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Instagram Statistics 2024: How many people actually use Instagram?

Instagram Statistics 2023

Last updated: 19.09.2023 Reading time: 12 Min.

Instagram is one of the most popular social media platforms around the world. 🌍

From casual scrollers to global corporations, everyone seems to use this app.

But what's happening behind the scenes, apart from the photos and filters?

Who really uses Instagram, and how?
Let's dive into the latest stats and facts for 2023.

Instagram Statistics 2023

Most important points at a glance

  • Globally, 1 billion people use Instagram every month.
  • In 2022, Instagram saw almost 6% year-on-year growth.
  • In 2020, there were nearly 31 million people on Instagram in the UK.
  • With the ability to reach 1.386 billion people with advertising, Instagram is the 4th most popular channel.
  • Most Instagram users, 70% to be exact, are under 34 years old.
  • More than 8 million Brits aged 25-34 visited Instagram in August 2021.
  • Globally, 51.4% of Instagrammers are female and 48.6% are male. In the UK, 57.4% of women and 42.6% of men reported using Instagram in 2021.
  • Around 95 million Instagram accounts may just be bots. This tricked brands of $1.3 billion in 2019.
  • The average time spent on Instagram is 29 minutes globally, but it rises to 53 minutes per day in the UK.
  • ​​Every day, 4.2 billion posts on Instagram receive likes.
  • ​​In 2021, Instagram recorded revenues of 47.6 billion US dollars.

What is Instagram?

Instagram is a popular online place where people share photos and videos. 📹

Before you post anything, you can add interesting effects, music, and labels to your pictures or videos.

Once it's online, your friends and other users can like it or leave comments.

With a '#' (a hashtag), you can categorise your posts so that certain groups can easily find them.

The Instagram app is free, but you can now subscribe to the blue tick for £9.99 per month. 💷

Over time, Instagram has added many new features to keep its community engaged.

Among these are:

  • IGTV for longer videos
  • Stories for quick snaps
  • A shopping feature
  • Voice chats
  • Fun GIFs in messages
  • Online status indicator for direct messages
  • Reels for short videos (a bit like TikTok)
  • Live videos
  • Insta Live for real-time interaction

History of Instagram

Instagram began its journey in 2010.

By 2012, Meta (formerly known as Facebook) bought Instagram for 1 billion US dollars.

In 2016, the 'Instagram Story' feature was introduced. 🎥

Within a few months, 100 million people were already using Stories every day.

In June 2018, Instagram celebrated reaching 1 billion users around the world per month.🗺️

In January 2022, Instagram was the fourth most-used social medium, with 1.48 billion monthly users.

Number of employees

Currently, Instagram has a team of 459 members. 👥

Before joining the Meta family, only 13 people were part of the team.

How many monthly active users does Instagram have?

In 2022, 2.35 billion people were using Instagram every month.¹

That is almost 45% of all internet users worldwide.

It looks like more people are joining it because the numbers keep rising. 📈
It's predicted that by the end of 2023, around 2.5 billion people will be active on Instagram every month.

Graph of monthly active users on Instagram worldwide
Over the past four years, Instagram user count has grown by 140.38%. Image: © Smart Home Fox

Here is a clear breakdown of the growth of Instagram users over the years.

Year

Monthly active users on Instagram
(in billions)

2020

1.04

2021

1.25

2022

2.35

2023

2.5

How many monthly active users does Instagram have in the UK?

In the UK, Instagram has witnessed a rollercoaster ride in user numbers. 🛝

In 2020, around 30 million people in the UK were using Instagram.2

But in September 2021, that number dropped to 26.98 million.2

The decline is largely due to the popularity of other social media platforms, namely TikTok.

Seeking insights on TikTok? Check out our comprehensive TikTok statistics report on it.

In 2023, however, things changed. Between January and February 2023, many people in the UK rejoined Instagram.

