Instagram Users, Stats, Data & Trends
Essential Instagram statistics and trends for 2023
Advertisers could reach 1.628 billion users on Instagram in April 2023,(a) placing it 4th in our ranking of the world’s most ‘active’ social media platforms.(b)
What’s more, data published in the company’s self-service advertising tools shows that Instagram’s potential advertising reach has grown very quickly over the past three months.(a)
The total number of users that marketers can reach with ads on Instagram increased by roughly 310 million (+23.5%) in the three months leading up to April 2023.(a)
These latest figures indicate that roughly 20.3% of all the people on Earth use Instagram today.(c)
However, because the company limits use of its platform to people aged 13 and above, Instagram’s ‘eligible’ use rate will likely be even higher than these figures suggest.(b)
Digging deeper
Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand Instagram use all over the world, including:
The number of Instagram users around the world
How quickly Instagram is growing
Instagram’s top countries
Instagram users by world region
Instagram’s audience demographics
Towards the bottom of this page, you’ll also find a complete report on Instagram’s audience around the world.
You can also learn how Instagram compares to other social media platforms on our social media overview page.
Important notes
Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Facebook’s own tools, resources, and company statements regarding Instagram. You’ll find details of individual data sources listed at the bottom of this article.
We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.
How many Instagram users are there in 2023?
Instagram is one of the world’s top social platforms, but just how many people use Instagram today?
Based on its global advertising audience reach numbers, Instagram has at least 1.628 billion users around the world in April 2023.(a)
This figure suggests that 25.9% of all people aged 13 and above around the world use Instagram today.(c)
However, if we remove the people in this age group who live in China – where Instagram is still blocked – the platform’s eligible adoption rate increases to 32.2%.(c)
Note: The figures shown above are based on Instagram’s advertising audience only, and may not be representative of the platform’s total active user base.
How fast is Instagram growing in 2023?
Recent data published in the company’s self-service advertising tools show that Instagram’s advertising audience reach grew by 12.2% over the past 12 months.(a)
To put that figure in perspective, advertisers can now reach 176 million more users on Instagram than they could this time last year.(a)
These numbers indicate that Instagram’s advertising reach has grown more quickly than Facebook’s advertising reach has grown over the past 12 months.(b)
For comparison, Facebook’s data show that the global advertising reach of its flagship platform increased by 5.0% (+108 million users) in the 12 months leading up to April 2023.(d)
Note: The figures shown above are based on each platform’s advertising audience only, and may not be representative of respective active user bases.
Which countries have the most Instagram users in 2023?
Based on the advertising audience reach numbers published in Instagram’s self-service tools in April 2023,(a) the latest data show that:
- India has at least 326.6 million active Instagram users
- The United States of America has at least 168.6 million active Instagram users
- Brazil has at least 132.6 million active Instagram users
- Indonesia has at least 106.0 million active Instagram users
- Turkey has at least 56.4 million active Instagram users
- Japan has at least 54.7 million active Instagram users
- Mexico has at least 43.8 million active Instagram users
- Germany has at least 33.8 million active Instagram users
- The United Kingdom has at least 33.5 million active Instagram users
- Italy has at least 30.3 million active Instagram users
Note: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users.
How many users does Instagram have in each world region in 2023?
The figures below are based on Instagram’s advertising audience data for April 2023.(a)
Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.
Number of active Instagram users in Northern America: 187.2 million
Number of active Instagram users in Central America: 57.1 million
Number of active Instagram users in the Caribbean: 9.7 million
Number of active Instagram users in Southern America: 224.5 million
Number of active Instagram users in Western Europe: 85.2 million
Number of active Instagram users in Northern Europe: 53.5 million
Number of active Instagram users in Southern Europe: 76.1 million
Number of active Instagram users in Eastern Europe: 46.3 million
Number of active Instagram users in Northern Africa: 45.4 million
Number of active Instagram users in Western Africa: 17.6 million
Number of active Instagram users in Middle Africa: 2.4 million
Number of active Instagram users in Eastern Africa: 11.1 million
Number of active Instagram users in Southern Africa: 7.4 million
Number of active Instagram users in Western Asia: 127.0 million
Number of active Instagram users in Central Asia: 24.3 million
Number of active Instagram users in Southern Asia: 354.2 million
Number of active Instagram users in Southeastern Asia: 183.2 million
Number of active Instagram users in Eastern Asia: 98.8 million
Number of active Instagram users in Oceania: 16.9 million
Note: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals.
What do Instagram’s audience demographics look like in 2023?
Based on Instagram’s advertising audience data* for April 2023:(a)
49.4% of Instagram’s global users are female
50.6% of Instagram’s global users are male
Want to know what Instagram demographics look like in your country? Check out our complete free report library.
*Notes: the figures above are based on Instagram’s potential advertising reach data, and may not correlate with the number of monthly active users. Instagram’s self-service advertising tools only report gender data for ‘female’ and ‘male’.
What’s the average age of Instagram’s users in 2023?
Instagram’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of Instagram’s active user base.
However, based on the latest available data, users aged 18 to 24 account for the largest share of Instagram’s advertising audience.(a)
How many users does Instagram have in each age group in 2023?
Data published in the platform’s self-service advertising tools in April 2023 indicated that marketers could reach the following worldwide audiences using ads on Instagram:(a)
131.1 million users aged 13 to 17 (8.1% of Instagram’s total ad audience)
517.7 million users aged 18 to 24 (32.0% of Instagram’s total ad audience)
488.7 million users aged 25 to 34 (29.6% of Instagram’s total ad audience)
246.3 million users aged 35 to 44 (15.3% of Instagram’s total ad audience)
132.2 million users aged 45 to 54 (8.2% of Instagram’s total ad audience)
68.2 million users aged 55 to 64 (4.2% of Instagram’s total ad audience)
41.5 million users aged 65 and above (2.6% of Instagram’s total ad audience)
Want to know more about the age profile of Instagram users in your country? Check out our free country report library.
Notes: the figures shown above are based on Instagram’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below.
What’s the average engagement rate on Instagram in 2022?
The image below shows average Instagram engagement rates for posts published by Instagram Business accounts, based on Locowise’s latest calculations.
Note that these average engagement rates vary by the ‘format’ of the published post, with some types of content delivering significantly higher levels of average engagement compared with others.
However, Locowise’s data also shows that Instagram engagement rates vary meaningfully depending on the size of the publishing account’s audience (i.e. its number of followers).
Note that Locowise calculates these averages based on the performance of posts published by a wide variety of Instagram Business Accounts – including those representing celebrities, sports teams, brands, and various other kinds of entity – and it’s not unusual for brand accounts to experience significantly lower levels of engagement than the averages shown here.
In-Depth Instagram Audience Report
The embed below contains our latest in-depth report exploring Instagram’s advertising audience around the world (click here if the embed isn’t showing or working properly).
This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which Facebook’s self-service advertising tools currently publish advertising audience data.
How does Instagram compare with other platforms?
Want to compare these findings with similar data for other social media platforms?
Check out our data and trends for other top platforms via these links:
Data sources for stats on this page
(a) Kepios analysis of data published in Meta’s advertising tools in April 2023.
(b) Kepios analysis (April 2023).
(c) Kepios analysis of data published in Meta’s advertising tools in April 2023, compared with the latest population data published by the United Nations.
Any other data sources have been attributed directly within the article, next to the appropriate data point.
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