How many people use Instagram in the UK? How much time do they spend, and who uses it most? We analyzed the latest Ofcom data to answer the questions marketers and researchers are asking about Instagram in Britain.
Reach & Growth
How Many People Use Instagram in the UK? (2025)
Instagram reaches 78% of UK online adults, equating to 38.5 million users.
Reach is up from 76% in 2024 and 73% in 2023. Instagram saw the largest growth in reach among the three main Meta brands at 7% year-on-year.
Instagram is the third most-used Meta service after Facebook/Messenger and WhatsApp.
Sources: Ofcom Online Nations Report 2025, Ipsos iris
How Has Instagram Grown Year-Over-Year? (2023-2025)
Instagram reach grew from 73% in 2023 to 76% in 2024 to 78% in 2025.
In 2024, Instagram reached 36.1 million adults, up from earlier figures. Growth has been consistent and steady rather than explosive.
Instagram outpaced Facebook and WhatsApp in growth rate despite being smaller in absolute reach.
Sources: Ofcom Online Nations Report 2025, Ofcom Online Nations Report 2024
Time Spent
How Much Time Do UK Adults Spend on Instagram? (2025)
Instagram average time spent is 20 minutes per day. That increased from 16 minutes in 2024 and 12 minutes in 2023.
Time spent grew 67% over two years, faster than reach growth. Users are not just joining Instagram, they are spending more time there.
61% of Instagram time comes from women, totalling 22 minutes per day on average for female users.
Sources: Ofcom Online Nations Report 2025
How Many People Use Instagram Daily? (2025)
Instagram daily reach is 44% of UK online adults, up from 40% in 2024.
Daily usage is growing faster than monthly reach. The platform is becoming more habitual for existing users.
Sources: Ofcom Online Nations Report 2025
Demographics
Who Uses Instagram in the UK? (2025)
61% of Instagram time spent comes from women. The platform has a strong female skew in engagement.
In 2024, 82% of online women visited Instagram compared to 70% of online men. Women are both more likely to use Instagram and more likely to spend time there.
Instagram has a strong skew towards younger adults aged 18 to 34.
Sources: Ofcom Online Nations Report 2025, Ofcom Online Nations Report 2024
Meta Ecosystem
How Does Instagram Fit With Other Meta Platforms? (2025)
94% of Instagram users also use both Facebook/Messenger and WhatsApp. That is up from 91% in 2024.
The Meta ecosystem is increasingly interconnected. Instagram users are not choosing between platforms. They use the full Meta suite.
Sources: Ofcom Online Nations Report 2025
Safety & News
Is Instagram Used for News in the UK? (2025)
Instagram is one of the top 4 individual news sources used by UK adults.
The platform has evolved beyond photo sharing into a news and information source, particularly for younger demographics.
Sources: Ofcom Online Nations Report 2025
What About Instagram and Online Harms? (2025)
Instagram is the second platform most associated with potential online harm encounters at 16%.
This reflects both Instagram popularity and the nature of its content. Higher usage naturally leads to higher exposure to potential harms.
Sources: Ofcom Online Nations Report 2025
- [Ofcom Online Nations Report 2025](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)
- [Ofcom Online Nations Report 2024](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2024/online-nation-2024-report.pdf)
- Ipsos iris