Instagram in Australia in 2025
In 2025, Instagram had approximately 14.3 million users in Australia, reflecting the platform’s strong and sustained popularity across the country. With a population of just over 25 million, this means that more than half of Australians were actively using Instagram, making it one of the most widely used social media platforms in the nation. The platform’s visually-driven format continued to attract a diverse range of users, from everyday individuals to influencers, brands, and content creators. Its integration with Meta’s broader ecosystem (including Facebook and WhatsApp) further strengthened user engagement and advertising reach.
The majority of Instagram users in Australia were concentrated in younger age groups, particularly those between 18 to 34 years old, who are drawn to the platform for its lifestyle content, Stories, Reels, and influencer culture. Businesses also leveraged Instagram for marketing, taking advantage of its interactive features and ad tools. The platform’s consistent growth and usage trends in Australia highlight its role as a central space for both personal expression and digital commerce in 2025.
Instagram Statistics in Australia – 2025 Performance
| Metric | Value | Ranking |
|---|---|---|
| % of Social Media Users Choosing Instagram as Favorite | 20.5% | 🥈 2nd favorite social platform |
| Web Traffic Referrals (from third-party sites) | 12.59% | 🥈 2nd among all platforms |
| % of Internet Users Using Instagram | 65.2% | 🥉 3rd most used social platform |
| Total visits (Similarweb) | 113 million | 🏅 4th most visited website |
| Avg Monthly Sessions (Android Users) | 203.5 sessions | 🏅 4th among social apps |
| Avg Time Spent/Month (Android Users) | 12H 08M | 5th among social apps |
| Mobile App Ranking (Monthly Active Users) | — | 7th |
| Total visits (SEMrush) | 98.6 million | 7th most visited website |
Instagram maintained a strong digital presence in Australia in 2025. It was the 4th most visited website according to Similarweb (113 million visits), and 7th according to SEMrush (98.6 million visits), showing consistent high traffic. On mobile, it ranked 7th based on monthly active users, indicating that a large portion of the population continues to engage regularly with Instagram on their smartphones.
With 65.2% of internet users in Australia actively using Instagram, it was ranked as the 3rd most used social media platform in the country. Additionally, 20.5% of social media users in Australia selected Instagram as their 2nd most favorite platform, underscoring its popularity and influence.
Android users spent an average of 12 hours and 8 minutes per month on Instagram, placing it 5th among other social apps in terms of time spent. It also had an average of 203.5 monthly sessions, giving it the 4th best rank in user activity. Finally, Instagram drove 12.59% of web traffic referrals from third-party sites, securing the 2nd spot among all platforms in this category — a strong indicator of its influence in driving traffic and engagement across the web.
Instagram User Statistics – Australia, 2025
| Metric | Value |
|---|---|
| Total Users | 14.3 million |
| % of Total Population Using Instagram | 53.1% |
| % of Eligible Users (13+) Using Instagram | 62.6% |
| % of Adults (18+) Using Instagram | 65.4% |
| % of Local Internet Users Using Instagram | 54.7% |
According to data from Meta, Instagram had 14.3 million users in Australia at the beginning of 2025. This figure translates to roughly 53.1% of the country’s total population, showcasing Instagram’s strong hold on the Australian social media landscape. When considering only the eligible user base (those aged 13 and older), the platform’s penetration is even higher, with 62.6% of those users actively using Instagram. This indicates a significant adoption rate, especially among younger, mobile-friendly demographics.
In addition, 65.4% of adults aged 18 and above in Australia were Instagram users at the time, suggesting the platform’s growing popularity even among mature age groups. The platform also reached 54.7% of the country’s internet users, making it a central part of the digital experience in Australia. These statistics underline Instagram’s effectiveness not just as a social platform but also as a powerful tool for advertisers and content creators aiming to engage a wide, diverse Australian audience.
Instagram Gender Distribution – Australia, 2025
| Gender | Percentage | Approx. Number of Users |
|---|---|---|
| Female | 55.2% | 7.90 million |
| Male | 44.8% | 6.41 million |
In 2025, Meta’s data shows that 55.2% of Instagram’s users aged 18 and above in Australia were female, while 44.8% were male. This equates to approximately 7.9 million female users and 6.41 million male users out of the total 14.3 million Instagram users in the country.
This distribution reflects Instagram’s appeal among Australian women, often driven by strong engagement in visual content categories like lifestyle, fashion, health, and entertainment. However, the large male user base also highlights the platform’s versatility and relevance across diverse interests, making it an effective medium for brands to reach both genders with targeted campaigns.
Instagram User Growth – Australia, 2025
| Period | Increase in Users | Growth Rate |
|---|---|---|
| Jan 2024 → Jan 2025 (Annual) | +300,000 | +2.2% |
| Oct 2024 → Jan 2025 (Quarterly) | +300,000 | +2.2% |
According to data from Meta’s planning tools, Instagram’s user base in Australia saw a steady increase of 300,000 users over the 12-month period from January 2024 to January 2025. This represents a 2.2% annual growth, indicating a modest but consistent rise in Instagram’s popularity across the country.
Interestingly, the platform also experienced the same growth of 300,000 users during the final quarter of that period, from October 2024 to January 2025, which again equates to a 2.2% growth over just three months. This suggests that user adoption remained active and healthy at the start of 2025, possibly due to seasonal campaigns, new features, or increased digital engagement trends in Australia.
Instagram Users in Australia by Age Group (2025)
| Age Group | Female (%) | Male (%) | Total (%) |
|---|---|---|---|
| 18–24 years | 12.2% | 10.7% | 22.9% |
| 25–34 years | 15.8% | 14.4% | 30.2% |
| 35–49 years | 11.0% | 8.8% | 19.8% |
| 45–54 years | 7.5% | 5.3% | 12.8% |
| 55–64 years | 5.1% | 3.2% | 8.3% |
| 65+ years | 3.7% | 2.2% | 5.9% |
The largest share of Instagram users in Australia in 2025 comes from the 25–34 age group, making up 30.2% of the total audience (15.8% female and 14.4% male). This age bracket remains a stronghold for Instagram, reflecting its appeal among young professionals and millennials.
Following that, the 18–24 age group accounts for 22.9% of the user base, confirming the platform’s ongoing popularity among Gen Z. Usage drops gradually across older demographics, with the 65+ group contributing just 5.9%. Female users make up the majority across all age groups.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
