Pinterest currently ranks among the top social commerce platforms, with as many as 16.9 million users shopping on the social network in the United States alone in 2023. Coupled with its ranking among the most popular social media networks in the US, it’s clear that Pinterest needs to be on every brand’s growth strategy. 

But before creating a Pinterest marketing and ads strategy, it would help to understand more about the people using the platform, starting with the age demographics of Pinterest users. Here’s a breakdown of Pinterest users by age.

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Pinterest age demographics: a breakdown

A recent report studying Pinterest users by age shows that the age range with the highest number of Pinterest users is 18 to 24. As many as 31.3% (or close to one in three) of Pinterest users worldwide fall into this category. 

If your target audience falls into this age range, you should definitely consider using Pinterest to boost your brand’s presence and grow your business. Separately, it may be of interest to note that this is also the age group to which most Instagram users belong. An analysis of Instagram users’ age demographics shows that nearly one-third (32%) of Instagram users are between 18 and 24 years of age.

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Breaking this down further, we see that this age group is made up of 24.7% of females and 5.4% of males. The remaining 1.2% do not identify with either. In other words, around one out of every four active Pinterest users is a female aged between 18 and 24.

The second-largest age group to which Pinterest users belong is the 25–34 range. More than one in four (26.8%) Pinterest users are in this category. 

What this breakdown of the age demographics of Pinterest users shows is that the large majority of them (58.1%) are aged 18 to 34.

This is followed by the 35–44 category, which 16.1% of Pinterest users fall into. The 45–54 and 55–64 age ranges follow, with 10.9% and 9.3%, respectively.

Finally, the age group with the lowest number of Pinterest users is those aged 65 and above. They make up just 5.8% of Pinterest users. This is in line with a study analyzing social media age demographics, which shows that people aged 60 and above are the least likely to be active users of social media.

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