This page breaks down Montana’s reachable Facebook and Instagram audience in Meta Ads (broad statewide targeting), then profiles three signal based segments that are commonly used for prospecting and scaling: Engaged Shoppers, Technology Early Adopters, and Frequent International Travelers.
Table of contents
Montana audience overview (Broad)
Montana’s estimated audience size on Facebook and Instagram is 721,900. The statewide audience is close to evenly split by gender (52.9% female overall). By age, the biggest groups are 25–34 (22.4%) and 35–44 (18.7%), with a comparatively strong 65+ share (16.8%).
Compared with the US average, Montana’s broad audience is older: 45+ is 44.1% in Montana versus 40.5% nationwide. The overall gender split is essentially the same (Montana 52.9% female vs US 53.0% female).
Estimating potential reach, Total audience in Montana (Facebook & Instagram)
| Montana | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | Total |
|---|---|---|---|---|---|---|---|
| Female | 56,500 | 76,300 | 67,100 | 56,900 | 51,600 | 73,700 | 382,100 |
| Male | 50,300 | 85,500 | 67,600 | 49,400 | 39,500 | 47,500 | 339,800 |
| Total | 106,800 | 161,800 | 134,700 | 106,300 | 91,100 | 121,200 | 721,900 |
| Share of Female | 52.9% | 47.2% | 49.8% | 53.5% | 56.6% | 60.8% | 52.9% |
| Share of Male | 47.1% | 52.8% | 50.2% | 46.5% | 43.4% | 39.2% | 47.1% |
| Age from the Total | 14.8% | 22.4% | 18.7% | 14.7% | 12.6% | 16.8% | 100.0% |
Engaged Shoppers in Montana
Engaged Shoppers in Montana total 414,100, which is 57.4% of the overall Montana audience. This segment is more female leaning than the statewide baseline (56.4% female overall) and skews older within Montana, with 65+ at 18.5% of the segment.
Versus the US average, Engaged Shoppers are more prevalent in Montana (57.4% vs 55.3% nationwide), and the segment profile is older: Montana has 49.3% aged 45+ inside Engaged Shoppers vs 46.6% nationwide.
Estimating potential reach, Engaged Shoppers in Montana (Facebook & Instagram)
| Montana | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | Total |
|---|---|---|---|---|---|---|---|
| Female | 22,100 | 42,200 | 47,100 | 38,300 | 35,500 | 48,300 | 233,500 |
| Male | 19,200 | 41,100 | 38,300 | 29,600 | 24,100 | 28,300 | 180,600 |
| Total | 41,300 | 83,300 | 85,400 | 67,900 | 59,600 | 76,600 | 414,100 |
| Share of Female | 53.5% | 50.7% | 55.2% | 56.4% | 59.6% | 63.1% | 56.4% |
| Share of Male | 46.5% | 49.3% | 44.8% | 43.6% | 40.4% | 36.9% | 43.6% |
| Age from the Total | 10.0% | 20.1% | 20.6% | 16.4% | 14.4% | 18.5% | 100.0% |
| Share of Engaged Shoppers from Total Montana | 38.7% | 51.5% | 63.4% | 63.9% | 65.4% | 63.2% | 57.4% |
Technology Early Adopters in Montana
Technology Early Adopters in Montana total 18,000, or 2.5% of the overall Montana audience. The segment is nearly balanced by gender (50.6% female, 49.4% male) and is most concentrated in 35–44 (25.0%) and 25–34 (20.0%), with a meaningful 18–24 share (11.1%).
Compared with the US average, Technology Early Adopters are more common in Montana (2.5% vs 2.0% nationwide) and skew younger at the top: Montana has 11.1% aged 18–24 inside the segment vs 4.7% nationwide, while also being more gender balanced (Montana 50.6% female vs US 45.1% female).
Estimating potential reach, Technology Early Adopters in Montana (Facebook & Instagram)
| Montana | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | Total |
|---|---|---|---|---|---|---|---|
| Female | 1,200 | 1,900 | 2,300 | 1,700 | 1,200 | 800 | 9,100 |
| Male | 800 | 1,700 | 2,200 | 1,200 | 1,100 | 900 | 7,900 |
| Total | 2,000 | 3,600 | 4,500 | 2,900 | 2,300 | 1,700 | 18,000 |
| Share of Female | 60.0% | 52.8% | 51.1% | 58.6% | 52.2% | 47.1% | 50.6% |
| Share of Male | 40.0% | 47.2% | 48.9% | 41.4% | 47.8% | 52.9% | 49.4% |
| Age from the Total | 11.1% | 20.0% | 25.0% | 16.1% | 12.8% | 15.0% | 100.0% |
| Share of Technology Early Adopters from Total Montana | 1.9% | 2.2% | 3.3% | 2.7% | 2.5% | 1.4% | 2.5% |
Frequent International Travelers in Montana
Frequent International Travelers in Montana total 194,100, which is 26.9% of the overall Montana audience. The gender split is close to even (52.7% female). This segment is concentrated in 25–44 (with 25–34 at 24.3% and 35–44 at 19.8%) and holds a notable 65+ share (15.4%).
Versus the US average, Frequent International Travelers are less prevalent in Montana (26.9% vs 30.2% nationwide), but the Montana travelers segment skews older: 65+ is 15.4% in Montana vs 12.6% nationwide (and 18–24 is also slightly higher, 11.9% vs 10.1%).
Estimating potential reach, Frequent International Travelers in Montana (Facebook & Instagram)
| Montana | 18-24 | 25-34 | 35-44 | 45-54 | 55-64 | 65+ | Total |
|---|---|---|---|---|---|---|---|
| Female | 13,000 | 22,700 | 20,100 | 15,400 | 13,600 | 17,500 | 102,300 |
| Male | 10,100 | 24,500 | 18,300 | 14,500 | 12,200 | 12,200 | 91,800 |
| Total | 23,100 | 47,200 | 38,400 | 29,900 | 25,800 | 29,700 | 194,100 |
| Share of Female | 56.3% | 48.1% | 52.3% | 51.5% | 52.7% | 58.9% | 52.7% |
| Share of Male | 43.7% | 51.9% | 47.7% | 48.5% | 47.3% | 41.1% | 47.3% |
| Age from the Total | 11.9% | 24.3% | 19.8% | 15.4% | 13.3% | 15.4% | 100.0% |
| Share of Frequent International Travelers from Total Montana | 21.6% | 29.2% | 28.5% | 28.1% | 28.3% | 24.5% | 26.9% |