Germany Instagram user numbers 2019

Germany Instagram user numbers 2019 –

Since 2016, we have been examining the number of Instagram users in Germany every year. If you access this article via Google, the result is straightforward: Instagram currently has around 19.6 million users in Germany. This means that the growth compared to 2018 is only a measly 1%. Do you want all the assessment details in PDF format? Then send an email to [email protected]

For comparison: in previous years it was twice 100% and last year 30%. 1% is really surprisingly little. Still – more on that at the end – no reason to throw Instagram considerations straight into the grain or shut down your own channel immediately.

If you came across this article via Google, you will probably be interested in an overview of the development and composition of Instagram users in Germany. So let’s take a look at this structure together. But before that happens, the answer to the question: where do the numbers come from?

The basis for this rating and all ratings from previous years is the Facebook advertising account. Since 2015, it is possible to place advertising on Instagram. The ad count provides an estimate of users to reach. In this way, an approximation of the number of users in Germany can be determined. And this can then be assessed separately by age and gender. There are therefore no official figures that Facebook publishes, but assessments based on data that we collect.

Here are some charts to show you the user structure of Instagram.

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Sum of Instagram users in Germany per year

The 3.4 million users in 2015 seem almost cute compared to today. Five times more users are on Instagram compared to 2015. On average, this represents a growth of around 40% per year. Really impressive, right?

What impresses in a direct comparison looks different when you look at the growth chart from year to year. Because growth is driven by over 100% growth in the years 2015/16 and 2016/17 and then flattens out. But look at this curve. That doesn’t change the 40% average value, but the adjective “impressive” probably won’t cross your mind anyway.

Growth of Instagram in Germany

It was clear that the strong growth from 2015 to 2017 was going to slow down. It surprised me that it flattened out so quickly and abruptly. I thought the big sister Facebook with its over 35 million users in Germany would be the benchmark here. I can probably dismiss that as an error in judgement. Facebook had these users and was able to bring many of them to Instagram over the past few years. It seems that this is no longer possible at the moment.

Breakdown of users by age in Germany

No big surprises here: only the small outlier among 35-year-olds is surprising. When you look at it in detail, it is women who make up this rash. Maybe a few high school graduation classes or rural women’s associations have come together. Have many men gone through a midlife crisis and given up? We do not know.

Speaking of dropout: here you can see that in the younger age brackets up to 25 and in the segments from 45 onwards, there has really been a drop in user numbers.

For me, the short version of the evaluation of Instagram as a channel is as follows: for the age groups of 14 to 40, the marketer interested in the reach can reach more than 250,000 people in Germany each year of birth. And if you look at males and females separately, then you halve that range. Because that’s how the gender ratio on Instagram in Germany continues to be.

Note: In this representation, there is a manual correction of the data. When I retrieved the data on August 9, 2019, there were several data gaps. Details on these gaps and the data quality assessment can be found in a section below.

Breakdown of users by gender

The male to female ratio is (generously rounded) 50%. It’s been that way since 2017. For August 2019, the exact split is 49.95% to 50.05%, it was also 48.9% to 51.1%. Women are catching up a bit in percentage terms, but it’s all about decimals. (Note: Prior to 2017, we do not collect data by gender.)

Breakdown of users by age groups and gender

Finally, here is the overview of the proportion of men and women among the users. Once in absolute numbers, then again in percentage. The proportion of men and women in the age brackets is not broadly close to the average of 50% of all users. The most female age segment has a female share of 55% (55-59), the male age segment has a male share of 54%.

Finally, a look at data quality.

This year I took the trouble for the first time and didn’t just look at the data by 5 year age bands. And that’s when something very interesting happened: there were gaps in the data I got from Facebook for each birth cohort.

There is a clear gap in this representation, for example. Like I said, it’s based on the numbers that Facebook gave me. Because according to the ad account, while there were 47,000 men and 57,000 women over 55 on Instagram, if I select both genders, then 1,000 came back. This was the case on Friday 9, Saturday and also on Sunday. It wasn’t until today, when I checked the data for the fourth time, that Facebook reported a total of 100,000 users over the age of 55 in the ad account. The account continues to insist on the 47 and 57,000 male and female when viewed separately.

It looked like this when I was looking at very young target groups.

For those under 18, there were realistic values ​​for women and men. The sum of the two was then given to me as “less than 1000”. So 40,000 + 33,000 is less than 1,000.

The status as of August 13, 2019 is still different. don’t you believe me Next, here’s a little video clip showing that the roughly 72,000 13-year-old Instagram users are made up of 39,000 boys and 1,000 girls. It will definitely look different in a week. Look for the box at the top right, you will see it there.

So let’s move on to the question “What do we do with these numbers?”. In the end, I have three questions.

    • What does all this mean for Instagram as a channel?
    • How important is the user count issue anyway? Not just on Instagram but on all channels?
    • How important is the Facebook ad account for planning activities?

More on this elsewhere and in other articles.

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