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Top 15 Amazing UK Instagram Usage Statistics [2024]

Instagram is so last year, right? Well, not according to the following statistics. There were 28.81 million Instagram users in the UK alone in July 2021, which is practically half the population. It is the second most popular social network there, right after Facebook.

In case you are itching to find out how much time people in the UK spend on Instagram, and similar Instagram usage statistics UK, stay with us because we prepared so much more than that.

Interesting Instagram Statistics UK

  • 8.4 million (30.8%) of UK people aged 25-34 used Instagram in August 2021.
  • There were almost 31 million Instagram users in the UK in 2020
  • In July 2021, there were approximately 28.81 million Instagram users in the UK
  • In 2021, 23.1% of individuals who were 18-24 years old used Instagram in the UK.
  • 57.4% of women and 42.6 % of men in the UK reported using Instagram in 2021.
  • 54% of surveyed people in the UK reported using Instagram several times a day in 2020.
  • In 2021, the Instagram penetration rate in the UK was 45.82%.
  • In 2020, an average Instagram user in the UK spent 53 minutes per day on the app. 
  • 80% of UK users follow at least one business profile on Instagram.
  • In February 2020, children in the UK had spent approximately 48 minutes on Instagram.


In case you want to find out more, we prepared some additional Instagram statistics.

Instagram Usage Statistics UK: Users

The following statistics show how many people had Instagram in 2020 in the UK, and how that number changed in 2021.

In 2020, there were almost 31 million Instagram users in the UK

In August 2021, there were approximately 27.25 million Instagram users in the UK

From these Instagram statistics, we can clearly see that the number of Instagram users dropped in 2021. This is most likely due to the rise of the new leading social media app in the UK – TikTok. It would be safe to assume that the Covid-19 pandemic definitely influenced users’ numbers since people had more time to spend on social media networks from their homes.

We found a curious statistic related to that number of users:

30% of respondents in the UK said that they use Instagram overall, and only 3% use it as a source of news

The reason for these different numbers is perhaps the age group of people who were in surveys. Instagram users in the UK aged 25-34, use it more than any other age group.

The next thing we should check out is the age and gender of Instagram users in the UK.

Instagram Usage Statistics UK: Demographics

In 2021, NapoleonCat published reports regarding Instagram demographics in the UK.

Out of all Instagram users in the UK, 30.8% are aged between 25-34, followed by the 18-24 age group with 23.1%.

Considering recent data, we can see that the demographics of Instagram users in the UK have changed, making a slight rotation toward the 25-34 age group:

820,000 people in the UK aged 65+ are Instagram users, making the smallest age group.

According to UK social media statistics, Instagram is used by 19.4% of people aged 35-44 years old and 11.78% of people aged 45-54. Members of Generation Z and Y seem to use Instagram more than other age groups. 

In 2020, 24% of UK Instagram users 18-24 used Instagram as a news source regarding the coronavirus pandemic

According to Reuter’s research, this number varies slightly in some countries. For instance, in the US, 26% of people use Instagram for this.

You probably have both male and female friends who use Instagram, but let’s see which gender uses Instagram more.

57.42% of women and 42.68 % of men reported using Instagram in 2021.

In 2021, in the age group of 18 to 24 years, 3.4 million were women, and 2.9 million were men

We can clearly see from these statistics that while its popularity is still growing, Instagram is more appealing to women than men.

Now, let’s take a look at how much time an average person in the UK spends on Instagram and similar Instagram stats.

Instagram Usage Statistics UK

Let’s take a look at how many people used Instagram in the UK in 2020.

In 2020, there were 28 million monthly Instagram active users in the UK

In March 2021, there were 33.45 million Instagram MAU in the UK, but the number dropped in July 2021 to 28.81 million

Keeping in mind the number of users in 2020, we can see that the popularity of Instagram is falling slowly.

In 2020, the Instagram penetration rate in the UK was 53%

In 2021, the Instagram penetration rate in the UK is 45.82%

How much time do you spend on one social network?

The average daily time spent on the internet was 4 hours in 2020, out of which 53 minutes were spent on Instagram

In 2020, 54% of surveyed people in the UK reported using Instagram several times a day

Children nowadays use many apps, but YouTube, TikTok, and Snapchat, alongside Instagram, are the most used apps among younger teens. Just look at how much time they actually spend on Instagram:

In 2020, children in the UK had spent approximately 40 minutes on Instagram daily

Alternatively, check out how much time adults spend on Instagram:

An average Instagram user in the UK had spent 27 minutes per day on this network in 2019

With these stats, we can clearly conclude that Instagram is most appealing to the younger audience, no doubt being the targeted demographic, but did certainly not lose its charm with the older population either.

Instagram downloads in the UK reached approximately 308 thousand on Android devices, in February 2020

According to Statista, Instagram never made it to the top ten leading social networking iPhone apps, based on the number of downloads in the UK, in September 2020.

Instagram Usage Statistics UK: Business

We were focusing on Instagram usage statistics so far, but let’s see where the real money’s at, shall we? Here are the Instagram Business Statistics in the UK. Let-s dive in.

80% of users follow at least one business profile on Instagram

In 2020, 20% of UK Instagram users will engage with a business Instagram profile per day

Instagram hosts many diverse accounts, some of which have educational and inspirational posts. These accounts are usually business profiles and often promote brand-related products or a specific brand itself.

Let’s take a quick look at brand-sponsored posts on Instagram:

In 2018, 34% of brand-sponsored posts in the UK on Instagram were in the “fashion and style” category coming in the first place

Other categories were “beauty” in second place with 21%, and “food & drinks” in third with 16%.

Instagram Usage Statistics UK: Engagement

The last statistic in this article is about the engagement rate of influencers on Instagram. 

In 2018, influencers who had between 10 and 50 thousand followers had the highest Instagram engagement rate of 2.73% in the UK

In the lists below, we numerically ordered the top 10 influencers and top 10 celebrities by their number of followers.

Most Followed Instagram Accounts in the UK in 2021

  1. Priyanka Chopra Jonas with 68.1M followers
  2. Manchester United with 37.4M followers
  3. Ed Sheeran with 34.8M followers
  4. Liverpool Football Club with 28.4M followers
  5. Manchester City with 27.6M followers
  6. Eden Hazard with 27.3M followers
  7. Chelsea FC with 26.5M followers
  8. James Charles with 24.3M followers
  9. Arsenal Official with 19.4M followers
  10. Avani with 18M followers


To Sum Up

What we could see with Instagram usage statistics UK, is that over the years, more and more people started using this platform, especially kids, who even spent 40 minutes scrolling the Instagram app.

There were clear indications that women tend to use Instagram more, and perhaps that is why Fashion and Styles, Beauty, and similar categories are more visited overall.

While social distancing because of the coronavirus pandemic definitely helped raise the popularity of the platform, it merely gave it a slight push to reach the milestones sooner than it normally would under regular circumstances.

With each new update of the platform bringing in additional features and ways to entice its users, it’s only a matter of time before Instagram engulfs most of the population, becoming an integral part of the everyday life of an average UK citizen.

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