A data profile of the people who buy, follow and care about Instagram in Spain — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 17,700,445 people in Spain.
The average Instagram fan in Spain is 43.0 years old, more female, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include Ana de Armas, Makeup &hair, Hilary Duff, with strongest over-indexing on Ana de Armas (1.75× the country average).
Demographically, the Instagram audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Instagram fan in Spain is more female, around 43.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Ana de Armas.
The key figures that characterise the Instagram profile in Spain.
57.2% are female, 42.8% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 57.2% |
| Male | 42.8% |
| Average age | 43.0 |
| Estimated audience size | 17,700,445 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 27% |
of the worldwide Instagram audience comes from Spain.
| Country | Share |
|---|---|
| United States | 10.8% |
| China | 4.0% |
| Japan | 2.7% |
Where the Instagram audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Region of Murcia | ~700K | 1.13× | |
| 02 | Castile and León | ~900K | 1.12× | |
| 03 | Castilla-La Mancha | ~800K | 1.11× | |
| 04 | Navarre | ~200K | 1.11× | |
| 05 | Aragon | ~500K | 1.09× | |
| 06 | Galicia | ~900K | 1.08× | |
| 07 | Extremadura | ~400K | 1.04× | |
| 08 | Basque Autonomous Country | ~700K | 1.03× | |
| 09 | La Rioja | ~100K | 1.03× | |
| 10 | Andalusia | ~3.5M | 0.97× | |
| 11 | Catalonia | ~3M | 0.96× | |
| 12 | Comunidad Valenciana | ~2M | 0.96× | |
| 13 | Cantabria | ~200K | 0.95× | |
| 14 | Community of Madrid | ~3M | 0.93× | |
| 15 | Principality of Asturias | ~400K | 0.93× | |
| 16 | Canary Islands | ~700K | 0.79× | |
| 17 | Balearic Islands | ~400K | 0.76× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ana de Armas | Movies & TV | 1.75× | ||
| 02 | Hilary Duff | Movies & TV | 1.74× | ||
| 03 | Flashback (1992 video game) | Movies & TV | 1.70× | ||
| 04 | Wuhan | Travel & Leisure | 1.68× | ||
| 05 | Diyarbakır | Travel & Leisure | 1.68× | ||
| 06 | Brain teaser | Business & Career | 1.65× | ||
| 07 | The Residents | Music & Radio | 1.61× | ||
| 08 | Brain Test | Games | 1.61× | ||
| 09 | Raquel del Rosario | Music & Radio | 1.61× | ||
| 10 | Vera Wang | Fashion & Accessoires | 1.59× | ||
| 11 | Social influence | Politics & Society | 1.59× | ||
| 12 | Mathematical optimization | Business & Career | 1.56× | ||
| 13 | Makeup &hair | Beauty & Wellness | 1.54× | ||
| 14 | Jessica Biel | Movies & TV | 1.54× | ||
| 15 | Zodiac (film) | Movies & TV | 1.54× | ||
| 16 | Marni (clothing) | Fashion & Accessoires | 1.54× | ||
| 17 | Dickies | Fashion & Accessoires | 1.52× | ||
| 18 | hannah montana | Movies & TV | 1.52× | ||
| 19 | Martha Stewart | Business & Career | 1.52× | ||
| 20 | Polymerase chain reaction | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.97× | |
| Design Affinity | PREMIUM | 0.95× | |
| Pet Ownership | JOY | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.65× | |
| Urban Lifestyle | OPEN | 0.69× | |
| Tradition | CONSERVATISM | 0.70× |
Instagram has an estimated audience of 17,700,445 people in Spain, concentrated in Andalusia and Catalonia.
57.2% of Instagram fans are female, 42.8% are male, with an average age of 43.0 years.
Instagram fans show strongest brand affinity for Ana de Armas (1.75×), Makeup &hair (1.54×), and Hilary Duff (1.74×) over the country average.
Instagram fans in Spain are most concentrated in Andalusia (reach ~3.5M), Catalonia (reach ~3M), and Community of Madrid (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Instagram itself, the audience over-indexes on Makeup &hair (1.54×), Hilary Duff (1.74×), Vera Wang (1.59×), and Social influence (1.59×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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 Spain. 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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