As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group. Instagram users With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each. Instagram features One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature. As of the second quarter of 2021, Snapchat had 293 million daily active users.

As of January 2025, 28.3 percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with 26.5 percent of users, followed by 19.4 percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up 5.8 percent of users, respectively. Popular social media platforms in the United States Instagram was the third most visited social media platform in the United States as of March 2024 across desktop, mobile, and tablet devices combined, accounting for 14.13 percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for almost 50 percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and fourth in terms of visits, with 21.2 percent and 10.91 percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, while the United States had the second-highest market with 169.65 million users, followed by Brazil, Indonesia, and Turkey, respectively. As of April 2024, Instagram was the third most popular social network globally, reaching two billion monthly active users.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger. Teens and social media As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious. Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

In January 2025, Instagram had almost 35 million users in the United Kingdom (UK). The largest share of Instagram users were individuals aged between 25 and 34 years old, at 29.7 percent. This was followed by the category of users aged 18 to 24 years. Individuals over 65 years old, were less likely to use the social media platform, making up the smallest share of Instagram users during this period. Leading social media in the UK According to figures based on approximately fifteen billion hits online per month, Facebook was the leading social media website in the UK as of November 2024, holding over 60.48 percent of the social media market share. This was followed by X (Twitter) and Instagram. The Pinterest website ranked fourth during that period, with a market share of 5.83 percent. Facebook: Leader in the UK The number of social network users in the UK experienced an increase of roughly 6.5 million users between 2018 and 2023. The share of female Facebook users is slightly higher than the number of male users. At a quarter of respondents, individuals aged between 25 and 34 years old made up the largest share of Facebook users in the UK. This was followed by roughly 19 percent of users within the 35 to 44 years old category. Facebook usage appeared to be the lowest among those aged 65 and older.

In January 2025, almost 30 percent of Instagram users in France were aged between 25 and 34 years, making up the platform's largest audience in the country. Users aged 18 to 24 years made up 28.8 percent of users, and 4.5 percent of Instagram users in France belonged to the group aged 65 years and older.

In January 2025, there were over 19.7 million Instagram users in Canada, accounting for 50.3 percent of the country's population. The social media platform found its largest user base with 25 to 34-year-olds, accounting for 30.9 percent of all users. Users aged 18 to 24 years made up 23.8 percent of the country's Instagram audience, whilst 35 to 44-year-old users made up 19.8 percent of the platform's user base in Canada.

According to information from NapoleonCat, the highest share of male Instagram users in Indonesia, 19.1 percent, were between the ages of 25 and 34 years as of December 2024. As of this date, there were approximately 90.2 million Instagram users in Indonesia, of which 45.8 percent were male.

In Hong Kong, as of January 2025, the largest group of Instagram users were aged 25 to 34, making up 35.3 percent of the platform's user base. Female users outnumbered males across all age groups.

In January 2025, the number of Instagram users in Germany stood at around 33.8 million individuals. The largest share of Instagram users in Germany were women aged between 25 and 34 years old, with Instagram’s popularity decreasing among older respondents. Those over 65 years of age made up 3.3 percent of users. Additionally, Instagram had slightly more female users in Germany than male users. Instagram’s popularity worldwide Instagram is one of the most popular social networks worldwide, with two billion active users. With audiences of 362.9 million users and 169.65 million users respectively, India and the United States led the list of the countries with the most Instagram users. In January 2024. Brazil and Indonesia ranked third and fourth, while Germany was ninth in the list. Instagram user demographics worldwide As of April 2024, almost one third of Instagram's global audience is made up of individuals aged between 18 and 25 years old. The second-largest share of Instagram users is individuals within the 25 to 34 years old age group. Older generations constituted a far smaller share of Instagram's user base.

As of January 2025, there were a total of 33.8 million users of Meta's Instagram in Germany. Overall, 14.5 percent of these users were men between the ages of 25 and 34 years, and a further 15.1 percent were women of the same age range, making these demographics the largest audiences of the app in Germany. Those over 65 years of age made up 3.3 percent of Instagram's German audience.

As of August 2024, almost 30 percent of Instagram users in Brazil were between 25 and 34 years old. The majority of users on this photo and video sharing social media platform in Brazil were women.

