It's official: More than 400 million people around the world now come to Pinterest every month to find inspiration. And it's Gen Z, men and Millennials driving much of its new user growth.
Pinterest has long been known as a favourite place for women to plan their weddings or look for recipes, but new Pinterest data shows a much more expansive and diverse audience that uses the platform for a range of topics.
People use Pinterest across languages, locations and interests, and one thing remains constant that the company is most proud of: Pinterest makes users feel happy and positive. Now more than ever, people are looking for places to be inspired and find answers to the challenges we are all facing in daily life.
In fact, Pinterest users are 20 per cent more likely than the rest of the population to have mental and emotional wellbeing top of mind during COVID-19.
As people come to the platform to stay inspired while staying inside, Pinterest has been hitting all-time highs in global engagement since the beginning of 2020 with searches up more than 60 per cent year over year and saves up around 40 per cent year over year.
With eight million monthly unique visitors in Australia, according to ComScore, Pinterest’s audience continues to grow as more people than ever turn to the platform for inspiration and positivity.
Gen Z usage has increased 50 per cent year on year
Gen Z Pinterest users aren’t just thinking about their own futures - they’re looking for ideas about social issues and inspiring movements.
Among Gen Z, searches for ‘gender equality’ increased 5x, ‘mental health check in’ increased by 5x and ‘body positive’ ideas increased by 9x. They’re also looking for planning tools like ‘manifestation journal’ (up 19x) and ‘life skills’ (up 5x).
Men make up Pinterest’s second-fastest growing audience in Q2, increasing more than 48 per cent year over year
During quarantine, men turned to Pinterest for at-home ideas - from kitchen decoration to bread baking. They are looking for kitchen improvement ideas like ‘modular kitchen’ (up 12x) and ‘kitchen storage solutions’ (up 7x).
They have demonstrated their interest in baking and cooking, searching for ‘one pan dinners’ (up 2x) and ‘artisan bread recipes’ (up 5.5x). And, they are updating their appearance with searches for ‘70’s inspired fashion’ (up 6x) and ‘healthy skincare’ (up 9x).
Millennial usage is up 36 per cent since this time last year
During quarantine, they are using Pinterest to help them be teachers, parents and other essential roles around the home.
Millennials are using Pinterest to make their homes more family-friendly, searching for ‘family house plans’ (up 10x) and shopping for unique ideas for spaces like 'garden seating area’ (up 34x).
Learn more about how Gen Z, men and Millennials are using Pinterest to stay inspired on the Pinterest Newsroom, here.
