Pinterest Audience in Sweden by Age and Gender
Pinterest’s estimated ad audience in Sweden (18+) totals 1,970,000 users based on the minimum audience estimate available in Pinterest Ad Account. This figure reflects the audience that can be reached through the platform’s advertising system, broken down by age group and gender category.
Pinterest audience in Sweden (18+)
| Gender | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 438,000 | 427,000 | 214,000 | 130,000 | 195,000 | 1,404,000 |
| Male | 139,000 | 152,000 | 63,000 | 42,000 | 66,000 | 462,000 |
| Not Set | 27,000 | 33,000 | 16,000 | 9,000 | 19,000 | 104,000 |
| Total | 604,000 | 612,000 | 293,000 | 181,000 | 280,000 | 1,970,000 |
The largest share of this audience is concentrated in the 25–34 segment, with 18–24 following very closely behind. Together, these two age ranges account for 1,216,000 users, or about 61.7% of the total estimated Pinterest ad audience in Sweden. The gender split is also clearly led by Female users, who represent roughly 71.3% of the total audience in this dataset.
Methodology and data limitations: The data is based on the minimum audience estimate available in Pinterest Ad Account. These figures reflect potential advertising reach within the platform and should be treated as platform estimates rather than confirmed counts of unique people. The numbers may also vary depending on targeting settings, available inventory, and future platform updates.
Table of contents
- Overall audience size
- Age structure of the audience
- Gender structure: strong female dominance
- The Not Set category as a distinct segment
- Conclusion
Overall audience size
According to the minimum audience estimate in Pinterest Ad Account, Pinterest’s potential ad audience in Sweden (18+) totals 1,970,000 users. This is the estimated audience available for advertising reach within the platform, broken down by age and gender category.
The largest single age segment is 25–34, with 612,000 users. The next largest group is 18–24, with 604,000 users. Together, these two cohorts form the core of Pinterest’s estimated ad audience in Sweden and account for well over half of the total volume shown in this dataset.
This points to a younger adult audience profile overall. At the same time, Sweden’s distribution is not limited only to the youngest users, since older groups still contribute meaningful scale within the platform’s total estimated reach.
Age structure of the audience
The age breakdown shows that Pinterest’s estimated ad audience in Sweden is concentrated most heavily in the 18–34 range. These groups make up 1,216,000 users, or about 61.7% of the total audience available through Pinterest Ad Account.
- 25–34: 612,000 users, or about 31.1% of the total
- 18–24: 604,000 users, or about 30.7%
- 35–44: 293,000 users, or about 14.9%
- 55+: 280,000 users, or about 14.2%
- 45–54: 181,000 users, or about 9.2%
The most notable feature of this distribution is how close the two largest age groups are in size. The 25–34 audience leads, but only marginally, which means Sweden’s Pinterest audience is driven by two adjacent younger adult cohorts rather than by one overwhelmingly dominant segment.
At the same time, the older audience remains clearly visible. The 55+ segment, at 280,000 users, is only slightly smaller than 35–44 and substantially larger than 45–54. That makes Sweden more balanced than a market where audience size falls sharply after age 34. Pinterest in Sweden still skews young, but it also retains meaningful scale among older adults.
Overall, Pinterest’s ad audience in Sweden can be described as young-adult oriented, with two nearly equal core segments in 18–24 and 25–34 and a still visible older audience, especially in the 55+ group.
Gender structure: strong female dominance
The gender split in Sweden’s Pinterest Ad Account data is clearly weighted toward female users. The Female audience totals 1,404,000 users, which is about 71.3% of the total estimated audience.
For comparison, the Male audience totals 462,000 users, or about 23.5%, while Not Set accounts for 104,000 users, or about 5.3%.
This means female users account for well over two thirds of Pinterest’s estimated ad audience in Sweden. The female lead is not limited to a single age band. Across every age group in the dataset, female audience size is larger than male audience size, making this a structural feature of the platform’s demographic profile.
The largest female segments appear in 18–24 (438,000) and 25–34 (427,000), which also correspond to the two largest age cohorts overall. That alignment suggests that Pinterest’s scale in Sweden is driven primarily by women, especially in the platform’s younger adult segments.
The Not Set category as a distinct segment
The Not Set category totals 104,000 users in Sweden. This is not a dominant share of the audience, but it remains large enough to matter when interpreting gender-based audience structure.
The biggest Not Set concentration appears in 25–34 (33,000), followed by 18–24 (27,000), 55+ (19,000), 35–44 (16,000), and 45–54 (9,000).
While most of the estimated audience is still captured by the Female and Male categories, Not Set remains a visible third segment and should be taken into account when campaign planning or audience analysis relies on gender splits.
Conclusion
Based on the minimum audience estimate available in Pinterest Ad Account, Pinterest’s estimated ad audience in Sweden (18+) totals 1,970,000 users. The audience is concentrated most heavily in the 18–34 range, which accounts for about 61.7% of the total, with 25–34 and 18–24 standing out as the two core age segments.
The gender profile is strongly led by Female users, who represent 1,404,000 people, or about 71.3% of the total. The Male audience totals 462,000, while Not Set accounts for 104,000 users.
Overall, Pinterest Ads in Sweden appear to be centered on a younger adult audience with a clearly dominant female segment, while still maintaining a meaningful older audience and a visible Not Set category within the broader demographic structure.