Pinterest demographics you need to know inside and out

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It's official: Pinterest is now a bona fide social media star. With some 150 million users , this platform, once considered harmless, has become a social media powerhouse, appealing to both the general public and professionals. Considering it was only launched in 2010, this growth is enough to make your head spin!

Long a favorite with brides and foodies, Pinterest is now much more than a repository for recipes and wedding planning. Today, the virtual pinboard hosts more than 75 billion ideas representing all types of users and content, france phone number data from millennials pinning gift guides to music fans posting their favorite YouTube playlists .

Finding ideas is the main reason people use Pinterest. And increasingly, the site is becoming a place to buy, with some staggering statistics: according to a study by Millward Brown, 87% of Pinterest users have purchased an item or service they saw on Pinterest , and 93% plan to make such a purchase.

It's also worth noting that two-thirds of pinned content now represents a brand or product . As you can see, Pinterest holds enormous potential for brands. And this trend is expected to intensify as the platform expands its purchasing options.

Who are these millions of users who make Pinterest such a success? Every social media expert needs to know the demographics of Pinterest users. We've got you covered! Here's everything you need to know about the profile of Pinterest buyers.

Gender demographics
While the platform is growing in popularity among men , Pinterest remains a predominantly female playground. A 2016 Pew Research study shows that 45% of women who use the internet in the United States have a Pinterest account, while only 17% of men do .

What products attract the most attention from these users? Food, decor, and clothing are the most popular categories. Interestingly, many women use Pinterest to plan their upcoming projects.

Millward Brown's 2016 study shows that Pinterest users are 47% more likely to be planning a major event (e.g., a wedding or a trip) in the next six months. Additionally, 96% of the platform's active users use it to conduct research related to these planning activities.

If you want to target women who use Pinterest, consider how your brand can help these users plan their projects. Leading beauty company L'Oréal has created boards dedicated to various events, which perfectly illustrate this strategy. From weddings to travel planning, these carefully curated boards allow the brand to position its products as must-haves, while remaining subtle.

L'Oréal also partners with influential figures in the beauty world and other lifestyle brands on various specific boards to expand their reach. The summer collaboration with celebrity stylist Katherine Accettura allowed L'Oréal to position its products as part of the "summer look" through 97 fun pins. At the time of writing, 930,000 users had subscribed to this board!

Pinterest Demographics

Age-related demographics
What age group is most active on Pinterest? Interestingly, Pinterest users span a range of age groups (with Gen X, Gen Y, and Baby Boomers being regular users). Millennials, however, are overrepresented, with 36% of users between the ages of 18 and 29. Following closely behind are Gen Xers, who make up 34% of Pinterest's audience . Finally, 18% of users are Baby Boomers.