Vendor reportSprout Social, 2026

Baby Boomers are the generation most likely to use Pinterest first for product discovery

Channel validation

Likelihood of using Pinterest as primary network for product discovery, by generation

Likelihood of using Pinterest as primary network for product discovery, by generation
Generation	Share likely to use Pinterest as primary network (%)
Baby Boomers	26%
Gen X	20%
Gen Z	12%
Millennials	10%

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the share of each generation likely to use Pinterest as their primary network for product discovery: Baby Boomers 26%, Gen X 20%, Gen Z 12% and Millennials 10%. The report does not state generation-specific base sizes.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Baby Boomers are the generation most likely to use Pinterest first for product discovery

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