US Instagram User Penetration, by Race/Ethnicity

Timeframe20222023202420252026
% of Smartphone Users
– AsianMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BlackMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hispanic*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other**Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– WhiteMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TotalMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Social Network Users
– AsianMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BlackMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hispanic*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other**Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– WhiteMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TotalMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Internet Users
– AsianMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BlackMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hispanic*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other**Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– WhiteMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TotalMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Population
– AsianMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BlackMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hispanic*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other**Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– WhiteMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TotalMaximum of two rows can be charted.
Deselect another chart icon to add this one.

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
Become a Client
Powerful data and analysis on nearly every digital topic.