Instagram Demographics 2023: Who’s Using Instagram This Year?


You may think you know who’s using Instagram these days, but the platform’s demographics are changing fast. Instagram Demographics 2023 isn’t just for millennials and Gen Z anymore. Usage is skyrocketing across all age groups, and the diversity of Instagram’s community is transforming the experience for all users. As Instagram’s popularity has exploded, the platform has evolved to become a place where people of all backgrounds can connect over shared interests and life experiences.

Instagram User Statistics: How Many People Use Instagram in 2023?

If you’re on Instagram, you’re certainly not alone. Instagram now has over 2 billion monthly active users, gaining 100 million new users in just the last quarter. ### Instagram’s Massive Global Reach

Around 1.4 billion people use

Demographics 2023, making it the fourth largest social network in the world. Nearly 72% of teens and young adults in the U.S. use Instagram. Globally, the countries with the largest number of Instagram users are:

  • India: 200 million
  • United States: 120 million
  • Brazil: 100 million
  • Indonesia: 80 million

It’s no wonder businesses are flocking to Instagram Demographics 2023. With an audience of this size and diversity, Instagram offers huge potential for building brand awareness and connecting with new customers.

Who’s on Instagram?

Instagram’s audience is young, with over 90% of users under the age of 35. The largest age group is 18 to 24 years old at 32%. However, older age groups are the fastest growing on the platform.

Instagram has broad appeal across genders, with a relatively even split between men and women. Instagram is also popular internationally, with the largest audiences in Asia, Europe, and Latin America.

Whether you’re a teen, young adult, or one of the growing numbers of older and international users, Instagram has something for everyone. The huge range of interests and influencers on Instagram means there are communities for all types of hobbies, passions, and pursuits.

Instagram Demographic Breakdown: Gender, Age and Location

Instagram is used by people of all ages, genders, and locations around the world. However, some groups are more prominent than others on the platform.


Nearly one-third (32.2%) of all Instagram users fall within the 18-24 age group. The next largest age group is 25-34, making up 30.2% of users. Together, these two younger age groups comprise over 60% of Instagram’s total user base.

Only 1% of global Instagram users are under the age of 18. Instagram’s minimum age requirement is 13, but the platform is still largely dominated by millennial and Gen Z users.


Women make up the majority (68%) of Instagram users worldwide. The platform tends to be a bit more popular with females, likely due to its focus on lifestyle, fashion, and social connections.


Although Instagram is a global platform, the majority of its users are located in urban areas. The countries with the highest numbers of Instagram users are:

  1. India – 120 million users
  2. United States – 110 million users
  3. Brazil – 74 million users
  4. Indonesia – 63 million users
  5. Russia – 33 million users

While Instagram started as a platform for sharing photos, it has morphed into a channel for global self-expression and connection across cultures. The wide range of users, especially across age groups, has allowed brands and businesses to connect with specialized audiences and build communities on the platform.

Which Age Groups Are Most Active on Instagram This Year?

If you’re on Instagram Demographics 2023, chances are you’re probably under 35. The largest demographic group actively using Instagram this year are 18 to 34-year-olds, making up a whopping 60% of total users.


The biggest slice of this pie goes to 18 to 24-year-olds, who comprise 16.9% of male Instagram users and 15.3% of female users. If you’re in college or just starting your career, Instagram is where your peers are hanging out and sharing their lives.


Not far behind are 25 to 34-year-olds, who make up 15.2% of men and 16.4% of women using Instagram. If you’re in your late 20s or early 30s, Instagram is a place to stay socially connected with friends, follow favorite brands and influencers, and share photos of jobs, homes, weddings, kids, and travels.

35-44 and 45-54-year-olds

While still active communities, 35 to 44-year-olds and 45 to 54-year-olds each make up only about 13% of Instagram users. Usage starts to significantly drop off for people over 55.

