Instacart Audience in United States

Instacart has an estimated audience of 20,432,404 people in United States. 57.9% are female, 42.1% are male, average age 41.2. Top regions: California, Florida, New York. Top brand affinities: Capital One, Google Maps, CarGurus, Indeed.com, Khan Academy.

The average Instacart fan in United States is 41.2 years old, more female, and lives primarily in California. The audience is concentrated in California, Florida, New York. Top brand affinities include Capital One, Google Maps, CarGurus, with strongest over-indexing on Capital One (12.32× the country average). Demographically, the Instacart audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Indulgence, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Internet & Social Media · Type: Brand

Demographics of Instacart fans

Demographic split for Instacart audience in United States
MetricValue
Female57.9%
Male42.1%
Average age41.2
Estimated audience size20,432,404

Audience persona

The typical Instacart fan in United States is more female, around 41.2 years old, with strong Indulgence tendencies and a notable affinity for Capital One.

Top regions in United States

Top regions ranked by reach for Instacart in United States
RegionReachAffinity
California3,044,2241.35×
Florida2,178,4641.57×
New York1,980,4051.73×
Texas1,339,6250.76×
Georgia990,8991.57×
North Carolina902,9421.47×
Pennsylvania853,7721.24×
Illinois800,7861.18×
New Jersey748,2011.44×
Virginia670,3211.35×
Ohio643,7081.02×
Maryland592,9861.69×
Massachusetts583,1881.45×
Michigan534,2311×
Tennessee506,6971.24×
Washington472,7221.15×
South Carolina447,5331.46×
Missouri399,6181.21×
Arizona397,9240.95×
Indiana362,6490.97×
Connecticut330,4561.61×
Alabama290,4881.02×
Oregon279,4841.19×
Colorado276,9390.86×
Wisconsin272,2790.89×
Minnesota259,0690.88×
Louisiana220,4320.84×
Kentucky201,7240.79×
Nevada199,0121.01×
Oklahoma142,9980.63×
Utah121,3090.66×
Kansas117,6370.73×
Mississippi106,4180.63×
Arkansas101,4150.6×
Washington, District of Columbia97,9531.59×
Iowa88,2410.52×
New Hampshire80,2841×
Hawaii70,0780.8×
Delaware68,0591.21×
West Virginia67,0870.71×
Idaho66,5740.65×
Rhode Island65,3231×
New Mexico65,1280.64×
Nebraska55,1600.54×
Maine47,2480.65×
Alaska34,5370.79×
Vermont33,8330.94×
Montana32,4230.57×
North Dakota22,1680.53×
South Dakota15,2700.32×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Instacart audience
BrandAffinityCategory
Capital One12.32×Business & Career
Google Maps11.74×Internet & Social Media
CarGurus14.09×Cars & Mobility
Indeed.com9.85×Business & Career
Khan Academy16.68×Business & Career
Circle K13.48×Shopping
Enterprise Rent-A-Car11.07×Cars & Mobility
DeviantArt10.44×Internet & Social Media
AccuWeather8.86×Home & Garden
Google News7.81×News
Beetlejuice6.41×Movies & TV
Diane Keaton7.76×Movies & TV
Aaron Rodgers7.73×Sports
Bruce Willis8.64×Movies & TV
ICloud10.67×Technology & Electronics
Billy Bob Thornton9.79×Movies & TV
Apple Store8.73×Shopping
Jeff Bezos12.14×Business & Career
Autism Awareness10.07×Health
Dakota Johnson10.27×Movies & TV

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Instacart audience
TraitClusterScore
IndulgenceJOY1.74
Urban LifestyleOPEN1.53
LGBTQ+ IdentityOPEN1.34
Social Media UsageJOY1.21
Risk AppetiteTHRILL1.21
Price SensitivityPREMIUM1.19

Worldwide distribution

Worldwide audience distribution share by country for Instacart
CountryShare
United States84.2%
Canada8.6%
India1.6%

See Instacart audiences in other countries

More Internet & Social Media audiences in United States

Frequently asked questions

How many fans does Instacart have in United States?

Instacart has an estimated audience of 20,432,404 people in United States, concentrated in California and Florida.

What is the gender split and age of Instacart fans?

57.9% of Instacart fans are female, 42.1% are male, with an average age of 41.2 years.

Which brands do Instacart fans like most?

Instacart fans show strongest brand affinity for Capital One (12.32×), Google Maps (11.74×), and CarGurus (14.09×) over the country average.

Where do Instacart fans live in United States?

Instacart fans in United States are most concentrated in California (reach 3,044,224), Florida (reach 2,178,464), and New York (reach 1,980,405). These three regions account for the largest share of the active audience.

What other brands do Instacart fans also like?

Beyond Instacart itself, the audience over-indexes on Google Maps (11.74×), CarGurus (14.09×), Indeed.com (9.85×), and Khan Academy (16.68×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Instacart. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.