Rascasse Audience Intelligence

Instagram Audience Demographics in United States

Instagram has an estimated audience of 153.1M people in United States.

#1among Social media in United States
#1among websites & media in United States
#1in Internet & Social Media

The average Instagram fan in United States is 40.2 years old, balanced, and lives primarily in California.

By number of fans, Instagram ranks #1 among the 39 objects in Social media in United States — 75.6× the group median.

Its fans are 3.2 years older than the group average of 37.0.

Compared with the other 38 objects in Social media, Instagram fans stand out for their interest in Kappa Alpha Theta, Kappa Kappa Gamma and Zeta Tau Alpha.

Most fans live in California, Texas, New York.

Top affinities include Kappa Alpha Theta, Kappa Kappa Gamma, Zeta Tau Alpha, with strongest over-indexing on Kappa Alpha Theta (1.86× the country average).

The typical Instagram fan in United States is balanced, around 40.2 years old, with a notable affinity for Kappa Alpha Theta.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
153.1M
in United States
Gender
54.9%♀
45.1% male
Age
40.2
average years
Country rank
#20
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of Instagram

54.9% are female, 45.1% are male, average age 40.2.

Fig. 02

Gender split

54.9%
Female
45.1%
Male
Demographic split for Instagram audience in United States
MetricValue
Female54.9%
Male45.1%
Average age40.2
Estimated audience size153.1M
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Instagram audience in United States
Age bracketShare%
16-2421%
25-3418%
35-4418%
45-5420%
55+22%
Fig. 04

Worldwide distribution

13.5%

of the worldwide Instagram audience comes from United States.

Worldwide audience distribution share by country for Instagram
CountryShare
United States13.5%
China7.0%
India3.7%
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

Fig. 05

Top regions by affinity

Instagram fans by region: top regions in United States
#RegionReachAffinity×
01California~27M1.47×
02Utah~2M1.38×
03Maryland~3.5M1.29×
04Nevada~2M1.29×
05Texas~13M1.26×
06Louisiana~2.5M1.26×
07Georgia~6.5M1.25×
08Hawaii~800K1.24×
09New York~11M1.23×
10Arizona~4M1.20×
11Oregon~2.5M1.18×
12New Mexico~1M1.17×
13Washington~4M1.16×
14Idaho~1M1.14×
15New Jersey~5M1.12×
16Virginia~4.5M1.09×
17Washington, District of Columbia~300K1.06×
18Florida~10M1.05×
19North Carolina~5.5M1.05×
20Connecticut~1.5M1.04×
21Mississippi~1.5M1.03×
22Rhode Island~500K1.02×
23Colorado~2.5M1.01×
24Massachusetts~3M1.00×
25Tennessee~3.5M0.99×
26Pennsylvania~6M0.98×
27Alabama~2.5M0.98×
28South Carolina~2.5M0.94×
29Oklahoma~1.5M0.94×
30Illinois~5.5M0.93×
31Ohio~5M0.93×
32Kansas~1M0.93×
33Vermont~300K0.93×
34Michigan~4M0.92×
35Montana~500K0.92×
36Arkansas~1.5M0.91×
37Indiana~3M0.90×
38Delaware~400K0.90×
39Missouri~2.5M0.85×
40Kentucky~1.5M0.83×
41Maine~500K0.81×
42Alaska~300K0.80×
43Wisconsin~2M0.79×
44Minnesota~2M0.79×
45Nebraska~700K0.79×
46New Hampshire~500K0.79×
47Iowa~1M0.74×
48South Dakota~300K0.72×
49North Dakota~200K0.70×
50West Virginia~500K0.58×
Fig. 06

Affinity by region

Affinity by region — Instagram, United States
0.58×1.00×1.47×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Instagram audience vs. the country average
#·InterestCategoryAffinity×
01Kappa Alpha ThetaBusiness & Career1.86×
02Kappa Kappa GammaBusiness & Career1.86×
03Zeta Tau AlphaBusiness & Career1.83×
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)Shopping1.52×
19JYP EntertainmentMovies & TV1.52×
20MedigapPolitics & Society1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Instagram audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Instagram audience vs. the country average · What stands out
TraitClusterDeviationScore
Social Media UsageJOY0.92×
MindfulnessBALANCE0.91×
CreativityOPEN0.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Instagram audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Career OrientationPOWER0.72×
Urban LifestyleOPEN0.74×
0×1.00× baseline2×
Appendix

Explore more audiences

More Social media audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Instagram over the last 12 months. Modelled, not counted; people interested in several website / newspaper / magazines count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/instagram-18035” · Methodology