Pinterest Users, Stats & Global Trends (2025)

Pinterest remains one of the world’s most influential social platforms in 2025, with new insights revealing how its audience is evolving, where growth is strongest, and what user demographics look like. This blog explores the essential data, trends, and discoveries you need to understand Pinterest’s global reach and impact in early 2025.​

Key Pinterest Highlights for January 2025

• Marketers could reach 340 million users with Pinterest ads in January 2025, confirming the platform’s massive influence globally.

• Pinterest ranks 10th among social media platforms for ad reach outside China.

• Ad audience growth: In the twelve months leading to January 2025, Pinterest’s ad reach grew by 32.5 million, a 10.6% increase, outpacing most other major platforms.

• Pinterest ads reached 4.1% of all the people on Earth; if you consider only those aged 13+, the eligible adoption rate jumps to 5.3%, and to 6.5% minus China (where Pinterest is blocked).

• Compared with YouTube (which grew 1.6% in the same period), Pinterest’s growth rate was notably higher last year.​

Top 10 Countries: Pinterest Use in 2025

These are the ten countries with the highest Pinterest user numbers according to ad audience figures for January 2025:

Note: Pinterest’s published data covers select geographies, and some other countries may have higher real usage that isn’t reflected in ad reach figures.​

Pinterest Audience Demographics (2025)

• Gender: 70.3% female, 22.4% male, 7.3% unspecified.

• Age: Average user age is between 25 and 34 years old.

• The largest group: Female users aged 18-24.

• Age bracket shares (global ad audience):

  • Female 18-24: 20%

  • Male 18-24: 7.2%

  • Female 25-34: 18.5%

  • Male 25-34: 6.1%

  • Female 35-44: 11.2%

  • Male 35-44: 3.3%

  • Female 45-54: 7.3%

  • Male 45-54: 2.2%

  • Female 55-64: 5.5%

  • Male 55-64: 1.6%

  • Female 65+: 3.7%

  • Male 65+: 1.0%​

Keep in mind: Pinterest’s planning tools publish data only for these genders/identifiers at time of report, so regional or platform-specific nuances may apply.

Growth & Comparison With Other Platforms

• Pinterest’s potential ad reach increased 10.6% last year, from January 2024 to January 2025.

• This pace of growth was faster than Facebook, Instagram, and especially YouTube.

• Pinterest ads reached 6.1% of the world’s internet users as of January 2025, indicating strong adoption among digitally connected audiences.​

Insights for Marketers and Businesses

• Pinterest’s audience skews heavily female and younger (especially among women aged 18-34), making it a powerful channel for lifestyle, fashion, home decor, and creative verticals.

• User growth is robust outside North America, especially in South America and Europe, suggesting marketing strategies should target these expanding regions.

• The platform’s average age profile and ad reach rates are useful for campaign planning, especially with international targeting.

• While ad reach numbers are lower than true monthly active users and may include duplicates or non-individual accounts, they remain a strong indicator of adoption and engagement levels on Pinterest worldwide.​

Conclusion

Pinterest’s 2025 stats reveal powerful growth, a large and diverse international audience, and a fast-evolving user base. Marketers, brands, and creators should explore these trends to maximize their reach, relevance, and results on this unique platform.