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Pinterest Global Platform Report July 2021 v01

The latest insights into Pinterest's advertising audience around the world in July 2021. Find similar reports for a variety of other social platforms, together with in-depth data exploring digital behaviours in every country in the world, at https://datareportal.com/

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Pinterest Global Platform Report July 2021 v01

  1. 1. PINTEREST STATS FOR JULY 2021 EXPLORING PINTEREST’S ADVERTISING AUDIENCE AROUND THE WORLD
  2. 2. ! The ‘potential audience’ figures shown in this report use data published in Pinterest’s own self-service advertising tools, and represent the platform’s potential advertising reach. Pinterest’s self-service tools publish audience reach data as a range (e.g. from 25,000 to 30,000), and we use the mid-point of these published ranges as the basis for our reporting. However, for various reasons, please note that advertising audience reach figures may not match the platform’s monthly active user figures, and should not be treated as such. For example, Pinterest’s tools only report audience reach data for a limited selection of countries and territories, whereas its total active user base likely includes users outside of these geographies. Meanwhile, individual user behaviours and the impact of US sanctions may mean that some active users are not shown any advertising during a particular reporting period. Conversely, audience figures may not represent unique individuals. This is because some individuals may manage multiple accounts on the same platform, and because some accounts may represent ‘non-human’ entities such as businesses, pets, groups and organisations, buildings, locations, and more, regardless of platform rules governing such accounts. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed the population figures for eligible age groups published by organisations such as the United Nations, or to exceed the internet user figures that we publish in some of our other reports. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these figures are not necessarily ‘wrong’, and we have chosen to publish audience figures as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. IMPORTANT NOTES
  3. 3. CLICK HERE TO READ OUR DIGITAL 2021 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL DIGITAL OVERVIEWS FOR EVERY COUNTRY IN THE WORLD DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT DIGITAL2021 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD LOCAL COUNTRY HEADLINES
  4. 4. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
  5. 5. GLOBAL HEADLINES
  6. 6. 7 JUL 2021 SOURCE: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). FIGURES USE MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. PINTEREST ADDED MEXICO TO ITS AD TARGETING OPTIONS IN Q2, ADDING 14+ MILLION USERS TO THE GLOBAL TOTAL. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 223.3 3.6% +2.0% 77.1% 14.9% MILLION +4 MILLION PINTEREST: ADVERTISING AUDIENCE OVERVIEW THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST
  7. 7. 8 JUL 2021 16.0% 29.3% 13.5% 7.1% 7.4% 2.8% 2.4% 6.5% 2.8% 1.7% 1.5% 0.7% 1.0% 4.1% 1.6% 0.6% 0.9% 0.3% SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTES: “N/A” CORRESPONDS TO “UNSPECIFIED” GENDER, AS REPORTED BY PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* FEMALE MALE N/A* 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
  8. 8. 9 JUL 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JUL 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 11 NETHERLANDS 4,375,000 -15.1% 12 POLAND 3,796,000 -9.9% 13 BELGIUM 2,341,500 -17.4% 14 AUSTRIA 1,920,500 -0.4% 15 ROMANIA 1,740,000 +16.0% 16 PORTUGAL 1,710,000 +3.3% 17 SWEDEN 1,620,000 -14.7% 18 SWITZERLAND 1,617,000 -10.5% 19 GREECE 1,561,000 +2.0% 20 HUNGARY 1,441,000 +3.0% 01 U.S.A. 89,900,000 -5.8% 02 BRAZIL 27,500,000 +47.8% 03 MEXICO 14,500,000 [NEW] 04 GERMANY 14,100,000 -16.2% 05 U.K. 10,375,000 -19.1% 06 FRANCE 9,780,000 -17.1% 07 CANADA 9,205,000 -10.2% 08 ITALY 7,465,000 -14.3% 09 SPAIN 6,545,000 -10.6% 10 AUSTRALIA 4,575,000 -2.9% COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES PINTEREST AD REACH RANKING
  9. 9. 10 JUL 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JUL 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 11 AUSTRALIA 21.3% 4,575,000 -2.9% 12 PUERTO RICO 20.8% 515,500 -6.3% 13 GERMANY 19.1% 14,100,000 -16.2% 14 IRELAND 19.1% 783,500 -24.6% 15 PORTUGAL 18.9% 1,710,000 +3.3% 16 DENMARK 18.9% 945,500 -28.1% 17 SWEDEN 18.8% 1,620,000 -14.7% 18 U.K. 18.0% 10,375,000 -19.1% 19 NORWAY 17.9% 834,500 -19.7% 20 FRANCE 17.6% 9,780,000 -17.1% 01 U.S.A. 32.0% 89,900,000 -5.8% 02 MALTA 32.0% 124,000 +30.5% 03 GUAM 30.7% 41,500 +20.3% 04 NETHERLANDS 29.4% 4,375,000 -15.1% 05 CANADA 28.0% 9,205,000 -10.2% 06 AUSTRIA 24.3% 1,920,500 -0.4% 07 BELGIUM 23.6% 2,341,500 -17.4% 08 LUXEMBOURG 23.1% 126,500 +0.8% 09 NEW ZEALAND 22.3% 904,500 -0.2% 10 SWITZERLAND 21.4% 1,617,000 -10.5% COUNTRIES AND TERRITORIES* WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: PINTEREST