By June 2023, there were 35 million people on Instagram in the UK, an increase of 13% in two years.²

Graph of monthly active users on Instagram in the UK
Approximately 35 million individuals in the UK are active Instagram users. Image: © Smart Home Fox

Here are the numbers in a little more detail:

Year

Number of users in the UK
(in millions)

September, 2018

23.34

September, 2019

22.80

December, 2020

30.60

September, 2021

26.98

September, 2022

32.34

June, 2023

35.12

How many daily active users does Instagram have?

Instagram has changed a lot over the years, adding numerous features that keep people returning daily. 🌞
In October 2016, out of 550 million people using Instagram monthly, only 100 million used the platform daily. That's about 18%.³

Now, with all its engaging updates, more than 50% of monthly users open the app daily.³

In January 2023, Instagram had over 500 million daily active users worldwide.³

That means that out of every 8 people with the internet in the world, 1 uses Instagram at least once a day. 🧍‍♀️

Age and gender distribution of Instagram users

Wondering who uses Instagram all over the world?🤔

Let's take a closer look at the age and gender of Instagram users.

Gender of global Instagram users

Have you ever wondered whether more men or women use Instagram?

Currently, men are a slight majority, with 51.8%.²⁴
On the other hand, women aren't far behind, with 48.2% of users.²⁴

Pie chart of gender of global Instagram users
Image: © Smart Home Fox

This means that the gender split is almost equal on the platform. 👫

Age of global Instagram users

Men between the ages of 18 and 24 seem to be on Instagram the most.²³

They make up 16.9% of the total Instagram community.²³

In fact, 70.8 % of all Instagram users are under 34 years old.²³

Graph of age of global Instagram users
About 70.8% of Instagram users are aged 34 or younger. Image: © Smart Home Fox

So, it's mainly the younger people who often use the app. 👧🏼

Here are the figures in more detail:

Age group

Female users

Male users

Total users

13 - 17

3.7%

4.3%

8%

18 - 24

13.9%

16.9%

30.8%

25 - 34

13.9%

16.4%

30.3%

35 - 44

8.1%

7.6%

15.7%

45 - 54

4.7%

3.7%

8.4%

55 - 64

2.6%

1.7%

4.3%

65 and above

1.5%

1.1%

2.6%

Gender of Instagram users in the UK

Although Instagram is loved by many, there is a bit of a twist here compared to the global numbers.

In the UK, it's women who are ahead on Instagram.

Pie chart of gender of Instagram users in the UK
Image: © Smart Home Fox

56.4% of British women used the app in 2021, compared to 43.6% of men.⁴ 👩🏻‍🦰

Age of Instagram users in the UK

As of June 2023, around 35 million people in the UK were avid Instagrammers.

Most users are between 25 and 34, making up 29%.⁵

This is followed by the 18-24 age group.
People older than 65 make up the tiniest chunk of the users. 👵🏼

Graph of age of Instagram users in the UK
Roughly 29% of Instagram users fall within the 25 to 34 age range. Image: © Smart Home Fox

Let's look into the numbers more closely:

Age

Percentage of users in the UK

13 - 17

4.4%

18 - 24

24.8%

25 - 34

28.8%

35 - 44

19.1%

45 - 54

11.7%

55 - 64

7.5%

65 and above

3.9%

Which countries have the highest number of Instagram users?

As of January 2022, India had the most Instagram users worldwide, with 230.25 million people.⁶🇮🇳

It was followed by the USA, with 159.75 million users who like to share photos and stories.⁶
The UK was in 9th place with 31.75 million Instagram users.⁶🇬🇧

Graph of countries with the highest number of Instagram users
India tops the list globally with 230.25 million Instagram users. Image: © Smart Home Fox

Let's take a detailed look at these statistics to get a clearer picture.

