Pinterest Audience in Germany
Pinterest has an estimated audience of 16,388,724 people in Germany. 63.5% are female, 36.5% are male, average age 37.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bonprix, Home Interior Design, Ernsting's family, Decoration, Infant clothing.
The average Pinterest fan in Germany is 37.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bonprix, Home Interior Design, Ernsting's family, with strongest over-indexing on Bonprix (1.53× the country average). Demographically, the Pinterest audience skews more female with an average age of 37.8, and over-indexes on personality traits such as LGBTQ+ Identity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of Pinterest fans
| Metric | Value |
|---|---|
| Female | 63.5% |
| Male | 36.5% |
| Average age | 37.8 |
| Estimated audience size | 16,388,724 |
Audience persona
The typical Pinterest fan in Germany is more female, around 37.8 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Bonprix.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,809,019 | 1.06× |
| Bayern | 2,781,770 | 1.06× |
| Baden-Württemberg | 2,323,295 | 1.04× |
| Niedersachsen | 1,594,859 | 1× |
| Hessen | 1,416,015 | 1.13× |
| Rheinland-Pfalz | 881,729 | 1.07× |
| Sachsen | 804,986 | 1× |
| Berlin | 711,671 | 0.97× |
| Schleswig-Holstein | 545,974 | 0.93× |
| Brandenburg | 505,106 | 0.99× |
| Thüringen | 425,559 | 1.02× |
| Sachsen-Anhalt | 378,419 | 0.89× |
| Hamburg | 304,940 | 0.82× |
| Mecklenburg-Vorpommern | 277,139 | 0.89× |
| Saarland | 202,815 | 1.01× |
| Bremen | 155,863 | 1.11× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bonprix | 1.53× | Shopping |
| Home Interior Design | 1.66× | Home & Garden |
| Ernsting's family | 1.75× | Shopping |
| Decoration | 1.71× | Home & Garden |
| Infant clothing | 1.65× | Kids & Family |
| Handmade | 1.5× | Home & Garden |
| Home Interiors | 1.52× | Home & Garden |
| Yarn | 1.57× | Fashion & Accessoires |
| Outlander (film) | 2.44× | Movies & TV |
| Knitting needle | 2× | Fashion & Accessoires |
| Home decorating ideas | 1.53× | Home & Garden |
| Pattern (sewing) | 1.56× | Home & Garden |
| Stradivarius | 1.62× | Shopping |
| Babywearing | 1.68× | Kids & Family |
| Bride and Groom | 1.51× | Home & Garden |
| Design & Interior | 1.62× | Home & Garden |
| Infant bed | 1.59× | Home & Garden |
| Cross-stitch | 1.83× | Home & Garden |
| Final good | 1.51× | Business & Career |
| Diaper bag | 1.51× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 3.37 |
| Indulgence | JOY | 1.3 |
| Design Affinity | PREMIUM | 1.17 |
| Social Media Usage | JOY | 1.1 |
| Pet Ownership | JOY | 1.1 |
| Sports Activity | POWER | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 16.8% |
| China | 5.0% |
| Germany | 3.2% |
See Pinterest audiences in other countries
More Social media audiences in Germany
Frequently asked questions
How many fans does Pinterest have in Germany?
Pinterest has an estimated audience of 16,388,724 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Pinterest fans?
63.5% of Pinterest fans are female, 36.5% are male, with an average age of 37.8 years.
Which brands do Pinterest fans like most?
Pinterest fans show strongest brand affinity for Bonprix (1.53×), Home Interior Design (1.66×), and Ernsting's family (1.75×) over the country average.
Where do Pinterest fans live in Germany?
Pinterest fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,809,019), Bayern (reach 2,781,770), and Baden-Württemberg (reach 2,323,295). These three regions account for the largest share of the active audience.
What other brands do Pinterest fans also like?
Beyond Pinterest itself, the audience over-indexes on Home Interior Design (1.66×), Ernsting's family (1.75×), Decoration (1.71×), and Infant clothing (1.65×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.