In recent years, Pinterest has become a popular social media platform, with its user base growing steadily across the globe. Pinterest has gained significant traction in Canada, too, as the platform to go to for visual discovery and inspiration as well as shopping.
With millions of Canadians using Pinterest regularly, understanding the latest statistics and trends is essential in order to make informed decisions about content creation and marketing strategies.
In this article, you will find interesting and relevant Pinterest statistics in Canada as well as global statistics, including used demographics, and most popular categories on Pinterest.
Pinterest Statistics for Canadians
- Pinterest has 12.14 million users in Canada and it is the fifth most popular social media platform in the country.
- Women make up around 70% of Canadian Pinterest users.
- Canadians aged 18-24 are the most likely to have a Pinterest account.
- 52% of Pinterest users say they spend 20 minutes or longer at a time on the platform.
- 80% of Canadian Pinterest users say they have discovered a new brand on Pinterest.
- Pinterest ads reach on average 25% of internet users in Canada.
- With 445 million monthly active users, Pinterest is the 14th biggest social media platform in the world.
- 60% of global Pinterest users are female.
- Canada has the sixth biggest advertising audience on Pinterest.
- Over 85% of Pinterest users also have an Instagram account.
What is Pinterest?
Pinterest is a platform for visual discovery and bookmarking. It allows users to collect, discover, and share ideas and images related to their hobbies and interests. Pinterest users, often referred to as pinners, can create digital pin boards and save images and videos they find on the platform or the web and organise them under specific themes or categories, which range from art to zoology and everything in between.
Additionally, users can also browse and follow pins posted by other users as well as explore collections created by Pinterest itself. The platform uses an algorithm based on user engagement to suggest users new content that they are likely to be interested in.
Individuals use Pinterest for personal inspiration and organisation, while businesses and content creators use it to reach and engage with their audiences. There are various tools available for businesses on Pinterest, including promoted pins, shopping features, and analytics.
Pinterest in Canada
According to Global Statistics, there are now 12.14 million Pinterest users in Canada, which represents 33.5% of Canadian internet users. Women in Canada are more likely to use Pinterest, making up approximately 70% of Canadian Pinterest users. However, the number of men using the platform is increasing. According to Pinterest, the percentage of male Pinners has grown 40% year-on-year.
Younger People Are More Likely to Use Pinterest in Canada
Similarly to other social media platforms, younger generations are more likely to use Pinterest than older generations. 54% of Canadian internet users aged 18-24 were using Pinterest in 2020, while half of 25-34 year olds used the social media platform. 44% of 35-44 year olds used Pinterest, 36% of 45-54 year olds and for over 55 year olds the percentage was 30%.
Further Pinterest User Demographics in Canada
Canadians who are in employment are more likely to use Pinterest than those who are not with 73% users working either full- or part-time. 31% of Pinterest users are single, while 47% have children. Majority of Pinterest users, at 72% have either started or finished undergraduate studies and 17% completed higher education. 40% of Canadian Pinterest users have a household income of over $100,000.
How Does Pinterest Numbers Compare With Other Social Media Platforms?
In Canada, Pinterest has the fifth largest user base. Facebook is the leading social media platform followed by Instagram, TikTok, and Twitter. Facebook has over 26 million users in Canada representing approximately 73% of all internet users according to Global Statistics.
Most Popular Categories on Pinterest in Canada
The most popular Pinterest category in Canada is food and drink followed by home decor, DIY and crafts, fashion and beauty, and travel. The COVID-19 pandemic had a significant impact on Pinterest as more people turned to the platform to find inspiration on ideas for personal well-being, home improvements, and at-home activities.
Pinterest Users Are Most Likely to Spend More Time on the Platform
While Pinterest may not have the same user penetration as the likes of Facebook and Instagram in Canada, its users are more likely to spend 20 minutes or longer on the platform. 52% of Pinterest users say they spend 20 minutes or more browsing on the platform, while 50% of Facebook users say they spend the equivalent time on Facebook. For Instagram and Twitter the percentages are only 22% and 18% respectively.
Canadians Find Inspiration on Pinterest
84% of daily pinners and around 66% of active pinners say they are inspired to try something new at least once a week by what they have seen on Pinterest and 80% say they have discovered a new brand on Pinterest.
73% of Canadians who are active on Pinterest and 89% of those who use the platform daily say they have bought something new after they discovered it on Pinterest. 85% of Canadian pinners also use the platform to search for ideas when starting new projects.
Pinterest’s Ad Reach in Canada
An interesting statistic for any marketer is that the ad reach of Pinterest in Canada is approximately 25% of internet users, regardless of their age. At the beginning of 2022, 77.1% of the platform’s Canadian ad audience were women and 13.5 were men. 9.4% of the ad audience were of unspecified gender.
Global Statistics for Pinterest
Globally, Pinterest was the 14th biggest social network based on user numbers in January 2023. It has more users than Twitter, Reddit, or Quora, but less than Facebook, Instagram, TikTok, or Snapchat.
