How Many People Use Instagram – Daily & Monthly In 2025?

2: Total Instagram Accounts by Country

India, The U.S., and Brazil Top the List

As of January 2024:

• India: 362 million users
• United States: 169 million users
• Brazil: 134 million users
• Indonesia, Turkey, and Japan trail closely behind.

It’s not only about sheer numbers, though. Some smaller nations boast impressive penetration rates. For instance, Brunei has a 92% Instagram penetration, while Guam and the Cayman Islands each exceed 78% — meaning a massive chunk of their local populations are on Instagram.

What does this mean for Businesses?

• Regional Influencer Outreach: If you’re targeting a specific country, consider collaborating with local influencers. In places like Brazil or India, local influencers often have extremely loyal, highly engaged audiences.
• Language & Cultural Relevance: High user counts also imply a need for localized content strategies. Brands that speak the local language or reference cultural touchpoints see stronger engagement.

3: Instagram in the U.S. & the U.K.

 U.S. at 169 Million Users; UK ~30–35 Million

The United States remains Instagram’s second-largest market. A healthy portion of America’s 300+ million internet users frequent the platform monthly. Meanwhile, the UK stands out in Europe, boasting 30 to 35 million monthly users, as well as a history of strong influencer marketing, especially in fashion, lifestyle, and sports niches.

• Booming E-commerce Scenes: Both the U.S. and the UK have robust online shopping cultures. Considering that 90% of Instagram users follow a business, these markets are ripe for product discovery and conversion.

Demographic Diversity: You’ll find everything from Gen Z thrifters to Boomer travelers on American and British Instagram, making it an optimal platform to serve multiple customer segments.

4: How Many People Use Instagram Every Month?

 2 Billion+ Global Monthly Users & Counting

We touched on this number earlier — Instagram is well into the billions regarding monthly users. What’s equally impressive is how engaged these folks are. About 80% of global marketers used Instagram in 2023 to advertise, making it the second-most popular social network for marketing after Facebook.

• Constant Growth: In early 2024, Instagram enjoyed a 25% year-on-year audience increase. Even with stiff competition (TikTok, Snapchat), it’s still pulling in new users.
• High Marketing Adoption: When 4 out of 5 marketers include Instagram in their plan, it’s a sign your competitors may be there, too. But that also signals a healthy ecosystem for brand collaborations, influencer campaigns, and ad strategies.

5: Daily Active Users (Globally, U.S., UK)

 500+ Million Use Instagram Daily — Stories Alone

Instagram’s official channels tout that a whopping 500 million people interact with Instagram Stories daily. Some estimates place total daily active users (DAUs) at roughly 500–600 million, or about 25–30% of the total monthly user base.

• S. DAUs: ~60–70 million
• UK DAUs: ~15+ million

Opportunity for Frequent Touchpoints: Daily usage means your brand can become part of someone’s routine — like checking emails or text messages.

Stories = Authentic Engagement: Stories remain ephemeral and encourage real-time connections. They’re also a great way to experiment with behind-the-scenes content or quick product demos.

6: Average Time Spent on Instagram

 ~143 Minutes/Day on Social Media; ~30–33 Minutes/Day on Instagram

Globally, people spend about 143 minutes each day on social media in 2024 — down from 151 minutes in 2023. Instagram typically captures around 30–33 minutes of that daily usage. Meanwhile, countries like Brazil push their social media usage to nearly 3 hours 49 minutes daily!

• User Attention: You have a limited window — roughly half an hour — to grab attention among feed posts, Reels, Stories, and direct messages. Make your content count.
• Increased Sales Potential: Research from Instagram for Business indicates that 44% of surveyed users shop weekly using the platform’s shopping features. Since so many people are already there scrolling and tapping, your shop might be just a click away.

7: Age Groups on Instagram

 18–24 Year-Olds (32%) & 25–34 (30.6%) Dominate Global Audiences

As of April 2024, users aged 18–24 comprise about 32% of Instagram’s global audience, with the 25–34 bracket close behind at 30.6%. That means 62.6% of total users are under 35. Teens (particularly in the U.S.) also frequent Instagram, though TikTok and Snapchat may edge out some usage time.

