YouGov: US Pinterest user analysis

Despite some small changes in recent years, Pinterest still primarily attracts female and younger users, according to a YouGov report. The analysis shows that Pinterest users are creative, use a variety of social media networks, and are relatively open to advertising.

Pinterest appeals primarily to women: 74% of Pinterest’s weekly active users this year are women, though that’s down from 78% in 2020. Recent research confirms this, with half of adult women in the U.S. using Facebook, compared to just 19% of men.

The report shows that the age distribution of Pinterest's adult users changed between 2021 and 2022, tending to be younger, but has since slowed down. For example, in 2021, adults aged 18-34 accounted for only 31% of weekly active users, but by 2022, this proportion increased to 37%. This year, it accounts for 36% of weekly active users. Between 2021 and 2022, the proportion of users aged 35-54 fell from 34% to 31%, although it has now risen to 33%.

Older users (55+) are becoming a smaller portion of users. While they made up 35% of Pinterest’s weekly active users in 2020 and 2021, that share has fallen every year since then, to 32% in 2022, 31% in 2023, and 30% this year.

Delving deeper into the lifestyles of Pinterest users, they are more likely than the average person to always be looking for new ideas for inspiration (75% vs. 60%), enjoy being creative and expressing themselves through their hobbies (74% vs. 61%), and value handmade things (84% vs. 74%). Pinterest users are also more likely to plan big purchases this year, including major (10% vs. 8%) or minor (24% vs. 20%) home improvements, and to buy a car (17% vs. 15%).

About 72% of Pinterest users regularly notice ads on the internet, compared to 63% of the general adult population. Three-quarters of Pinterest users like to see real people in ads, and about two-thirds like recommendations for things to try.

Notably, nearly half of Pinterest users (47%) are more likely to engage with an ad on social media than on the regular website, compared to 40% of the general population.

Brands looking to reach Pinterest users will want to know that while the broadest percentages of users plan to spend money on department stores and snacks, their spending plans on apparel (57% vs. 44%) and music (34% vs. 27%) differ from the general population.

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