1、Meet thePinnersU N I T E D S T A T E SAnalyzing American Pinterest users,and the brands winning them over.Living consumer intelligence| users+14.3%YoYYoYWho are Pinterest users,and how can brands best engage with them?2US Pinterest report 2024The popularity of Pinterest remains strong,with one in si
2、x Americans using the platform once per week or more.So,who are Pinterest users,what are they spending their money on,and how can brands best engage with them?Drawing on YouGov Profiles data,this report defines“Pinterest users”as people who use Pinterest weekly.It uncovers their demographics,their p
3、assions and interests,and attitudes about advertising.In addition,we shine a spotlight on four Pinterest user groups and uncover what makes them tick,what they aspire to and the brands that resonate with them.In the final section of the report,we highlight the brands that are winning over Pinterest
4、users across CPG,financial services,media,retail,video gaming,and more.YouGov Profiles+USA.Datasets:January 19,2020(n 328,800),January 14,2024(n 385,400);Pinterest users defined as Use Pinterest once a week or more3US Pinterest report 2024The profile of weekly users has changed over the last four ye
5、ars,attracting a younger audience and more men.Pinterest useis increasing among menand younger AmericansYouGov Profiles+USA.Datasets:January 19,2020(n 328,800),January 17,2021(n 458,600),January 16,2022(n 245,800),January 15,2023(n 335,200),January 14,2024(n 385,400)30%34%35%31%34%35%37%31%32%36%33%
6、31%36%33%30%18-3435-5455+Age of weekly Pinterest users since 20202020202120222023202422%78%23%77%25%75%26%74%26%74%MaleFemaleGender of weekly Pinterest users since 20204Weekly Pinterest users have a thirst for creating,improving,and being inspiredHobbies,home,and life they aspire to make,create,and
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