20+ Intriguing Instagram Demographics in 2020
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20+ Intriguing Instagram Demographics in 2020

by Darko

What are Instagram demographics, and how many of its users live in the US?

Since its launch in 2010, Instagram grew into one of the most powerful channels to advertise one’s business. The platform accumulated 1 billion monthly active users in just eight years. That is an impressive feat considering that Android users got their hands on the app two years after its original launch on the App Store. 

Read on to discover all you need to know about targeting the right audience by deploying Instagram’s features.

Interesting Instagram User Statistics (Editor’s Choice)

  • More than 1 billion people use Instagram every month.
  • Over one-third of adults in the US have Instagram accounts. 
  • A total of 130 million Instagram users are Americans.
  • 60% of Instagram users follow a business on the platform.
  • Accounts that belong to men have better engagement on Instagram—13.98%. 
  • 60% of the 20 most-followed Instagram accounts belong to women.
  • The most-followed person on the platform is a soccer player Cristiano Ronaldo. 

Instagram Demographics 2020

1. 25–34 year-olds are the most active age group on Instagram in the US.


Instagram undoubtedly has a diverse user base. Interestingly, according to reports, most of its adult users (56.1%) are below 35. As of August 2020, the most active age group is 25–34 year-olds that account for 33.2% of all Instagram users, followed by 18–24 year-olds, whose user share is currently at 22.9%.

2. Over 1 billion people use Instagram every month.


There are over 1 billion monthly active users on Instagram. That makes it the third most popular social media platform globally in terms of active users, following Facebook and YouTube. That said, if messaging apps, such as WhatsApp, FB Messenger, and WeChat, enter the equation, Instagram moves down the list and takes the sixth place.

3. 500 million people use Instagram Stories every day.


Instagram launched Stories in August 2016, and since then, the feature has contributed immensely to the platform’s popularity. Instagram demographics stats show that over half a billion people use Stories every day. What’s more, this feature is an excellent advertising channel for brands, as Instagram Stories stats confirm. 

4. Instagram might have as many as 95 million fake accounts.

(The Information)

The Instagram report indicates that the photo-sharing social network is riddled with bots posing as real accounts. The number of fake accounts is alarming since these accounts contribute the most to spreading fake news and propaganda. Following this, Instagram might be deemed the new frontier to wage war on fake news. 

5. 37% of US adults use Instagram.


Over one-third of adult Americans use Instagram. That makes it the third most-used platform by the US adult population. Unsurprisingly, YouTube is taking the lead with 73% of its audience being adults. Facebook isn’t that far behind with its 69% of adult users. However, while Facebook is expected to experience a decline in user engagement, Instagram is reportedly going to grow from 26 minutes of engagement a day to 29. 

6. 360 million followers make the platform’s official account the most followed account on Instagram.


This massive following makes Instagram’s official account the most followed account on the entire platform. However, if we’re talking about most-followed people, there are many celebrities on the list—starting with a soccer superstar Cristiano Ronaldo, who has almost 238 million followers. Cristiano was also the first person to break the 200 million followers milestone, with the singer Ariana Grande being the only other celebrity who has matched the feat. 

7. The average number of Instagram followers is 150. 

(Hashtags For Likes) 

It is as far as personal accounts go, of course. People who only use Instagram to connect with friends and family and share their photos and videos with them tend to have a much lower follower count than that of your usual influencer accounts. 

Instagram Users by Country

20+ Intriguing Instagram Demographics in 2020 1

8. The largest user base of the platform comes from the US and amounts to 130 million users. 


By far, Americans are the most active on Instagram—as many as 130 million of them utilize the photo-sharing app, as indicated in Instagram user stats. The US is one of the markets that can be successfully reached via Instagram, given that almost 40% of its total population is present on the platform. 

9. There are 100 million Instagram users in India.


According to reports, India has the second-largest base of Instagram users in the world. Although its numbers are lower than those of the US, India is higher on the list than Brazil, which boasts 91 million Instagram users. Indonesia has a user base of 73 million, and Russia is closing the top five with 51 million of the Instagram user base.

10. Brunei boasts the highest percentage of reach on Instagram—a whopping 60%.


Brunei may not be in the top 10 when it comes to the overall amount of Instagram users. However, the percentage of the country’s population that uses Instagram is the highest as it stands at 60%, compared to just 37% of the US population that uses the platform. What’s more, Brunei shares the top position with two more countries — Iceland and Kazakhstan. 

11. There are 26.54 million Instagram users in the UK.


When it comes to Instagram users, statistics place the UK at number eight on the list of countries with most Instagram users. In other words, approximately 39.6% of the entire UK population have Instagram accounts. About 30.5% of those users are aged between 25 and 34.

12. Australia has 9.7 million Instagram users.

(Napoleon Cat)

Australia has over 9 million Instagram users, which is around 38.1% of its population. Women make up 56.4% of the Australian user base. Unsurprisingly, the largest user group of 3.2 million is composed of people aged between 25 and 34.

Instagram Age Demographics 2020

13. 33.8% of Instagram users worldwide are between the age of 25 and 34.


According to Instagram user demographics, 6.9% of the platform’s users are between 13 and 17. Since social media users have to be at least 13 years of age to register on the platform, data for younger users (if there is any) is not available. Similar to the US report, the 18–24 age group is the second most active (29.3%).

14. Men aged 25–34 make up 17.2% of all Instagram users globally.  


Both men and women aged 25–34 have the most commanding presence on the photo-sharing platform, indicating that the average age of Instagram users likely falls in this age range. 

That said, only 0.9% of men aged 65 and above have Instagram accounts. When it comes to the youngest group in the study, only 3.3% of males and 3.6% of females aged 13–17 are on the platform.

