Instagram Demographics That You Should know in 2020

Instagram demographics

Knowing Instagram demographics is vital to understanding your fans.

And when you do, you will be able to create a smart Instagram marketing strategy that’ll create leads, sales, and an audience devoted to your brand.

However, that’s a bit simpler said than done. After all, the social media platform boasts over 1 billion users all around the world (more than 1/10th of Earth’s population).

We want to help. That’s why we collected the list of the six Instagram demographics that matter to businesses that have an Instagram presence (or are thinking of getting one). That method you could make the best decisions in terms of your social media marketing strategy.

Instagram general demographics

top 5 Instagram demographics in 2020

Instagram launched in October 2010. A decade later, the site has grown into a social media powerhouse with the world’s top brands leveraging the account to make engagement, build an audience, and drive sales. Here are some key numbers to remember for context:

  • 30 million users when Fb bought the site  in 2012
  • 1 billion users worldwide by 2018, according to Instagram CEO Kevin Systrom
  • Over 1 billion monthly active users (last updated by Instagram in 2018)
  • Over 500 million daily active users (last updated by Instagram in 2017)
  • 928.5 million people could be reached through Instagram adverts (last updated by Simon Kemp in 2020)
  • 90% of Instagram users follow a business account (last updated by Instagram in 2019)
  • Over 500 million accounts use Instagram Stories every day (last updated by Instagram in 2019)

Instagram age demographics

In terms of Instagram, Gen Z takes center stage as the biggest user base, followed by millennials who’ve also made a large effect in shaping what the app is.

Right here’s a look at the age-demographic breakdown among U.S. adults:

  • Ages 18–24: 75%
  • Ages 25–29: 57%
  • Ages 30–49: 47%
  • Ages 50–64: 23%
  • Ages 65+: 8%

Instagram is most prevalent with younger users: 67% of 18 to 29 year olds utilize the social media website. That’s up from 59% in 2016.

According to Piper Jaffray’s 2019 Taking Stock With Teens consumer insights survey, 85% of teens say Instagram is their preferred social network (followed shortly by Snapchat). It is a huge jump from 2017 when a mere 24% said they preferred the site.

It is not just the younger demographics logging into Instagram, though.

In the 50- to 64-year-old demographic, 23% say they are utilizing Instagram, up from 18% in 2016.

Some seniors are even utilizing the platform to showcase their fashion sense. Nonagenarian Instagram sensation @baddiewinkle has nearly four million followers who love her edgy style!

Instagram gender demographics

According to the Pew Research report, fewer US men than US women are using Instagram: 43% of female respondents use Instagram, and just 31% of men surveyed do.

Instagram is also more popular with women than it’s with men globally—although only barely, with 52% female and 48% male users.

5 of the top 10 most-followed Instagram accounts (as of Jan 2020) are owned by women.

    1. Instagram
    2. Cristiano Ronaldo
    3. Ariana Grande
    4. Dwayne “The Rock” Johnson
    5. Selena Gomez
    6. Kylie Jenner
    7. Kim Kardashian
    8. Lionel Messi
    9. Beyoncé
    10. Neymar


Note: Instagram gives just three choices for gender when registering for the account (male, female, and “not specified”). Despite this, the Pew Research study included only a binary classification of gender.

The country with the most amount of female Instagram users is Laos. And Afghanistan is the country has the most amount of male Instagram users.

instagram demographics gender comparison by country

Instagram location demographics

The US is the global leader in active Instagram customers, with 116 million users.

The Pew Research survey discovered that 46% of city respondents are utilizing Instagram. Of suburban respondents, 34% use Instagram. And of those living in rural areas, just 21% are Instagram users.

Users all around the world are adopting the platform — and a few countries are seeing huge development in their number of Instagram users. Here’s a look at the global top 10 for Instagram users:

  1. United States: 116 million users
  2. India: 73 million
  3. Brazil: 72 million
  4. Indonesia: 60 million
  5. Russia: 42 million
  6. Turkey: 37 million
  7. Japan: 27 million
  8. United Kingdom: 22.9 million
  9. Mexico: 22 million
  10. Germany: 19.9 million

Over 89% of Instagram’s community lives outside of the U.S.

The top three countries when it comes to potential Instagram advertising reach are the U.S., India, and Brazil as well.

Instagram Reach Rankings

Instagram income demographics

Instagram users run the income gamut, from hourly retail employees to Fortune 100 CEOs.

The Pew Survey also broke down the income results of Instagram users. Here’s what they found:

  • <$30,000: 35%
  • $30,000-$74,999: 39%
  • $75,000+: 42%

This means there is room on Instagram for budget brands and luxury labels alike—and plenty of followers to go around.

Zara’s Instagram account boasts over 28 million fans, posting images that look luxury, however, feature the brand’s affordable styles.

Instagram education demographics

43% of U.S. adults who use Instagram have a college degree or more, according to Pew. Meanwhile, 37% of users have some college education.

Per the same research, just 33% of Instagram users have a “high school degree or less.”

Many colleges and universities are maintaining their own Instagram accounts to keep current students and alumni alike engaged. My alma mater, The University of Kansas, has been showing off professional and beginner images of campus life since 2012. It now has over 50,000 followers.

Instagram demographics are just the beginning

60% of people say they uncover new products on Instagram—and there are over 25 million business profiles on Instagram, all working to get the eyes of these 1 billion users on their offerings.

Are you getting your business in front of the right people?

When you are trying to get more Instagram followers or make the perfect Instagram ad, understanding Instagram statistics and demographics is just a piece of the puzzle in making your bigger Instagram marketing strategy.

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