The users numbers were up by 2 million in from the previous quarter in September 2022 and the platform reported to have 445 million monthly active users. However, the number represents a decline from March 2021 when there were 478 monthly active users. Over the last year, the platform has seen a compound annual growth rate (CAGR) of 11%.
The revenue of Pinterest grew 8% year-on-year in the third quarter of 2022, reaching a total of 685 million USD. In the fourth quarter, the revenue was 877 million USD. In 2021, Pinterest generated $2.5 billion in revenue. Over the last three years, Pinterest reports a 35% CAGR increase in revenue and the company expected to see continued revenue growth in the final quarter of 2022.
Men and Gen Z Are The Fastest-Growing Audience on Pinterest
Across the platform’s global audience, women are in majority, although not as significantly as in Canada. While in Canada, women make up around 70% of pinners, globally, women make up 60% of pinners. However, the number of male users is rising by 40% year-on-year. Another group of users that is growing at the same rate, is people from Gen Z.
Pinterest’s Global Ad Audience
As of October 2022, advertisers could reach 271 million people on Pinterest, up from 169 million in October 2020. As of January 2022, only 15.3% of advertising audiences on Pinterest were male, while 76.7% were female. The rest of the ad audience were of unspecified gender. The largest group for ad reach are women aged between 25 and 34 at 30.3%.
The largest ad audience with 86 million people is based in the United States, followed by Brazil with 34 million. Canada has the sixth biggest advertising audience with 9.69 million. The return on ad spend is 32% better on Pinterest compared to other platforms. At 0.58% the click.through rate on Pinterest adverts is higher than the average for the industry.
The Majority of Pinterest Users Are Also on Other Platforms
Data on social media users show that 85.9% of Pinterest users have an Instagram account as well as a Pinterest account. This is the largest audience overlap. It is followed by Facebook with 82.4¤ and YouTube with 77.5%. The smallest overlap is with Reddit as only 24.5% of pinners are also on Reddit.
Almost One Billion Videos Per Day Are Watched on Pinterest
While many people will not think of videos when they think of Pinterest, pinners watch close to a billion videos every day on the platform. To support the growth of video, Pinterest has introduced Pinterest Premiere ad packages to bolster the reach and targeting of video campaigns.
80% of Pinterest Users Find Their Time on the Platform Positive
While other platforms have not succeeded to keep negativity off their sites, Pinterest seems to be successful in creating a positive experience for its users. 80% of pinners say Pinterest makes them feel positive and 50% of UK users even call it an online oasis. The company intentionally moderates content and has banned all political ads since 2018.
Search Statistics on Pinterest
The Pinterest search engine is used for over 5 billion searches every month. Pinners from the Gen Z are the most active with the number of searches among the Gen Z users up 96% year-on-year. A huge majority, at 97%, of Pinterest searches are not branded, indicating that the platform’s users are open to discovering new ideas and products.
While searches for dinner ideas and recipes, wedding dresses, and tattoo ideas continue to be popular among Pinterest users, searches for trans pride are up by 80% and nonbinary aesthetic fashion searches have increased five-fold. Another large increase has been in searches for black hairstyles which have increased up to 15 times.
Ecommerce Statistics on Pinterest
In 2021, Pinterest reported that shopping engagement on the platform grew by 20%. The company also reported that the number of catalog uploads were up over 400% year-on-year in their international markets.
75% of Pinterest users say they are always shopping, while people who use the platform weekly are 40% more likely to say they love to shop. To encourage shopping on the platform, Pinterest has launched a Try-On option, which lets pinners use their Pinterest camera to see how things such as furniture or lipstick would look. As a result, users are five times more likely to buy when there is a Try-On option.
While Pinterest user numbers are a lot lower than those on, for example Facebook or Instagram, the platform has been growing in user numbers. Marketers and brands should not overlook the platform due to its smaller user numbers, as advertising on the platform can be highly effective.
In Canada, Pinterest adverts can reach around 25% of internet users and the platform has a higher click-through rate than other social media platforms. In addition, Pinterest users look to the platform to find inspiration and new ideas and 80% have discovered new brands on the platform, making it a useful tool for brands and marketers.
Frequently Asked Questions
How many people use Pinterest in Canada?
According to Global Statistics, there are 12.14 million Pinterest users in Canada. That represents 33.5% of Canadian internet users.
What are the demographics of Pinterest users in Canada?
In Canada, just like in the rest of the world, the majority of Pinterest users are female. While approximately 70% of users in Canada identify as female, globally the figure is 60%. However, the number of male users is increasing by 40% year-on-year according to Pinterest. Younger Canadians are more likely to have a Pinterest account with 18-24 year olds forming the biggest group of pinners, followed by the 25-34 age group.
How Can Brands or Marketers Use Pinterest?
Businesses and marketers can use the platform to create and share content that showcases their services or products. They can use Pinterest to increase awareness of their brand and to drive traffic to their websites.
Is Pinterest advertising effective in Canada?
Advertising on Pinterest in Canada can be highly effective as the platform reaches 25% of interested users on average. Ads on the platform have a 0.58% click-through rate, which is higher than the industry average.