Pinterest Statistics 2026: Latest Trends & Insights

Pinterest enters the year with record user scale and a stronger mix of search, shopping and AI-driven discovery. Consumers use the platform to plan purchases, compare products, design homes, choose outfits, and organize major life events, while retailers and advertisers use those intent signals to reach people before they settle on a brand. The latest numbers show how Pinterest has expanded beyond digital inspiration into a sizable search and commerce ecosystem. Explore the statistics below for a clearer view of Pinterest’s audience, demographics, usage, and engagement.

Editor’s Choice

• Pinterest’s global audience climbed to an all-time high of 640 million MAUs in Q2 2026, compared with 578 million in Q2 2025.
• Q2 2026 marked Pinterest’s 11th consecutive quarter of double-digit year-over-year user growth.
• The company also recorded its 12th consecutive quarter of record user levels in Q2 2026.
• Rest-of-world markets reached 377 million MAUs in Q2 2026, up 15% from 329 million a year earlier.
• U.S. and Canadian MAUs reached 106 million in Q2 2026, while Europe accounted for 157 million.
• Gen Z now accounts for more than 50% of Pinterest’s user base, up from the 42% share reported in earlier audience research.
• Pinterest’s recommendation ecosystem draws feedback from more than 80 billion monthly searches and over 16 billion user-created boards.
• Pinterest’s 2026 trend forecast contains 21 emerging trends, while 88% of its forecasts across the previous six years continued growing into the following year.

Recent Developments

• Pinterest Assistant had reached the vast majority of U.S. users by Q2 2026, expanding access to conversational, visual-first product discovery.
• Pinterest Assistant draws on a feedback system that includes 80 billion-plus monthly searches and more than 16 billion boards to generate taste-based recommendations.
• Global MAUs increased from 619 million in Q4 2025 to 631 million in Q1 2026, then reached 640 million in Q2.
• Q1 2026 revenue crossed the $1 billion quarterly threshold, reaching $1.008 billion and growing 18% year over year.
• Q2 revenue then increased to $1.18 billion, maintaining 18% reported year-over-year growth.
• Adjusted EBITDA reached $311 million in Q2 2026, up 24% from $251 million in Q2 2025, while the adjusted EBITDA margin increased to 26%.
• U.S. and Canada revenue grew 18% year over year in Q2 2026, an acceleration of five percentage points from Q1’s growth rate.
• Pinterest completed more than $2 billion in share repurchases during the first half of 2026, buying 111 million shares according to its Q2 presentation.
• Following first-half performance, the company raised its full-year 2026 adjusted EBITDA margin outlook to about 30%, from a previous outlook of 29%.

Pinterest User Statistics

• Pinterest reported 640 million global MAUs at the end of Q2 2026, 11% higher than a year earlier.
• Global MAUs rose sequentially from 578 million in Q2 2025 to 600 million in Q3, 619 million in Q4, 631 million in Q1 2026 and 640 million in Q2 2026.
• U.S. and Canada MAUs reached 106 million in Q2 2026, up 4% from 102 million in Q2 2025.
• European MAUs reached 157 million, an 8% year-over-year increase from 146 million.
• Rest-of-world MAUs grew to 377 million, compared with 329 million one year earlier.
• Rest-of-world users therefore represented roughly 59% of global Q2 2026 MAUs, based on the reported regional totals.
• Pinterest added about 48 million rest-of-world MAUs between Q2 2025 and Q2 2026, compared with about 4 million additional users in the U.S. and Canada.
• Pinterest’s global MAU base expanded from 553 million at the end of 2024 to 619 million at the end of 2025, an increase of 12%.
• In early 2025, Pinterest’s advertising tools indicated an addressable audience of 340 million people worldwide. This is an ad-reach figure rather than an MAU count, so the two metrics should not be treated as interchangeable.

