Survey Finds 36% of Consumers Prefer Pinterest Over Google for Product Searches

Almost four out of ten Gen Z users are among the more than one-third of consumers who now use Pinterest rather than Google when looking for inspiration, ideas, or items. According to a recent Adobe poll, there is a major change in the way people find content on the internet. Businesses are using Pinterest as a search tool due to its visual-first structure and customized results.

What the Numbers Show

The survey found that 36% of consumers begin their searches on Pinterest, not Google. Among Gen Z users, that number rises to 39%. Here are a few more standout stats:

• 39% of all consumers use Pinterest as a search engine.

• 24% of business owners use Pinterest regularly.

• Of those business users, nearly 1 in 4 plan to increase their Pinterest ad budgets this year.

• 80% of businesses say Pinterest delivers more engagement than other search platforms, including Google.

Why Pinterest Is Winning

Pinterest’s appeal lies in how it presents information. Instead of a wall of text-based links, users are met with visuals, curated boards, and personalized suggestions. That experience has made Pinterest especially popular for topics like home décor, recipes, fashion, DIY projects, and shopping inspiration.

According to the Adobe study:

• According to 73% of users, Pinterest is superior to conventional search engines because of its visual structure.
• 61% of Gen Zees believed Pinterest provided more individualized results than Google, and that percentage rises to 71%.
• Compared to other platforms, only 26% of respondents said they had come across poor-quality or artificial intelligence-generated content on Pinterest.

Read More: How to Use Pinterest | Pinterest For Business

Businesses Are Taking Notice

Pinterest isn’t just gaining ground with everyday users, brands are seeing real value too. 80% of business owners say it’s driving stronger engagement than platforms like Facebook (49%), Instagram (35%), and even Google Search (29%).

Here’s how businesses are using Pinterest, especially small ones:

• 76% focus on driving website traffic through the platform.

• 57% use Pinterest to build brand awareness and reach new audiences.

• The most effective types of content, according to business users, are:

  • Standard image Pins (61%)

  • Idea Pins (37%)

  • Video Pins (27%)

Challenges Still Remain

Despite the platform’s growing popularity, many brands struggle to keep up. More than half say they lack the time to consistently produce fresh, Pinterest-friendly content. Additionally, almost half of entrepreneurs acknowledge that they are not entirely sure how to optimize their content for Pinterest’s search algorithm.

The Bigger Picture

This change reflects the way people search on sites like Instagram and TikTok, where algorithm-driven recommendations and visual discovery are taking dominance. Pinterest has established a niche, particularly for younger audiences and visual-first experiences, even though it might not completely replace Google.

About the Survey

The data comes from an Adobe survey conducted on March 12, 2025. It included 800 consumers and 200 business owners across different age groups:

• Gen Z (16%)

• Millennials (51%)

• Gen X (25%)

• Baby Boomers (9%)