Screen Shot 2016-02-24 at 10.25.34 AM

Instagram’s user, advertiser base on the rise: eMarketer

Facebook-owned platform's growth surpasses social media overall

Instagram’s growth is outpacing that of social media in general, with a new report from eMarketer saying that its U.S. user base will increase 15% in 2015 compared to just 3.1% for the sector as a whole.

According to eMarketer, 89.4 million Americans – representing more than one third (34.1%) of all mobile users – will access the photo and video-sharing site at least once per month in 2016.

The company also predicts that 51.8% of social network users will use Instagram by 2017, surpassing 50% for the first time. Instagram is expected to add 26.9 million U.S. users in the next four years, nearly double that of Twitter and “far more” than any other social platform.

The eMarketer report notes that Instagram is “particularly strong” among millennials, with 48.2 million millennial users this year. By 2019, nearly two-thirds of millennial smartphone users will use the service.

Instagram’s growth is also fuelling advertiser interest, with the report noting that 9.5% of the worldwide mobile ad revenue generated by its owner, Facebook – and 20.1% in the U.S. – will come from the service. By next year, its share will grow to 14% globally and 28% in the U.S.

Debra Aho Williamson, principal analyst with eMarketer, said that Instagram “has a lot of momentum” with advertisers, with revenue increasing rapidly. She called it an “attractive option” for marketers keen to target mobile millennials.

“Instagram and its parent company, Facebook, know that mobile has changed the way people – especially millennials and Gen Xers – communicate, share and get information,” said Williamson. “That’s why they are leading the way in helping marketers reach this audience.

Meg Sinclair, communications manager for Instagram’s owner Facebook Canada, told Marketing that the company does not disclose country-specific user or advertiser data.

 

Add a comment

You must be to comment.

Media Articles

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'