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Instagram usage in Great Britain 2018, by age and gender

Instagram’s appeal is the strongest among females under 24 years of age, according to an Ipsos survey of approximately 4,000 British residents. The survey revealed that 71 percent of females aged 15 to 24 years of age use Instagram, compared with 61 percent of males in the same age group. Similar figures are seen in the United States, with 64 percent of Americans aged 18 to 29 years of age using the service. 39 percent of American female adults use the service, compared with 30 percent of male adults.

Developing age profile

While users under the age of 34 still make up the majority of the user base in Great Britain, the age distribution has been shifting since the first quarter of 2015. Just 13 percent of users were between 35 and 44 years of age in the first quarter of 2015, compared with 20 percent in the first quarter of 2018. The share of users aged between 15 and 24 years of age fell from 53 percent to 36 percent over the same time period.

Audiences of millions

   The leading British influencers have fan bases with millions of followers, a dream scenario for advertisers looking to direct brand messages quickly to massive audiences for less than advertising in traditional media. Marzia Bisognin, posting under the name @itsmarziapie has amassed 5.2 million followers, while David Beckham is the United Kingdom’s most popular celebrity influencer with a following of 43.14 million (as of April 2018.)

Instagram usage in Great Britain (GB) in the 1st quarter 2018, by age and gender

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In cooperation with
Release date

March 2018


United Kingdom (Great Britain)

Survey time period

Q1 2018

Number of respondents

circa 4,000

Age group


Special properties

visitors to or users of Instagram in three months previous to the survey.

Method of interview

Face-to-face interview

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Statistics on "Photo apps in the United Kingdom (UK)"

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