Highlights. Over 1.4 billion or 70% of active users shop on Instagram.
- 83% of users search for new brands and products on Instagram.
- There are over 25 million registered businesses on Instagram.
- 90% of Instagram accounts follow at least one business.
- Roughly 200 million Instagram users tap on a shopping post or business profile daily.
Instagram Shopping Statistics
Social commerce sales on Instagram are expected to total $37.2 billion in 2024.
- 11% of all social media users in the U.S. shop on Instagram.
- 81% of Instagram users use the app to research new products or brands.
- 60% of users have discovered a new regular-use product or brand on Instagram.
- 70% of Instagram users say they like or at least don’t mind video ads.
- Over 75% of companies in the U.S. are expected to use Instagram.
U.S. Instagram Consumer Statistics
Each month, 21.9% of Americans use Instagram to browse or purchase products.
- 11.7% of American consumers browse products on Instagram each month.
- 5.6% of consumers search for product reviews on Instagram monthly.
- 4.6% of consumers purchase items on Instagram monthly.
- 42% of social media users in the U.S. have purchased at least one product using Instagram.
- 43% of female social media users and 41% of male users have made at least one purchase on Instagram.
- 19% of U.S. consumers use Instagram specifically to search for products.
- 7% of Americans begin their online shopping searches on Instagram.
Instagram Consumers by Generation
46.1% of U.S. consumers born between 1997 and 2012 (commonly referred to as Gen Z) use Instagram to browse or purchase products each month.
- Gen Z consumers browse products on Instagram at a 22.3% higher rate than other generations.
- 37.7% of consumers born between 1981 and 1996 (commonly referred to as Millennials) shop on Instagram monthly.
- 18.5% of consumers born between 1965 and 1980 (commonly referred to as Gen X) shop on Instagram monthly.
- Only 2.1% of consumers born between 1946 and 1964 (commonly referred to as Boomers) shop on Instagram.
- 49% of Gen Z social media users have purchased at least one product using Instagram.
- 46% of Millennial social media users have made a purchase on Instagram.
- 36% of Gen X social media users and 14% of Boomer users have purchased a product using Instagram.
- 36% of Gen Z adults search for products on Instagram, an 89.5% higher rate than all consumers.
- 27% of Gen Z Instagram users in the U.S. search for fashion brands on the platform.
- 19% of Gen Z users search for gift ideas on Instagram; 12% search for consumer electronics.
Global Instagram Consumer Statistics
87% of Instagram users worldwide say they have taken action after seeing a product on the platform.
- Social media users in Spain and Portugal are the most likely to purchase products using Instagram at 57%.
- Globally, 47% of female social media users and 41% of male users have purchased a product from Instagram.
- 57% of Gen Z social media users worldwide have made a purchase on Instagram.
- 48% of Millennial social media users purchase products using Instagram.
- 36% of Gen X social media users and 24% of Boomer users purchase items using Instagram.
Instagram Shopping by Category
Consumers are most likely to purchase clothing and apparel on Instagram with 46.5% of social media buyers purchasing monthly.
- Social media buyers are 12.0% more likely to purchase apparel on Instagram each month than on any other platform.
- 28.6% of social media buyers purchase food or beverages on Instagram monthly; 28.4% purchase beauty products.
- 12% of Instagram users search for fashion brands on the platform making it the largest search category.
Instagram for Business Statistics
Brands and marketers use sponsored content and advertisements as well as Instagram shopping tools that include Shoppable Posts and Instagram Checkout.
- 86% of online retailers in the U.S. use Instagram.
- 81% of online stores in the United Kingdom use Instagram; 75% of German online stores use the platform.
- Shoppable posts account for 33% of brand content on Instagram.
- 89% of online furniture & appliance stores and 81% of food and personal care online stores use Instagram Shopping to connect with consumers.
Instagram Brand Account Statistics
For brands, Instagram is an advertising tool and a point of sale.
- 33% of the most viewed stories come from business accounts on Instagram.
- The most-followed Instagram accounts for retail brands post an average of 2.01 times per day since their first post.
- Nike is the most popular brand on Instagram in terms of account followers, with more than four times as many followers as the second-most popular retail brand, Victoria’s Secret.
- Nike’s Instagram account had over 304 million followers in August 2024.
- Nike increased its Instagram followers by 49% in 2021.
