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Instagram Demographics [27 Stats to Note in 2020]

by Darko

Did you know that Instagram surpassed the one billion monthly active user mark in June 2018? 

That’s a huge benchmark for a mobile photo-sharing app – and a massive opportunity for marketers looking to tap into the younger Instagram demographics audience base.

To make sure you are working with the right numbers, we have compiled a list of top Instagram demographics for you.

Fascinating Instagram User Demographics Facts (Editor’s Choice)

  • The average age of Instagram users is 34 years.
  • The United States has approximately 116 million Instagram users. 
  • Users aged between 25 and 34 years account for 35% of the Instagram population.
  • 72% of users on Instagram are millennials.
  • The Instagram user base is divided into 52% female and 48% men.
  • Women get 5x more likes on Instagram than men.
  • With 194 million followers, Cristiano Ronaldo is the most followed person on Instagram.

Instagram Demographics 2019

1. What is the average age of Instagram users?

Instagram undoubtedly has a diverse and inclusive user base. However, most of its users (72%) are below the age of 35, according to Instagram age demographics stats. As of November 2019, Instagram user demographics stats show that the average age of Instagram users is 34 years.

(Source: Statista)

2. What percent of Instagram users are under 18?

According to October 2019 Instagram users statistics, 6.2% of Instagram users are between the age of 13 and 17 years. Since social media users have to be at least 13 years of age to register onto the platform, data for younger users (if there is any) is not available.

(Source: Statista)

3. Which country uses Instagram the most?

The country which boasts the largest Instagram base is the United States. As of October 2019, approximately 116 million users are from America. Most users are interested in sports, music, and entertainment. 

(Source: Statista)

Instagram by the Numbers

4. Over one billion people use Instagram every month.

After Instagram reached the one billion monthly users milestone, it became the third-most-popular social media platform in the world in terms of active users, following Facebook and YouTube.

(Source: Instagram)

5. 500 million people use Instagram Stories every day.

Instagram launched Stories in August 2016, and since then, the feature has become a huge part of why Instagram is so wildly popular. With over half a billion people using Stories every day, this feature is a great channel for brands, as Instagram story stats confirm this statement.

 (Source: PEW Research)

6. 37% of US adults use Instagram.

Over one-third of adult Americans use Instagram. This is the third-largest user base, after YouTube, which is used by 73% of adults, and Facebook used by 69% of adults.

(Source: PEW Research)

7. Almost 8% of Instagram accounts are fake.

According to Instagram user statistics, 7.9% of accounts by Instagram are spambots, while 29.9% of accounts appear to be “inactive” and post just one or two pictures or videos a month.

(Source: Business Insider)

Instagram Demographics - post

Instagram Users by Age

8. Users aged between 25 and 34 years account for 35% of Instagram users. 

This is the largest age range of Instagram users. Besides this, 6.2% of Instagram users are between the ages of 13 and 17, 30% are between 18 and 24, 16.3% are between 35 and 44, 7.8% are between 45 to 54, 3% of Instagram users are between 55 and 64, and 1.8% are 65 and older.

(Source: Statista)

9. 17% of Instagram women in the world are between the ages of 25 and 34.

This makes it the biggest age group of women who use Instagram. Besides this, 14% of women are aged between 18 and 24, 9.1% are between 35 and 44, 4.6% are aged between 45 and 54, 3.2% are between 13 and 17, 1.9% are between 55 and 64, and 1% are aged over 65 years.

(Source: Statista)

10. 18% of the global Instagram men are aged between 25 to 34 years.

According to the statistics about Instagram users by age, this makes it the largest group of men who use the platform. The second-largest age range of Instagram users is 18 to 24 years, which accounts to 16% of men. Men aged between 35 and 44 years make up 7.2% of the Instagram male population, while those aged between 45 to 54 years make up 3.2% of the population.

(Source: Statista)

11. 72% of American teenagers use Instagram.

Even though Facebook is the reigning champion when it comes to users of all ages, Instagram is the most popular social media platform when it comes to teens. Over seven in ten adolescents say they use Instagram more often compared to Snapchat (69%) and Facebook (only 51%). However, teenagers say they use Snapchat more frequently.

(Source: PEW Research)

Instagram Demographics - instagram users

Instagram Users by Gender

12. The Instagram user base is divided into 52% women and 48% men.

According to Instagram gender statistics, there isn’t much of a gap between the number of men and women. However, when it comes to the United States, a relatively higher number of women (43%) use Instagram as compared to men (31%).

This gap shows that marketers cannot afford to make assumptions about user demographics and need to get help form analytics to get the correct data to formulate their strategies.

(Source: HootSuite, PEW)

13. Women get 5x more likes on Instagram than men.

Besides a higher percentage of women vs. men on Instagram, women are also more popular than their male counterparts. In fact, they get five times as many likes as men on Instagram. Additionally, their pictures also get one-third times more comments. The report also discovered that men are 10 times more likely to comment on a woman’s post than on another man’s.

(Source: Hooper)

14. 14 of the 20 most-followed Instagram accounts belong to women.