  10. 10. LOCAL MARKET DATA
  11. 11. 12 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 4.58 21.3% -2.9% 78.0% 14.8% MILLION -135 THOUSAND AUSTRALIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST AUSTRALIA
  12. 12. 13 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.92 24.3% -0.4% 78.6% 16.2% MILLION -8,500 AUSTRIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST AUSTRIA
  13. 13. 14 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 2.34 23.6% -17.4% 76.0% 19.8% MILLION -494 THOUSAND BELGIUM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST BELGIUM
  14. 14. 15 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 27.50 15.6% +47.8% 75.8% 17.8% MILLION +8.9 MILLION BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST BRAZIL
  15. 15. 16 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 9.21 28.0% -10.2% 77.6% 12.9% MILLION -1.0 MILLION CANADA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST CANADA
  16. 16. 17 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 178.0 17.1% +9.2% 77.5% 18.5% THOUSAND +15 THOUSAND CYPRUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST CYPRUS
  17. 17. 18 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.36 14.7% -19.4% 79.6% 16.7% MILLION -327 THOUSAND CZECHIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST CZECHIA
  18. 18. 19 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 945.5 18.9% -28.1% 80.7% 15.2% THOUSAND -369 THOUSAND DENMARK THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST DENMARK
  19. 19. 20 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 769.5 16.0% -16.5% 82.6% 12.1% THOUSAND -153 THOUSAND FINLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST FINLAND
  20. 20. 21 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 9.78 17.6% -17.1% 76.7% 18.0% MILLION -2.0 MILLION FRANCE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST FRANCE
  21. 21. 22 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 14.10 19.1% -16.2% 78.3% 15.7% MILLION -2.7 MILLION GERMANY THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST GERMANY
  22. 22. 23 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.56 17.0% +2.0% 79.4% 14.9% MILLION +31 THOUSAND GREECE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST GREECE
  23. 23. 24 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 41.5 30.7% +20.3% 72.6% 17.9% THOUSAND +7,000 GUAM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST GUAM
  24. 24. 25 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.44 17.1% +3.0% 79.9% 16.1% MILLION +42 THOUSAND HUNGARY THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST HUNGARY
  25. 25. 26 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 783.5 19.1% -24.6% 74.6% 18.3% THOUSAND -256 THOUSAND IRELAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST IRELAND
  26. 26. 27 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 7.47 13.9% -14.3% 78.1% 16.8% MILLION -1.3 MILLION ITALY THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST ITALY
  27. 27. 28 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 126.5 23.1% +0.8% 73.5% 22.5% THOUSAND +1,000 LUXEMBOURG THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST LUXEMBOURG
  28. 28. 29 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 124.0 32.0% +30.5% 74.8% 21.8% THOUSAND +29 THOUSAND MALTA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST MALTA
  29. 29. 30 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 14.50 14.3% [N/A] 74.2% 19.1% MILLION MEXICO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST MEXICO
  30. 30. 31 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 4.38 29.4% -15.1% 76.5% 17.8% MILLION -780 THOUSAND NETHERLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST THE NETHERLANDS
  31. 31. 32 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 904.5 22.3% -0.2% 78.5% 15.7% THOUSAND -2,000 NEW ZEALAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST NEW ZEALAND
  32. 32. 33 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 834.5 17.9% -19.7% 79.9% 14.6% THOUSAND -205 THOUSAND NORWAY THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST NORWAY
  33. 33. 34 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 3.80 11.6% -9.9% 80.7% 15.1% MILLION -419 THOUSAND POLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST POLAND
  34. 34. 35 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.71 18.9% +3.3% 80.5% 15.2% MILLION +55 THOUSAND PORTUGAL THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST PORTUGAL
  35. 35. 36 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 515.5 20.8% -6.3% 76.5% 16.4% THOUSAND -35 THOUSAND PUERTO RICO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST PUERTO RICO
  36. 36. 37 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.74 10.5% +16.0% 79.5% 16.0% MILLION +240 THOUSAND ROMANIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST ROMANIA
