As of October 2025, India had the largest Instagram audience worldwide, with 480.55 million users. The United States ranked second with 181.75 million users, followed by Brazil with 147 million. However, Turkey recorded the highest audience reach, with 92.1 percent of its population using the platform. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

This horizontal bar chart displays Instagram followers (followers) by country using the aggregation sum in Japan. The data is about politicians.

In 2022, Indonesia had the largest share of nano-influencers with ************ to ************ followers among the surveyed Asian countries, at ***** percent. In contrast, the share of nano-influencers in Japan was ***** percent in 2022.

This bar chart displays LinkedIn followers (followers) by country using the aggregation sum. The data is about companies.

As of November 2023, TikTok was the influencer platform in the United States that catered to the most beauty influencer followers - over *** million. In the United Kingdom both Instagram and YouTube had the same amount of beauty influencer followers - *** thousands. Meanwhile, in Brazil, YouTube was the leading beauty influencer platform, with over *** thousand followers for the category.

This horizontal bar chart displays X followers (followers) by country using the aggregation sum in Pearl City. The data is about companies.

This bar chart displays X followers (followers) by country using the aggregation sum in New Boston. The data is about companies.

This bar chart displays Instagram followers (followers) by country using the aggregation sum in Bolivia. The data is about politicians.

According to a 2023 survey, Spain was the country with the highest share of tennis followers in the world. During the survey, ** percent of respondents from Spain answered that they followed the sport. This was double the global average and * percentage points higher than second-placed Australia and Switzerland.

According to a survey of content creators conducted in May 2022 in nine global markets, approximately *** in ** content creators based in ****** and ********* were also influencers. Influencers usually have a larger user base and a higher reach, with less segmentation among followers. Content creators are identified as users who participate in artistic or creative activities and choose to share them online as social media content on monthly basis. In ******, ** percent of content creators that were Gen Z users were also influencers, namely, they had ***** or more followers and earned money from social media. In comparison, only ** percent of general content creators could define themselves as influencers.

A survey conducted in July 2021 asked gaming influencer followers in selected countries which gaming devices they used for gaming. Overall, 87 percent of respondents in Indonesia stated that they used smartphones or tablets for gaming purposes whilst 85 percent of people in India and Singapore said that they used these devices. Additionally, 73 percent of respondents in Great Britain said that they used games consoles whilst 73 percent of those in Poland stated that they gamed on desktop computers and laptops.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

The US has historically been the target country for Twitter since its launch in 2006. This is the full breakdown of Twitter users by country.

Dataset Description: Top 100 Influencers

The dataset provides structured information about the top 100 influencers from various countries globally. Each entry represents an influencer and includes the following attributes:

• Rank: The ranking of the influencer in the top 100 list.
• Name: The name or pseudonym of the influencer.
• Follower Count: The total number of followers or subscribers the influencer has on their primary - platform(s).
• Engagement Rate: The level of interaction that the influencer's content receives from users on social media platforms, expressed as a percentage.
• Country: The geographical location or country where the influencer is based or primarily operates.
• Topic Of Influence: The niche or category in which the influencer specializes or creates content, such as fashion, beauty, technology, fitness, etc.
• Reach: The primary social media platform(s) where the influencer is active, such as Instagram, YouTube, TikTok, Twitter, etc.

This horizontal bar chart displays X followers (followers) by country using the aggregation sum in Pico Rivera. The data is about companies.

According to a study conducted in New Zealand in December 2020, Far-right Facebook pages in New Zealand had more followers per 100 thousand internet users, than Australia, Canada, the United States, and the United Kingdom. Overall, New Zealand had 757 far-right Facebook page followers per 100 thousand internet users, and Australia had just under 400. The U.K saw the lowest amount of far-right Facebook followers out of the selected countries, with 220 internet users following such pages per 100 thousand internet users.

C2C Fashion Store User Data

User Behavior and Demographics in a C2C Fashion Store

By Jeffrey Mvutu Mabilama [source]

About this dataset

This dataset provides valuable information on the behavior, demographics, and activity of users on a C2C fashion store. The data was collected from a successful online store that first launched in Europe around 2009 and has since expanded worldwide, amassing over 9 million registered users.

