Below is a demographic snapshot of Pinterest’s estimated ad audience in the United Kingdom (18+), based strictly on the figures from Pinterest Ad Account.
Pinterest audience in the United Kingdom (18+)
| UK | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 2,420,000 | 2,500,000 | 1,230,000 | 747,000 | 1,020,000 | 7,917,000 |
| Male | 682,000 | 812,000 | 360,000 | 248,000 | 401,000 | 2,503,000 |
| Not Set | 158,000 | 208,000 | 110,000 | 75,000 | 109,000 | 660,000 |
| Total | 3,260,000 | 3,520,000 | 1,700,000 | 1,070,000 | 1,530,000 | 11,080,000 |
| Population (18+) | 5,631,083 | 9,035,871 | 8,858,994 | 8,698,035 | 21,430,637 | 53,654,620 |
| Share | 57.89% | 38.96% | 19.19% | 12.30% | 7.14% | 20.65% |
Source: National population projections from the Office for National Statistics (ONS), 2022-based.
Table of contents
Overall reach and penetration
Pinterest’s total ad audience in the UK (18+) is 11.08M. Compared with the UK adult population base shown in the table (53.65M), this corresponds to an overall penetration of 20.65%. Put simply, roughly one in five UK adults is included in Pinterest’s addressable ad audience in this dataset.
This top-line figure is useful as a baseline, but it becomes much more informative when paired with the age-specific penetration rates (the Share row). Those shares show that Pinterest’s reach is far from uniform across age cohorts, and that unevenness is one of the defining characteristics of the UK Pinterest audience profile here.
Age structure: strongly “younger” by penetration
Pinterest penetration in the UK is highest among the youngest adult cohorts and declines steadily as age increases. The strongest presence is in 18–24, where the table shows 57.89% penetration, meaning Pinterest reaches well over half of the adult population in that cohort. The next cohort, 25–34, remains high at 38.96%, after which penetration drops materially: 35–44 is 19.19%, 45–54 is 12.30%, and 55+ is 7.14%.
This pattern indicates a clear “youth skew” in penetration: Pinterest is disproportionately present among younger adults and substantially less represented among older adults in the UK, relative to their population size.
Looking at the platform’s internal composition (the Total row by age) reinforces the same story. The largest cohort by absolute size is 25–34 (3.52M), followed closely by 18–24 (3.26M). Together, 18–34 accounts for 6.78M out of 11.08M, i.e., well over half of the total adult ad audience. Meanwhile, 55+ contributes 1.53M people in absolute terms, but it is the least penetrated cohort because the underlying adult population base for 55+ is very large (21.43M) relative to Pinterest’s presence in that group.
In short, Pinterest in the UK appears “young” in two ways at once: it has the highest penetration among younger adults, and its overall audience composition is heavily weighted toward ages under 35.
Female audience: dominant across all age groups
Gender distribution is strongly skewed female in the UK dataset. The total Female audience is 7.917M out of 11.08M, which is roughly about 71% of the total. The Male audience is 2.503M (roughly about 23%), with Not Set at 0.66M (roughly about 6%).
This is not a pattern driven by a single age band: female audience size is larger than male audience size in every age bucket shown, making the female skew a structural feature of this Pinterest audience breakdown rather than an isolated demographic anomaly.
The biggest absolute concentration sits in the 18–34 core, where the two largest female cells are the 18–24 and 25–34 groups. That combination matters because it aligns the platform’s strongest penetration cohorts with its dominant gender segment, meaning the platform’s overall scale is carried primarily by women, especially in younger adult groups.
“Not Set” is meaningful, but smaller than in the US snapshot
The Not Set category totals 660,000 people. That is not “noise” and should be treated as a real segment when reading demographic splits, because it represents a measurable share of the addressable audience and is present across all age groups.
At the same time, the scale of “Not Set” in this UK table is proportionally smaller than what you saw in the US example: it is a meaningful third bucket, but it does not dominate the gender story. Practically, this means that while female and male categories capture the vast majority of the audience, there is still a non-trivial portion of reachable adults that cannot be allocated into a binary gender split in this breakdown, and that should be acknowledged when interpreting gender-based reporting.
Conclusion
Based on the provided figures, Pinterest’s UK adult ad audience totals 11.08M, corresponding to 20.65% penetration of the 18+ population base shown. The platform is clearly younger by penetration, peaking in 18–24 (57.89%) and declining to 7.14% in 55+. Gender distribution is heavily female (7.917M) relative to male (2.503M), and the 660K “Not Set” segment is large enough to be treated as a distinct component of the demographic picture rather than ignored.