Chart showing a breakdown of Instagram age demographics (worldwide)

Instagram Age Demographics

As one of the most popular social media platforms in the world, there’s no question that Instagram is an effective channel businesses should be marketing on. 

However, simply approaching it with no strategy is unlikely to get you very far. Building an Instagram marketing plan that works requires understanding everything there is to know about the platform, starting with the age demographics of Instagram users.

Instagram age demographics (worldwide): breakdown

Age range of global Instagram users














According to recent research on the age demographics of Instagram users, nearly one-third (31.7%) of all Instagrammers fall within the 18-to-24 age group, making it the range with the biggest number of Instagram users. 

This is followed by the 25-to-34 age range, to which 30.6% of Instagrammers belong. In other words, more than three out of every five Instagram users are from 18-to-34 years old. 

The data on Instagram age demographics also show that in both of these age groups, males outnumber females, both by one percentage point.

  • Male Instagram users aged 18–24: 16.5%
  • Female Instagram users aged 18–24: 15.2%
  • Male Instagram users aged 25–34: 16.4%
  • Female Instagram users aged 25–34: 14.2%

Instagram users aged 35 to 44 years old make up the third-largest age group—16% of Instagrammers are in this age range. Those in the 45-to-54 age group come next, with 8.7%, followed by those aged 55 to 64, with just 4.6%. Just 2.9% of Instagram users are aged 65 and above.

The research studying Instagram users by age also shows that there are more females using Instagram than males in the 35-to-44, 45-to-54, 55-to-64, and 65 and above age groups. 

Instagram age demographics (United States): breakdown

Chart showing: Instagram age demographics (United States): breakdown

Age range of US Instagram users














If your target audience is in the United States, you need to be looking at a different set of data. A recent analysis reveals slight variations in the Instagram age demographics between global users and those in the US.

For instance, while young adults aged 18 to 24 represent the largest segment of Instagram users worldwide, this trend differs in the US, where individuals in the 25 to 34 age group form the largest cohort. They account for 28.3% of US users. Following closely are users aged 18 to 24, constituting 26.5%.

The percentages decrease for the 45 to 54 and 55 to 64 age brackets, reaching 12.2% and 7.8%, respectively. The group of Instagram users aged 65 and above represents the smallest demographic in the US, comprising 5.8%.

Instagram age demographics: leveraging the data

This breakdown of Instagram age demographics can give you a better idea of how you should be marketing on the platform. 

If your target audience is aged 18 to 34, Instagram is definitely a social media site you should focus your digital marketing efforts on. Whether it’s running Instagram ads or engaging the services of an Instagram influencer, the chances of growing your brand through Instagram are relatively high. 

However, if your target buyers are aged 45 and above, you may want to consider using other marketing channels to reach them, given the relatively low percentage of Instagram users in this age category.

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