The latest survey on Instagram, conducted by online market researcher Macromill, finds that Instagram account holders accounted for 19.5% of the total, while the awareness rate was 79.8%. Users were mostly 10’s and 20’s females.
The table below shows Instagram account holder ratios:
The ratio of Instagram users both browsing and posting was just 9.5% and 17.8% including users just for browsing. Demographically, one third of 10’s and 20’s female users held their own accounts and used Instagram, and the ratios of both browsing and posting were 24% for 10’s females and 19.5% for 20’s females.
The table below shows users by generation and sex:
Also, the survey finds that 10’s and 20’s females tended to use Instagram as an information source, showing the ratios of 32.7% for 10’s females and of 27% for 20’s females. Among them, the ratios of collecting information frequently were 13.3% for 10’s females and 11.6% for 20’s females.
The survey analysis finds that Instagram users were interested in travel in Japan, shopping, gourmet and overseas travel and had tendency to recommend their favorite things to friends or family. Also, strong tendencies were found in buying favorite goods without hesitation or going out to hot spots to visit.
The survey was conducted to 15 to 59 years old males and females in the period from July 15 to 19 2016. Valid answers were 3,172.
In Japanese
