How Much Time Do People Spend on Instagram in 2025?
Here’s a shocking fact: the average person spends nearly two and a half hours on social media each day. It’s almost the length of a Lord of the Rings film or at least the theatrical cut of one.
Some spend that time on one site, but most people have several social media accounts. The average is 5.54. You may catch up with your friends and family on Facebook, get into an argument on X (formerly Twitter), watch several short videos on TikTok, and maybe look at some Reels on Instagram. That’s the social media app we’ll be looking at today.
If you’re a marketer, or you’re morbidly curious, you may ask yourself, “What is the average time on Instagram that people spend?” This post hopes to answer that question.
The average person’s time spent on Instagram is easy to determine, as the facts are readily available. Let’s look at some usage statistics.
Total Amount of Time Spent
On Instagram, users worldwide spend 32.4 minutes per day. In the US, the number is a little higher, but not by much, at 33.1
According to the latest data, Instagram users worldwide on Android devices spend an average of 32.4 minutes per day (16 hours and 13 minutes per month) on the app.
In the US, across all devices, the average time users ages 18+ spend on Instagram per day is 33.1 minutes.
Note that these numbers reflect users 18 and over, with the number for minor users possibly being higher.
Speaking of 18 or older, the numbers are the highest among young adults aged 18-24, who spend an average of 53 minutes a day.
So, about 30 minutes a day are spent on Instagram, though for the younger generation, it can be up to an hour. Many people get on Instagram during a work or school break or as a way to unwind. As someone gets older, has more responsibilities, or loses interest in the platform, these numbers can wane.
What Was the Average Time on Instagram in 2023?
Let’s go back a couple of years to see if more or less time was spent on Instagram.
Worldwide, the average user spends 12 hours a month. In hours, the amount of time that people spend in 2025 is 16 hours and 13 minutes.
That is quite the jump. More users, younger Gen-Z entering adulthood, and the political climate may be some reasons for this. You don’t need to be following the news to know that each week, there’s a new historic event that makes people go to Instagram, either to be in the loop or as a form of escapism.
Another reason is the rise of Reels. Reels are Instagram’s answer to TikTok’s short videos, and they’ve become very addictive for many users. People who used to look at a few photos from their friends and leave may now spend hours watching Reels from users they don’t know anything about.
What is the Instagram Usage Time Compared to Other Platforms?
Is Instagram the top dog on social media? Not quite; it’s an aging platform. However, Instagram has been able to attract new blood, unlike its big brother, Facebook. Let’s compare the major social media platforms. Note that these times are US-based.
1. TikTok
TikTok, still popular with younger Millennials, Gen-Z, and the emerging Gen Alpha, has the most watch time at 53.8 minutes on average. While no longer a new platform, TikTok is much newer compared to Instagram, which may be a reason why it’s the most-viewed platform. That, and it’s the birthplace of short-form content, something the younger generation loves.
2. YouTube
Surprisingly, the platform where you can get lost in hours-long video essays is only the second at 48.7 minutes. However, its long-form videos that you can use as background noise still put it in a worthy second place.
3. X (Formerly Twitter)
People spend an average of 34.1 minutes posting (formerly tweeting) on X and sometimes getting into arguments. Some may argue that the recent changes in the platform are why it’s fallen to number three.
4. Instagram
Instagram is in fourth place, trailing behind X at 33.1 minutes. The platform is still popular, but it is aging and struggling to find its identity in the TikTok world.
5. Facebook
Next is Facebook, where people spend 30.9 minutes catching up with their family and possibly falling for an AI photo or two in the process. Facebook, a platform that used to appeal to college students, has an association with a younger audience, making some youth not want to use it.
6. Snapchat
People are snapping photos of each other and spending an exact 30 minutes a day doing that. Since people only go to Snapchat to talk to a few people, they don’t use it a lot.
7. Reddit
Finally, we have Reddit at 24.1 minutes a day. Reddit is a platform fueled by interests, niches, and plenty of debate, so surprisingly, it’s at the bottom of this list. Perhaps it’s due to the fact that people use Reddit as a reference point and don’t participate as much.
Average Time on Instagram Based on Generation
When Instagram hit the scene in 2010, it was ruled by the Millennial generation, many of whom were entering adulthood or were college-aged. Now, the Millennial generation is raising a new generation on Instagram. So, which generation spends the most time?
As you may have expected, the younger you are, the more time you have on your hands.
Younger Gen-Z (18-24) use Instagram an average of 53 minutes a day.
Older Gen-Z to younger Millennials (25-34) use Instagram 37 minutes a day.
Older Millennials (35-44) use Instagram 28 minutes a day.
Younger Gen X (45-54) use Instagram 27 minutes a day.
Older Gen X and younger Baby Boomers use Instagram for 26 minutes.
Finally, Baby Boomers and possibly some in the Silent Generation (65+) use Instagram for 20 minutes a day.
Also, what percentage of each generation uses Instagram? As expected, Gen Z and younger Millennials are now the biggest generation. Around 76% of people from Gen Z, or ages 18-29, use Instagram.
Millennials and younger Gen-X (ages 30-49) aren’t no slouch, however. Around 66% of people from this generation use Instagram.
Older Gen-X and younger Baby Boomers are when you start to see this number fall off, with only 36% using Instagram.
Finally, senior citizens (65+) use Instagram the least, at 19%.
Average Time on Instagram By Country
Now, let’s look at the time spent on Instagram statistics based on country.
It’s challenging to get the 2025 statistics on this, but statistics from 2024 that detail social media usage in general can give us clues. And surprisingly, the top time spenders aren’t in the US.
The Philippines is the top daily, with 3 hours and 38 minutes. Then, it’s Indonesia with 3 hours and 14 minutes, Malaysia with 2 hours and 52 minutes, Thailand with 2 hours and 35 minutes, and India with 2 hours and 29 minutes.
Many people in these countries work as customer support for larger corporations, which may be one factor. However, these countries are also experiencing a general boom in social media use. The number of people in these countries who have mobile devices versus desktop computers could be another factor.
What Do People Do On Instagram?
While the exact numbers for 2025’s usage are still unknown, Reels and Stories are still the dominant forms of content. These short-form videos and limited-time posts can be time-consuming, and Stories also offer ways to engage, such as stickers.
Another way that people use Instagram is to shop. Instagram Shopping lets users buy products from photos alone. If they see their favorite influencer selling or wearing a product, they may want to buy that product as well.
People also use Instagram to engage with content. Liking photos and videos, commenting, and getting into fights in the comments are all ways to engage with someone else’s posts.
Finally, most people spend their time scrolling through their feeds. Instagram has two primary feeds: one based on algorithmic recommendations and one based on who the person is following.
Final Thoughts
With that said, what do all of these points mean? Let’s break them down.
Instagram is not the most used app, but it’s still not dead. TikTok is the most popular app, but Instagram is a respectable fourth place.
The younger Gen Z crowd is the dominant force on Instagram. However, older Gen Z and Millennials are still a powerful demographic.
The Philippines spends the most time on social media, and this probably applies to Instagram as well.
Reels are the way that most people enjoy content, along with Stories.
If you own a business or have a brand, Instagram is not a waste of time, particularly if you are targeting a younger audience. If you have a good idea for photography and video, you can go viral and get an audience. Not only that, but Instagram makes selling your product easy.
Making a business account and creating shoppable content can lead to more sales and conversions.
So, create a content calendar plan and start uploading. You may find your audience and reach Instagram success.
Guinn Latoria
Digital Marketing Manager