Country

Number of Instagram users
(in millions)

India

230.25

USA

159.75

Brazil

119.45

Indonesia

99.15

Russia

63

Turkey

52.15

Japan

46.10

Mexico

37.85

United Kingdom

31.75

Germany

29.85

Italy

27.50

France

26.55

Argentina

24.70

Spain

22.85

South Korea

20.65

Philippines

18.65

Thailand

18.50

Colombia

18.30

Canada

17.40

Ukraine

16.10

Instagram user growth trends

Instagram, which belongs to Meta, has published some interesting figures on user growth in 2020. 📆

Every 4 to 9 months, the platform received over 100 million new users.³

That is a growth of about 6.7%

But from September 2017 to June 2018, they have achieved even more.
During these months, 200 million users were added.³ 👏

Growth period

New users

March 2014 to December 2014

100 million

December 2014 to September 2015

100 million

September 2015 to June 2016

100 million

June 2016 to December 2016

100 million

December 2016 to April 2017

100 million

April 2017 to September 2017

100 million

September 2017 to June 2018

200 million

How much time do people spend on Instagram?

Have you ever wondered how often people use Instagram? 🤨

In 2022, the average Instagram user spent about 12 hours and 30 minutes per month on the app.⁷

That's an increase from 11.2 hours per month last year.

Meta's CFO, Dave Wehner, backs this up, sharing similar numbers during a recent investor chat.⁸

But we shouldn't forget that Instagram habits vary across countries.

In Turkey, for example, users are highly engaged and spend an incredible 21.4 hours a month on the app. 🇹🇷

On the other hand, South Korea and Mexico spend less than 7 hours per month.

But what about the UK?
The average Brit spends only 7.7 hours a month using the app. That's 35% less than the global average.

Graph of time spent by different countries on Instagram
In Mexico, people spend around 21.4 hours per month on Instagram. Image: © Smart Home Fox

Let's dive deeper into how different countries use Instagram.

Country

Average time spent per month on Instagram (in hours)

Mexico

21.4

Argentina

17.6

Brazil

15.9

Indonesia

15.4

India

14.9

Russia

9.6

Canada

9.5

Singapore

9.5

Australia

8.6

France

8.6

Germany

8.5

U.K.

7.7

U.S.A.

7.7

Mexico

6.9

South Korea

6.1

How much time do people spend on Instagram daily?

In 2023, users spend an average of 29 minutes daily on Instagram.⁹
Whereas in 2019, the average was only 15 minutes per day.⏰

This means that daily usage has effectively doubled in just four years.

Furthermore, by 2023, 63% of global Instagram users opened the app daily.⁹

In the UK, people spend around 53 minutes a day on Instagram.🇬🇧
Back in 2020, around 54% of people in the UK opened Instagram multiple times a day.¹⁰

How often do people use Instagram stories each day?

Instagram stories allows people to post photos and short clips only visible for 24 hours.

These stories can be spiced up with features such as text, melodies, stickers and even GIFs.

In 2019, around 500 million users turned on Instagram stories daily.¹¹

It's been a while since Instagram announced its numbers, so there are no updates after 2019.

Graph of daily Instagram story users
Between 2016 and 2019, Instagram story users have increased by 400%. Image: © Smart Home Fox

Here's an in-depth look into these numbers:

Year

Daily Instagram story users
(in millions)

October, 2016

100

January, 2017

150

April, 2017

200

June, 2017

250

October, 2017

300

June, 2018

400

January, 2019

500

Among younger adults, 60% of millennials interact with stories by posting or watching them.

Meanwhile, Gen Z is even more involved, with 70% viewing stories.
Companies are also getting in on the action, with 36% using stories to showcase their products.¹²

How many hashtags do people typically use in a post?

Hashtags are like topic tags that start with '#'. They help organise posts.

If you tap on a hashtag or search for it, you'll be taken to a page with posts on it. 🔎

You can use up to 30 hashtags in an Instagram post, but it's often best to use between 3 and 5 to stay relevant.

