A data profile of the people who buy, follow and care about Instagram in United Kingdom — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 29,815,932 people in United Kingdom.
The average Instagram fan in United Kingdom is 42.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Shelter Dogs, Wedding planning, Female entrepreneur, with strongest over-indexing on Shelter Dogs (1.51× the country average).
Demographically, the Instagram audience skews more female with an average age of 42.4, 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 13 regions tracked by Rascasse.
The typical Instagram fan in United Kingdom is more female, around 42.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Shelter Dogs.
The key figures that characterise the Instagram profile in United Kingdom.
57.1% are female, 42.9% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 42.4 |
| Estimated audience size | 29,815,932 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Instagram audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 10.8% |
| China | 4.0% |
| Japan | 2.7% |
Where the Instagram audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~4M | 1.29× | |
| 02 | Greater London | ~4.5M | 1.21× | |
| 03 | South West | ~3M | 1.14× | |
| 04 | Northern Ireland | ~1M | 1.14× | |
| 05 | South East | ~4.5M | 1.08× | |
| 06 | East of England | ~3M | 1.07× | |
| 07 | Scotland | ~3M | 1.03× | |
| 08 | East Midlands | ~2M | 0.99× | |
| 09 | Wales | ~1.5M | 0.97× | |
| 10 | England | ~22M | 0.86× | |
| 11 | North East | ~900K | 0.76× | |
| 12 | Yorkshire and the Humber | ~2M | 0.74× | |
| 13 | West Midlands | ~900K | 0.72× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Giveaways | Shopping | 2.30× | ||
| 02 | Sex and the City (film) | Movies & TV | 2.25× | ||
| 03 | New York | Travel & Leisure | 2.20× | ||
| 04 | Pretty Nails | Beauty & Wellness | 1.99× | ||
| 05 | Hair Stylists | Beauty & Wellness | 1.98× | ||
| 06 | Black Panther (film) | Movies & TV | 1.79× | ||
| 07 | Wedding planning | Kids & Family | 1.73× | ||
| 08 | Rhianna (singer) | Music & Radio | 1.73× | ||
| 09 | Travel Blogger | Travel & Leisure | 1.71× | ||
| 10 | Gay Love | Politics & Society | 1.70× | ||
| 11 | Female entrepreneur | Business & Career | 1.69× | ||
| 12 | natural hair | Beauty & Wellness | 1.69× | ||
| 13 | Long Lashes | Beauty & Wellness | 1.65× | ||
| 14 | Manicure & Pedicure | Beauty & Wellness | 1.63× | ||
| 15 | Bridal registry | Kids & Family | 1.61× | ||
| 16 | Art Collecting | Arts & Culture | 1.58× | ||
| 17 | Winnie the Pooh (film) | Movies & TV | 1.56× | ||
| 18 | Beauty tips | Beauty & Wellness | 1.53× | ||
| 19 | Shelter Dogs | Pets & Animals | 1.51× | ||
| 20 | Beauty Makeup | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.21× | |
| Design Affinity | PREMIUM | 1.05× | |
| Mindfulness | BALANCE | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.77× | |
| Patriotism | CONSERVATISM | 0.78× | |
| Early Adopter Mentality | POWER | 0.80× |
Instagram has an estimated audience of 29,815,932 people in United Kingdom, concentrated in England and Greater London.
57.1% of Instagram fans are female, 42.9% are male, with an average age of 42.4 years.
Instagram fans show strongest brand affinity for Shelter Dogs (1.51×), Wedding planning (1.73×), and Female entrepreneur (1.69×) over the country average.
Instagram fans in United Kingdom are most concentrated in England (reach ~22M), Greater London (reach ~4.5M), and South East (reach ~4.5M). These three regions account for the largest share of the active audience.
Beyond Instagram itself, the audience over-indexes on Wedding planning (1.73×), Female entrepreneur (1.69×), Rhianna (singer) (1.73×), and Gay Love (1.7×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. 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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