US Instagram Social Buyers and Penetration

Timeframe20222023202420252026
Instagram social buyers (millions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of Instagram usersMaximum of two rows can be charted.
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– % of digital buyersMaximum of two rows can be charted.
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– % of internet usersMaximum of two rows can be charted.
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– % of social buyersMaximum of two rows can be charted.
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Source: eMarketer

Note: ages 14+; social network users who have made at least one purchase via the Instagram platform, including links and transactions on the platform itself, during the calendar year; including online, mobile and tablet purchases

Additional Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content.

Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, company releases and demographic adoption trends.

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