Research highlights: The average age of Instagram users remains under 35, with 25–34 year olds being the largest group (18.4% men, 14.6% women). In emerging markets like Pakistan and the Philippines, the Instagram target audience is overwhelmingly Gen Z (48% and 46.5% aged 18–24), while mature markets such as the United States show a more balanced Instagram audience.
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Average age of Instagram users
The largest group of Instagram users falls within the 25-34 age range, with 18.4% of male users and 14.6% of female users
Younger adults (18-24) make up the second-largest group, accounting for 17.2% of male users and 14.4% of female users
Instagram usage declines significantly after age 34, with only 8.8% of males and 8.5% of females in the 35-44 age bracket
Women over 45 are slightly more active on Instagram than men, with female users surpassing male users in all age groups from 45-54 (5.2% vs. 4.4%), 55-64 (3.0% vs. 2.2%), and 65+ (1.9% vs. 1.4%)
The 65+ age group has the lowest engagement on Instagram, making up just 1.4% of male users and 1.9% of female users
The gender gap is more pronounced in younger age groups, with a higher percentage of male users than female users in both the 18-24 and 25-34 brackets. However, this trend reverses among older users
Age group | Female | Male |
|---|---|---|
18-24 | 14.4% | 17.2% |
25-34 | 14.6% | 18.4% |
35-44 | 8.5% | 8.8% |
45-54 | 5.2% | 4.4% |
55-64 | 3.0% | 2.2% |
65+ | 1.9% | 1.4% |
Instagram target audience: trends over time
The Instagram audience aged 25–34 has remained the largest since 2021, holding steady at around 33% in 2025
The 18–24 age group dipped to 27.8% in 2023 but rebounded to 31.6% in 2025, showing ongoing Gen Z engagement. The Instagram target audience is still primarily this age group, despite small but steady growth among older age groups
35–44-year-old users increased from 16.0% in 2021 to 17.3% in 2025
Users aged 45–64 grew from 12.0% in 2021 to 14.8% in 2025, pointing to broader platform adoption
Male users aged 25–34 increased from 16.9% in 2021 to 18.4% in 2025, while female growth in this age group plateaued
Female users aged 55–64 rose from 2.3% in 2021 to 3.0% in 2025, reflecting increasing digital inclusion
Age group | 2025 | 2024 | 2023 | 2022 | 2021 | |||||
|---|---|---|---|---|---|---|---|---|---|---|
Female | Male | Female | Male | Female | Male | Female | Male | Female | Male | |
13-17 | - | - | - | - | 3.7% | 4.3% | 3.9% | 4.6% | 3.7% | 3.6% |
18-24 | 14.4% | 17.2% | 15.4% | 16.4% | 13.9% | 16.9% | 13.7% | 16.4% | 14.5% | 15.3% |
25-34 | 14.6% | 18.4% | 14.3% | 16.3% | 13.9% | 16.4% | 15.1% | 16.4% | 16.1% | 16.9% |
35-44 | 8.5% | 8.8% | 8.2% | 7.8% | 8.1% | 7.6% | 8.6% | 7.5% | 8.9% | 7.1% |
45-54 | 5.2% | 4.4% | 4.8% | 3.9% | 4.7% | 3.7% | 4.5% | 3.5% | 4.7% | 3.4% |
55-64 | 3.0% | 2.2% | 2.7% | 1.8% | 2.6% | 1.7% | 2.2% | 1.4% | 2.3% | 1.5% |
65+ | 1.9% | 1.4% | 1.6% | 1.2% | 1.5% | 1.1% | 1.2% | 0.9% | 1.2% | 0.9% |
Average age of Instagram users in the top countries with the most users
India has the largest Instagram audience globally and its largest user group is ages 18-24 (44.4%), followed by 25-34 (36.6%). This mirrors patterns seen in other developing countries
The average age of Instagram users in Pakistan (48% aged 18–24) and the Philippines (46.5%) is the youngest among the top countries. The Instagram target audience in these countries is overwhelmingly Gen Z
Slightly older millennials (people aged 25-34) are the platform’s core users in Indonesia (39.9%), Colombia (33.6%), and South Korea (33.9%)
The United States has a more balanced Instagram audience: 31.7% are aged 18–24, while 30.6% fall into the 25–34 bracket
