Study

Instagram User Demographics 2024 (What demographic uses Instagram the most?)

Instagram is one of the favorite social media platforms for many users across the world. 60% of the internet users aged between 18-29 years have an Instagram account. Hence, it is no surprise that this platform is the 3rd most popular social media platform today. With over 2 billion monthly active users, Instagram is the 4th largest social media network in the world. 

Instagram is a vast universe in itself. With billions of people using it every day for hours, it makes sense to understand the user base of this social media platform. This read will focus on unearthing insights about Instagram User demographics and everything around it. 

Instagram User Demographics: Age Distribution

Key Metrics:

  • Instagram has over 2 billion monthly active users globally
  • 35.71% of the 5.6 billion mobile users in the world use Instagram
  • Instagram users aged between 18 and 35 form the prime user base of this platform
  • 63% of users open Instagram at least once a day
  • Users aged between 18-24 years account for 30.8% of the total user base

Instagram is a new-age, visual-content-driven social media platform that is immensely popular among teenagers and young adults. Users aged 18-35 years are the biggest cohort of social media platforms, especially Instagram.

This social media platform has become an inseparable part of people’s lives and 63% of users open it at least once a day. Over the years, there has been a steady rise in the platform’s engagement levels which have increased by 10% every year which equates to an hour’s rise in monthly screen time.

Dominant Age Group

Instagram users aged between 18-24 years account for 30.8% of the total user base and more than 70% of them are 35 years old or less. In the United States, 71% of Instagram users are between the ages of 18 and 29, and 48% of users are between the ages of 30 and 49. 

AgeInstagram user base percentage
13-17 years8%
18-24 years30.8%
25-34 years30.3%
35-44 years15.7%
45-54 years8.4%
55-64 years4.3%
65 years and above2.6%

Source: Statista

Teenagers and Young Adults

These factors make Instagram a popular platform for teenagers and young adults, who are more likely to engage with visual content and use social media platforms for entertainment, communication, and self-expression. In the U.S., 25.1% of users are aged between 18-24 years, and 27.4% are aged between 25-34 years. 

Source: Statista

Furthermore, according to a Statista report, back in 2019, 33% of high schoolers, 37% of college goers, and 43% of students who opted for master’s and higher education used Instagram. After the pandemic, user behavior changed and the percentage increased drastically. 

Source: Statista

What makes Instagram stand out?

Besides being a social media platform with amazing design elements, features, and tools that always succeed in enticing a user, Instagram is popular among the younger generations for many reasons. 

Instagram is all about photos and videos making it a highly visual platform. Not only are individuals using it for entertainment, communication, and self-expression but businesses also are actively leveraging this platform to showcase their products and services. With features and tools that enable businesses to put their best foot forward, Instagram has the highest engagement rate as compared to other social media platforms. 

Additionally, with over 2 billion monthly active users, Instagram offers a great chance for businesses to widen their reach, better target market penetration, influencers to entertain and gain popularity, and individuals to stay connected with their friends and family. 

Furthermore, Instagram is user-friendly and fun to use. A simple hashtag allows users to explore a topic from another perspective and engage with that content. Also, Instagram is a mobile-first platform with an interface design that works exceptionally well on smartphones. 

35.71% of 5.6 billion mobile users in the world use Instagram which is more than the entire population of North America and Europe combined. This allows more influx of mobile traffic making it a popular social media platform for mobile users.

Diving deep into the Instagram and young generation connection

According to a report by Hootsuite’s Global State, more than half of Instagram users in the U.S. are millennials which account for 64 million of the total population. Millennials and Gen Zs prefer Instagram over any other social media platform.

Recently, there was a slight change in Instagram age demographics as the number of Gen Z users has drastically gone up in the past few years as compared to the millennials. Gen Zers are among the active user base of Instagram. This generation all over the world mentions Instagram as their favorite social media platform. 

Geographical Insights: Instagram User Demographics 2024

Key Metrics

  • 46% of the urban population uses Instagram
  • 89% of Instagram’s user base is outside the U.S.
  • India has the largest Instagram user base in the world with 358.55 million users, followed by the U.S. and Indonesia. 
  • Asia Pacific has the highest number of Instagram users (893 million users)
  • Instagram observed a 20 million rise in the user base post-pandemic

Instagram has a worldwide fan following. From Japan to the U.S., this social media platform is on everyone’s smartphones. People spend most of their time scrolling through Instagram for communication, entertainment, or marketing purposes. On average, users spend more than 30.1 minutes on Instagram as of 2023. Since the popularity of this platform is ever-rising, screen time is expected to increase in 2024 and years to come. 