What Can Businesses Take From This?

• Youthful Demographic: If your target market includes Gen Z or Millennials, Instagram is a goldmine.
• Expanding Age Range: While younger users dominate, older demographics are also present — especially in regions like Northern Europe and parts of the U.S.

Curate content that resonates with younger audiences (trending audio on Reels, fresh design). However, don’t overlook older users: product lines aimed at wellness, tech gadgets, or travel can do well among 35+ audiences if presented authentically.

8: Gender of Daily Active Users

Slightly More Female Users, ~52% vs. 48% Male

Depending on the region, female usage may tip the scales a bit, with a near 50-50 split in some countries. This near balance indicates that marketing strategies can be tailored to both genders — though certain niches (e.g., fashion, beauty, lifestyle) might skew more female in following.

• Targeted Campaigns: If you sell a female-oriented product, Instagram is especially potent. But men’s apparel, gadgets, and sports content also thrive.
• Inclusive Branding: The split encourages brands to create inclusive campaigns that speak to diverse audiences.

9: What Do Daily Users Spend Their Time On?

91% Watch Videos Weekly, & 44% Shop Weekly

Instagram’s video content — Reels, Live, and short clips — commands massive viewership. 91% of active users surveyed said they watch videos on Instagram weekly. Meanwhile, 44% shop weekly using in-app features like product tags and the Shop tab.

• Posting & Scrolling: Classic feed posts and casual scrolling remain fundamentals.
• Watching Stories: Ephemeral Stories continue to be a favored feature for day-to-day sharing.
• Reels: Short-form entertainment that can quickly go viral if well-produced.

Tips for Businesses

• Tremendous E-commerce Potential: This is great news if you’re selling directly via Instagram. Shoppable tags can seamlessly convert casual interest into checkouts.
• High Video Engagement: If you’re camera-shy, consider short product demos, behind-the-scenes tours, or quick lifestyle videos. They don’t have to be Hollywood-level — authenticity resonates big-time on Instagram.
• Experiment with user-generated content (UGC). Encourage fans to post photos or videos featuring your products and tag your account. It builds trust and fosters community.

Sources: Source – 1, Source – 2

10: When Do Active Instagram Users Spend Time on Instagram by Country?

• S. & UK: Peaks typically occur midday (late morning to early afternoon) and again in the evening (8–10 PM).
• Brazil: Notable usage throughout the day, thanks to a high total social media average (3h49m daily).
• India: Engagement spikes on weekends and late evenings, particularly in metropolitan areas.

How To Use This Information

• Optimize Posting Times: Identify your core audience’s location and time zone, then schedule posts accordingly. A well-timed post can double or triple your engagement.
• Stories for the “In-Between” Moments: Because Stories vanish after 24 hours, posting during known peak times helps ensure more eyeballs in that short window.

11: Instagram Growth  —  Monthly & Daily

Growth or Decline in Monthly Active Users

• Positive Trajectory: Despite competition from Snapchat, TikTok, and YouTube, Instagram continues to expand.
• 25% YoY Growth in Early 2024: This figure underlines the platform’s ongoing vibrancy, especially in emerging markets like India and Indonesia.

Growth or Decline in Daily Active Users

• Stories, Reels, & Global Internet Access: With 8% of the world population now online, Instagram’s potential for new users keeps rising.
• Business Tools Spur Growth: Features like Shops, Reels monetization, and influencer marketplaces encourage small businesses and content creators to invest more time.

Instagram Is Not Going Anywhere

• Future-Proofing Your Marketing: Instagram’s growth is a sign that it’s not going anywhere soon. Building a presence now sets you up for future expansions in user base and features.
• Competitive Edge: If Instagram invests heavily in e-commerce and content creation tools, you can harness these innovations early to outshine slower competitors.

12: Fake & Bot Accounts

 Estimated 5–15% of Instagram Profiles Could Be Fake or Bots

Multiple industry reports suggest a decent chunk of Instagram accounts are either spam, bots, or inactive. Instagram periodically purges these accounts, causing dips in follower counts for some users.