Pinterest Usage Statistics

• Pinterest processes more than 80 billion searches per month, or well above 2 billion searches on an average day when the monthly figure is distributed across a 30-day period.
• Users have created more than 16 billion boards, giving them a large-scale system for organizing products, projects, and ideas.
• At the end of 2025, weekly active users equaled 62% of MAUs, and that proportion had remained relatively consistent over time.
• Applying that reported 62% ratio to the 619 million MAUs at year-end 2025 implies roughly 384 million weekly active users at that point. This is an estimate based on the two reported metrics, not a separately reported WAU total.
• More than 90% of searches were unbranded in the 2025 annual reporting, meaning users commonly search for ideas or products without entering a particular brand name.
• Separate current audience materials put the share of top searches that are unbranded at 96%, reinforcing Pinterest’s role in early-stage product discovery.
• Pinterest reported billions of searches and saves every month in its 2025 annual filing, with the vast majority of queries described as visual.
• Pinterest’s Q2 2026 figures show 100% of reported users were logged in, giving the platform authenticated signals that can connect searches, boards and recommendations to user accounts.
• The platform’s current content and discovery system connects many billions of associations among Pins, searches, boards, products and users, which feed its Taste Graph and recommendation models.

Pinterest Demographics Statistics

• Gen Z represented more than half of Pinterest’s global user base by Q2 2026 and remained its largest and fastest-growing generational cohort.
• Earlier research put Gen Z at 42% of global monthly users, illustrating how quickly younger users have increased their share of the platform.
• Global advertising-audience data from January 2025 showed that 70.3% were female, 22.4% were male and 7.3% had an unspecified gender classification.
• Female users ages 18 to 24 represented 20% of the global advertising audience in January 2025, the largest individual age-and-gender segment reported.
• Women ages 25 to 34 accounted for 18.5% of the global ad audience, while men in the same age group represented 6.1%.
• In the U.S., 71.4% of Pinterest’s ad audience was female at the end of 2025, compared with 19.2% male and 9.4% unspecified.
• Pinterest’s U.S. ad reach equaled 29.9% of U.S. internet users at the end of 2025.
• Germany provides a notable regional growth example: its potential Pinterest ad audience grew 19.5% between early 2024 and early 2025, reaching 22.6 million.
• Japan’s potential ad audience reached 9.22 million in early 2025, after growing 13.8% from a year earlier; women represented 62.8% of that audience.

Pinterest User Demographics by Gender

• Women dominate Pinterest’s audience, accounting for 70.3% of the platform’s total users, making it one of the most female-skewed social media platforms.
• Men represent 22.4% of Pinterest users, showing that while the platform has diversified, its core audience remains predominantly female.
• Around 7.3% of Pinterest users have undisclosed gender, indicating a small portion of users who choose not to share demographic details.
• A significant share of Pinterest’s audience comes from young women, with women aged 18–34 making up 40% of the total user base.
• The data highlights Pinterest’s strong appeal among younger female audiences, making it an especially valuable platform for brands targeting women in the 18–34 demographic.

Pinterest Engagement Statistics

• Pinterest reported that its overall engagement continued to grow in 2025, alongside record MAUs and more than 80 billion monthly searches.
• 62% of monthly active users also qualified as weekly active users at the end of 2025, showing that a substantial portion of the audience returned within a seven-day window.
• Gen Z users have historically saved nearly 2.5 times as many Pins as other generations, making the cohort especially important to Pinterest’s engagement growth.
• Gen Z users also created 66% more boards than other generations in Pinterest’s audience research.
• Gen Z searches had increased 30% year over year in the platform’s 2024 generational research, an early indicator of the cohort’s growing role before it exceeded half of the user base in 2026.
• Clicks and saves by Gen Z users on shoppable Pins had risen 86% year over year, illustrating how engagement can connect discovery directly with commerce-oriented content.
• 63% of weekly Gen Z users surveyed said they were “always shopping,” indicating that product consideration can occur even when they do not begin a session with an immediate purchase planned.
• 80% of weekly users in current audience research said they feel inspired by the shopping experience on Pinterest, supporting the connection between engagement and product discovery.
• One 2025 trend later highlighted in the 2026 forecast saw searches for “fisherman outfit” rise 190%, while saves of cream cable-knit sweater Pins increased 90%, illustrating how search and saving activity can develop around emerging aesthetics.

