Pinterest Stats and Trends

Page updated: 05 November 2021

Essential Pinterest stats for 2021

Pinterest had 444 million monthly active users in October 2021,(a) placing it 14th in our ranking of the world’s most ‘active’ social media platforms.(b)

However, data published in the company’s most recent investor earnings report shows that Pinterest’s monthly active users have fallen steadily over the past three months.(a)

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The total number of people that use Pinterest each month decreased by roughly 10 million (-2.2%) in the three months leading up to October 2021.(a)

These latest figures indicate that roughly 5.6% of all the people on Earth use Pinterest today.(c)

However, because the company limits use of its platform to people above the age of 13, Pinterest’s ‘eligible’ use rate will likely be higher than these figures suggest.(c)

Pinterest's Monthly Active Users Over Time October 2021 DataReportal

Digging deeper

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

  • The number of Pinterest users around the world

  • How quickly Pinterest is growing

  • Pinterest’s top countries

  • Pinterest users by world region

  • Pinterest’s audience demographics

Towards the bottom of this page, you’ll also find a complete report on Pinterest’s audience around the world.

You can also learn how Pinterest compares to other social media platforms on our social media overview page.

Important notes

Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Pinterest’s own tools, resources, and company statements. You’ll find details of individual data sources listed at the bottom of this article.

We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.

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How many Pinterest users are there in 2021?

Pinterest is one of the world’s top social platforms, but just how many people use Pinterest today?

Data published in the company’s most recent investor earnings report shows that Pinterest had a total of 444 million monthly active users around the world in October 2021.(a)

These figures suggest that 7.2% of all people aged 13 and above around the world use Pinterest today.(c)

However, if we remove the people in this age group who live in China – where Pinterest is still blocked – the platform’s eligible adoption rate increases to 9.0%.(c)

Meanwhile, the company’s self-service advertising tools indicate that marketers could reach 233.1 million users* on Pinterest in early October 2021.(d)

*Notes: There are various reasons why Pinterest’s advertising audience figures may differ from its total monthly active users figures, including individual user behaviours and the effects of US sanctions. However, our analysis suggests that the main cause of this discrepancy is the fact that Pinterest’s self-service advertising tools only publish data for a limited selection of countries.

Pinterest Advertising Audience Overview October 2021 DataReportal

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How fast is Pinterest growing in 2021?

Pinterest’s monthly active users

Data published in Pinterest’s latest investor earnings report shows that Pinterest’s monthly active users have grown slightly over the past year.(a)

The latest global total is 2 million (0.5%) higher than the equivalent figure that the company reported in its 3Q 2020 report, published in October 2020.(a)

Pinterest’s advertising audience reach

Meanwhile, recent data published in the company’s self-service advertising tools shows that Pinterest’s advertising audience reach grew by 23.2% over the past 12 months.(d)

To put that figure in perspective, advertisers can now reach 44 million more users on Pinterest than they could this time last year.(d)

These numbers indicate that Pinterest’s advertising reach has grown much more quickly than Facebook’s advertising reach has grown over the past 12 months.(b)

For comparison, Facebook’s data show that the global advertising reach of its flagship platform increased by 6.5% (+139 million users) in the 12 months leading up to October 2021.(e)

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

Change in Pinterest's Global Ad Audience Over Time October 2021 DataReportal

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Which countries have the most Pinterest users in 2021?

Based on the advertising audience reach numbers published in Pinterest’s self-service tools in October 2021,(d) the latest data show that:

  1. The United States of America has roughly 90.5 million active Pinterest users
  2. Brazil has roughly 30.7 million active Pinterest users
  3. Mexico has roughly 16.7 million active Pinterest users
  4. Germany has roughly 14.4 million active Pinterest users
  5. France has roughly 10.4 million active Pinterest users
  6. Canada has roughly 9.7 million active Pinterest users
  7. The United Kingdom has roughly 9.0 million active Pinterest users
  8. Italy has roughly 8.7 million active Pinterest users
  9. Spain has roughly 6.9 million active Pinterest users
  10. Australia has roughly 4.6 million active Pinterest users

Note: the figures shown above are based on Pinterest’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Pinterest’s self-service advertising tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations. Pinterest’s self-service advertising tools only publish data for a limited selection of countries, and it’s possible that some countries not included in the list above have more active users than the countries shown here. Rounding in the source data may mean that individual figures do not correlate with totals.