Instagram User Base in the U.S.

Furthermore, the roots of Instagram are widespread. It has 89% of its user base outside of the U.S. and is more popular among users in the urban regions compared to suburban and rural regions. 46% of the urban population uses Instagram daily to stay updated on the latest trends, catch up with friends, or for entertainment purposes. 

Source: World Population Review

Not just India, but other countries with a significant percentage of internet users have notable Instagram users’ presence. The table below sheds some light on Instagram’s users in countries around the world.

CountryInstagram Users
India358.55 Million
United State158.45 Million
Brazil122.9 Million
Indonesia104. 8 Million
Turkey56.7 Million
Japan54.95 Million
Mexico45.8 Million
Germany31.55 Million
United Kingdom31.3 Million
Italy28.9 Million

Source: Statista

India has 358.55 Million Active Instagram Users

India has the largest Instagram user base in the world followed by the U.S. and Indonesia. India ranks first in this list because of the massive number of internet users (692 million) in the country and high levels of engagement. After the ban of TikTok in India, there was a massive surge in Instagram users during the pandemic and observed a whopping 20 million rise. 

On a larger level, Asia Pacific has the highest number of active Instagram users followed by Europe and America. 

RegionInstagram Users
Asia Pacific893 million users
Europe338 million users
Latin America 299 million users
North America224 million users
Middle East and North Africa156 million users
Sub-Saharan Africa86 million users

Source: Business Of Apps

Gender Breakdown

Key Metrics

  • Instagram has a well-balanced user base with 48.2% female and 51.8% male users
  • Instagram is the first choice of 44.4% of female and 40.7% of male users
  • Men spend 10 hours and 58 minutes and women spend 12 hours and 11 minutes on Instagram
  • Women are 6.4% more active on Instagram than men

Around 95% of Instagram’s user base is 18 and above. As mentioned earlier, this social media platform is most popular among the younger generation aged 18-34 years. Additionally, Instagram is equally popular among male and female users. The platform’s user base comprises 48.2% of women and 51.8% of men. Additionally,  44.4% of female and 40.7% of male internet users have ranked this social media platform as their first choice when it comes to socializing. 

Instagram Screen Time Per Demographics

Talking about the social media screen time for each gender, men spend around 10 hours and 58 minutes and women spend 12 hours and 11 minutes. People around the world spend 33 minutes a day on Facebook 30.1 minutes a day and 12 hours per month on Instagram. Additionally, a study found that women are 6.4% more active on Instagram as compared to men. 

According to Statista, the male (~ 17%) and female (~ 14%) users are aged between 18-34 years. In the U.S., 44% of Instagram users are male and 56% are females. Additionally, 17% of the total Instagram users were men aged between 18-24 years. 

Source: Statista

Country-wise Instagram Gender Demographics 

In countries like India, the U.S., and the UK, there are more female Instagram users than male users. In India, around 51% of Instagram users are female and the remaining are males. Furthermore, in the U.S., 56.9% of Instagram users are female and 43.1% are male. Additionally, in the UK, 43.5% of Instagram’s user base comprises male users and 30% are females.

Instagram’s Urban And Rural Divide: User Demographics 2024

Key Metrics

  • 45% of urbanites in the U.S. use Instagram daily.
  •  25% of rural residents in the U.S. use Instagram
  • India has over 230 million users and most of them reside in the urban and suburban areas 
  • Instagram has a larger user base of high-income people
  • Around 42% of Instagram users in the U.S. have a household income of $75,000. 

Instagram is popular among people of all age groups, ethnicities, and societies. According to a report by HootSuite, Instagram has penetrated deeper into urban and suburban areas than rural areas. In the U.S., around 45% of urbanites, 41% of suburbanites, and 25% of rural residents use this app. Additionally, 43% of African Americans, 38% of Hispanic users, and 32% of white Americans are among the active Instagram users in the U.S. 

Source: Hootsuite

India, which ranks first in the list of active Instagram user base, has over 230 million users and most of them reside in urban and suburban areas according to the Pew Research Center. 

