Pinterest penetration across the Americas topped 20% last year, according to the latest data from the Reuters Institute for the Study of Journalism. Average penetration reached 21.6% in 2018, up 2.5 percentage points (pp) from the year before. The visual communications app is marginally more popular in North America, where 22.2% of adults reported using the platform in the past week.
Mexico and Canada report the highest penetration at 23.4% and 23.2% respectively, after Canada recorded the second largest increase in 2018. Chile saw the largest growth in penetration, rising 3.6pp to 20.5%.
While the platform's reach is smaller than...