"[W]e can estimate that there were 4M people under 13 in 2015 on IG. This represents around 30% of all 10-12 years old in the US."

[Instagram]: ◦ "In the US, using a new age affinity model specially developed for IG, we currently estimate there are 22.7M teens who are MAPMAPMonthly Active PeopleCore Meta engagement metric counting distinct people active on a platform in a month. Paired with DAP in internal goal-setting; the MAP/DAP ratio is used as a measure of how frequently a monthly user returns.Full entry ↗. This is up from 11.4M estimated by the original lifestage model. The main driver for this step-change was the creation of a model for IG users that don't connect their account to FB. We learned that only 40% of teens have their IG account connected to FB, while adults have 77% of account connected." ◦ "Looking at people we predict to be 13 and 14 today, we can estimate that there were 4M people under 13 in 2015 on IG. This represents around 30% of all 10-12 years old in the US. Finally, assuming similar numbers today, 75% of US teens are MAP on IG."