UK: Instagram users 2023, by age group

In February 2023, Instagram had around 35 million users in the United Kingdom (UK). The largest share of Instagram users were individuals aged between 25 and 34 years old, at 29 percent. This was followed by users within the 18 to 24 years old category. Individuals over 65 years old, were less likely to use the social media platform, making up the smallest share of Instagram users during this period.

Leading social media in the UK

According to figures based on approximately fifteen billion hits online per month, Facebook was the leading social media website in the UK as of May 2021, holding over 56 percent of the social media market share. This was followed by Twitter and Pinterest. The Instagram website ranked fourth during that period, with a market share of 5.53 percent.

Facebook: Leader in the UK

The number of social network users in the UK experienced an increase of roughly ten million users between 2015 and 2020. The share of female Facebook users is slightly higher than the number of male users. At a quarter of respondents, individuals aged between 25 and 34 years old made up the largest share of Facebook users in the UK. This was followed by roughly 19 percent of users within the 35 to 44 years old category. Facebook usage appeared to be the lowest among 13 to 17-year-olds.