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Use of instagram curently to communicate the promotional messages has an increasingly. At the end of the decade 2010 was lots of business that use instagram to communicate their product to the consumers in the market. This tendency is driven by the nature of social media instagram that can reach audience with a lowcost. By their very nature, currently more marketers are utilizing instagram to communicate with individual consumers from generation Y (1981-1994) and Z (1995-2010). Despite that not least also marketers who utilize instagram to reach individual consumers from generation X (1961-1980) which assessed could still compromise with presence of new media. Social background differences between generations X, Y and Z can be expected to affect the way the individual consumer in responding to social media instagram presence as sources of information to obtain marketing information they need. With reference to the Technology Acceptance Model (TAM) developed by Davis and coauthors (2007, Jogiyanto) then this article will compare how individual consumer perceptions of generation X, Y and Z regarding the usefulness and ease of use of social media instagram as a source of information to get marketing information they need.