As of December 2024, almost 37 percent of Instagram users in Mexico were young adults between 18 and 24 years old, while adults between 25 and 34 years old accounted for about 33.5 percent of the platform users. Instagram usage in Mexico With approximately 48.89 million active users, Mexico has the second-largest Instagram user base in Latin America. In 2023, the video and photo sharing service was among the most used social media platforms in Mexico, with 73 percent of respondents reporting media sharing platforms such as Instagram or Snapchat. Meanwhile, the app has also managed to keep a relatively high rate of engagement in the country, with Mexican users spending approximately 6.5 hours in its mobile app per month. Home of influencers More than a hobby, building a large and engaged audience on Instagram has become a career choice for many Mexicans. Over two-thirds of the so-called influencers in Mexico have between a thousand and 20 thousand followers on the platform. Beauty brands on Instagram in the country have captivated a massive audience. An example is the beauty brand on Instagram was Sally Beauty México, which gathered approximately 781 thousand followers as of March 2023.

Instagram’s appeal in the United Kingdom is the strongest among women between 25 and 34 years, with 15.6 percent of the popular photo and video platform's demographic being women in this age group as of January 2025. Overall, 55 percent of Instagram's audience in the UK were women, while men engaging with Instagram were 45 percent of the total. Instagram in the United Kingdom In November 2024, Instagram counted over 34.7 million users in the United Kingdom. This represents an increase of 1.2 million from the corresponding month in 2023, when Instagram users in the country were approximately 33.5 million. Audiences of millions The leading British influencers have fan bases with millions of followers, a dream scenario for advertisers looking to direct brand messages quickly to massive audiences for less than advertising in traditional media. As of 2020, David Beckham was the United Kingdom’s most popular celebrity influencer with over 65 million followers, followed by singer Dua Lipa with a following of 58 million.

As of December 2024, there were over nine million Instagram users in Morocco. Overall, 40 percent of users were aged between 18 and 24 years, and 35.2 percent of users were aged 25 to 34 years. The social media app was mostly used by men, who accounted for 52.5 percent of Instagram's audience in Morocco.

In January 2025, there were more than 27 million users of Meta's Instagram in Spain. Overall, almost 26 percent of these users were women between the ages of 18 and 34 years, and a further 23.6 percent were men in the same age groups, making these demographics the largest audiences of the app in the country.

In January 2025 in Italy, almost one quarter of all Instagram users were aged 25 to 34 years, making the app most popular with this age group. Overall, 23.1 percent of users in Italy were aged 18 to 24 years. Additionally, Instagram was not so popular among social media users aged 65 years and older.

As of January 2025, there were around 8.92 million Instagram users in the Netherlands. Overall, the social media platform owned by Meta was most popular with women, accounting for 56.2 percent of the app's user base. Additionally, 14.6 percent of users were women aged between 25 and 34 years, making this demographic the largest user group of Instagram in the Netherlands.

As of January 2025, Instagram was the most popular among users aged 25 to 34 years in Spain, accounting for over a quarter of Spanish Instagram users. Next in line were ages 18 to 24, which made up 24.4 percent of Instagram users in Spain.

Instagram in Belgium Instagram, launched in 2010, is a popular social media app that focuses on photo and video sharing, which continues to grow in popularity around the globe. There were approximately 5.4 million Instagram users in Belgium in January 2025, which is 45 percent of the country’s total population. Furthermore, Belgian women were more likely to use Instagram than their male counterparts, accounting for 55.1 percent of users. As for age and gender, the majority of users of the social media app were women in the 25 to 34 years age group, followed by women aged between 18 and 24 years. From December 2018 to January 2025, the penetration rate of Instagram increased in Belgium by a total of 55 percent. In comparison, neighboring country Luxembourg’s penetration rate increased by over 13 percent during this same time frame. Social media in Belgium There were an estimated 8.98 million social networking users in Belgium in 2023 and this is expected to increase to 10.05 million users by 2026. In 2024, the penetration rate of active social media users in Belgium was 78.4 percent, compared to 46.6 percent in Luxembourg and nearly 85 percent in the Netherlands. Although Instagram had 5.4 million users in Belgium in 2024, Facebook remained the app with the largest audience, as Facebook ended 2023 with 8.4 million users in Belgium. Twitter's user base in 2023 amounted to approximately 1.48 million users in Belgium, and LinkedIn had just over 4.3 million users.

As of January 2025, there were 4.13 million Instagram users in Switzerland. The majority of users were in the 25 to 34 year age group, followed by users in the 18 to 24 year age group. Overall, women were slightly more likely to use Instagram than men in Switzerland, accounting for 51.8 percent of its audience.