Demographics of Instagram

demographics of instagramInstagram recently announced that it now has 400 million users. With this number, many people may have the impression that looking into its demographical side can be a bit challenging.

However, there’s also a deep sense of curiosity that the site has managed to spark from users particularly from brand owners who have been awed by the site’s consistent usage growth and how it has managed to become a favorite platform of brand marketing professionals.


Perhaps the first thing that separates Instagram from other social networking sites is the fact that more than 90 percent of its users are under the age of 35.

If this is broken down further to the specific age bracket of 18 to 29, the percentage of Instagram’s install base would be 53.


Other age brackets to consider are:


30 to 49 year olds, with 25 percent of them are said to be using Instagram;

50 to 64 year olds, with 11 percent said to be using Instagram; and

65 and over, with at least 6 percent using Instagram.


Out of all these age groups, the dominant gender is female. However, the gender gap is speculated to reach some level of parity by 2016 when female users would then make up 55 percent of the user base while male users will comprise the 45 percent.


Another thing to consider is the users’ residential location. A bigger percentage (28 percent) of Instagram users are from urban areas. Trailing closely behind are those who come from the suburbs (26 percent) while 19 percent come from the rural side.


Understanding the age group and gender of Instagram users is just one of the several ways that marketing strategists should carefully look into in order to have a successful brand target. Likewise, the location is equally important when there’s a need to create appealing posts that would work with every group of users.


The next thing to consider is the spending power of Instagram users which can play a critical role in the brand’s future endeavors. This can be broken down into the following data indicating the users’ yearly earnings.


$100,000 and up – yearly salary of 26 percent of Instagram users

$68,000 to $100,000 – yearly salary of another 26 percent of Instagram users

$40,000 to $68,000 – yearly salary of 24 percent of Instagram users

less than $40,000 – yearly salary of 28 percent of Instagram users


Based on the data, it shows that there is no single dominant demographic of users earning a certain salary amount. This further creates an impression that the spending power among the users is evenly distributed. In other words, advertisers can be assured of an even competition since there’s no single product, brand or service that seemed to be superior than the other.