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As of October 2024, the majority of Instagram users in Russia was aged between 25 and 34 years, measuring at **** percent of total users. In terms of gender distribution, the female users’ share was greater than that of men among all age groups.

Instagram usage in Russia

Instagram has been gaining in popularity in Russia gradually over the past years. The coronavirus (COVID-19) outbreak has also significantly contributed to the audience growth on the platform, as the users’ volume increased by over ** million from January 2020 to January 2023. However, as of the third quarter of 2022, it ranked only seventh by penetration rate, considerably falling behind Vkontakte (VK) and WhatsApp.

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After a decade of its existence, Instagram's monthly audience base amounted to*** billion users worldwide in 2021. To compare, its parent company Facebook, accounted for about three times greater users’ volume by the third quarter of 2023. With roughly *** million of Instagram account owners, United States was forecast to be one of the leading regions for the social platform's reach in 2023.