The Instagram demographic gives marketers a way to get to know the people behind the numbers.

And with over a billion people on the social network around the world, there are plenty of people to get to know.

Demographics should inform your Instagram marketing strategy, especially if you’re new to the platform. You can also use demographics to compare your current Instagram audience with the audiences you want to reach through organic marketing or Instagram ads.

Learn about age, location, gender, and other Instagram demographics so you can customize your strategy and content for the right audience.

General Instagram demographic

Compare your Instagram demographic research with these key stats:

  • 1.2 billion: Number of unique visitors active on Instagram in October 2020, according to SEMrush.
  • 500 million: Number of accounts viewing Instagram Stories each day (as of 2019).
  • 1.16 billion: Potential audience reach for advertisers on Instagram (as of 2020).
  • 90 million: Number of people tapping Instagram product tags each month (as of 2018).
  • 9 out of 10 People on Instagram follow a business account (as of 2019).
  • 2.54 billion: Number of daily active people using one of Facebook’s family of apps (as of Q3 2020).*
  • $25.57: Average revenue per capita for Facebook’s family of apps in 2019.
  • 3%: Facebook’s estimated margin of error is available in Family metrics (as of 2020).

*Official Instagram stats appear in Facebook reports under Family metrics, which estimate the number of unique people using Facebook, Instagram, Messenger, and/or WhatsApp over a period of time. Less than 3 in 10 Americans know that Instagram and Whatsapp belong to Facebook.

People who use Instagram are among those most likely to be active on other social networks, particularly Facebook, YouTube, Twitter, and TikTok. In a recent survey of users aged 16-64, Almost half of Instagram users also use TikTok.

Source: Moyens I/O

Instagram age demographic

  • 25-34 year olds Represents the largest ad audience on Instagram, followed closely by the 18-24 age group
  • In these age groups, the number of males is slightly higher than females. However, there are more women than men among users aged 35 and over.

Profile of Instagram's ad audience

Source: Moyens I/O

The younger the Instagram user, the more likely they are to use the social network multiple times a day. A survey by Ipsos reveals the percentage of people who log in more than once a day, by age:

  • 18-24 years: 67%
  • 25-34 years: 60%
  • 35-44 years: 49%
  • 45-54 years: 43%
  • Age 55+: 31%

11% of US parents A survey by the Pew Research Center says 9-11 year olds use Instagram. Instagram requires account holders to be at least 13 years old, but younger users can run accounts managed by their parents or guardians.

Older child's parents are more likely to say the child uses social media sites

Source: Pew Research Center

Instagram location demographics

In terms of ad reach, the countries and regions with the largest audiences on Instagram are the United States, India, Brazil, Indonesia, and Russia. Between October 2019 and 2020, India saw a 20% growth in ad audience size; That’s a pace that could soon see the country overtake the United States for the top spot.

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Instagram ad reach ranking

Source: Moyens I/O

Spotlight in the United States

Statistics based on Pew Research Center latest findings

  • 37% of adults in the US use Instagram
  • Only 8% of US adults over 65 use Instagram, compared to 46% for Facebook and 11% for LinkedIn.
  • 43% of women in the US use Instagram, compared to 31% of men
  • Instagram is most popular among Hispanic adults (51%), followed by Black (40%) and White (33%) adults.
  • The majority of Instagram users in the US live in urban areas (46%), followed by suburban (35%) and rural areas (21%).
  • 43% of US adults may have a college degree, 37% have a college degree, and 33% may or may not have completed high school.
  • 6 out of 10 Instagram users use the social network every day

Spotlight in India

  • India was one of the first markets to test Instagram Reels and Reels tab
  • India was also one of the first countries where Instagram launched Live Rooms, where up to four people can live together.
  • India is the largest market by users for Facebook and Whatsapp
  • TikTok has been banned in India since June 2020
  • Instagram LiteA small and fast Android version of the app was released in India in December 2020 for people with limited access to data in the region. App does not support Reels, IGTV or Instagram Shopping
  • Languages ​​available in Instagram Lite include Bangla, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and Telugu
  • According to a report from ClanConnect, 63% of the most popular influencers in India work in the entertainment industry.
  • ClanConnect finds influencers focused on food, education, finance, and careers get the most engagement
  • 2 of the 5 most shared songs worldwide on Reels belong to Indian artists

Facebook’s average revenue per user 11 times higher More in the USA and Canada than in the Asia-Pacific region. According to Facebook, the difference is primarily due to the “size and maturity” of the online and mobile ad markets in each region. Instagram Stats are not published, but they are probably similar.