  37. 37. 38 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 667.0 14.1% +4.8% 76.3% 18.4% THOUSAND +31 THOUSAND SLOVAKIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST SLOVAKIA
  38. 38. 39 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 6.55 15.9% -10.6% 74.4% 18.4% MILLION -780 THOUSAND SPAIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST SPAIN
  39. 39. 40 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.62 18.8% -14.7% 77.3% 18.1% MILLION -280 THOUSAND SWEDEN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST SWEDEN
  40. 40. 41 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 1.62 21.4% -10.5% 78.1% 16.0% MILLION -191 THOUSAND SWITZERLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST SWITZERLAND
  41. 41. 42 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 10.38 18.0% -19.1% 76.7% 17.3% MILLION -2.5 MILLION THE UNITED KINGDOM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST THE UNITED KINGDOM
  42. 42. 43 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 89.90 32.0% -5.8% 77.5% 11.8% MILLION -5.5 MILLION THE UNITED STATES OF AMERICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST THE UNITED STATES OF AMERICA
  43. 43. 44 JUL 2021 SOURCES: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021) USING MID-POINTS OF PUBLISHED RANGES; KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: PINTEREST PUBLISHES DATA FOR USERS OF ‘UNSPECIFIED’ GENDER IN ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT PINTEREST REPORTS CAN BE REACHED WITH ADVERTS ON PINTEREST PINTEREST’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN PINTEREST’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT PINTEREST REPORTS IS MALE* 10.5 12.0% -16.0% 75.0% 16.7% THOUSAND -2,000 THE UNITED STATES VIRGIN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST THE UNITED STATES VIRGIN ISLANDS
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  46. 46. This report has been compiled by Kepios Pte. Ltd. (“Kepios”), We Are Social Ltd. (“We Are Social”), and Hootsuite Inc. (“Hootsuite”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While Kepios, We Are Social, and Hootsuite strive to ensure that all data and charts contained in this report are, as at the time of publication, accurate and up-to-date, neither Kepios, nor We Are Social, nor Hootsuite shall be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of third- party rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of Kepios, We Are Social, Hootsuite, or any of the featured brands, nor any of those organisations’ partners, affiliates, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither Kepios, nor We Are Social, nor Hootsuite, nor any of the brands or organisations featured or cited herein, nor any of their partners, affiliates, group companies, employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report sponsored, endorsed or associated with such third parties. Except for those portions of this report relating to the perspectives of Hootsuite or We Are Social, this report and any opinions contained herein have been prepared by Kepios, and have not been specifically approved or disapproved by Hootsuite or We Are Social. This report is subject to change without notice. To ensure that you have the most up-to-date version of this report, please visit our reports website at https://datareportal.com/. DISCLAIMER AND IMPORTANT NOTES
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  48. 48. We are a socially-led creative agency. We are a global team of more than 850 people in 15 offices around the world with a common purpose: to connect people and brands in meaningful ways. We believe in people before platforms and the power of social insight to drive business value. We call this social thinking. We work with many of the world’s biggest brands, including adidas, Netflix, Samsung, Lavazza, and Google on global, regional and local projects. If you’d like to work with us, visit https://wearesocial.com
  49. 49. Hootsuite is the leader in social media management, trusted by more than 18 million users and 4,000+ enterprise organizations. With one unified platform, you’ll have the tools you need to find and join the conversations that matter to your brand across social channels, bring new customers in the door with social ads, and measure and grow the return on your investment in social. Hootsuite is built to help any team get started today and ready to extend as far as you need in the future with powerful add-ons including CRM integrations, scalable training for your team, and our ecosystem that plugs into your existing tools including Google My Business, Adobe Stock, Canva, Slack, and hundreds more. Learn more at hootsuite.com
  50. 50. SIMON KEMP @ESKIMON REPORTS@KEPIOS.COM DATAREPORTAL.COM

The latest insights into Pinterest's advertising audience around the world in July 2021. Find similar reports for a variety of other social platforms, together with in-depth data exploring digital behaviours in every country in the world, at https://datareportal.com/

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