Japan and Italy have one of the most diverse age spreads, with 17.3% of users in Japan and 17.2% in Italy aged 45–54, making them among the oldest Instagram audiences
European countries like the UK, Germany, France, and Spain show a similar pattern with a strong 25-34 presence (around 25–30%) and notable engagement among users aged 35-44 and 45-54
Canada and Italy have some of the highest percentages of older users, with over 13% aged 55+
Brazil and Mexico maintain strong youth representation, with 18-34-year-olds making up over 64% of users in both countries. However, in Latin America, a growing number of users over 35 are contributing to a gradual aging of the Instagram target audience
Turkey, Argentina, and France show consistently strong representation across 18-44-year-olds, indicating balanced reach across multiple adult cohorts
In contrast, countries like Pakistan, Iraq, and the Philippines have less than 10% of users over 45, highlighting that the platform remains youth-dominated in emerging economies, and the average age of Instagram users remains low
Country | Total Instagram Users (millions) | Age 18 - 24 | Age 25 - 34 | Age 35 - 44 | Age 45 - 54 | Age 55 - 64 | Age 65+ |
|---|---|---|---|---|---|---|---|
India | 413.85M | 44.4% | 36.6% | 12.2% | 4.2% | 1.5% | 1.2% |
United States of America | 171.70M | 31.7% | 30.6% | 16% | 8.7% | 4.6% | 2.9% |
Brazil | 140.70M | 25% | 29.2% | 21% | 12.9% | 7.5% | 4.4% |
Indonesia | 103.40M | 32.7% | 39.9% | 16.7% | 6.8% | 2.2% | 1.6% |
Turkey | 58.45M | 27.3% | 29.9% | 20.3% | 12.7% | 6.5% | 3.4% |
Japan | 57.45M | 26.9% | 24.2% | 18.8% | 17.3% | 9.2% | 3.5% |
Mexico | 48.75M | 36.8% | 33.5% | 16.2% | 8.2% | 3.3% | 1.9% |
United Kingdom | 33.40M | 24.5% | 29.7% | 20.2% | 12.7% | 8.4% | 4.6% |
Germany | 31.25M | 26% | 29.6% | 20.4% | 12.7% | 8% | 3.3% |
Argentina | 28.90M | 26.1% | 29.2% | 20.1% | 12.7% | 6.8% | 5.2% |
Italy | 27.75M | 23.1% | 24.1% | 17.6% | 17.2% | 11.4% | 6.6% |
France | 26.55M | 28.8% | 29.4% | 18.1% | 12.3% | 6.8% | 4.5% |
Spain | 24.80M | 24.4% | 25.1% | 19.2% | 17% | 9% | 5.3% |
South Korea | 23.60M | 29.7% | 33.9% | 21.1% | 10.3% | 3.7% | 1.3% |
Philippines | 22.85M | 46.5% | 34.2% | 11.5% | 4.4% | 1.8% | 1.4% |
Colombia | 20.40M | 27.3% | 33.6% | 19.2% | 10.2% | 6% | 3.7% |
Egypt | 20.05M | 41.7% | 32.5% | 15.5% | 6.1% | 2.7% | 1.5% |
Canada | 19.80M | 23.8% | 30.9% | 19.8% | 12.2% | 7.8% | 5.5% |
Iraq | 18.95M | 41% | 36.2% | 13.7% | 5.8% | 2.2% | 1.1% |
Pakistan | 18.80M | 48% | 35% | 11% | 3.7% | 1.4% | 0.8% |
How often do people use Instagram by age group in the US?
Instagram’s most engaged audience is aged 18–24, spending an average of 53 minutes daily on the platform — nearly 1.5x more than 25–34-year-olds (37 minutes) and more than double the time spent by users aged 65+ (20 minutes)
There’s a steep decline in time spent on Instagram after age 24, suggesting that while the platform attracts users across age groups, its core audience and highest engagement lie with Gen Z
Users under 35 (Instagram’s primary demographic) spend 45 minutes on average, while users over 35 spend only an average of 25 minutes
While Instagram remains widely used among older demographics, engagement drops steadily with age: from 28 minutes at ages 35–44 to 20 minutes for users over 65, suggesting that the Instagram target audience remains firmly under 35
Users aged 18–24 spend 92% more time on Instagram than users aged 45–54 (53 minutes vs. 27 minutes)
Age group | Time spent on Instagram daily (in minutes) |
|---|---|
18 - 24 | 53 |
25 - 34 | 37 |
35 - 44 | 28 |
45 - 54 | 27 |
55 - 64 | 26 |
65+ | 20 |
Sources:
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