Pinterest Demographics 101: Who’s Pinning, Planning, and Ready to Buy

If you’re unsure whether Pinterest deserves a spot in your marketing strategy, this post is for you. Pinterest is a powerful visual search engine that’s used by a wide-ranging audience. Some of these folks, you’ll only find on Pinterest. They aren’t active anywhere else, making Pinterest your only chance to connect. Others, who are on every platform under the sun, love switching from doomscrolling to moodscrolling. It’s their place to reset, and your opportunity to engage.

Learning how to understand and use Pinterest demographics to your advantage is key to gaining visibility and attracting qualified traffic to your website. These insights reveal who’s searching, how they behave, and what kind of content inspires them to take action.

Let’s break it down.

Pinterest Demographics: It’s Not Just About Identity

One of Pinterest’s greatest strengths is its unique user mindset. On Pinterest, people aren’t aimlessly scrolling like they might on Instagram or TikTok. They’re planning. They’re searching for solutions, inspiration, and ideas they can act on, whether that’s redecorating their home, planning a wedding, or buying a new backpack for a hiking trip.

This purposeful behaviour sets Pinterest apart and makes it incredibly valuable to marketers. When users come with intent, your content and products are more likely to lead to website visits and conversions.

A recent survey by Adobe Express found 80% of businesses using Pinterest say it outperforms other platforms for engagement. Businesses found it more effective than Facebook, Instagram, and Google for driving saves, clicks, and shares.

It works because the content Pinterest shows them feels RELEVANT to its users. Highly personalised search results is what people LOVE about Pinterest.

So, who are these folks?

Meet the Pinterest Audience

Gen Z: Creators, Curators, and Shoppers

Gen Z now represents Pinterest’s fastest-growing audience, making up a full 40% of global monthly users. What if I told you Pinterest is one of the most powerful platforms to connect with this trendsetting generation, driving both creativity and purchase decisions?

Why does Pinterest work so well for Gen Z?

In their survey Adobe found that roughly two in five consumers (39%) have used Pinterest as a search engine. Gen Z used it the most for this purpose (47%), and women were twice as likely as men to do so. Over a third of consumers (36%) said they start their searches on Pinterest instead of Google, with Gen Z again being the most likely (39%).

Gen Z responds well to content that feels personal and expressive. Think: interactive ideas, collages, and educational visuals. They’re open to discovering new brands and aren’t loyal to household names, making Pinterest a level playing field for e-commerce brands of all sizes.

Millennials: The Decision-Making Powerhouse

Millennials are deep in their prime planning years, juggling careers, kids, home life, and travel dreams all at once. They’re not just browsing for fun; they’re actively searching for smart, time-saving solutions that fit their lifestyle. Pinterest is their go-to for everything from holiday gift guides and dinner party menus to DIY home upgrades and parenting tips that actually work.

What makes them such a valuable audience is their journey: it often begins with a simple search on Pinterest and ends in a considered purchase, sometimes days, sometimes months later. If your content shows up with the right mix of inspiration and practicality, you’re not just on their radar, you’re part of their plan.

Young and Affluent

Pinterest is brimming with shoppers eager to discover high-end products. Luxury brands looking to reach next-gen shoppers should look no further than Pinterest. It’s a space brimming with aspirational intent, especially among Millennials and Gen Z, who are predicted to drive up to 85% of all luxury purchases by the end of the decade.

The Unique Audience That You’ll Only Find on Pinterest

Pinterest is booming with Gen Z trendsetters and Millennial planners, but what about the over 50s? They might not be making TikToks, but they’re definitely looking for inspiration. So where do they go to dream, plan, and shop? You guessed it: Pinterest.

And Yes, Men Are on Pinterest Too

No, Pinterest isn’t just for women! It’s becoming a powerful playground for male creators and consumers alike. Malik Ducard, Chief Content Officer at Pinterest, recently shared that 36% of Pinterest’s users and creators are men, and they’re showing up in style, pinning everything from travel inspo and home design to fitness tips and grilling guides.

As more male creators add their voices to the platform, the number of men turning to Pinterest for ideas continues to grow. They’re searching for minimalist wardrobe staples, weekend getaway ideas, and the perfect marinades, in a space that’s less crowded than other social platforms. If your products or services speak to men, this is your chance to stand out and connect with them in a space where competition for their attention is still relatively low.

What Pinterest Users Are Really Doing (And How That Affects Your Marketing)

Pinterest is often the first click in a long buyer journey. They may return for that last click before purchase, or not. It totally depends on their journey. Here’s the thing, exposure on Pinterest leads to conversions, but your data may not even show it…

Let me illustrate this with a real-life example.

Recently, I was hunting for cabinet handles for our kitchen cupboards. Found a style I loved on Pinterest (where else?! ), saved a few Pins to the “Home Projects” board I share with my husband. He liked them too. After a bit more research online and a few hardware store visits, we opted for the handles I had first seen on Pinterest. So, a couple of weeks later, my husband headed over to the hardware brand’s website and bought them. Without ever touching Pinterest.

Pinterest received zero credit for this purchase, but it was 100% at the origin of the order we placed.

Moral of the story: if you’re main focus is on the channel that finishes the sale, you’re missing what actually starts it in the first place.

The good news is that your visibility doesn’t have to rely on a split-second decision. With Pinterest, you get multiple chances to influence and convert. Pinterest users save content, revisit it weeks later, and act when the time is right. This high-intent, returning user behaviour creates a unique funnel where your content builds trust and consideration over time.

Why These Audiences Matter for e-Commerce Brands

Here’s where Pinterest demographics turn into marketing opportunities:

Tailoring Your Strategy to These Pinterest Demographics

Wondering how to speak to these groups? Below are some ideas. Learn more about how to build a Pinterest strategy for your business.

Leverage Pinterest Demographics to Drive Real Results

Whether you’re targeting Gen Z style-seekers, Millennial parents, high-spending luxury buyers, curious over-50s, or design-loving men, Pinterest demographics offer a roadmap to reach them in the moments that matter. This isn’t about chasing trends, it’s about understanding real user behaviour and showing up with the kind of content that makes people stop, save, and shop. With the right strategy in place, Pinterest isn’t just a channel, it becomes one of your brand’s most valuable marketing tools.

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Mary Lumley – Pinterest Marketing for eCommerce & Travel / Pinterest Demographics 101: Who’s Pinning, Planning, and Ready to Buy