Income Demographics of Instagram Users

When it comes to assessing Instagram from the income point of view, it has a larger user base of higher-income homes. Around 42% of Instagram users in the U.S. have a household income of $75,000. This makes Instagram a platform of interest for e-commerce businesses. Furthermore, around 40% of Instagram users in the U.S. have a household income between $30,000 and $74, 999 and 35% have a household income below $30,000. 

Instagram’s Role in Business and Marketing

Key Metrics

  • Over 130 million people have engaged with various shopping platforms through Instagram.
  • 70% of active users on Instagram use the app to shop  
  • 81% use it to research new products and services
  •  90% of Instagram users today follow at least one business accounts
  • Users aged between 16 to 64 with 15.7% of them putting it as their top choice
  • 3 out of 5 participants displayed positive reactions about using Instagram for educational purposes

Instagram is not just a platform for socializing but a powerful medium for businesses to engage with their target audience and expand their business. In the past few years, Instagram has shown impressive growth in terms of advertising and brand building. Be it the big players in the market or small businesses, this platform has offered fair opportunities for businesses of all sizes to grow. 

Dynamics of Instagram-driven Business 

With the growing internet penetration and widespread use of smartphones and social media, online businesses have seen a steep rise in profit levels. More than 130 million people have engaged with various shopping platforms through Instagram.

Additionally, around 44% of Instagram users find themselves shopping on the platform at least once a week. Many brands that are using Instagram’s shopping features as a way to engage with their potential customers have seen a 42% growth in sales.

Instagram’s Impact on E-commerce 

Furthermore, businesses that are leveraging Instagram insights to improve their e-commerce strategy are being rewarded with great results. For instance, 70% of active users on Instagram use the app to shop and 81% use it to research new products and services of their interest. This makes Instagram a great platform for researching for both businesses and customers and also indicates the level of influence it has on its user base. 

Many businesses today across all industries, especially fashion, home decor, beauty, travel, and event management are interested in exploring Instagram due to its diverse user base. This platform has 60% of users who are aged between 18-34 and 18.1% who are aged between 35 and 44. This diversity allows businesses of all sizes to try their luck in connecting with their target audience through Instagram. Also, the platform’s visual nature allows businesses to showcase their product and services more attractively than any other platform. 

Furthermore, 90% of Instagram users today follow at least one business account that offers products and services of their interest. This statistic indicates the user’s engagement level with businesses present on this platform.  Nearly 60% of users get to know about products through Instagram and 70% of them are likely to buy them as compared to their target group outside Instagram. 

Leverage Customized Ad Campaigns

Instagram ranks second in the list of most preferred social media platforms among users aged between 16 to 64 with 15.7% of them putting it as their top choice. Hence, this platform serves as a profitable platform for businesses to run ad campaigns. In the U.S., 75% of SMEs leverage Instagram ads to reach their potential customers and 46% of them have used the platform’s checkout feature to encourage people to shop.

Impact of Influencer Collaborations

Instagram has surfaced another profession altogether for individuals and another marketing trend for businesses through influencer collaborations. This trend has helped many individuals and brands to accelerate personal and business growth. Around 62% of Instagram users are more interested in a brand after seeing an Instagram story promoted by an influencer. 

Furthermore, 87% of users take action after seeing a product promotion on Instagram. This indicates assessing the impact of influencer collaboration and the platform itself on user behavior. 

Instagram For Educational Purposes

Besides travel, fashion, and home decor, businesses are actively leveraging Instagram for educational and language learning purposes. According to a study, 3 out of 5 participants displayed positive reactions about using Instagram as an educational or learning tool.

Instagram Device Preferences

Key Metrics

  •  99% of internet users access social media platforms from their smartphones 
  • Instagram has a huge mobile user base which accounts for 35.71% of the global mobile users. 
  • 95% of teenagers and young adults in the U.S. use their smartphones to access Instagram.

According to a report, 99% of internet users access social media platforms from their smartphones and 78% of them use smartphones solely for this purpose. Additionally, 75% of internet users choose to use mobile for socializing virtually than browsers. Instagram being the second most preferred social media platform, is part of the same debate.

