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United StatesInstagram, US
Instagram User Penetration, by Race/Ethnicity
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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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Jump to Source Comparisons Below

US Instagram User Penetration, by Race/Ethnicity

Timeframe20222023202420252026
% of Smartphone Users
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic*Maximum of two rows can be charted.
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– Other**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% of Social Network Users
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic*Maximum of two rows can be charted.
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– Other**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% of Internet Users
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic*Maximum of two rows can be charted.
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– Other**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% of Population
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic*Maximum of two rows can be charted.
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– Other**Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– TotalMaximum 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; *can be of any race; **includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; and country-specific demographic and socioeconomic factors.

Comparative Estimates from Additional Sources:

Instagram users (% of population), US

Sources2020202120222023202420252026
eMarketer,December 2022
Edison Research,March 2020
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