That’s right: India takes the lead, after the U.S. In terms of advertising reach, the top countries and territories with the largest audiences on Instagram are India, the U.S., Brazil, Indonesia, and Russia. In order to make this next segment into a multi-sensory experience, I invite you to cue up the Where in the World is Carmen San Diego? acapella theme song, only replace “Carmen San Diego” with “Instagram’s Global Audience.” Remember when they brought back chronological feeds? Make up your minds, you maniacs!) Instagram, however, did introduce the ability to list preferred pronouns in profiles back in May 2021 - perhaps a sign that more diverse gender options will be available in the data someday soon? (Though you never can predict what the folks at Insta HQ will get up to next. There are plenty of non-binary users on the app, too, who unfortunately are not measured in the stats that have currently been collected by Instagram. Of course, this is all a pretty binary way of looking at gender. (Though that isn’t necessarily the case in every age category for users aged 35 and up, for instance, women outnumber men.) The balance of male to female users is fairly evenly split, with total male users (50.7%) edging out total female users (49.3%) by just a hair. This gender balance for Instagram is unique among social media platforms - both Twitter and Facebook skew more heavily towards male users, while Instagram keeps things split almost down the middle (hey, ladies!). “Doesn’t Instagram require account holders to be at least 13 years old?” This is true, but younger users can run accounts managed by parents or guardians - good news if you want to impress some tweens with your engaging Instagram content. “How is that possible?” you may be wondering, out loud. parents say their 9-11 year-olds use Instagram. (35% say the same thing about Snapchat, while 32% list Youtube as their most-used social platform.)Īnd according to a poll by Pew Research Center, 11% of U.S. Wondering about even younger users? In a 2018 survey, 15% of teens reported that Instagram was the app they use most often. That’s a lot of growth on a platform designed for showing off, considering Gen X is a generation generally associated with irony. Last year, the number of 55- to 64-year-old males using Instagram grew by 63.6%. One note about Gen Xers, though: it’s the fastest-growing group of users on the app. Brush up on your Facebook marketing skills with our guide here. You’d be better off connecting with this group on alternative platforms. But if your target market includes Boomers, Instagram might not be the most effective place to reach them. That’s not to say there aren’t older users on the app as well: around 13% of Instagram’s audience is aged 45-plus. If that’s an age cohort you’re looking to reach (hey, kids!), Insta is apparently the place to be. Global internet users aged 16 to 24 prefer Instagram to other social platforms - yep, even ranking it above TikTok. In fact, overall, Instagram is Gen Z’s favorite social platform. The takeaway? As of 2022, the majority of Instagram’s audience are Millennial or Gen Z users. Here’s how Instagram users are broken down by age, according to our Global State of Digital 2022 report: Is the app still as teen-centric as it once was, or has TikTok siphoned off the attention of the youngest cohort of social media users, leaving it in the hands of tech-savvy grandmas? To understand Instagram user demographics, it’s important to take a look at Instagram age demographics first. Download the complete Digital 2022 report-which includes online behavior data from 220 countries-to learn where to focus your social marketing efforts and how to better target your audience.
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