Pinterest is in third place as the largest social media platform in the US, which is a position that it is expected to keep for the time being.

This comes from the latest estimates from eMarketer, who sees Pinterest ending 2019 with 82.4 million users. The company managed to overtake Snapchat’s 80.2 million users. This is a notable accomplishment, seeing how Snapchat’s user base has been larger than Pinterest’s in recent years.

According to the report, Pinterest has doubled previous estimates.

“Pinterest saw 9.1% growth in 2019, a revision from our previous estimate of 4.3% growth. This year, it will have 86.0 million users, compared with Snapchat’s 83.1 million. The gap between the two platforms’ user bases will continue to grow through the end of our forecasting period in 2023.”

The growth of Pinterest is attributed to its universal appeal across different age groups, while Snapchat caters primarily to a younger audience.

”Pinterest’s users are more evenly represented across all age groups as a percentage of the general population, while Snapchat’s are much more skewed in the younger age groups.”

Pinterest users are going to account for 41.1% of all US social network users in 2020, which is expected to grow over three years. Snapchat’s gain in users this year will fall flat in 2021.

Source – Matt Southern