Pinterest marketing has enormous potential for yielding very concrete and very valuable results.

I say this both as an over-eager pinner myself who has made purchases from products I first discovered on the platform and a marketer who has seen the selling power of Pinterest from the brand side, too.

Pinterest is, however, very different from other types of social media sites, with the emphasis from users being on finding and saving content instead of sharing it themselves.

This presents an exceptional opportunity for marketers because pinners are actively looking to find content, products, and resources that match their needs.

Have you wondered exactly how successful your Pinterest campaigns have the potential to be, or whether or not Promoted Pins are worth the time?

In this blog post, we’ve compiled the 31 most relevant, useful Pinterest marketing statistics out there to help brands and advertisers decide how they can best make the platform work for them.

Pinterest Demographic Statistics

Pinterest demographics play a significant role in whether or not the platform is right for any given advertiser.

Many people know that Pinterest users are typically women, even though the male-to-female ratio has been closing in recent years.

Here are a few demographic statistics, however, that you might not be aware of.

1. 40% of all pinners have a household income of $100k per year, and an additional 10% make at least $50k per year. 

The disposable income potential on Pinterest, therefore, is high.

2. 29% of US adults are on Pinterest, making it the 4th most popular social media platform.

Only YouTube, Facebook, and Instagram come out on top.

3. There is an average of 2 million people pinning content every day, resulting in more than 100 billion pins currently existing on the platform.  

This means lots of potential for circulation, which is good for you.

4. Regular pinners are spending an average of 34 minutes on the site per visit.

This is longer than some other average session lengths on platforms including Facebook (which averages 33 minutes), Instagram (24), and Twitter (24).

5. 50% of Millennials use Pinterest every month. 

Millennials are a hot market for a lot of businesses right now, so take note of this.

6. Pinterest has 250 million monthly active users. 

This may seem small in comparison with Facebook, but think about your competition levels and the level of engagement happening on Pinterest.

7. 50% of all new accounts are coming from men. 

With half of all new signups coming from men, this is closing the gender gap previously on Pinterest.

Pinner Usage Statistics

While it’s valuable to know who is using the platform, it’s also helpful to know how they’re using it. Let’s take a look at how they’re using the platform, and note that we’re going to look specifically at pinners’ buying behavior in the next section.

8. People who use Pinterest start the buying and planning process two times earlier than other consumers. 

They’re using Pinterest for active research, and they’re taking more time to make sure they’re getting their purchase right.

9. 80% of pinners prefer the Pinterest app to the desktop site.

Once again, our constant theme of  “don’t neglect mobile” holds true here, too.

10. Visual searches increased 140% in 2018 from 2017, resulting in more than 600 million visual searches on a monthly basis. 

Visual search allows users to find products they like the look of, and see other similar options available to them.

11. 11:00 pm is the most active pinning hour of the day, with around 6% of pinning happening at that time. 

As a fellow night owl and pinner, I’m not overwhelmingly surprised.

12. About 39% of female pinners will opt for Pinterest’s search engine over traditional options like Google or Bring. The same is true for 48% of male users. 

This is a particularly important statistic because it shows that people are trusting the content on the platform and they’re turning here first.

Pinner Buying Behavior Statistics

Now it’s time for the start of the really juicy statistics: those that detail buying behavior.

Let’s take a look at the buying behavior you can expect from Pinterest users and what it means for you.

13. The average order value of sales that come from Pinterest is $50.

This is currently higher than any other social platform.

14. 47% of Millennials on Pinterest purchased something they’d pinned. 

This is 9% higher than on Facebook and 14% higher than on Twitter.

15. 67% of pinners will actually use the app while shopping in brick-and-mortar stores.

There is no stopping the Pinterest research train, even if you have the customer right in front of you.

16. 73% of pinners have purchased something after seeing it on Pinterest. 

Again, this is an enormous percentage.

17. 18.5% of active pinners will even make a Pinterest-driven purchase at least one time per month. 

This amounts to almost a fifth of all users.

18. 47% of Pinterest users utilize Pinterest to plan for upcoming big life events.

One study found that almost half of those who were having a big event (like a wedding or buying a house) in the next six months, use Pinterest to plan for it. This proves that Pinterest is a research tool and a planning tool, and people are using it religiously.

Promoted Pin Statistics

Promoted Pins is Pinterest’s exceptional ad system. You can learn more about it here, but first, take a look at the statistics that demonstrate its effectiveness.

19. One study found that every $1 spent on promoted Pins yielded $2 in profit.

That’s not exactly terrible ROI.

20. For every 100 impressions, a Promoted Pin receives, brands get an average of 30 free views due to repinning. 

And thus, you give another type of ROI that will benefit you long-term.

21. According to Pinterest, Promoted Pins drives 5x more sales in-store. 

People are coming into stores ready to buy after seeing those ads.

22. Promoted App pins for a single business yielded 5% higher signup rates than other platforms. 

This Pinterest-sponsored case study shows that Promoted Pins are valuable for more than just sales (as if those weren’t enough).

23. 70% of Promoted Pin sales come from customers new to the brand. 

You aren’t just getting the sale, you’re getting the chance at gaining a customer for life.

24. Advertisers see about 20% more clicks in the month following the launch of a Promoted Pin campaign. 

These ads are clearly driving traffic in huge amounts.

Pinterest Content Statistics 

The above statistics look at how users engage with content on Pinterest.

This section is going to feature statistics that demonstrate what they’re engaging with.

25. The most repined images have multiple dominant colors, and are repined 3.25x more than those with a single dominant color. 

Go bold, and get colorful with your content, because this is a visual platform.

28. Brand images without faces in them get 23% more repins than those with faces in them, and as a result, less than 20% of images on Pinterest have faces. 

This is not the case on Instagram, but paying attention to this rule on Pinterest will get those clicks.

26.73% of pinners in a recent study said they founded branded content useful.

They’re not only willing to view and engage with this content, they may actually be looking for it.

27. Videos between 30 and 90 seconds long are those with the highest performance. 

Keep it short, but long enough to be useful and informative.

28. Brand images without faces in them get 23% more repins than those with faces in them, and as a result, less than 20% of pictures on Pinterest include faces. 

This is not the case on Instagram, but paying attention to this rule on Pinterest will get those clicks.

29. The categories that most frequently lead to purchases from Pinterest are fashion, beauty, and home decor. 

If you’re in these industries, measure up.

30. 80% of all pins are repins.

As a user, it explains why I see the same content cycling around so often, and it all shows the potential of how far your pins can go.

31. It takes a pin approximately 3.5 months to accumulate 50% of its total engagement.

This is so, so important– it may even be the most important statistic on the list. Pinterest marketing takes time, so be patient and stick with it.

Conclusion

If you were doubting whether or not Pinterest was a viable, valuable marketing platform before reading this post, I think you have the answers you need know to know with certainty that it is.

It’s still true that not all brands might be an outstanding fit for the platform, but if your audience is there and engaging with content and brands like yours, there’s nothing to lose.

Remember that Pinterest is clearly a long-term marketing strategy, so put the time and effort into it that’s needed and don’t give up if you don’t see results right away.

What do you think? Do you use Pinterest marketing for your business or your clients’ businesses? Which strategies are most effective for you? Did any of our statistics surprise you? Share your thoughts and questions in the comments below!