Pinterest Business and Revenue Statistics

• Pinterest generated $1.18 billion in Q2 2026 revenue, up 18% from $998 million in Q2 2025. On a constant-currency basis, revenue increased 17%.
• Q1 2026 revenue reached $1.008 billion, compared with $855 million in Q1 2025, producing another 18% year-over-year increase.
• Full-year 2025 revenue totaled $4.22 billion, 16% higher than the $3.65 billion generated in 2024.
• Pinterest reported $417 million in net income for 2025, compared with $1.86 billion in 2024; the prior-year figure included a sizable tax-related benefit that affects direct comparability.
• Adjusted EBITDA increased to $1.27 billion in 2025, up from $1.03 billion in 2024, while the adjusted EBITDA margin ended the year at about 30%.
• Pinterest produced $1.25 billion in free cash flow in 2025, up roughly 33% from $940 million in 2024.
• Global annual ARPU reached $7.21 in 2025, 4% higher than the previous year. U.S. and Canada ARPU stood much higher at $30.84.
• International monetization grew considerably faster in 2025: Europe revenue increased 31% to $775 million, while rest-of-world revenue climbed 62% to approximately $274 million.
• The number of ads served increased 49% in 2025, while average ad pricing fell 22%, showing that higher ad volume played a major role in revenue expansion.

Pinterest ARPU by Region Statistics

• US & Canada recorded the highest ARPU in Q1 2026 at $7.12, highlighting the region’s significantly stronger monetization performance.
• Pinterest’s global average ARPU stood at $1.61, meaning US and Canadian users generated more than 4.4 times the worldwide average.
• Europe generated $1.17 in ARPU, approximately 84% lower than the $7.12 recorded across the US and Canada.
• The Rest of World segment had the lowest ARPU at just $0.20, showing a substantial monetization gap compared with developed markets.
• ARPU in the US & Canada was about 35.6 times higher than in the Rest of World, illustrating Pinterest’s considerable opportunity to improve international monetization.

Pinterest Advertising Statistics

• Annual advertising revenue increased by 16%, driven by conversion and awareness demand.
• The ad platform supports at least 8 major ad formats across multi-objective campaigns.
• Campaigns utilizing Performance+ with ROAS bidding achieved an overall 28% ROAS improvement.
• Retail testing generated a 16% higher click-through rate compared to standard control campaigns.
• Checkout acquisition costs among new and lapsed shoppers decreased by 34%.
• Automated ad delivery produced a 50% higher acquisition ROAS from inactive shoppers.
• Multi-market automated ad deployment produced an average 7.5% incremental ROAS lift.
• Integrating automated bidding and creative optimization raised campaign ROAS by 47%.
• Holiday search-ad tests increased click-through rates by 277% and lifted ROAS by 116%.

Shopping and Ecommerce Statistics

• Over 90% of user searches are unbranded, offering early consumer discovery.
• Adding a product catalog drives an average 90% increase in saves and a 30% increase in conversions.
• Targeted exposure increased retail checkout conversions by 22% overall.
• Catalog Sales exposure produced up to a 46% lift in checkouts and a 21% sales increase.
• Shopping campaigns generated a 21% lift in new and lapsed buyers.
• Holiday shopping campaigns drove new-customer incremental ROAS 47% above campaign targets.
• Automated catalog campaigns achieved a 23x ROAS and 118% higher total order value.
• Optimized ad campaigns delivered a 2x ROAS with a 19% lower cost per acquisition.
• Seasonal campaigns increased attributed checkouts by 305%, with 54% occurring as offline conversions.

