Launched over a decade ago, Instagram has become the app for entertainment and communication. This irresistible photo and video sharing platform is easy to use and completely free, making its story a Silicon Valley fairy tale. Instagram popularized stories on social media and was a pioneer in integrating direct shopping within the app. You've probably wondered how many people use Instagram at some point, so we're here to answer that question and many others as well.
The platform plays a vital role in 21st-century popular culture, and the number of Instagram users will undoubtedly continue to grow. If you're not on Instagram, you're missing out on the latest trends. What makes it so different from other social media? Let's explore the specifics in a classic FAQ manner.
A significant milestone of reaching 1 billion Instagram monthly active users happened in 2018. The platform was available only on Apple devices until Facebook acquired it in 2012 when it had 27 million users. Instagram user growth gained momentum and started skyrocketing, and in 2016 reached half a billion.
The latest report points to 1.22 billion users, so it continues to be among the fastest-growing platforms. Only recently, TikTok dethroned it in that way. Even though it's unlikely for Instagram to exceed the total number of Facebook users soon, the differences in their approaches to networking don't make the two competitors.
(Statista, State of Digital 2021)
There are over half a billion Instagram daily active users. Facebook, its parent company, announced this number in June 2018, at the same time when they reported a billion MAU. Since then, Instagram has gained 220 million new users.
According to data from previous periods, about half of them are active daily, so there are about 600 million Instagram daily active users in 2021. Having so many DAU and the highest engagement rates, the platform’s in social media marketing experts’ focus for years.
The most extensive Instagram user base worldwide is among young adults, people under 34 years. Two-thirds of Instagram users fit into this category. The most prominent group as of 2021 is still 25-34-year-olds, accounting for 33% of all users. It's closely followed by users between 18 and 24, who make 29.8% of Instagram's audience. Gen Z seems to be loving the app, but it isn't their favorite. Even though the total number of Snapchat users is significantly lower, the platform is the most popular for Gen Zers, while Instagram ranks third, after TikTok.
The latest 2021 statistics for the US show a similar distribution of young adult users. At 32.1%, the highest penetration levels are among users aged 25-34. The female vs. male ratio here is 17.2 vs. 14.9%. Users aged 18-24 comprise 23.2% of the total Insta audience in the US, 12.7% being young women and 10.5% young men.
When it comes to the gender difference in the number of users on Instagram, the ratio is pretty much balanced. The platform is slightly more popular with female users, accounting for 50.8%, while 49.2% are male.
When we analyze Instagram’s user demographics by both gender and age, the latest data shows that there are actually more male users within the most popular groups, 18-24 and 25-34. The gap is 0.8% for both categories, so we have 14.5% vs. 15.3% and 16.1% vs. 16.9%, respectively.
In all other groups, female users are prevailing. For the 13-17 group by 0.1%, 35-44 by 1.8%, 45-54 by 1.3%, 55-64 by 0.8%, and 65+ by 0.3%.
(Statista, State of Digital 2021)
As of January 2021, the US and India are tied in the first place, having the most Instagram users. The winning spot shares an audience size of 140 million each for the two countries. That means 40% of the total US population is on the platform. Digital marketing professionals are aware Instagram users are active and use the platform as a discovery channel, so it's an essential part of their social strategies.
Another research gives us more precise data and reports a total of 133,800,000 US users. With 57.3% of them being female, the platform is obviously more popular among women in the US. Observing Instagram’s popularity by age groups, the US shows the same results as worldwide; the platform is the most popular with young people aged 25 to 34, with 43 million users accounting for 32.1% of the total.
Kazakhstan has the most significant Instagram reach of a 78.7% penetration rate. Even though Kazakhstan is not in the top 10 by the number of users, Instagram's reach is stunning. Instagram statistics show Brunei ranks second with 70.5% and Turkey third with 68.4%. Both Iceland and Sweden follow with 66.5%.
The list of other countries where the Instagram audience reach is over 60% goes as follows: Kuwait (65.7%), Cyprus (64.5%), Cayman Islands (64.3%), Malta (62.1%), Guam (61.7%), Bahrain (61.5%), and Chile (60.6%).
Instagram is a photo-centric platform whose founders shared the love of photography and technology when mobile photography was just becoming a thing. As a visual platform, even after stories, short videos, and IGTV were introduced, editing and sharing photos still characterizes it. The latest data shows a stunning 1,057 photos are uploaded on the platform every second. That means there are over 90 million photos uploaded daily.
So the vast majority of over half a billion Instagram daily active users are not regularly posting on the feed. On the other hand, they are using Instagram Stories, so that's one of the main differences between how people use Facebook and Instagram.
(Internet Live Stats)
An abundance of hashtags in the post description helps users find their interests. Not only do users not mind promotional posts, but Instagram’s highest engagement rates of all social media confirm users even expect to find new products on Instagram.
130 million users report tapping on shopping posts to learn more about it. Not only that, but overall, 80% of users actually make purchase decisions based on the content they find on the platform. The conclusion is that Instagram is an increasingly essential part of buyers' journey. 76% of marketers are wisely using it in their social strategy.
(Facebook, Facebook, Statista)
Instagram marketing is one of the most effective ways of using social media to your brand's advantage. The latest data and the platform's very nature revealed a staggering 90% of Instagram users follow a business profile.
Since March 2019, when the Instagram Checkout feature was launched, promoting your brand on the platform was not only about raising awareness, but it started directly impacting your revenue. The feature allows users to complete the purchase without stepping away from the platform, making them pioneers in in-app buying on social media.
Instagram is not only mobile-friendly, but the whole concept suggests it's meant to be used on smartphones. The fact that many features aren’t available on PC also supports that claim.
With 503 million downloads in 2020, Instagram was the 4th most downloaded app worldwide. The other 3 apps ranked higher were TikTok, WhatsApp, and Facebook, with 850 million, 600 million, and 540 million downloads.
Statistics for the US report Instagram as the third-most-downloaded app with 62 million. TikTok and Zoom were first and second with 89 million and 81 million downloads, respectively.
General audience, influencers, and brands, everyone's on Instagram. The platform’s trends are shaping the way consumers interact with brands and Stories seem to be the thing that was missing on other social media. Every additional feature focuses on creativity and aesthetics, providing you all the guidance you need with filters, animations, music, etc. Wisely using the platform will take you straight center stage in no time.