Pinterest sees surge as iOS 14 users seek out home screen inspiration

Apple's iOS 14 update gives users a much wider variety of options to customize their home screens, such as new widgets that can be placed within the app grid.

The new features are reportedly paying off for Pinterest, which has seen record global daily downloads and a climb up the Top Charts on the App Store.

According to TechCrunch, Pinterest saw as many as 800,000 new installs on Sept. 20, and between 616,000 and 68,000 new installs the day after. The social media platform also broke its record for the most daily downloads since 2014, when app analytics firm Sensor Tower started keeping track of app download data. Apple's iOS 14 debuted on Sept. 16.

Additionally, Pinterest surged from No. 47 on the top free iPhone app charts to No.7 between Sept. 18 and Sept. 21. In the Lifestyle category, Pinterest maintains its top position.

The social media site appears to be leveraging the new interest, with the Pinterest homepage showcasing iPhone design trends and iOS 14 customization pins.

"There has been an increase in searches for iOS 14 wallpapers and homescreen design this week by Gen Z users, a demographic group that grew 50% year-over-year in June 2020," a Pinterest spokesperson told TechCrunch, adding that users often use the platform "as a resource for aesthetic inspiration and decorating offline spaces like bedrooms, so it's interesting to see them seek inspiration for their online spaces."

In addition to the new options in iOS 14, many users are also getting creative with custom app icons and wallpapers that match a user's Home Screen widgets.

The customization ability, as well as other new features, may also be driving users to upgrade to iOS 14 more quickly than past updates.

On Monday, app analytics data indicated that iOS 14 and iPadOS 14 had hit a 26% adoption rate just five days after they launched. On Tuesday, that number has risen to just over 29%.