How many users does Pinterest have?

Research highlights: Pinterest has 553 million monthly active users, gaining 288 million since 2018. Women make up the majority of Pinterest users, with those aged 18–24 accounting for 20% of users. The United States leads in the number of Pinterest users at 96 million. On average, Pinterest users spend 1 hour and 31 minutes per month on the platform.

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Pinterest monthly active users

• Pinterest reached 553 million monthly active users (MAUs) in Q4 2024, its highest number to date

• From Q4 2018 to Q4 2024, Pinterest added 288 million users, showing a compound annual growth rate (CAGR) of roughly 10.5% over six years

• The platform has added 55 million users over the past year, growing from 498 million in Q4 (an 11% year-over-year increase)

• Pinterest has experienced consistent quarterly growth since Q4 2021, reversing a decline that began in mid-2021

• The strongest recent growth occurred in Q1 2024, when MAUs jumped 4.02% quarter-over-quarter, the largest increase in a single quarter that year

• Pinterest's user base declined for three consecutive quarters in 2021, shrinking from 478 million in Q1 2021 to 431 million in Q4 2021, a loss of 47 million users

• The platform rebounded strongly in 2022 and 2023, growing its MAUs by 33 million in 2022 and 68 million in 2023

• Between Q1 2020 and Q1 2021, Pinterest grew by 111 million users, its largest 1-year gain

• The fastest quarterly growth rate occurred in Q2 2020, during the early pandemic period, when users spiked by 13.35%

Top countries with the largest Pinterest user bases

• The United States has the largest number of Pinterest users by a wide margin with 96 million users, more than double the reach of the second-largest country, Brazil (40.33 million)

• Pinterest’s reach in the US alone accounts for roughly 17% of the total user count

• Latin American countries make up five of the top 10, highlighting Pinterest’s strong foothold in the region, where it collectively reaches over 88 million users

• European countries like Germany (22.6M), France (18.9M), and the UK (15.5M) show solid engagement, placing them in the global top 10

• Despite its large population, Japan ranks 12th with 9.2 million users

• Australia, while an English-speaking market, has a comparatively smaller user base of 5.4 million

• Pinterest shows more modest reach across smaller European nations, with Belgium, Sweden, Romania, Portugal, and Chile all having under 5.5 million users

Pinterest demographics: age and gender breakdown

• Women dominate Pinterest’s user base across all age groups, with the 18–24 age bracket being the most active, comprising 20% of the platform’s total users

• Combined, users under 35 account for over half of Pinterest’s total audience (55.7%), indicating the platform’s strongest reach is among younger adults

• The second largest age group among female users is 25–34, making up 18.5% of Pinterest’s total user base

• Men make up a significantly smaller portion of Pinterest users across all age groups. For example, men aged 18–24 account for just 7.2%, nearly three times less than their female counterparts

• Usage steadily declines with age for both genders, but the drop is steeper among men, from 7.2% in the 18–24 group to just 1.0% in the 65+ bracket

Average time spent on Pinterest by country

• The average Pinterest user spends 1 hour and 31 minutes per month on the platform

• Finland tops all countries with users spending an average of 2 hours and 45 minutes per month on Pinterest, 75% more than the global average

• Russia ranks second at 2 hours and 30 minutes, aligning with its #1 ranking in monthly sessions per user

• Croatia (2H 12M), Argentina (2H 07M), and Ireland (2H 04M) round out the top five

• Latin American countries such as Argentina (2H 07M), Chile (1H 57M), Brazil (1H 49M), and Colombia (1H 40M) consistently appear in the top half for both time spent and session frequency

• South Africa leads African nations with 1 hour and 59 minutes per month

• Despite their tech-savvy populations, countries like Japan (1H 37M) and Australia (1H 36M) fall close to the global average

• Mexico and Portugal both average 1 hour and 36 minutes per month

Pinterest monthly sessions by country

• The average Pinterest user opens the app 43.4 times per month

• Russia leads the world in Pinterest engagement, with users opening the app an average of 67.6 times per month, over 56% more than the global average 

• The UAE stands out in the Middle East with 57.7 monthly sessions per user, the fifth highest globally

• European countries dominate the top 20, with 13 of the 20 countries above the global average

• Finland (61.6), Hungary (59.1), and Croatia (58.1) also show exceptionally high user activity

• Singapore and Malaysia, though smaller in reach, show solid engagement with 43.5 and 44.1 monthly sessions per user

• Several high-reach countries like the United States, Canada, and the UK are notably absent from the top engagement rankings, suggesting that while user volume is high, session frequency per user may be lower in those markets

Sources

• Pinterest global MAU 2024

• Digital 2025: Global Overview Report