What Are The Demographics Of Instagram Users

What Are The Demographics Of Instagram Users in 2024?

Published on: July 16, 2023
Last Updated: July 16, 2023

What Are The Demographics Of Instagram Users in 2024?

Published on: July 16, 2023
Last Updated: July 16, 2023

Instagram was launched first for iOS in October 2010 by Kevin Systrom. In 2012, Facebook, now Meta acquired Instagram for $1 billion in cash and stocks. 

The latest figures for the number of users on Instagram is over 2.35 billion.

The number of users grew from 150 million in 2013 to 1.074 billion as of the first quarter of 2021, and 1.393 billion in 2022.

If you’re curious, keep reading for more facts and statistical data about Instagram demographics in 2024. You may be surprised at some information, while some will be obvious. 

What Are the Demographics of Instagram Users in 2024?

Basic Instagram Demographics:

Here are just a few of the basic demographics according to Instagram statistics

Instagram is a photo and video-sharing social media platform used by over a billion people. The most current number is 1.393 billion+ monthly active users.

Daily active users are over 500 million. Of these active users, 50.8% are female and 49.2% are males, which is 546 million female users and 528 male. 

In the United States alone, the number of Instagram users is 140 million, which is the highest number of users.

Brazil is next with 99 million and Indonesia follows with 85 million Instagram users. 

Benchmark Instagram Demographics:

This data can help you with your marketing strategy and find your target demographics for your needs.

  • 90 million people tap Instagram tags for products every month, according to data from 2018.
  • 500 million Instagram users viewed Instagram Stories daily in 2019.
  • 1.16 billion is the potential target audience reach for marketers and advertisers, according to 2020 data.
  • 1.2 billion active visitors used Instagram as of October 2020.
  • 9 in 10 Instagram users follow business accounts, from 2019 data.

Demographics of Instagram Users by Location

In January 2021, America and India tied for the top countries with the most Instagram users with 140 million each.

You can see by the newest numbers that the global audience reach is growing rapidly outside the United States.

The numbers for America didn’t change compared to India’s which was estimated as 20 million new users between October 2020 and January 2021. 

This is the list of countries with the highest number of users after America and India as of 2020.

  • Brazil with 99 million
  • Indonesia with 85 million
  • Russia with 56 million

Demographics of Instagram Users by Gender

As of 2021, the highest gender demographic of Instagram users are female at 50.8% of its users. Male users make up 49.2%.

While social media outlets like Twitter have an unusually wide gender gap within its users’ database, Instagram is a bit more balanced with almost equal amounts of genders. 

Demographics of Instagram Businesses

Instagram Demographics

Businesses are still being drawn to Instagram due to its high visibility and wide audience.

About 71% of American businesses said they use Instagram to promote their business, from 2018 statistics.

That percentage could be higher now, but it means that 7 out of 10 American businesses use the platform to boost exposure online and to connect with target audiences. 

Instagram is home to over 200 million businesses at the global level. These users visit daily, according to 2021 data.

A good reason for businesses to be drawn to this social platform is that 90% of its users follow a minimum of one brand.

Therefore, when a business can create a credible presence on Instagram, businesses can then communicate and relate to its clients and customers faster and more efficiently.

Two out of three Instagrammers think this platform offers better engagement with brands. 

The fact that Instagram now makes shopping right from the mobile app easier has allowed 130 million Instagrammers to simply tap on relevant shopping posts.

They do this to learn more about a product or service, according to the data.

Also, 36.2% of B2B decision-makers use the platform for service and product research, according to 2020 data.

This is a clear indication of what a dynamic and powerful tool businesses have with Instagram. 

Demographics of Instagram Users by Age

Since age is one of the demographics used for businesses to target their audience, it’s important to know the ages of the people using Instagram. It’s also critical to stay updated on that information, as it can change.

About 33% of Instagram’s users are between 25 and 34 years old, which makes this group the largest target demographic for age on the app.

Who’s the second-largest age group? That would be users from 18 to 24 years old. Only 2.1% of Instagram users are 65 years or older. 

To dig deeper into this demographic group, the age group that has more males than females is found in the two largest groups. 

Demographics of Instagram Influencers

Instagram Demographics

A whopping 47% of influencer marketing investment goes to micro-influencers.

About 23% is spent on celebrity influencers. $15 billion is the projected 2022 spend on influencer marketing. 

Christiano Ronaldo is the Instagram influencer with the most followers at 290 million.

Dwayne Johnson, The Rock, is the most expensive Instagram influencer on the platform at over $1 million per post.


These statistics and facts are not the only ones about Instagram, but they are the most essential for marketers, influencers, and brands to know. 

There are 500,000 Instagram influencers on the platform. Did you know that 37% of Instagram users engage with influencers?

Likewise, marketers are making over $5 per each $1 put into influencer marketing. 

For businesses, 70% of frequent shoppers look to Instagram for product research and discovery. One-third of the most-viewed Instagram Stories are uploaded by businesses. 

While these are not the only reasons that businesses, brands, and influencers spend much of the advertising budgets on this platform, they are the top reasons, according to the data from between 2018 and 2022.


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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.