Rascasse Audience Intelligence

Instagram Audience in United States

A data profile of the people who buy, follow and care about Instagram in United States — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 144,556,843 people in United States.

#1among Social media in United States#1among Website / Newspaper / Magazine in United States#1in Internet & Social Media

The average Instagram fan in United States is 39.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Rhianna (singer), Princess Polly, Medigap, with strongest over-indexing on Rhianna (singer) (2.41× the country average).

Demographically, the Instagram audience skews balanced with an average age of 39.4, and over-indexes on personality traits such as Social Media Usage, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Instagram fan in United States is balanced, around 39.4 years old, with strong Social Media Usage tendencies and a notable affinity for Rhianna (singer).

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Instagram profile in United States.

Audience size
144.6M
in United States
Gender
54.9%♀
45.1% male
Age
39.4
average years
Country rank
#29
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Instagram

54.9% are female, 45.1% are male, average age 39.4.

Fig. 02

Gender split

54.9%
Female
45.1%
Male
Demographic split for Instagram audience in United States
MetricValue
Female54.9%
Male45.1%
Average age39.4
Estimated audience size144,556,843
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Instagram audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3918%
40-4920%
50+22%
Fig. 04

Worldwide distribution

10.8%

of the worldwide Instagram audience comes from United States.

Worldwide audience distribution share by country for Instagram
CountryShare
United States10.8%
China4.0%
Japan2.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Instagram audience in United States is strongest.

Fig. 05

Top regions by affinity

Instagram fans by region: top regions in United States
#RegionReachAffinity×
01California~23M1.47×
02Utah~2M1.38×
03Maryland~3M1.29×
04Nevada~2M1.29×
05Texas~16M1.26×
06Louisiana~2.5M1.26×
07Georgia~5.5M1.25×
08Hawaii~800K1.24×
09New York~10M1.23×
10Arizona~3.5M1.20×
11Oregon~2M1.18×
12New Mexico~900K1.17×
13Washington~3.5M1.16×
14Idaho~800K1.14×
15New Jersey~4M1.12×
16Virginia~4M1.09×
17Washington, District of Columbia~500K1.06×
18Florida~10M1.05×
19North Carolina~4.5M1.05×
20Connecticut~1.5M1.04×
21Mississippi~1M1.03×
22Rhode Island~500K1.02×
23Colorado~2.5M1.01×
24Massachusetts~3M1.00×
25Tennessee~3M0.99×
26Pennsylvania~5M0.98×
27Alabama~2M0.98×
28South Carolina~2M0.94×
29Oklahoma~1.5M0.94×
30Illinois~4.5M0.93×
31Ohio~4M0.93×
32Kansas~1M0.93×
33Vermont~200K0.93×
34Michigan~3.5M0.92×
35Montana~400K0.92×
36Arkansas~1M0.91×
37Indiana~2.5M0.90×
38Delaware~400K0.90×
39Missouri~2M0.85×
40Kentucky~1.5M0.83×
41Maine~400K0.81×
42Alaska~200K0.80×
43Wisconsin~1.5M0.79×
44Minnesota~1.5M0.79×
45Nebraska~600K0.79×
46New Hampshire~400K0.79×
47Iowa~900K0.74×
48South Dakota~200K0.72×
49North Dakota~200K0.70×
50West Virginia~400K0.58×
Fig. 06

Affinity by region

Affinity by region — Instagram, United States
0.58×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Instagram audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Instagram audience
#·InterestCategoryAffinity×
01Rhianna (singer)Music & Radio2.41×
02Kappa Alpha ThetaBusiness & Career1.86×
03Kappa Kappa GammaBusiness & Career1.86×
04Delta Delta DeltaBusiness & Career1.82×
05University of Maryland University CollegeBusiness & Career1.81×
06Kappa DeltaBusiness & Career1.79×
07Public figurePolitics & Society1.78×
08Chi OmegaBusiness & Career1.73×
09University of Wisconsin–MilwaukeeBusiness & Career1.70×
10Princess PollyFashion & Accessoires1.61×
11Red Bull RecordsMusic & Radio1.61×
12Tennessee State UniversityBusiness & Career1.60×
13Crossroads Trading CompanyBrand1.59×
14Rap MonsterMusic & Radio1.57×
15G-DragonMusic & Radio1.55×
16Watercolor ArtistArts & Culture1.54×
17Motel RocksFashion & Accessoires1.54×
18Very (online retailer)Website / Newspaper / Magazine1.52×
19JYP EntertainmentMovies & TV1.52×
20MedigapPolitics & Society1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instagram audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Instagram audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY0.92×
MindfulnessBALANCE0.91×
CreativityOPEN0.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instagram audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Career OrientationPOWER0.72×
Urban LifestyleOPEN0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Instagram have in United States?

Instagram has an estimated audience of 144,556,843 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Instagram fans?

54.9% of Instagram fans are female, 45.1% are male, with an average age of 39.4 years.

03

Which brands do Instagram fans like most?

Instagram fans show strongest brand affinity for Rhianna (singer) (2.41×), Princess Polly (1.61×), and Medigap (1.51×) over the country average.

04

Where do Instagram fans live in United States?

Instagram fans in United States are most concentrated in California (reach ~23M), Texas (reach ~16M), and Florida (reach ~10M). These three regions account for the largest share of the active audience.

05

What other brands do Instagram fans also like?

Beyond Instagram itself, the audience over-indexes on Princess Polly (1.61×), Medigap (1.51×), Very (online retailer) (1.52×), and Watercolor Artist (1.54×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Social media audiences in United States

See Instagram audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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.

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.

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