A data profile of the people who buy, follow and care about Instagram in Australia — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 13,915,199 people in Australia.
The average Instagram fan in Australia is 41.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Princess Polly, Bec and Bridge, Sabo Skirt, with strongest over-indexing on Princess Polly (1.52× the country average).
Demographically, the Instagram audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 8 regions tracked by Rascasse.
The typical Instagram fan in Australia is more female, around 41.6 years old, with strong Design Affinity tendencies and a notable affinity for Princess Polly.
The key figures that characterise the Instagram profile in Australia.
56.3% are female, 43.7% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 56.3% |
| Male | 43.7% |
| Average age | 41.6 |
| Estimated audience size | 13,915,199 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 28% |
of the worldwide Instagram audience comes from Australia.
| Country | Share |
|---|---|
| United States | 11.2% |
| China | 4.2% |
| Japan | 2.8% |
Where the Instagram audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~5.5M | 1.10× | |
| 02 | Queensland | ~3.5M | 1.09× | |
| 03 | Victoria | ~4.5M | 1.08× | |
| 04 | Western Australia | ~1.5M | 1.00× | |
| 05 | South Australia | ~1M | 0.99× | |
| 06 | Northern Territory | ~100K | 0.94× | |
| 07 | Tasmania | ~300K | 0.91× | |
| 08 | Australian Capital Territory | ~300K | 0.89× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Alice McCall | Fashion & Accessoires | 1.54× | ||
| 02 | Bec and Bridge | Fashion & Accessoires | 1.53× | ||
| 03 | Princess Polly | Fashion & Accessoires | 1.52× | ||
| 04 | Sabo Skirt | Fashion & Accessoires | 1.52× | ||
| 05 | Mecca Cosmetica | Shopping | 1.51× | ||
| 06 | Colcci | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.06× | |
| Creativity | OPEN | 1.01× | |
| Mindfulness | BALANCE | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.65× | |
| Spirituality | BALANCE | 0.74× | |
| Risk Appetite | THRILL | 0.74× |
Instagram has an estimated audience of 13,915,199 people in Australia, concentrated in New South Wales and Victoria.
56.3% of Instagram fans are female, 43.7% are male, with an average age of 41.6 years.
Instagram fans show strongest brand affinity for Princess Polly (1.52×), Bec and Bridge (1.53×), and Sabo Skirt (1.52×) over the country average.
Instagram fans in Australia are most concentrated in New South Wales (reach ~5.5M), Victoria (reach ~4.5M), and Queensland (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond Instagram itself, the audience over-indexes on Bec and Bridge (1.53×), Sabo Skirt (1.52×), Mecca Cosmetica (1.51×), and Colcci (1.5×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Instagram. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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