# What is the average time someone spends looking at an Instagram post?

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## What is the average time someone spends looking at an Instagram post?

Hello! Thanks for your question regarding the average length of time users spend viewing a post on Instagram. The sources I found most useful during this research were SimilarWeb and Forbes. In short, the average length of time Instagram users spend viewing content is less than 10 seconds per post and about 34.6 seconds per page. You will find a deep dive of my findings below!

METHODOLOGY In order to answer your question, I relied on academic databases, corporate websites, industry reports, trusted media sites, and user forums. I was able to find a direct statistic that answers your question from the PR firm that specializes in Instagram marketing. I was also able to triangulate an answer for you based off data from SimilarWeb which shows the average length of time users spend on Instagram and how many pages they view per visit. I came across a slightly older (2014) source which provided the breakdown of time spent on Instagram each day by different age groups. I was not able to come across a more recent breakdown of this information. Utilizing this information collectively, I was also able to perform several calculations which provide an average estimate of how many pages and posts each age group views each day. I did not find any statistics stating the Instagram post views or page views as broken down by gender, although I did find information which shows that there are more females using Instagram than there are males. Finally, throughout my research process, I compiled a list of additional statistics I found regarding this topic. I have presented these additional statistics at the end of this report, as I felt they might be insightful to you for the purposes your project.
TIME SPENT ON INSTAGRAM According to Leila Lewis from Be Inspired PR, "Most of our clients’ potential customers are shopping for their vendors via Instagram. They will spend less than 10 seconds on each of their posts."
According to SimilarWeb, Instagram users spend an average of 5 minutes and 59 seconds per visit, and view an average of 10.39 pages. I will use this information to triangulate an alternate answer for you.
Calculations: There are 359 seconds in 5 minutes and 59 seconds. 359 seconds divided by 10.39 pages equals about 34.6 seconds per page. Based on this information, the average time someone spends looking at an Instagram page is about 34.6 seconds. Two sources of information provided insight into the average minutes per day users spend on Instagram. A 2014 source revealed a statement from Mark Zuckerberg, who said that the "average Instagram user spends 21 minutes on the app per day." A more recent source from 2017 cited this figure to be 15 minutes per day.

Flurry, a mobile analytics company released these U.S. based statistics: 2 hours and 42 minutes is the length of time the average person spends on their mobile phone each day. 86% of this time is spent using apps.
ComScore revealed the following stats for June 2014 for different age groups and the percentage of app time they spend using Instagram: 18-24 year olds: 8.6% 25-34 year olds: 2.7% 35-54 year olds: 1.2%
We can use these sets of statistics to triangulate further insight into how much time these different age groups are spending on Instagram. Calculations: There are 162 minutes in 2 hours and 42 minutes. 86% of 162 minutes equals 139.32 minutes. 8.6% of 139.32 minutes equals about 11.9 minutes. 2.7% of 139.32 minutes equals about 3.7 minutes. 1.2% of 139.32 minutes equals about 1.7 minutes. These calculations give us the length of time these different age groups spend on Instagram each day: 18-24 year olds: 11.9 minutes (or 714 seconds). 25-34 year olds: 3.7 minutes (or 222 seconds).
35-54 year olds: 1.7 minutes (or 102 seconds). We can divide these figures by our calculated figure from SimpleWeb (34.6 seconds per page), and also by the 10 seconds per post figure from Be Inspired PR, to help us determine an estimate of the average number of Instagram pages and posts each of these age groups view each day.
Calculations: 18-24 year olds: 714 seconds 714 seconds/34.6 seconds per page = 20.6 pages per day
714 seconds/10 seconds per post = 71.4 posts per day 25-34 year olds: 222 seconds
222 seconds/34.6 seconds per page = 6.4 pages per day
222 seconds/10 seconds per post = 22.2 posts per day
35-54 year olds: 102 seconds 102 seconds/34.6 seconds per page = 2.9 pages per day