Pinterest High-Intent Shopping Behavior Statistics

• 93% of Pinterest users use the platform to plan future purchases, highlighting its strong role in the shopping discovery process.
• 85% of weekly Pinterest users have made a purchase based on Pins from brands, demonstrating the platform’s ability to influence buying decisions.
• 55% of Pinterest users actively research products they intend to buy, reinforcing Pinterest’s position as a product discovery and consideration platform.
• The gap between 93% planning purchases and 55% actively researching products suggests Pinterest reaches shoppers across multiple stages of the purchase journey.
• With 85% of weekly users purchasing from brand Pins, businesses have a significant opportunity to convert visual discovery into sales.

Pinterest Mobile Statistics

• Approximately 85% of Pinterest MAUs came directly to the mobile app in 2025, according to company commentary.
• That mobile-app share had increased by nearly 10 percentage points since mid-2022, reflecting a shift toward direct app engagement.
• With 578 million total MAUs in Q2 2025, an 85% direct-app ratio would correspond to roughly 491 million users accessing Pinterest directly through the mobile app; this is an illustrative calculation rather than a separately reported app MAU figure.
• Independent app-intelligence estimates showed Pinterest app MAUs growing by about 20% between February 2024 and February 2026.
• Third-party mobile estimates put Pinterest at around 152 million daily app users in April 2026, although this metric covers mobile apps only and should not be compared directly with official cross-device MAUs.
• Those estimates place Pinterest at more than 1.7 billion lifetime mobile downloads across iOS and Android.
• Pinterest recorded an estimated 208 million app downloads in 2025, slightly above the approximately 207 million estimated for 2024.
• Estimated 2026 mobile downloads had already reached 69.1 million when the current mobile dataset was compiled, showing continued app acquisition during the year.
• Pinterest reported that 100% of its official MAUs are logged in, strengthening the usefulness of app and cross-device activity for recommendations, search and advertising.

Pinterest Video and Content Statistics

• Pinterest video campaigns recorded an average 82% viewable reach across an analysis of 42 campaigns in France, Spain, Germany and the UK.
• Across those campaigns, viewable reach ranged from 54% to 99%, meaning performance varied substantially by campaign while maintaining a high average.
• Video advertising on Pinterest delivered roughly 3x higher viewability than the average measured across other social platforms in comparative research.
• Pinterest also reported a 2x higher video completion rate than the average social platform in the same research program.
• Users were nearly 2x as likely to take a shopping-related action after using Pinterest compared with users of social platforms, connecting content viewing with commercial behavior.
• A travel campaign recorded a 68% video completion rate for standard video ads.
• The same campaign’s high-impact Premier Spotlight video placements achieved a 52% completion rate.
• A two-day sponsored travel-content activation increased article impressions by 227% above the daily average, while article opens rose 197%.
• Pinterest supports video not only through dedicated video ads but also within carousel, collection, and Premier Spotlight formats, allowing video to appear at several points in the advertising funnel.

Pinterest Trends Statistics

• Pinterest identified 21 emerging trends for 2026 across categories including fashion, beauty, food, travel, and home decor.
• Across the previous six annual forecasts, 88% of Pinterest’s predictions came true, meaning the identified trends continued growing into the following year.
• Pinterest reports that its trends generally last nearly twice as long as trends elsewhere on the internet, giving brands a longer period to activate campaigns.
• Checkouts associated with content tied to the 2025 forecast increased 68% year over year, showing that predicted aesthetics can translate into measurable shopping activity.
• Searches for “fisherman outfit” climbed 190% after the Fisherman Aesthetic trend gained traction.
• Saves for cream cable-knit sweater Pins associated with that aesthetic increased 90%, providing another engagement signal beyond keyword searches.
• Searches for “cherry martini” grew 130% year over year as the Cherry Coded trend expanded across food, fashion, and decor categories.
• Outbound clicks on cherry decor Pins rose 100% year over year, showing that the trend also drove off-platform shopping or research activity.
• Within the Pickle Fix trend, searches for “pickle nails” increased 85%, saves for pickle-party content rose 35% and outbound clicks for pickle seasoning jumped 835%.

