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What age group is both the fastest growing and most engaged demographic of Pinterest users?
Correct: 18-24
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.

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