Rascasse Audience Intelligence

Pinterest Audience in United States

A data profile of the people who buy, follow and care about Pinterest in United States — modelled from more than twelve digital signal sources. Pinterest has an estimated audience of 85,915,113 people in United States.

#4among Social media in United States#6among Website / Newspaper / Magazine in United States#6in Internet & Social Media

The average Pinterest fan in United States is 41.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Friendship, Nature, Food and drink, with strongest over-indexing on Friendship (2.62× the country average).

Demographically, the Pinterest audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Need for Security, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Pinterest fan in United States is more female, around 41.4 years old, with strong Need for Security tendencies and a notable affinity for Friendship.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Pinterest profile in United States.

Audience size
85.9M
in United States
Gender
70.7%♀
29.3% male
Age
41.4
average years
Country rank
#116
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Pinterest

70.7% are female, 29.3% are male, average age 41.4.

Fig. 02

Gender split

70.7%
Female
29.3%
Male
Demographic split for Pinterest audience in United States
MetricValue
Female70.7%
Male29.3%
Average age41.4
Estimated audience size85,915,113
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Pinterest audience in United States
Age bracketShare%
16-1917%
20-2916%
30-3919%
40-4922%
50+26%
Fig. 04

Worldwide distribution

16.3%

of the worldwide Pinterest audience comes from United States.

Worldwide audience distribution share by country for Pinterest
CountryShare
United States16.3%
China4.8%
Germany3.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Pinterest audience in United States is strongest.

Fig. 05

Top regions by affinity

Pinterest fans by region: top regions in United States
#RegionReachAffinity×
01Utah~1M1.39×
02Idaho~600K1.35×
03North Dakota~200K1.32×
04Arkansas~900K1.24×
05Oklahoma~1M1.20×
06Kansas~800K1.18×
07Georgia~3M1.13×
08Alabama~1.5M1.13×
09Texas~8M1.10×
10South Dakota~200K1.09×
11Oregon~1M1.08×
12Mississippi~800K1.08×
13Montana~300K1.08×
14Louisiana~1M1.07×
15Iowa~800K1.07×
16Tennessee~2M1.06×
17Missouri~1.5M1.06×
18Kentucky~1M1.04×
19Nebraska~400K1.04×
20Washington~2M1.03×
21North Carolina~2.5M1.02×
22Wisconsin~1.5M1.02×
23California~9.5M1.00×
24Michigan~2M0.99×
25Maine~300K0.99×
26Arizona~1.5M0.98×
27South Carolina~1.5M0.97×
28Minnesota~1M0.97×
29Florida~5.5M0.96×
30Indiana~1.5M0.96×
31New Mexico~400K0.96×
32Pennsylvania~2.5M0.95×
33Ohio~2.5M0.95×
34Virginia~2M0.94×
35Illinois~2.5M0.93×
36Maryland~1.5M0.92×
37Colorado~1M0.90×
38Rhode Island~200K0.90×
39Alaska~200K0.90×
40Vermont~100K0.89×
41New York~4M0.88×
42Connecticut~800K0.87×
43West Virginia~300K0.87×
44Nevada~700K0.86×
45Massachusetts~1.5M0.85×
46New Hampshire~300K0.85×
47New Jersey~2M0.84×
48Delaware~200K0.80×
49Hawaii~300K0.76×
50Washington, District of Columbia~200K0.69×
Fig. 06

Affinity by region

Affinity by region — Pinterest, United States
0.69×1.00×1.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Pinterest audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pinterest audience
#·InterestCategoryAffinity×
01Diane KeatonMovies & TV3.26×
02Savannah GuthrieMovies & TV3.13×
03Healthy habitsHealth2.99×
04Dick Van DykeMovies & TV2.70×
05FriendshipKids & Family2.62×
06MenardsHome & Garden2.62×
07Concurrent Versions SystemTechnology & Electronics2.45×
08Google DriveTechnology & Electronics2.17×
09NatureHome & Garden2.09×
10U.S. stateTravel & Leisure1.99×
11FloridaTravel & Leisure1.95×
12CaliforniaTravel & Leisure1.94×
13EducationBusiness & Career1.80×
14MoneyBusiness & Career1.77×
15ChildKids & Family1.72×
16Mobile phonesTechnology & Electronics1.67×
17TelevisionsTechnology & Electronics1.58×
18Outdoor recreationSports1.52×
19BeveragesFood & Beverages1.51×
20Food and drinkFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pinterest audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Pinterest audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.43×
Price SensitivityPREMIUM1.41×
Healthy LifestyleBALANCE1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pinterest audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.70×
ExtroversionTHRILL0.78×
Urban LifestyleOPEN0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pinterest have in United States?

Pinterest has an estimated audience of 85,915,113 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Pinterest fans?

70.7% of Pinterest fans are female, 29.3% are male, with an average age of 41.4 years.

03

Which brands do Pinterest fans like most?

Pinterest fans show strongest brand affinity for Friendship (2.62×), Nature (2.09×), and Food and drink (1.5×) over the country average.

04

Where do Pinterest fans live in United States?

Pinterest fans in United States are most concentrated in California (reach ~9.5M), Texas (reach ~8M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Pinterest fans also like?

Beyond Pinterest itself, the audience over-indexes on Nature (2.09×), Food and drink (1.5×), U.S. state (1.99×), and Education (1.8×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Social media audiences in United States

See Pinterest audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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