Source: Insider Intelligence | eMarketer, May 2023 - October 2023
Note: ages 18+; includes all time spent with Instagram, regardless of multitasking
Additional Note: Estimates of average time spent with media are based on the total UK adult population, not the number of users of each medium. Figures are rounded to the nearest minute. Includes all desktop/laptop and mobile time spent on Instagram.
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports and device adoption trends.