- BMW and Mercedes Benz have the most Instagram followers of any automotive brands, with 39.6 million and 38.9 million, respectively.
| Brand Account | Total Followers
(millions) |
Average Daily New Followers
(thousands) |
|---|---|---|
| @nike | 304.00 | 67.10 |
| @victoriassecret | 76.00 | 41.30 |
| @zara | 61.80 | 16.30 |
| @chanelofficial | 59.90 | 16.90 |
| @louisvuitton | 55.60 | 13.00 |
| @gucci | 52.30 | 11.00 |
| @dior | 46.40 | 12.00 |
| @bmw | 39.60 | 9.00 |
| @mercedesbenz | 38.90 | 8.70 |
| @hm | 38.30 | 8.50 |
Instagram Marketing Statistics
79% of social media marketers use Instagram.
- 33% of marketers develop the most loyal consumers from Instagram.
- 25% of social media marketers use Instagram as their preferred method of advertising.
- 56% of marketers plan to increase their efforts on Instagram for their businesses over the next 12 months.
- Instagram has remained most important to roughly 24% of marketing firms over the past 3 years, while Facebook has seen a steady decline in marketing popularity since 2020.
- Instagram influencer marketing spend is expected to total $2.21 billion in 2024, up 12.8% from 2023 ($1.96 billion).
- An estimated 58.2% of marketers use Instagram Reels for influencer marketing, up 8.38% from 2023 (53.7%).
Instagram Ad Revenue Statistics
Most of Instagram’s revenue comes from sponsored content or traditional advertising.
- Advertising revenue on Instagram totaled $49.8 billion in 2023, up 35.0% year-over-year (YoY).
- U.S. ad revenue totaled an estimated $39.7 billion in 2023, up 19.4% YoY.
- Global Instagram ad revenue for 2022 totaled $33.3 billion, up 25.7% YoY.
- Advertising revenue from Instagram represented 37.4% of Meta’s total advertising revenue in 2023.
- Parent company Meta Platforms, Inc. reports 98% of its revenue comes from advertising.
| Brand Account | Average Daily Posts | Date of First Post |
|---|---|---|
| @nike | 0.33 | 1/19/2012 |
| @victoriassecret | 2.37 | 7/9/2019 |
| @zara | 1.24 | 2/11/2014 |
| @chanelofficial | 1.79 | 10/13/2014 |
| @louisvuitton | 1.90 | 9/29/2012 |
| @gucci | 0.09 | 6/20/2011 |
| @dior | 3.23 | 11/15/2013 |
| @bmw | 2.68 | 5/30/2012 |
| @mercedesbenz | 4.71 | 3/8/2012 |
| @hm | 1.81 | 2/17/2012 |
Instagram Post Statistics
47% of marketers use Instagram Shop features in posting.
- Brands that tag products in their feed posts increase sales by 37% on average compared to businesses that do not tag products.
- Instagram brands that tag products in 2-or-more posts per day increased transactions by 117%.
- Carousel is the most popular post format; the average Instagram Carousel post reaches 2,641 users and gets 271 interactions (tags, likes, replies, etc.).
- The average image post reaches 2,002 users and gets 117 interactions.
- The most-liked Instagram post is a photo of Lionel Messi with over 75 million likes.
- From January 2019 to August 2024, @world_record_egg’s only post gained 61.1 million likes and 3.9 million comments.
- A Coca-Cola ad featuring Selena Gomez was the most-liked post between July 2016 and February 2017 with 3.7 million likes.
- By August 2024, the Gomez Coca-Cola ad had 6.7 million likes.
Instagram User Statistics
Instagram has 2.0 billion monthly active users; 62.1% of users are active daily.
- 169.7 million Americans use Instagram, making it second only to India in terms of audience size.
- 55.4% of Instagram users identify as female; 44.6% identify as male.
- 71% of 18- to 29-year-olds use Instagram, and 54.8% of Instagram’s active users are under 35.
- 28.3% of Instagram users are aged 25 to 34 years, making them the largest age group among users.
- 26.5% of Instagram users belong to the second-largest age group, 18- to 24-year-olds.
- 19.4% of users are 35 to 44 years old, 12.2% are 45 to 54 years old, 7.8% are aged 55 to 64 years, and 5.8% are aged 65 years and older.
The following data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- Instagram Business
- Statista, Instagram
- U.S. Securities and Exchange Commission, Meta
- Wikipedia
- Starngage, List of Top Brands Ranking
- Pew Research Center
- Social Media Examiner, Social Media Marketing Industry Report
- SendPulse, What is Instagram eCommerce: Complete Guide
- Hubspot Blog
- Business of Apps, Instagram Revenue and Usage Statistics
- eMarketer
- PYMNTS, Tracking The Digital Payments Takeover
- Forbes, Is Social Media The New Google?
- Klarna Insights, Shopping Pulse