Choosing hashtags that fit your post, match your brand, and engage your audience is important.
According to a 2020 study by HubSpot, an Instagram post typically has about 10.7 hashtags.¹³

What’s the best time to post on Instagram?

Usually, the prime window for Instagram posts is between 10:00 p.m. and 2:00 a.m

The day you publish a post can greatly influence how your followers interact with your content.

So, what are the best days and times to post on Instagram? 🤔

You should post on Wednesdays at 11:00 a.m. and Fridays between 10:00 a.m. and 11:00 a.m.³

Let's dive into the optimal daily posting times on Instagram:

Days

Best posting time on Instagram

Best engagement time on Instagram

Monday

10:00 am - 3:00 pm

12:00 pm

Tuesday

10:00 am - 4:00 pm

1:00 pm

Wednesday

10:00 am - 3:00 pm

11:00 am

Thursday

10:00 am - 3:00 pm

11:00 am

Friday

10:00 am - 2:00 pm

11:00 am

Saturday

10:00 am - 12:00 pm

12:00 pm

Sunday

9:00 am - 3:00 pm

10:00 am

How many times has Instagram been downloaded?

Instagram is certainly one of the most popular social media apps.

Over the years, millions of people have downloaded the app to join the buzzing Instagram community. 👥

App Store Instagram downloads

In January 2022, Instagram was downloaded 10.8 million times worldwide.

This is a notable 13.51% increase compared to the previous year.

But January 2017 remains unsurpassed, with 12.21 million downloads.

Graph of app store Instagram downloads
Image: © Smart Home Fox

Let's break these numbers down further:

Year

App store Instagram downloads
(in millions)

January, 2017

12.21

January, 2018

11.81

January, 2019

9.90

January, 2020

8.95

January, 2021

9.58

January, 2022

10.84

Over the last three years, the average annual increase in Instagram downloads via the App Store is about 10%.

Google Play Store Instagram downloads

As of January 2022, Instagram had 33.6 million downloads on the Google Play Store.¹⁴

Graph of Google Play store Instagram downloads
Image: © Smart Home Fox

Let's take a closer look at these figures:

Year

Google Play store Instagram downloads
(in millions)

January, 2017

35.03

January, 2018

36.70

January, 2019

34.44

January, 2020

41.57

January, 2021

21.82

January, 2022

33.64

June, 2023

70

What is the average number of followers per Instagram user?

Most Instagram users have fewer than 1,000 followers.¹⁵

Companies often work with micro-influencers, who usually have 50,000 and 100,000 followers, to showcase their products.

Graph of average number of Instagram followers per user
Over half of Instagram users have fewer than 1,000 followers. Image: © Smart Home Fox

Here are the numbers in a little more detail:

Number of Instagram followers

User percentage

0 - 1,000

53.62%

1,001 - 10,000

38.03%

10,001 - 50,000

6.2%

50,001 - 100,000

0.94%

100,001 - 500,000

0.94%

500,000 - 10 million+

0.27%

Who tops the list for most followers on Instagram?

It might surprise you, but Instagram's account takes the top spot with 648 million followers.¹⁶

Next is football star Cristiano Ronaldo, with 595 million followers.¹⁶

The list is full of famous singers, sports stars and movie actors.
Interestingly, the well-known brand Nike has also earned a place on this list.¹⁶

Graph of most popular Instagram accounts worldwide
Image: © Smart Home Fox

Let's explore these numbers further:

Instagram account name

Number of followers
(in millions)

Instagram

648

Cristiano

595

Leomessi

477

Selenagomez

425

Kyliejenner

397

Therock

386

Arianagrande

376

Kimkardashian

362

Beyonce

314

Khloekardashian

310

Nike

301

Justinbieber

293

Kendalljenner

292

Natgeo

281

Taylorswift

266

Virat.kohli

254

Jlo

249

Kourtneykardash

223

Nickiminaj

223

Mileycyrus

212

Most popular Instagram accounts in the UK

In the UK, David Beckham leads the list with 82.8 million Instagram followers.¹⁷

Emma Watson is close behind, with 73.8 million followers.

