{
  "schema_version": "1.1",
  "id": "pinterest-97-percent-top-searches-unbranded",
  "slug": "pinterest-97-percent-top-searches-unbranded",
  "url": "https://groundedkit.com/claims/pinterest-97-percent-top-searches-unbranded/",
  "api_url": "https://groundedkit.com/api/claims/pinterest-97-percent-top-searches-unbranded.json",
  "claim": "97% of top searches on Pinterest are unbranded",
  "commonly_cited_as": "\"97% of Pinterest searches are unbranded\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Pinterest",
    "title": "New ways to shop on Pinterest & discover retailers of all sizes (2020)",
    "year": "2017 data, repeated 2020"
  },
  "quote": "97% of top searches on Pinterest are unbranded, meaning people come to Pinterest to shop for generic terms and not specific brands ... 97% of searches stat is from Pinterest internal data, US, Feb 2017",
  "method": "Pinterest internal search data, US, February 2017; no newer figure or method published.",
  "drift": [
    "Age: the data is from February 2017",
    "'Top searches' became 'all searches' in many retellings"
  ],
  "interest": "Pinterest pitching advertisers.",
  "safe_rephrasing": "Pinterest has said 97% of its top US searches were unbranded, based on its internal data from February 2017; no newer figure has been published.",
  "sources": [
    {
      "title": "Pinterest Newsroom — New ways to shop on Pinterest (2020)",
      "url": "https://newsroom-archive.pinterest.com/new-ways-to-shop-on-pinterest-discover-retailers-of-all-sizes",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Pinterest internal data, US, February 2017",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}