How Many Australians are on Instagram?

Social Media Statistics for Instagram Australia 2020:

“Should my business be on Instagram?” is pretty quickly followed by “How many Instagram users are in Australia?” – luckily Facebook/Instagram/Messenger builtin Ads give us Monthly Active Users (MAU) for each platform. Let’s have a look at the monthly active users for Instagram in Australia:

Australian Instagram Users9,700,000
Australians Over 18 on Instagram9,100,000
Women on Instagram in Australia5,400,000
Men on Instagram in Australia4,100,000
Women Over 55 on Instagram520,000
Men Over 55 on Instagram (Australia)250,000
25-35yo Australian Women on Instagram1,800,000
25-35yo Australian Men on Instagram1,500,000
35-45yo Australian Women on Instagram1,100,00
35-45yo Australian Men on Instagram740,000
45-55 yo Women on Instagram (Australia710,000
45-55 yo Men on Instagram (Australia) 380,000


Facebook/Instagram has identified that a percentage of the population are “reader” storytypes and prefer text. They tend not to be drawn to Instagram as it is an image-based medium. The rest of the population are ‘visual” story types. They prefer video and images to text articles. Provide articles and text to Readers audiences for example Academic researchers, law, financial services, engineers and Instagram campaigns to the majority audience which are visual. 

Methodology & Notes

These figures are provided by Facebook They are not from a survey but based on the global database. Facebook is audited Media Ratings Council. I also noticed that I doubled up on some ages e.g. 25-35 and 35-45 double includes 35 year olds. I’ll fix that on the next update. If you wish to perform your own investigation I recommend you go to Business Manager Ads and change the datasets for MAU and uncheck everything except Instagram.  

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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