15. 72% of American teenagers use Instagram.

(PEW Research)

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

Gender Demographics of Instagram Users

20+ Intriguing Instagram Demographics in 2020 2

16. 12 of the 20 most-followed Instagram accounts belong to women.


A massive number of Instagram users follow celebrities on the platform. It’s no wonder that out of the 20 most-followed accounts 3 are brand profiles, and the rest are personal accounts of celebrities from all walks of life—from soccer to reality TV.  

17. A total of 50.9% of the Instagram ad audience are women.


The most influential age group of women that Instagram advertises to is 25–34 year-olds (17%), while the 65+ age group is the smallest Instagram advertising audience (1.1%). Instagram gender statistics also reveal that men and women are more or less equally represented within the platform’s global advertising audience. 

18. Men’s profiles have better engagement on Instagram—13.98%.    


Contrary to popular belief, women are trailing men in this particular metric, but only slightly, as their engagement stands at 13.75%. Men are also at the forefront when it comes to the most popular accounts—their profiles with over 1 million followers have a 3.36% engagement rate, compared to 0.83% average engagement on women’s profiles with the same number of followers. 

Instagram Audience Demographics for Businesses

19. 63% of Instagram users visit the platform at least once a day.

(PEW Research)

Instagram’s number of daily active users is the second-highest. It trails only Facebook, the undisputed leader among social media platforms, with an incredible 74% daily engagement rate. Snapchat is right next to Instagram, though, with 61% of daily active users. 

20. 60% of Instagram users look up brands on the platform.

(Instagram Business)

Instagram advertising is an excellent opportunity for marketers because more than half of their potential customers look up favorite brands on Instagram. What’s more, having active Instagram followers can significantly affect your sales and conversions. Conversely, if a company does not have a profile on Instagram, it is almost definitely missing out on luring in new customers, as well as retaining the existing ones.

21. 90% of users follow at least one business on Instagram.

(Instagram Business)

Four out of five Instagram users follow at least one brand on the platform, so make sure to leverage Instagram to reach your target audience and attract numerous new customers. Advertising to a whopping 800 million users is an opportunity your business should most certainly seize! Furthermore, social media users believe Instagram is the best way to keep an eye on their favorite products and services. 

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


It’s important to note that it’s always smart to gain insight into an influencer’s Instagram follower demographics before working with them. The influencer marketing stats show that brands may pay from $114 to $3,138 for an Instagram influencer’s videos and from $43 to $721 for an Instagram Story. However, these are just the average rates, and more prominent influencers have the power to charge brands even more. 

23. Instagram users spend an average of 53 minutes a day on the platform.


According to Instagram users’ demographics, most consumers spend almost one hour each day uploading pictures, scrolling through posts, viewing stories, and more. That means that Instagram is second only to Facebook, whose users spend approximately 58 minutes on the platform each day. Snapchat comes in third with users spending 49 minutes on the platform daily.

24. 60% of US Instagram users have an annual household income of $100,000 and more.


If we focus on the US user base, we will discover that over half of the consumers from households with over $100,000 in annual income use Instagram. Additionally, Instagram demographics indicate that 46% of US Instagram users make from $80,000 to $100,000 annually, while 55% of them make from $70,000 to $80,000. Although there are still many users from low-income families, the ability to reach a majority of the high-income user base could be a huge asset for brands.


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

After looking at the latest Instagram user statistics, you cannot deny that Instagram is a juggernaut of marketing. 

All things considered, it is essential that brands leverage the platform to the maximum. Finally, we hope that these Instagram stats will provide businesses with useful user trends to further improve their marketing strategy.

Frequently Asked Questions (FAQ)

Being one of the most popular social media networks, Instagram boasts 1.082 billion active users. What’s more, the US is home to most of those consumers—130 million, to be more exact. India comes in second with 100 million users. 

You can have up to five accounts on one device at the moment. Fortunately, you don’t have to log in every time—instead, you can easily switch between your accounts with one click. It can be handy if you have both personal and business accounts to run. 

Instagram’s age demographics is somewhat limited—the social network requires its users to be at least 13 to sign up. In some places, the age requirement can be even higher, depending on specific jurisdiction. The only way for a younger person to establish a media presence is with the help of their parent or manager, who need to state that they are the ones in charge of the content. 

Wednesday is when most people engage with content on Instagram—mostly around 11 AM.  Another day to expect high engagement is Friday, with 10–11 AM as the best hours to post on Instagram. 

Out of days when the engagement is at the lowest, Sunday is by far the most ungratifying time to market your product on Instagram.

An astounding 1 billion of monthly active users is, hands down, an incredible feat. Instagram is also one of the most used social media platforms on a daily basis. What’s more, 500 million of its users log in to the photo-sharing app and spend 53 minutes there on average. 

It only stresses the importance of being present on Instagram since you can reach half a billion potential customers every day. 


The age range of Instagram users is broad; however, no one uses the platform more than Gen Z. The latest studies indicate that 75% of US adults aged 18–24 have Instagram accounts. US Millennials come in second with their 57% engagement, meaning they have a massive role in shaping the platform. Unsurprisingly, the lowest engagement comes from the people aged 65 and more.

There is no valid data to determine the exact average age of users on Instagram—however, as of July 2020, adults aged 25–34 seem to have the most commanding presence on the platform. As many as 33.8% of all Instagram users fall under this age category. Thus, it is safe to say that the average age of an Instagram user is that of a Millenial. 

Instagram demographics reveal that the platform is the most popular in the US with 130 million Americans having a profile on this social media platform. Ranked second is India—home to a whopping 100 million Instagram users The UK has close to 27 million Instagram users—almost 40% of its population is using the platform.

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