What age group is both the fastest growing and most engaged demographic of Pinterest users?

While Pinterest has traditionally been associated with Millennials, recent data from 2024 through early 2026 confirms that Gen Z (specifically the 18-24 age group) is now both the fastest-growing and one of the most highly engaged demographics on the platform. Fastest Growth: Gen Z currently makes up over 42% of Pinterest's global monthly active users. This segment has seen double-digit year-over-year growth, outpacing all other age brackets. High Engagement: This group isn't just scrolling; they are searching and shopping more actively than previous generations. Pinterest reports that Gen Z users are the most likely to say they use the platform to find new brands and plan future life events. A Shift in Purpose: While older demographics often use Pinterest for home decor or parenting, the 18-24 group is driving trends in fashion, beauty, and "aesthetic" culture, often citing the platform’s "positive" and "non-toxic" environment as a reason for their high engagement levels. Commercial Intent: Roughly 84% of weekly Gen Z users say they discover products that fit their personal style while on Pinterest, making them a primary target for social commerce.