Pinterest Search and Visual Search Statistics

• Users conduct more than 80 billion monthly searches, generating rich first-party intent data.
• Search volume exceeds an average of 2.6 billion queries per day.
• The vast majority of user queries are visual searches driven by images rather than text.
• Over 90% of searches are unbranded, driving high discovery-oriented engagement.
• More than 16 billion user-created boards provide structured interest data for product discovery.
• Recommendation engines process billions of searches and saves monthly to refine relevance.
• Approximately 45% of clicks are concentrated within the top 10 search results.
• High-intent catalog placements within top positions more than doubled ROAS.
• Trend forecasting models evaluate billions of keyword and visual data points to identify emerging behaviors.

Pinterest Traffic and Referral Statistics

• A fashion advertiser increased Pinterest-driven outbound clicks by 250% year over year in the U.S. while reducing cost per acquisition by 8%.
• The same campaign increased outbound clicks by 137% in Australia, while ROAS improved 42% year over year.
• Pinterest received an estimated 3.4 million visits from AI platforms in February 2026, showing that generative AI tools have become another discovery route into the platform.
• Approximately 93.13% of Pinterest’s AI referral visits in February 2026 came from ChatGPT, according to third-party web-traffic estimates.
• AI platforms represented about 0.25% of Pinterest’s total referral traffic in February 2026. The share remains small, but it introduces an additional traffic source beyond conventional search and social discovery.
• Across the broader tech, search, and social category, Pinterest received an estimated 2.5 million AI referrals during one analyzed period, including approximately 1.9 million from ChatGPT.
• A 2025 holiday search campaign produced a 277% higher click-through rate than standard consideration campaigns, showing how prominent search placement can increase traffic-generating actions.
• A Netherlands retail campaign reduced the cost per qualified site visit by 7% after adding traffic-optimized shopping activity alongside automated shopping campaigns.
• Pinterest’s more than 80 billion monthly searches create a large pool of discovery activity that can lead users toward external websites once they identify a product, brand or idea they want to explore further.

Pinterest User Intent and Platform Usage Insights

• Pinterest stands out as an inspiration-driven platform, with 68% of users primarily using it to find information or inspiration, compared with just 15% on Instagram and 10% on TikTok.
• Entertainment plays a much smaller role on Pinterest, with only 10% of users opening the platform to pass time, versus 30% on Instagram and a dominant 75% on TikTok.
• Pinterest has relatively little emphasis on social interaction, as just 2% of users primarily use it to keep up with friends or socialize, compared with 45% of Instagram users.
• Shopping and brand discovery account for 20% of Pinterest usage, double the 10% share recorded by both Instagram and TikTok.
• Combined, 88% of Pinterest users’ intent is centered on information, inspiration, shopping, and brand discovery, highlighting its strong utility and commercial orientation.
• The data shows a clear difference in platform positioning: Pinterest leads in discovery and inspiration, Instagram is strongest for socializing, while TikTok overwhelmingly leads in entertainment.

Pinterest Case Study and ROI Statistics

• A 2025 jewelry campaign achieved an average 7.5% incremental ROAS lift after deploying automated campaigns across the U.S., UK and Germany.
• The same advertiser improved ROAS by 47% from the first half to the second half of 2025 after expanding automated bidding, creative optimization and offline conversion measurement.
• An independent sales-lift study for a plant-based food campaign measured 2.6x return on ad spend, placing the campaign in the top 20% of measured food and beverage studies in EMEA.
• A skincare advertising study found a 5.5% incremental sales lift, with 68% of incremental sales coming from people who had not previously bought the brand.
• That skincare campaign generated 4.8x higher ROAS than health and beauty norms used in the independent measurement study.
• A home and furniture advertiser generated a 2.3x increase in ROAS with automated campaigns compared with its manual setup.
• The same test increased average order value by 98% while reducing cost per acquisition by 14%.
• A luxury holiday campaign produced 8x checkout ROAS and increased attributed online and in-store checkouts by 305% during Holiday 2025.
• 54% of conversions from that luxury campaign occurred offline, illustrating why retailers may underestimate Pinterest’s impact if they measure only ecommerce purchases.
• A homeware advertiser testing ROAS bidding recorded a 56% higher ROAS and 17% lower CPA than standard purchase bidding.

