiration
- 11. Millennials Are on Pinterest
- 12. Pinterest is a Huge Part of the Millennials Buyer Journey
- 13. Pinterest is Great for Finding Ideas
- 14. There Are Fewer Branded Searches on Pinterest
- 15. Most Popular Topics on Pinterest
- 16. Pinterest Frequency of Use
- 17. Pinterest Corporate Usage
- 18. Pinterest is a Great Ecommerce Platform
- 19. 47% of Pinterest Users Spend Time Finding Products and Shopping on the Platform
- 20. How Consumers Shop on Pinterest
- 21. The Popularity of Pinterest Among Marketers
- 22. Pinterest Posts Have the Longest Lifespan
- 23. When Should You Post on Pinterest?
1. More than 320 Million People Use Pinterest
Over 320 million people are using the platform for inspiration. Pinterest users find inspiration on what to wear, what to cook, ways to style their homes, and so much more.
The third quarter of 2019 saw Pinterest get an additional 22 million active monthly users. The platform now hosts 322 million users monthly.
2. Pinterest Ranks Fourth in Most Popular Social Media Sites in the US
Pew Research found that Pinterest ranked fourth after YouTube, Facebook, and Instagram. Its usage in the US is higher than that of Snapchat, LinkedIn, Twitter, WhatsApp, and Reddit.
3. Pinterest Use by Country
The United States has the highest number of Pinterest Users. There are 43.03% Pinterest desktop users in the US compared to 9% in Brazil, 3.99% in India, and 2.26% in Turkey.
4. Women Use Pinterest More than Men
71% of Pinterest users are female, while only 20% are male.
5. Eight Out of Ten Moms Use Pinterest
According to a Comscore study cited by Pinterest, eight out of ten moms use Pinterest in the US. Women are also the primary decision-makers in terms of buying household products and services.
The high Pinterest use rate by women may be because it encourages users to form emotional bonds with the platform. Pinterest ranked first in the 2019 apps and social platforms for brand intimacy rankings.
Women were highly engaged with the platform and ranked it 19th in the industry among intimate platforms and apps. These statistics make it an excellent platform for marketers targeting women for their products.
6. Pinterest Demographics by Age and Income
A survey of Pinterest users in the US found that 34% of people aged 18-29 years use Pinterest. The total adult population of Pinterest users was 28%.
Pinterest also gets a lot of usage from those earning more than $75,000 (41%) and those with a college degree and above (38%).
7. Pinterest Traffic Overview
SimilarWeb found that there were 856.08 million visits to Pinterest between July 2019 and December 2019. The average visit duration was 4 minutes, 56 seconds. The platform also has a bounce rate of 47.22%.
8. Pinterest Traffic Sources
Pinterest receives 56.55% of direct desktop traffic. 38.39% is from the organic search, of which 99.87% of it was organic and 0.13% was paid.
They also got 1.76% traffic from referring sites like Amazon and Tumblr. Most consumers using the app head straight to the app when looking for inspiration or products to buy.
9. Pinterest is a Visual Discovery Engine
The rise of visual search has made Pinterest the favourite platform for people who would rather search images. 93% of shoppers are more likely to buy a product if they can easily search for it with an image search function on mobile.
Pinterest Lens allows users to search by image. According to the platform, there are more than 600 million visual searches across Pinterest Lens in a month. Pinners can now use the visual search on their mobile or search product catalogues.
10. People Use Pinterest to Save Ideas and Get Inspiration
According to Pinterest, users have saved over 200 billion ideas on more than 4 billion boards on the platform.
11. Millennials Are on Pinterest
One out of 2 millennials in the US uses Pinterest every month. It inspires them to make dreams a reality and transform vague ideas into reality.
This group of millennial Pinterest users also have more resources to spend in their quest to achieve their goals. Those on the platform spend 17% more than those not using it to purchase products.
12. Pinterest is a Huge Part of the Millennials Buyer Journey
86% of them use Pinterest to plan their big and small moments in life. 63% have also used it to discover new products to buy.