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How many users does Pinterest have in each world region in 2021?

The figures below are based on Pinterest’s advertising audience data for October 2021.(d)

Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.

  • Pinterest’s advertising reach in Northern America: 100.2 million users

  • Pinterest’s advertising reach in Central America: 16.7 million users

  • Pinterest’s advertising reach in the Caribbean: 587 thousand users

  • Pinterest’s advertising reach in Southern America: 30.7 million users

  • Pinterest’s advertising reach in Western Europe: 35.4 million users

  • Pinterest’s advertising reach in Northern Europe: 14.5 million users

  • Pinterest’s advertising reach in Southern Europe: 19.1 million users

  • Pinterest’s advertising reach in Eastern Europe: 10.3 million users

  • Pinterest’s advertising reach in Western Asia: 182 thousand users

  • Pinterest’s advertising reach in Oceania: 5.6 million users

Notes: the figures shown above are based on Pinterest’s potential advertising reach, and may not correlate with the platform’s total number of daily or monthly active users. Pinterest’s tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations. Rounding in the source data may mean that individual figures do not correlate with totals. Advisory: Pinterest’s self-service advertising tools only publish data for a limited selection of countries, so data may not be available for all world regions. Data may also seem unusually low for some regions where Pinterest’s tools do not publish data for all countries in that region.

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What do Pinterest’s audience demographics look like in 2021?

Based on Pinterest’s advertising audience data* for October 2021:(d)

  • 77.1% of Pinterest’s global users are female

  • 14.8% of Pinterest’s global users are male

  • 8.1% of Pinterest’s global users are of ‘unspecified’ gender

Want to know what Pinterest demographics look like in your country? Check out our complete free report library.

*Notes: the figures above are based on Pinterest’s potential advertising reach data, and may not correlate with the number of monthly active users. Pinterest’s self-service advertising tools report gender data for ‘female’, ‘male’, and ‘unspecified’.


What’s the average age of Pinterest’s users in 2021?

Pinterest’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of Pinterest’s active user base.

However, based on the latest available data, users aged 25 to 34 account for the largest share of Pinterest’s advertising audience.(d)

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How many users does Pinterest have in each age group in 2021?

Data published in the platform’s self-service advertising tools in October 2021 indicated that marketers could reach the following worldwide audiences using ads on Pinterest:(d)

  • 42.9 million users aged 18 to 24 (19.7% of Pinterest’s total ad audience)

  • 84.4 million users aged 25 to 34 (38.8% of Pinterest’s total ad audience)

  • 38.7 million users aged 35 to 44 (17.8% of Pinterest’s total ad audience)

  • 20.2 million users aged 45 to 54 (9.3% of Pinterest’s total ad audience)

  • 22.4 million users aged 55 to 64 (10.3% of Pinterest’s total ad audience)

  • 9.2 million users aged 65 and above (4.2% of Pinterest’s total ad audience)

Want to know more about the age profile of Pinterest users in your country? Check out our free country report library.

Notes: the figures shown above are based on Pinterest’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below. Pinterest’s tools publish ranges for each data point; we use the mid-point of these published ranges for our calculations. Pinterest limits use of its platform to users aged 13 and above, but its self-service advertising tools only publish age and gender data for users aged 18 and above. Figures shown here represent the percentage share of the ad audience aged 18 and above.

Profile of Pinterest's Global Advertising Audience by Age and Gender in October 2021 DataReportal

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Complete Pinterest Audience Report

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

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

How does Pinterest compare with 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:

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Data sources for stats on this page

(a) Pinterest Inc.’s investor earnings report for 3Q 2021 (published November 2021).

(b) Kepios analysis (October and November 2021).

(c) Kepios analysis of data published in Pinterest Inc.’s 3Q 2021 investor earnings announcement (November 2021), compared with the latest population data published by the United Nations and the U.S. Census Bureau.

(d) Kepios analysis of data published in Pinterest’s advertising tools in October 2021.

(e) Kepios analysis of data published in Facebook’s advertising tools in October 2021.

Any other data sources have been attributed directly within the article, next to the appropriate data point.


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About the author
Simon is DataReportal’s chief analyst, and CEO of Kepios.
Click here to see all of Simon’s articles, read his bio, and connect with him on social media.