Facebook’s 2020 Annual Report states that percentages of duplicate accounts are “significantly higher in emerging markets like the Philippines and Vietnam than in more developed markets.” Overall, the largest relative growth in Instagram ad audience occurred in East Asian countries.

Instagram audiences with the biggest increase in ad reach

Source: Moyens I/O

Did you notice anything missing? Yes, Instagram has been blocked in China since 2014.

Instagram gender demographics

Considering the gender demographic on Instagram, it should be noted that the site offers three options: male, female and unspecified. While “unspecified” is available, much research and reporting is limited to binary classifications.

  • 51% of Instagram’s ad audience identifies as female and 49% as male. (Facebook’s advertising tools do not report data for non-binary genders.)

Spotlight in the United States

  • Among adults in the United States, 43% of women compared to Instagram 31% of men Finds the Pew Research Center
  • 62% of new US users Identifying as female on Instagram, according to a 2019 Pew Research Center study that was limited to binary genders. Identity as 38% male
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Spotlight in India

  • While 72.5% of Instagram users in India identify as male, 27.5% are female, finding Statista
  • More than half of women living in India are unaware of the existence of mobile internet

Instagram gender demographics in India

Source: Statista

Instagram interest demographics

Regardless of Instagram demographics, people use the social network to research their interests. The latest research commissioned by Facebook, 91% of people Survey respondents say they use Instagram to follow an interest. In India it is 98%.

Research finds who gets the most attention on Instagram travel (45%), music (44%)and food and drink (43%). Breaking the trend is in favor of people in India technology as their main area of ​​interest. In Argentina, Brazil, Korea and Turkey, film is in the top three. The top five interests among UK parents are food, travel, fashion, beauty and, not surprisingly, parenting.

interest demographics

Source: Facebook

Below, we break down key Instagram demographics by interests.


  • Among US vacation travelers aged 18-34, Facebook’s family of apps are the best online channels for exploring destinations.
  • Moyens I/O research finds: 9 to 13 o’clock on Fridays This is when the Instagram demographic with travel interests is most active.


  • 1.3K: Number of athletes from international sporting events active on Instagram. Each athlete has an average of 198,000 followers.
  • 1 out of 3 people The survey by Facebook used Facebook and Instagram to follow global sporting events, 25% who are women.
  • 60% The percentage of Instagram conversations about the U.S. women’s national soccer team was done by women. In the UK, the gender dynamic in football convos is generally 40% WOMAN.
  • Cristiano Ronaldo is the most followed athlete on Instagram and the second most followed account. 252 million followers. Dwayne Johnson and Lionel Messi are featured in the ten most popular accounts.


  • 4 out of top 10 The most followed Instagram accounts are musicians: Ariana Grande, Selena Gomez, Beyonce and Justin Bieber.
  • almost half Musicians are one of the 50 most followed people on Instagram.
  • 70% 67% of music listeners in Canada and 67% of music listeners in the US follow artists on Facebook and Instagram to stay up to date with artist news.
  • 1 in 4 Weekly Instagram users in the US watch Instagram Stories about live music. In Canada, the rate rises to 1 in 3.


  • 76% Percentage of respondents follow events (sports, conferences, etc.) on Instagram.

90% of people on Instagram follow brands. But they don’t just follow your work for beautiful photos. In the 13 markets Ipsos surveyed, most people want to see brands post fun (55%) real (53%) and creative (53%) content.

Use the Instagram demographic to work on your social marketing strategy. When you get to know the people behind the numbers, engagement and follower numbers tend to rise.

Ready to put your Instagram user demographics to work? Start scheduling and publishing posts with all your other social media channels directly from the Moyens I/O dashboard. Try it for free today.