Instagram has become the social network of choice for younger generations. If you want to reach millennials and Gen Z, Instagram should be an essential part of your social media marketing strategy. The platform is ideal for visually engaging this demographic with branded content, influencer collaborations, stories, reels, and more.

As with any social network, demographics are always changing. But for now, it’s clear that if you’re young and active on social media, Instagram is the place to be in 2023. Where do you fit into these Instagram demographics? Let us know in the comments!

Instagram Usage Habits: How Often Do People Use Instagram in 2023?

Instagram usage has skyrocketed over the past few years. In 2023, the average Instagram user spends a whopping 30 minutes per day scrolling through posts, liking photos, and engaging with friends and influencers. That adds up to almost 12 hours per month of Instagram consumption. With over 1 billion monthly active users and 500 million daily users, Instagram has become a hugely influential part of popular culture.

How Often Do Different Age Groups Use Instagram?

Younger generations, especially Gen Z and Millennials, tend to use Instagram most frequently.

  • Teens (ages 13 to 17): Spend an average of 32 minutes per day on Instagram. They grew up with social media and are highly engaged.
  • Young adults (ages 18 to 29): Also very active, spending 31 minutes per day on Instagram on average. This group is highly targeted by influencers and brands.
  • Adults (ages 30 to 49): A bit less active but still engaged, averaging 22 minutes of daily Instagram use. Many use Instagram to stay connected with friends and follow interests or hobbies.
  • Older adults (ages 50 and up): The least frequent Instagram users, spending only 12 minutes per day on the platform on average. While Instagram use is growing in older age groups, they tend to prefer more traditional social networks like Facebook.

Instagram has reshaped how we interact with friends, discover new interests, and get inspired. Although usage frequency varies quite a bit across age groups and demographics, Instagram remains an important part of most people’s daily digital lives in 2023. Staying on top of the latest Instagram trends and updates is key to connecting with your audience and building an engaged following.

Key Takeaways: Most Important Instagram Demographics to Know

The largest group of Instagram users falls within the 18 to 34 age range, making up 60% of the total user base. If you’re trying to reach younger audiences, Instagram is the place to be.

Generation Z Flocks to Instagram

Members of Gen Z, those born in the mid-1990s to mid-2000s, spend an average of 4.9 hours per week on Instagram. This generation grew up with social media and relies on it heavily to connect with friends, discover new interests, and stay up to date on the latest trends. Reach this group through fun filters, short-form video, influencer partnerships, and brand campaigns promoting social causes they care about.

Millennials Love Instagram, Too

While slightly older, Millennials (born 1981 to 1996) are also major Instagram fans. They turn to the platform not just to post selfies but also to get inspiration, research travel destinations or home decor ideas, and connect with like-minded people. Millennials respond well to high-quality lifestyle content and behind-the-scenes peeks at brands. Partnering with influencers and hashtags they follow is key.

Other Age Groups on Instagram

Instagram attracts users of all ages, though in smaller numbers. About 25% of users are over 35. While older generations use Instagram less frequently, many enjoy keeping up with friends and family, sharing life milestones, and discovering new hobbies and interests. Simple, authentic content and easy-to-use features appeal most to these groups.

The most important Instagram demographics to focus on are Gen Z and Millennial users, who make up the bulk of Instagram’s highly engaged audience. But don’t ignore other age groups, as Instagram continues to attract a wider range of ages and life stages over time. Creating content, features and campaigns targeting users of all ages will set you up for long-term success.


So there you have it, a comprehensive look at who’s using Instagram this year and how the platform’s demographics have evolved. Instagram remains the social network of choice for younger generations, but its appeal is clearly broadening to older age groups as well. Instagram’s popularity and influence continue to grow in all areas of life from personal to business. Whether you’re a teen, parent, entrepreneur or just looking to connect with friends, Instagram has something for you. The diversity of Instagram’s community is what gives the platform its power. Here’s to another year of sharing life’s moments, spreading ideas, and bringing people together through the lens of Instagram Demographics 2023.

Leave a comment