Pinterest in the United States 2025
In 2025, Pinterest had an estimated 96.0 million users in the United States, solidifying its role as one of the country’s leading visual discovery platforms. This user base reflects Pinterest’s continued appeal, particularly among audiences interested in lifestyle inspiration, DIY projects, home decor, fashion, and food. The platform has sustained a loyal following over the years by offering a personalized and visually engaging environment that distinguishes it from other major social media platforms.
Pinterest’s large U.S. audience also holds significant marketing value. With millions actively browsing pins and boards each month, businesses benefit from an engaged demographic that often uses Pinterest as a planning and purchasing tool. The platform’s user base leans more toward female users, and it’s particularly strong among users aged 25–44. This makes Pinterest not just a social platform, but a highly targeted space for brands seeking to reach consumers with strong purchase intent across diverse categories.
US Pinterest Statistics 2025
| Metric | Value | Ranking (US) |
|---|---|---|
| Web traffic referrals (share of web traffic from third-party sites) | 21.47% | 2nd |
| Internet users using Pinterest | 35.8% | 6th (Germany) |
| Social media users who favor Pinterest | 3.9% | 7th (Germany) |
| Average time per month on Android | 1 hour 26 minutes | 12th |
| Average monthly sessions | 32.5 | 12th |
Pinterest shows a strong footprint in the U.S. digital landscape, particularly when it comes to driving web traffic—with 21.47% of referral traffic coming from Pinterest, it ranks second among all social media platforms. This highlights Pinterest’s unique strength as a visual search engine and content discovery tool that actively pushes users toward external websites, unlike many other platforms focused solely on in-app engagement.
Although Pinterest’s average monthly usage stats—1 hour 26 minutes of Android screen time and 32.5 sessions per month—place it only 12th among social media apps in the U.S., its value lies in quality over quantity. Users may not spend as much time as they do on platforms like TikTok or Instagram, but their intent is often more action-oriented, like planning, shopping, or saving ideas. While 35.8% of internet users in Germany use Pinterest (6th overall), and 3.9% of social media users rank it among their favorites (7th), this cross-market data shows Pinterest’s enduring appeal and its niche as a high-intent platform across different user groups globally.
Pinterest Users in the United States – 2025
| Metric | Value |
|---|---|
| Total Pinterest users in 2025 | 96.0 million |
| Share of total U.S. population using Pinterest | 27.7% |
| Share of eligible population (13+) using Pinterest | 32.5% |
| Share of internet users using Pinterest | 29.8% |
As of 2025, Pinterest reported 96.0 million users in the United States, indicating a strong and consistent user base across the country. This user count represented 27.7% of the total U.S. population, showing Pinterest’s continued relevance as a leading visual discovery and inspiration platform.
When narrowing the lens to the eligible population aged 13 and above, Pinterest’s user share rises to 32.5%, which underscores its popularity among active internet users of all age groups. Furthermore, Pinterest’s presence among all internet users in the U.S. stood at 29.8%, making it a key player for advertisers and brands aiming to reach audiences with high intent—whether it be for planning, shopping, or creative inspiration.
Pinterest User Gender Distribution – United States, 2025
| Gender | Share of Total Users |
|---|---|
| Female | 71.5% |
| Male | 18.8% |
| Unspecified | 9.8% |
As of early 2025, Pinterest had a predominantly female user base in the United States, with 71.5% of total users identifying as female. This reinforces Pinterest’s continued popularity among women, especially in categories like fashion, home decor, wellness, and lifestyle inspiration.
Men accounted for just 18.8% of users, suggesting a smaller but potentially untapped audience for brands targeting male demographics. Additionally, 9.8% of users did not specify their gender, a factor worth noting for advertisers and analysts aiming for inclusive or broad-reach marketing strategies. This gender distribution offers key insights into Pinterest’s core audience and content engagement in the U.S. for 2025.
Pinterest User Growth in the United States (2024–2025)
| Time Period | User Growth | Percentage Change |
|---|---|---|
| Start of 2024 to Early 2025 | +6.95 million users | +7.8% |
| Oct 2024 to Jan 2025 | +400,000 users | +0.4% |
Between the start of 2024 and early 2025, Pinterest saw a notable increase of 6.95 million users in the United States, reflecting a 7.8% year-over-year growth. This steady climb indicates continued user interest in visual discovery and content curation, especially in niche areas like DIY, design, recipes, and fashion.
On a quarterly basis, the platform added 400,000 new users between October 2024 and January 2025, a 0.4% uptick. While this quarterly growth is modest, it highlights Pinterest’s stable user retention and potential saturation in mature markets like the U.S., where it still maintains a significant and engaged user base.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