13. Pinterest is Great for Finding Ideas
85% of Pinterest users visit the platform when starting a new project. Nine out of ten describe it as filled with positivity. Two-thirds of its users (65%) use the platform to find products, ideas, and services they can trust.
Unlike other social platforms used to pass the time or for entertainment, users visit Pinterest when they want to find something. To some people, it’s their default search engine. Users say they visit it to get ideas on how they can create new looks or get tips on accessorising or modifying items.
14. There Are Fewer Branded Searches on Pinterest
97% of the searches do not have brand names. Your brand gets the opportunity to capture people at the decision-making process stage. You can also influence purchase as 83% of users have made a purchase after seeing content on Pinterest.
Pins from brands make it easier for 78% of the people on the platform to find new products and make significant decisions. Your brand content could be useful for the target audience’s decision. You could be the brand with the solution to an idea they have.
15. Most Popular Topics on Pinterest
Pinterest surveyed the most popular searches on the platform across categories like food, travel, health, and beauty. They noticed an increase in searches for products that go beyond gender labels. People are searching for gender-neutral names, gender-neutral kids’ clothes, and others.
Other increased searches included those of eco-friendly habit ideas, how to find balance in life, transforming homes into offices and gyms, responsible travel, everything space, and a return of the ’90s.
These Pinterest trends can help you plan campaigns or develop new products to suit the needs of consumers.
16. Pinterest Frequency of Use
Cast From Clay found that only 4% of users in the US and 8% in the UK use Pinterest several times a day.
This could be because users visit the site mostly when they need to find something and not as much for entertainment or to pass the time.
17. Pinterest Corporate Usage
Cast From Clay also found that 52% of corporations in the US and 35% in the UK use Pinterest. Corporates have embraced Pinterest as a great platform to introduce their products to their target audiences.
With Pinterest, brands drive more referral traffic to their sites than other social media platforms.
18. Pinterest is a Great Ecommerce Platform
Pinterest now uploads 75% more shoppable catalogues for merchants. They have also expanded their Shopping Ads internationally. Merchants and advertisers can now use the platform to sell their products.
You can now upload your catalogue and turn your products into Shoppable Pins. As a retailer, you can create Pinterest Ads automatically from your product feed
19. 47% of Pinterest Users Spend Time Finding Products and Shopping on the Platform
eMarketer found that 59% of Pinterest users in the US spend time viewing photos. Another 47% spend time on the platform looking for and shopping for products.
Pinterest is an excellent platform for marketers who want to persuade their target audiences to buy. By posting inspiring brand images on your page, you can inspire the 83% weekly Pinners who purchase based on brand content on Pinterest.
That represents the potential to sell to eight out of ten users. Help them discover your products and reach out to the 98% who try the products they come across on Pinterest.
20. How Consumers Shop on Pinterest
A survey of Pinterest users showed that 60% of them start their product research on the platform. They use Pinterest to get ideas on what to buy more than they use other social platforms.
21. The Popularity of Pinterest Among Marketers
28% of marketers worldwide use Pinterest to market their products or services. The platform’s small user base (over 300 million users) makes it ideal for marketers to reach their target audiences with ease. They can reach the 90% weekly Pinners who use the platform to make buying decisions.
Combining unique and personalised images makes it easy for consumers to move from discovery to purchase. The platform also influences what brands people shop from, products they buy, and the amount that they spend.
22. Pinterest Posts Have the Longest Lifespan
Pinterest posts have a three-month lifespan compared to Facebook's five to six hours and Instagram's forty-eight hours. Twitter has the shortest lifespan of fifteen to twenty minutes.
Your Pins can receive engagement even after a year, especially if you optimise your content. Pinterest users also have a higher purchase intent than those on other channels.
23. When Should You Post on Pinterest?
Fridays and Saturdays are also great times to post as people are planning weekend activities. However, timing does not matter on Pinterest, as long as you consistently post the right kind of content.
You can use Pinterest to boost your brand’s online social media presence. Use it to showcase your products to the right kind of audience and drive engagement.
The statistics show that Pinners are dedicated shoppers who use Pinterest not only to get inspired but also discover products to buy. Pinners are in discovery mode and you can use great content and images to drive them through the sales funnel.