Graph of most popular Instagram accounts in the UK
Image: © Smart Home Fox

Here are the numbers in a little more detail:

Instagram account name

Number of followers
(in millions)

Dualipa

88.8

Davidbeckham

82.8

Emmawatson

73.8

Tomholland2013

66.4

Milliebobbybrown

63.5

Adele

54.1

Garethbale11

52.5

zayn

50.9

Thenotoriousmma

46.7

Harrystyles

49.2

Caradelevingne

42.7

Niallhoran

32.6

Brooklynpeltzbeckham

15.9

Samsmith

14.5

Ksi

13

Zoesugg

9.2

Are there fake bot accounts on Instagram?

Have you ever seen strange profiles on Instagram and wondered if they were real? 🤔

About 95 million of them aren't real — they're bots!3

So, for every 10 profiles, one could be just a computer program and not a real person.

Brands lost roughly $1.3 billion in a year due to fake Instagram accounts tricking the influencer advertising system.³

In 2015, about 7.9% of Instagram accounts were bots. 🤖

By 2019, this figure had risen to 9.5%.

Instagram for businesses

Many brands choose Instagram to connect with people because many users like to follow and interact with them there. 🛍️

In fact, 9 out of 10 Instagram users follow a business, which shows that it's an important

place for businesses to advertise.

While we're at it - Do follow us on Instagram. 💞

Advertising on Instagram can increase interest in a brand by 50%.

Such ads can potentially reach around 849.3 million users.¹⁸
Most people who see these ads are young adults between 18 to 34 years old.¹⁹

Graph of Instagram advertisement target audience
Approximately 61% of Instagram's ad audience falls between the ages of 18 and 34. Image: © Smart Home Fox

Let's delve deeper into the age and gender demographics of these ad viewers.

Age group

Percentage of female ad audience

Percentage of male ad audience

13 - 17

4%

4.7%

18 - 24

13.5%

17.1%

25 - 34

13.9%

16.5%

35 - 44

7.9%

7.5%

45 - 54

4.5%

3.8%

55 - 64

2.4%

1.7%

65 and above

1.4%

1.1%

Influencer marketing

Companies are now increasingly turning to Instagram influencers for their marketing.

The trend has grown strongly in recent years. ⏳
The global market size was 13.8 billion U.S. dollars in 2021 and is expected to almost double by 2025.²⁰

Graph of global size of Instagram influencer market
Figures for 2024 and 2025 are projections based on data from prior years. Image: © Smart Home Fox

Let’s look into these numbers in a little more detail:

Year

Instagram influencer market size
(in billion U.S.D.)

2021

13.8

2022

15.2

2023

17.4

2024*

19.8

2025*

22.2

Leading platforms for influencer marketing

Instagram emerged as the first choice for influencer marketing in January 2020. 💁🏼‍♀️

A whopping 89% of advertisers think it's a good fit for their campaigns.²¹
Other platforms on the list are YouTube with 70%, Facebook with 45% and blogs with 44%.²¹

Graph of top global platforms for influencer marketing
Image: © Smart Home Fox

Let's take a closer look at these platforms:

Leading platforms for influencer marketing

Percentage share

Instagram

89%

YouTube

70%

Facebook

45%

Blogs

44%

Twitter

33%

LinkedIn

19%

Pinterest

15%

Twitch

6%

Snapchat

3%

Others

1%

How popular is Instagram compared to other social media platforms?

