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Nearly one in six (16%) Americans use Pinterest weekly in 2024, a 14% increase from 2020, a new YouGov report finds.
Pining for pinners: US Pinterest Report 2024 details how more young Americans (+20% from 2020) and men (+18% from 2020) are using the visual inspiration platform.
The report takes a close look at four groups of pinners: home improvement pinners, pinners who cook from scratch, beauty pinners, and car buyer pinners.
Among the key findings:
- 92% of beauty pinners use beauty products to make themselves look better (vs 52% of gen pop)
- 86% of pinners who cook from scratch like to experiment with new recipes (vs 73% gen pop)
- 30% of car buying pinners plan to buy an electric vehicle for their next car purchase (vs 14% of gen pop)
- 29% of home improvement pinners plan to lay new carpet or flooring in the next 12 months (vs 11% gen pop)
The report additionally finds that:
- 65% of pinners also use Instagram regularly (vs 45% gen pop)
- 57% of pinners plan to buy clothing in the next 3 months (vs 45% gen pop)
- 36% of pinners are aged 18-34 (vs 30% in 2020)
- 26% of pinners are men (vs 22% in 2020)
“Pinterest is a go-to platform for many Americans who are looking for inspiration in their upcoming projects, daily routines, and purchases. Brands must recognize this audience as a distinctive group of consumers and engage with them in a different way than general consumers.” Said Victor Gras, Senior VP at YouGov “Our report highlights a variety of brands are over-indexing with pinners, which provides a unique opportunity to examine what has led to their success in engaging with these consumers.”
The report also explores brands that Pinners are more likely to consider purchasing than the average American.
In total, the report identifies 90+ brands that are winning with pinners across Auto, CPG, Fashion, Media, Retail, Tech, Video Gaming, and more. It also uncovers which brands have improved their consideration among pinners since last year.
YouGov’s report is available for download here.
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