Pinterest for Marketers: Key Takeaways

• Monthly users reached 640 million by Q2 2026, marking an 11% year-over-year growth.
• Gen Z currently makes up more than half of the platform’s entire user base.
• More than 96% of all text-based searches are completely unbranded.
• Over half of all searches have commercial intent for product research and planning.
• Performance+ campaigns require 50% fewer setup inputs than standard marketing campaigns.
• Automated catalog sales yield an average 20% lower cost per action in internal testing.
• Small and midsize advertisers saw a 28% ROAS improvement using updated automated ad-delivery models.
• Advertisers achieved at least a 10% CPA improvement or a 10% CPC improvement using Performance+.
• A recent holiday luxury campaign revealed that 54% of attributed conversions occurred in physical stores.
• Forecast trends have historically demonstrated an 88% success rate across six annual prediction cycles.

Pinterest AI and Personalization Statistics

• By Q2 2026, Pinterest said every Pin shown to a user is personalized and served by AI, making machine learning fundamental to the home-feed experience.
• Pinterest trains personalization systems using signals from more than 80 billion monthly searches and over 16 billion user-created boards.
• Its latest multimodal visual-search model has delivered more than 30% better relevance for shopping recommendations than off-the-shelf models in internal testing.
• Pinterest Assistant had become available to the vast majority of U.S. users by the end of July 2026, expanding conversational product research beyond its initial beta rollout.
• Pinterest Assistant initially launched in October 2025 to U.S. users ages 18 and older, using images, voice, and text to create personalized shopping recommendations.
• Performance+ reduces campaign setup requirements by 50%, automating elements such as targeting, bidding, budgets, and creative optimization.
• Automated campaigns outperformed traditional campaigns by nearly 80% in A/B testing under the performance criteria reported for the product suite.
• AI-powered bidding has helped lower cost per action by around 2% compared with custom bidding, while catalog sales automation has delivered substantially larger CPA improvements in broader testing.
• Image-resizing automation tested on Shopping ads produced a 6% improvement in click-through rate compared with ads that did not use the feature.
• In June 2026, Pinterest expanded its AI roadmap with new advertiser and shopping tools, including Business Assistant, Model Context Protocol integrations and Ask Pinterest, signaling further investment in conversational and agent-driven discovery.

Frequently Asked Questions (FAQs)

Conclusion

Pinterest’s statistics show a platform moving deeper into search, commerce, and AI-assisted decision-making. The platform reached 640 million monthly active users in Q2 2026, while quarterly revenue climbed to $1.18 billion, up 18% year over year. More than half of its audience now belongs to Gen Z, and users conduct more than 80 billion searches every month, giving Pinterest a substantial pool of signals around consumer interests and purchase intent.

The commercial opportunity also extends beyond audience size. More than 96% of text searches are unbranded, while over half of searches are commercial, allowing businesses to reach consumers before they settle on a brand. Performance+ automation, visual search and Pinterest Assistant are further connecting discovery with measurable shopping actions.

Recent campaign studies have produced outcomes ranging from 2.6x return on ad spend for a food campaign to 8x checkout ROAS for a luxury campaign, although individual results should not serve as universal benchmarks. For marketers, Pinterest’s main value lies in combining search intent, visual creative, shopping data, and AI optimization within a platform built around what consumers plan to do next.