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United StatesInstagram, US
Instagram Users, by Generation
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Ad Revenue
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Instagram Ad Revenues
Ad Revenue, per User
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Instagram Ad Revenues, per Instagram User
Ad Revenue per Hour, per Person
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Instagram Ad Revenues per Hour Spent with Instagram, per Person
Time Spent
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Time Spent with Instagram
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Time Spent with Instagram by Users
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Time Spent with Instagram, by Age
Users
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Instagram Users
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Adult Instagram Users
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Facebook + Instagram Unduplicated Users
by Age
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Instagram Users, by Age
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Instagram User Penetration, by Age
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Instagram User Share, by Age
by Sex
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Instagram Users, by Sex
by Generation
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Instagram Users, by Generation
by Race/Ethnicity
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Instagram Users, by Race/Ethnicity
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Instagram User Penetration, by Race/Ethnicity
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Instagram User Share, by Race/Ethnicity
by Device
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Mobile Phone Instagram Users
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Smartphone Instagram Users
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US Instagram Users and Penetration, by Generation

Timeframe20222023202420252026
Millions
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% Change
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Social Network Users
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Smartphone Users
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Mobile Phone Users
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Internet Users
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Population
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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% of Total
– Gen ZMaximum of two rows can be charted.
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– MillennialMaximum of two rows can be charted.
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– Gen XMaximum of two rows can be charted.
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– Baby boomerMaximum of two rows can be charted.
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Source: eMarketer

Note: internet users of any age who access their Instagram account via any device at least once per month; Gen Z are individuals born between 1997 and 2012; millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; baby boomers are individuals born between 1946 and 1964

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends and demographic adoption trends.

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