At the top of the charts is Facebook, with around 2,958 million active users.²² 👯‍♀️

YouTube is in second place with 2,514 million active users, closely followed by WhatsApp.²²
Instagram is the world's fourth most popular social media platform, with 2,000 million users.²²

Graph of most popular social media platforms
Instagram ranks as the world's fourth most-used social media site. Image: © Smart Home Fox

Let’s look into these numbers in a little more detail:

Social media platform

Monthly active users
(in millions)

Facebook

2,958

YouTube

2,514

WhatsApp

2,000

Instagram

2,000

WeChat

1,309

TikTok

1,051

Facebook Messenger

931

Douyin

715

Telegram

700

Snapchat

635

Kuaishou

626

Sina Weibo

584

QQ

574

Twitter

556

Pinterest

445

You can also dive into our detailed compilation of statistics on YouTube, TikTok, and other major social media platforms.

Instagram revenue

In 2021, Instagram earned around 47.6 billion US dollars. 💰
This significant jump represents a 77.61% increase over the previous year.

Graph of Instagram revenue
From 2015 to 2021, Instagram saw a 9420% surge in revenue. Image: © Smart Home Fox

Here are the figures in a little more detail:

Year

Instagram annual revenue
(in billion U.S.D.)

2015

0.5

2016

1.8

2017

4.1

2018

10.3

2019

19.4

2020

26.8

2021

47.6

In 2020, the platform took in $17.4 billion from US ads alone. 📽️

According to forecasts, this figure could rise to $40 billion by 2023.

Year

U.S. Advertising Revenue on Instagram
(in billion U.S.D.)

2019

12.40

2020

17.40

2021

26.46

2022

33.25

2023

39.70

Final thoughts on Instagram statistics - Our conclusion

Instagram was founded in 2010 and quickly became one of the most popular social media sites.

In January 2022, an impressive 1.48 billion people used it every month. 👥

The platform not only brought us features like Stories and a plethora of creative tools but also reshaped online advertising.

Annual Instagram’s revenue in 2021 was around $47.6 billion, showing the platform's huge impact on the business world. 📈

The evolution from 13 employees before the acquisition to a robust team of 459 today speaks volumes about the company's success and growth.

Instagram has become an integral part of our digital lives as a company and platform, influencing personal connections and business strategies.

List of Sources

*1 - DemandSage

*2 - Statista

*3 - Backlinko

*4 - NapoleanCat

*5 - Statista

*6 - Statista
*7 - Forbes

*8 - Meta Conference Call

*9 - MixBloom

*10 - CyberCrew

*11 - Statista

*12 - TechJury

*13 - HubSpot

*14 - Statista

*15 - Mention

*16 - Statista

*17 - Influencer Marketing Hub

*18 - Content Studio

*19 - HootSuite

*20 - Statista

*21 - Statista

*22 - Statista

*23 - Statista

*24 - Social Shephard

Frequently asked questions

  • Where can you find Instagram Insights, and what are they?


    Instagram Insights helps you understand your posts and who's looking at them.

    With Insights, you can better tailor your posts to what your followers like. 👍🏻

    In Insights, you'll see numbers on:

    • How many people have seen your post (impressions)
    • How many people interacted with your post (e.g. engagement rate)
    • Your total follower count

    To access Insights, switch to a Creator or Business account.

    Head to your profile to find the Insights. 📊

    Below your profile is an "Insights" button that you can click on.

  • How many times a day should you post on Instagram?


    There is no universal answer to this question. 😕

    How often you post depends on the nature of your business, who you want to reach and what you want to share.

    Some studies suggest that posting once daily can help your followers grow faster.

    But what matters is that you're consistent, even if it's only 3-4 times a week.

    You can also look at your personal Instagram insights to get a clear picture.
    You should focus on when your followers are most active and your posts get the most interactions.👩🏼‍💻

Aeman

Aeman

After finishing my Masters in Journalism, I found a new interest in copywriting. That’s when I figured how smart home gadgets can make life easier. Now, I love to explore new tech for SmartHomeFox and share what I find with our readers. When I’m not working with gadgets, you’ll find me capturing fleeting moments in the mountains or experimenting with new recipes that may or may not be edible.

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