Monthly active users reach 416 million on Pinterest, as ecommerce trend rises amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2020, 10:08 AM UTC

Pinterest’s recent report reveals that over 60% of the audience on the platform are women.

As consumers look for more ways to shop online during COVID-19, monthly active users on Pinterest reached 416 million, surpassing platforms like Twitter. The number of Pinners under 25 on the platform are growing twice as fast compared to those over 25.

With Gen Z users looking for ideas on wardrobes, social good, and more, the cohort grew 50% YoY on Pinterest. Searches for “gender equality” and “mental health” were up five times among Gen Z audiences.

Also, millennial audiences grew 36% YoY on Pinterest, as they searched for life skills and family-friendly ideas. Sample searches like “cottagecore fashion” and “fun couple activities” increased 80 times and 30 times among Gen Z and millennials, respectively.

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