A data profile of the people who buy, follow and care about Pinterest in Australia — modelled from more than twelve digital signal sources. Pinterest has an estimated audience of 7,840,243 people in Australia.
The average Pinterest fan in Australia is 41.9 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Spotlight (software), Retirement community, Old age, with strongest over-indexing on Spotlight (software) (1.56× the country average).
Demographically, the Pinterest audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Community Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Pinterest fan in Australia is more female, around 41.9 years old, with strong Community Orientation tendencies and a notable affinity for Spotlight (software).
The key figures that characterise the Pinterest profile in Australia.
67.1% are female, 32.9% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 67.1% |
| Male | 32.9% |
| Average age | 41.9 |
| Estimated audience size | 7,840,243 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Pinterest audience comes from Australia.
| Country | Share |
|---|---|
| United States | 16.4% |
| China | 4.9% |
| Germany | 3.1% |
Where the Pinterest audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~3.5M | 1.16× | |
| 02 | Victoria | ~2.5M | 1.10× | |
| 03 | South Australia | ~700K | 1.10× | |
| 04 | Australian Capital Territory | ~200K | 1.09× | |
| 05 | Western Australia | ~1M | 1.06× | |
| 06 | Queensland | ~2M | 1.00× | |
| 07 | Tasmania | ~100K | 0.86× | |
| 08 | Northern Territory | ~50K | 0.64× |
The strongest cross-interests of the Pinterest audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | South by Southwest | Business & Career | 5.36× | ||
| 02 | Atlassian | Technology & Electronics | 2.33× | ||
| 03 | Retirement community | Kids & Family | 1.81× | ||
| 04 | Sarah, Duchess of York | Literature | 1.81× | ||
| 05 | River cruise | Travel & Leisure | 1.75× | ||
| 06 | Princess Eugenie of York | Politics & Society | 1.74× | ||
| 07 | Photo-book | Kids & Family | 1.72× | ||
| 08 | Anne, Princess Royal | Politics & Society | 1.71× | ||
| 09 | Arthritis awareness | Health | 1.69× | ||
| 10 | Shoe insert | Health | 1.68× | ||
| 11 | Retirement home | Home & Garden | 1.65× | ||
| 12 | Retirement planning | Business & Career | 1.64× | ||
| 13 | Viking Cruises | Travel & Leisure | 1.64× | ||
| 14 | Old age | Politics & Society | 1.63× | ||
| 15 | Educational toy | Kids & Family | 1.63× | ||
| 16 | Arts and Crafts movement | Arts & Culture | 1.60× | ||
| 17 | Retirement | Business & Career | 1.58× | ||
| 18 | Spotlight (software) | Technology & Electronics | 1.56× | ||
| 19 | Princess Cruises | Travel & Leisure | 1.56× | ||
| 20 | Olivia Newton-John | Music & Radio | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.02× | |
| Family Orientation | CONSERVATISM | 1.02× | |
| Price Sensitivity | PREMIUM | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.64× | |
| Patriotism | CONSERVATISM | 0.66× | |
| Early Adopter Mentality | POWER | 0.69× |
Pinterest has an estimated audience of 7,840,243 people in Australia, concentrated in New South Wales and Victoria.
67.1% of Pinterest fans are female, 32.9% are male, with an average age of 41.9 years.
Pinterest fans show strongest brand affinity for Spotlight (software) (1.56×), Retirement community (1.81×), and Old age (1.63×) over the country average.
Pinterest fans in Australia are most concentrated in New South Wales (reach ~3.5M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Pinterest itself, the audience over-indexes on Retirement community (1.81×), Old age (1.63×), Retirement planning (1.64×), and Retirement (1.58×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Pinterest. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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