Instagram is available for users to use on their smartphones and browsers for convenience. However, this platform has a huge mobile user base which accounts for 35.71% of the global mobile users. Additionally, around 30.94% of the global internet users (4.48 billion) use Instagram daily. 

In the U.S. alone, there are more than 143 million Instagram users. 95% of teenagers and young adults in the U.S. use their smartphones to access Instagram. Since this age group is the major audience for Instagram, these statistics indicate that users prefer using Instagram on their mobile over using it on their browsers. The reason behind mobile as their preferred device is that Instagram is a mobile-first platform with features designed to work better with mobile devices than on browsers. 

The evolution of Instagram User Demographics is Underway

The internet realm is a dynamic one where things change in a matter of hours. Instagram being a part of it will continue to change in the near future. It is expected to reach the 2 billion active monthly users mark in 2024. 

Furthermore, experts speculate that the young generation aged between 18-24 years will continue to be Instagram’s prime cohort. This age group will account for 40% of the global user base by 2025 mainly because of the platform’s growth in India. Additionally, in the coming time, Instagram is expected to introduce features and tools that will further improve the shopping experience and reels. Hence the future looks bright for individuals and businesses who plan to grow in the e-commerce space, influencer marketing, and brand collaborations. 

FAQs

  1. What demographic uses Instagram the most?

Users aged between 18-34 years are the prime cohort of Instagram today. Since this age group covers the millennials and the Gen Z, it is no surprise why Instagram is so popular among them. Besides the age group, Instagram’s user base consists of 48.2% of women and 51.8% of men. Additionally, women are 6.4 % active on Instagram as compared to men.

  1. What is the demographic of Instagram users in India?

In India(229 million), Instagram is more popular among men than women and comprises 65.8% of the total user base. On the other hand, 34.2% of the total user base are women. Additionally, more than 70% of the user base in India is below the age of 34.

  1. What is the age distribution of Instagram users?

Instagram has a diverse user base, but it is particularly popular among users aged 18 to 24.  This age group accounts for 30.8% of the total user base and more than 70% of them are 35 years old or less. In the United States, 71% of Instagram users are between the ages of 18 and 29, and 48% of users are between the ages of 30 and 49. 

  1. What is the gender breakdown on Instagram?

Instagram has a fairly balanced gender distribution. The platform’s user base comprises 48.2% of women and 51.8% of men. In India, around 51% of Instagram users are female and the remaining are males. Furthermore, in the U.S., 56.9% of Instagram users are female and 43.1% are male. Additionally, in the UK, 43.5% of Instagram’s user base comprises male users and 30% are females.

  1. Which countries have the highest number of Instagram users?

India has the largest Instagram user base in the world followed by the U.S. and Indonesia. India ranks first in this list because of the massive number of internet users (692 million) in the country and high levels of engagement. Besides India, the United States, Brazil, Indonesia, and Russia are among the countries with the highest number of Instagram users. 

  1. What is the education level of Instagram users?

Instagram is used by individuals across various educational backgrounds. Back in 2019, 33% of high schoolers, 37% of college goers, and 43% of students who opted for master’s and higher education used Instagram. However, the platform is diverse and not limited to a certain education level. 

  1. How often do users access Instagram?

63% of users open Instagram at least once a day. Over the years, there has been a stray rise in the platform’s engagement levels which have increased by 10% every year which equates to an hour’s rise in monthly screen time. However, the frequency of Instagram usage varies as per age, gender, and region but many users access the platform daily. 

  1. What devices do Instagram users primarily use?

Instagram is available for users to use on their smartphones and browsers for convenience. However, this platform has a huge mobile user base which accounts for 35.71% of the global mobile users. In the U.S., 95% of teenagers and young adults in the U.S. use their smartphones to access Instagram. 

  1. Are there any age restrictions for Instagram users?

Yes, there are age restrictions for Instagram use. The minimum age to create an Instagram account is 13. However, the platform also offers a restricted experience for users aged 13 to 17, with additional privacy features. 

  1. Do Instagram users engage with ads?

Yes, Instagram users do engage with ads as this provides businesses with advertising tools to reach their target audience effectively. Instagram serves as a profitable platform for businesses especially e-commerce to run ad campaigns. In the U.S., 75% of SMEs leverage Instagram ads to reach their potential customers and 46% of them have used the platform’s checkout feature to encourage people to shop.