With Instagram having introduced ads to its UK service this week – following a similar move in the US last year – today we preview GWI’s brand new infographic on Instagram users.

As our data shows, the Instagram audience is a highly attractive one for advertisers. Not only are the bulk of its users drawn from the youngest age brackets (with 41% in the key 16-24 demographic), but – compared to the global average – they’re also significantly more likely to be in the top income quartile.

Worldwide, some 20% of internet users aged 16-64 now have an account on service, a figure which has shown consistent growth over the last year (having risen from 15% in mid 2013). But this headline figure can rise even higher in certain regions, peaking at around a third in Latin America and the Middle East.

Elsewhere on our infographic, it’s clear that Instagram users are active on a range of other platforms too. It’s hardly surprising that 95% have a Facebook account; it’s perhaps more noteworthy that 83% are on Twitter and Google+ too. This is yet more evidence for the multi-networking trend: people aren’t abandoning certain platforms in favor of others, they’re simply using a diverse combination of social networks for different tasks.

To download the full version of our Instagram infographic, please visit our Insight Store here.



Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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