The dataset includes various features that shed light on user engagement and preferences within the platform. Some notable features include:

• Mean Products Liked: The average number of products liked by each user.
• Top Mean Products Liked: The average number of products liked by top buyers.
• Seniority as Months: The seniority level of the user in terms of months.
• Top Mean Followers: The average number of followers top buyers have.
• Country Sold Ratio: The ratio of products sold in each country to the total products sold on the C2C fashion store.
• Mean Followers: The average number of followers each user has.
• Female Buyers Ratio: The ratio of female buyers to total buyers.
• Top Sellers: The number of top sellers on the C2C fashion store. -**Has Profile Picture**: Indicates whether the user has a profile picture.

These features offer insights into various aspects such as user preferences, activity levels, seniority, follower count, and sales patterns across different countries. Additionally, there are categorical variables such as language preference, gender, type (private or professional), civility title (Mr., Mrs., etc.), and mobile app usage.

By exploring this dataset, one can gain valuable insights into e-commerce user behavior and make informed decisions regarding marketing strategies targeting specific demographics or optimizing platform features based on users' preferences.

This dataset serves as a benchmark for understanding what to expect from users in an e-commerce fashion store. It can also help businesses better understand their own performance by comparing it with data from this comprehensive dataset.

Overall, this dataset provides valuable information for analyzing e-commerce user behavior, demographics, and activity, allowing businesses to make data-driven decisions to enhance user experience and drive growth

How to use the dataset

Introduction:

• Understand User Demographics:

• The dataset includes information about users' gender, country, language preference, civility title, and profile picture status. You can analyze these variables to gain insights into your target audience's demographics.

• Explore User Activity:

• The dataset contains various variables that indicate user activity such as total products bought/liked/wished/sold/listed, average number of products bought/liked/wished/listed/followed/followers/offline days.

• By analyzing these variables, you can understand user engagement levels with the platform and identify patterns or trends in user behavior.

• Analyze Top Buyers and Sellers:

• The dataset includes information about top buyers (users who made the most purchases) and top sellers (users who listed the most products).

• You can explore variables like topmeanproductsbought/topmeanproductsliked/topmeanfollowing for top buyers or topmeanproductslisted/topsellerratio/bestsoldratio for top sellers.

• Comparing these metrics with overall averages can help identify high-performing users or understand characteristics of successful buyers/sellers.

• Understand Engagement on Social Network Features:

• The dataset provides information about users' social network activity such as socialNbFollowers/socialNbFollows/socialProductsLiked.

• You can analyze these variables to understand whether users are interested in social network features within an e-commerce platform.

• Explore Country-wise Analysis:

• The dataset includes information about countries where users are located (country/countryCode).

  • You can analyze countrysoldratio/bestsoldratio to understand product demand in different countries.
  • Buyers-repartition-by-country.csv/Countries-with-Top-Sellers-(Fashion-C2C).csv provide additional information on the distribution of buyers and top sellers by country.

• Analyze Seniority and User Activity:

• The dataset provides information about users' seniority (seniority/seniorityAsMonths/seniorityAsYears).

• You can explore variables like meanofflinedays/topmeanofflinedays/daysSinceLastLogin to understand user activity patterns based on their seniority.

• Explore User Preferences and Apps:

• The dataset i...

Instagram is an American photo and video sharing social networking service founded in 2010 by Kevin Systrom and Mike Krieger, and later acquired by American company Facebook Inc., now known as Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can be shared publicly or with preapproved followers. Users can browse other users' content by tag and location, view trending content, like photos, and follow other users to add their content to a personal feed.

Instagram network is very much used to influence people (the users followers) in a particular way for a specific issue - which can impact the order in some ways.

Data Dictionary

This horizontal bar chart displays LinkedIn followers (followers) by country using the aggregation sum in Sacramento. The data is about companies.

As of May 2020, Bolivia had *** nano-influencers, whose Instagram follower count amounted to between ************ to ************. While no Instagram user in the country had more than *** thousand followers, there were ***** mid-level influencers, whose accounts had between ** thousand and *** thousand users. Around ** percent of Instagram users in Bolivia were reported to be women.