The Instagram Demographics & Usage Statistics Marketers Need To Know
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The 13 Instagram Demographics & User Statistics Every Marketer Should Know
UPDATE May 5, 2017 — 2016 was kind to Instagram. With the launch of several new features (like Stories, Live, and Galleries) and impressive user growth, Instagram managed to prove why it’s one of the most powerful social networks, threaten Snapchat’s dominance in ephemeral messaging, and expand its feature set so as to elevate it beyond photo sharing. This list was originally posted in September 2016, but since then, there have been dramatic changes in the statistics that define Instagram. So, in the interest of keeping this post accurate and current, we’ve updated it to reflect the newest information. We’ve preserved the original text and clearly noted updates below select passages.
Instagram has undergone a number of significant changes in the last few years, from incorporating video capability in June 2013 to launching Instagram Stories, a feature which allows the platform's 500M users to share disappearing content, in August 2016.
Instagram's user base and the way people interact with Instagram content has been gradually shifting as well; for marketers, staying current on the latest Instagram demographics, statistics, and usage trends can help brands make smart decisions regarding future social media marketing campaigns.
1. Instagram Now Has 600M Total Users & 300M Daily Active Users
Though Instagram is approaching its six-year anniversary (it launched in October 2010), the photo- and video-sharing app shows no sign of slowing down. Instagram recently crossed the 500M user mark (300M of whom use the platform daily), and TechCrunch recently noted that the platform's growth has actually been accelerating—it took nine months for Instagram to grow from 300M to 400M users, and only eight months to grow from 400M to 500M users.
UPDATE: In April 2017, Instagram announced that it had over 700 million total users, and an earnings call from parent company Facebook revealed that Instagram has over 400 million daily active users. Instagram's Stories feature alone draws over 200 million daily active users.
Related Post: The 10 Most Impressive Instagram Statistics For 2016
2. Instagram Users Spend 20 Minutes Per Day On The App
Instagram users spend 20 minutes on the app each day, according to a recent study conducted by Similar Web. For comparison, the study found that social media users spent 45 minutes on Facebook, 19 minutes on Snapchat, and 13 minutes on Twitter each day, making Instagram the second-most used social platform in the United States.
UPDATE: Our research on the amount of time users spend on social media over a lifetime shows that users are actually spending about 15 minutes per day on Instagram. For more information, context, and figures on time spent on Facebook, YouTube, Snapchat, and Twitter, see our infographic.
Related Post: 10 Top Instagram Trends Redefining 2016
3. 55% Of U.S. 18- To 29-Year-Olds Are Instagram Users
Though older generations are embracing and using Instagram, the platform is still largely favored by younger demographics. A recent survey found that 55% of all Instagram users fall within the 18- to 29-year-old range, while 30- to 49-year olds make up roughly 28% of platform's total users. A separate April 2016 study by eMarketer discovered that 59% of U.S. 18- to 24-year-olds use Instagram compared with 62% of the same demographic who use Snapchat and 89% who use Facebook.
UPDATE: The newest research from Pew Research Center indicates that the overall percentage of 18-29 year olds on Instagram has increased from 55% to 59%.
4. 36% Of All U.S. Social Network Users Are On Instagram
According to eMarketer, over a third of all social network users in the United States (an estimated 185M people) are on Instagram, compared with 90% who use Facebook and 28% who use Twitter. Based on the research firm's projections, this figure will grow to 40% by 2017 and reach nearly 50% of all social media users by the year 2020.
5. 30% Of All Global Internet Users Are On Instagram
For marketers looking to reach international audiences, Instagram is popular outside the United States as well. At the end of 2015, analytics firm Global Web Index found that 30% of all worldwide internet users aged 16–64 (excluding China) had created an Instagram account, and 15% were considered "active" users (they signed in to Instagram at least once per month).
UPDATE: Pew Research Center’s most recent report on social media use found that 32% of adults using the internet worldwide are on Instagram.
6. 27% Of Teens Consider Instagram The Most Important Social Platform
In Piper Jaffray's bi-annual "Taking Stock With Teens" survey, 27% of teenage respondents claimed that Instagram was the most important social media network, down from 33% in Fall 2015. In comparison, 28% said that Snapchat was the most important social network, 18% said Twitter was most important, and 17% said Facebook was the most important social media network/platform (Fortune).
Related Post: The Top 10 Social Media Marketing Statistics For 2017
7. Over 80% Of Instagram Users Live Outside The U.S.
With over 80% of users hailing from outside the United States, Instagram is truly an international platform (Instagram). In lieu of this demographic insight, marketers should look to Instagram when developing international social media campaigns as well, especially those that focus on burgeoning Spanish-speaking and Asian markets.
8. U.S. Adult Instagram Users Have Increased 2X Since 2012
A further illustration of Instagram's growth, Pew Research found that the proportion of U.S. adults (those aged 18 years and older) on Instagram more than doubled in only three years, growing from 13% of the total U.S. population in 2012 to 28% of the population by 2015. Coupled with Instagram's large number of active users, this growth and penetration represent a valuable opportunity for marketers.
9. 32% Of Instagram Users Attend/Attended College
Though the relationship between people who use Instagram and level of education is not a profound one, it's worth noting that Instagram is most favored by those who have some college (32% of all internet users), followed by those with college degrees or higher (26% of all internet users) and those with high school diploma or less (25% of total U.S. internet users, according to Pew Research).
10. Women Are More Likely To Use Instagram Than Men
According to Pew Research, 31% of female internet users are on Instagram compared to only 24% of male internet users. When segmented to U.S. Instagram users who visit the platform on a daily basis, the difference between genders is even more distinct—among daily active Instagram users (DAUs), 65% are women compared to only 35% male (eMarketer).
UPDATE: Pew’s research shows that gap widening. As of January 2017, Pew found that 32% of women using the internet are on Instagram as opposed to 23% of men.
Related Post: The Top Social Media Trends To Know In 2016
11. Instagram Is Most Popular Among Non-White Internet Users
A demographic statistic that may come as a surprise to many marketers, Instagram is most popular with non-white internet users. Among U.S. internet users, 47% of Instagram users are Black, Non-Hispanic, 38% are Hispanic, and 21% are White, Non-Hispanic (Pew Research).
12. Instagram Is (Almost) Equally Popular Throughout Income Levels
The amount of money United States internet users earn in one year has little impact on Instagram usage. A 2015 study found that 26% of internet users who make less than $30K a year used Instagram, though that percentage only rose marginally (to 30%) for U.S. internet users making $75K a year or more. Based on these findings, it seems the desire to look at engaging Instagram photos and videos (and the advertisement therein) transcends income levels.
UPDATE: Pew’s recent research shows this still holds true. Twenty-nine percent of adults on social media making less than $30,000 annually are on Instagram, 27% of adults making $30,000-$49,999, and 30% of adults making more than $50,000.
13. Instagram Users Most Likely To Live In Cities, Least Likely To Live In Rural Areas
Unlike income levels, where an internet user lives plays a larger role in whether or not they are Instagram users. According to Pew, 32% of internet users in urban areas (cities) and 28% of internet users in suburban areas are Instagram users. Only 18% of those living in rural areas, by contrast, claim to be Instagram users.
UPDATE: The most recent numbers from Pew suggest that rural users are catching up. As of January 2017, 34% of Instagram users live in urban areas, 24% live in suburban areas, and 35% live in rural areas.
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September 9, 2016 By Mediakix Team