53%

63%

56%

INSTAGRAM INSPIRES A PERSONAL JOURNEY

52%

agree it gives them a sense of community

say it makes them feel more connected to the people they know

credit the platform with helping them to define who they are

say they use it to document their life

VISUALSARE VITAL

of Instagrammers aged 13–24 post photos monthly

72%

MILLENNIALS ON INSTAGRAM

For today’s teens and young adults, image is everything – particularly when it comes to how they communicate. That’s why Instagram is one of the fastest growing platforms in the world, with over 300m people sharing 70m photos a day.

In order to understand how young people are using Instagram, we conducted a survey of over 7,000 13-24 year-olds in Australia, Brazil, Canada, France, Germany, the UK and the US. This is what we found.

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WHAT IT MEANS FOR MARKETERS

In a world where people speak visually, a brand’s presence must also be visual to drive impact. And the teens and young adults who spend time on Instagram are open to storytelling that is authentic and visually stunning.

INSPIRATION HAPPENS EVERYWHERE

Teens and young adults check Instagram throughout the day

69% at home

39%before going to sleep53% on vacation

47% watching TV 33% when they wake up

PASSIONATE ABOUT THE PLATFORM

Teens and young adults describe Instagram as:

FRIENDLY 40%

TRENDY 39% EXCITING 31%

USEFUL 32%

CREATIVE 37%CURRENT 42%