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

Facebook discloses error on instant articles

comScore finds that iPhone traffic went under-reported for approximately two months

Yahoo faces possible Canadian class action suit

$50-million filing made Friday over compromised user info

The List: Maxus Canada makes a winning change

How a new structure helped propel the media agency to 18% growth in 2016

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Amazon brings its video streaming service to Canada

Prime members get access to 'Transparent', 'The Grand Tour' and more

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

The case for companies staying off social media

It takes real commitment and, for many, it's just not worth the trouble

KitchenAid’s gingerbread social spectacle

A social media strategy for the holiday season pops up in Toronto