A full 70% of the most popular Instagram accounts in the world belong to women, with celebrities like Ariana Grande, Selena Gomez, Kylie Jenner, and Beyonce taking four of the top ten spots. Whether they produce great content or are regarded as role models, it is clear that women have a higher mass appeal.

(Source: Wikipedia)

Instagram Users by Country

15. Instagram users are set to surpass 130 million in the United States.

Currently, there are 116 million monthly Instagram users in the United States. However, the year 2020 is expected to add approximately 15 million more users to Instagram.

(Source: Statista)

16. There are 73 million Instagram users in India.

According to Instagram demographics, India has the second-largest base of Instagram users by country. However, this is much lower than the number of American users. India is closely followed by Brazil, which boasts a population of 72 million Instagram users. Indonesia has a user base of 60 million, while Russia has 42 million Instagram users.

(Source: Statista)

17. Brunei has the highest Instagram percentage reach.

Brunei may not be in the top 10 when it comes to the number of Instagram users by country, but the percentage of the population in the country that uses Instagram is the highest at 60%, compared to just 37% of the United States. Besides that, the other countries that made the top 5 list in this category are Iceland at 57%, Turkey at 56%, and Sweden and Kuwait at 55%.

(Source: HootSuite)

18. There are 23.8 million Instagram users in the United Kingdom.

The UK stands at the eighth position when it comes to the highest number of Instagram users. 23.8 million is approximately 36% of the entire population of the UK. Out of this, over 32% of users are aged between 25 and 34 years.

(Source: Statista)

19. Australia has 9,442,000 Instagram users.

As of November 2019, Australia has over nine million Instagram users, which is over 37% of its population. Women make up 57.1% of the Australian Instagram population, while the largest user group at 3,100,000 is comprised of people aged between 25 and 34 years.

(Source: Napolean Cat)

Instagram Demographics - world

Instagram User Statistics

20. 63% of Instagram users visit the platform at least once a day.

Out of this, 42% of US users check Instagram several times a day. Only 16% of Instagram users visit the platform once a week. Their log-in timings vary, so marketers will need to do some research to find out the best time to publish content or post ads.

(Source: PEW Research, eMarketer)

21. 70% of Instagram users look up a brand on the platform.

This is a great opportunity for marketers because their potential customers actually look for their favorite brands on Instagram. If a company does not have its profile on Instagram, there is a high probability that it is losing money.

(Source: Iconosqaure)

22. 80% of users follow at least one brand on Instagram.

Four out of five Instagram users follow at least one brand on Instagram. That’s at least 800 million users! Social media users believe Instagram is the best way to keep an eye on their favorite products and services.

(Source: Instagram)

23. Brands pay anywhere between $100 and $2,085 for a single post by an Instagram influencer.

Typically, the basic formula for calculating Instagram rates is 10,000 followers multiplied by 100, plus any extra charges. According to eMarketer, influencer marketing stats show that brands may pay $114 to $3,138 for an Instagram influencer’s videos, and $43 to $721 for a Story. However, these are just tentative numbers, and bigger influencers have the power to charge brands even higher.

(Source: eMarketers, HootSuite)

24. 30% of Instagram users buy a product after discovering it on Instagram.

Approximately one out of every three users buys a product after they find a product they were looking for on Instagram. As there are over a billion users on Instagram, you can figure out what an enormous opportunity this is for marketers.

(Source: Yotpo)

25. Instagram users spend an average of 53 minutes on the platform.

Instagram users spend almost one hour each day uploading pictures, scrolling through posts, watching Stories, and more. This means Instagram is second only to Facebook, where users spend approximately 58 minutes each day. Snapchat comes third ,with users spending 49 minutes on the platform every day.

(Source: Vox)

26. 60% of US Instagram users earn over $100K annually in household income.

If we focus on the US user base, over half of users who come from households with an income over this financial range use Instagram. Additionally, 46% make $80K to $100K, and 55% make $70K to $80K. Although there are still a large number of users who come from lower-income families on Instagram, the ability to connect with this high-income base can be a huge asset for brands.

(Source: Statista)

27. Cristiano Ronaldo is the most followed person on Instagram.

With over one billion users, the question of “who is on Instagram” is moot. However, we can talk about the most popular accounts on Instagram. Currently, the number one spot is taken by Portuguese player Cristiano Ronaldo with over 194 million followers. He is followed by singer Ariana Grande with 169 million followers, Dwayne “the Rock” Johnson with 165 million followers, Selena Gomez with 164 million followers, and the Kardashian-Jenner sisters, Kim and Kylie, each vying for the fifth spot with 155 million followers.

And on that celebrity note…

Bottom Line

Only five photos of Neil Armstrong were taken on the moon. Today, Instagram fans often take over 100 pictures per day documenting the most mundane activities of their lives. Photography has evolved since its inception and so has its impact, as seen by the Instagram phenomenon.

After looking at the latest stats and facts about Instagram demographics, you cannot deny that Instagram is a juggernaut when it comes to marketing and advertising power. 

So, it is important that brands leverage it to the maximum or they may skip on profits. We hope that the stats we found can help provide businesses an idea of user trends that can help them improve their marketing strategy.


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