WARC, 31 March 2014
SAN FRANCISCO: Instagram, the photo and video-sharing
service owned by Facebook, now has almost 5m more smartphone users in the US
than Twitter, the latest estimates from eMarketer have revealed.
Its analysis found that 34.6m Americans accessed Instagram
at least once a month in 2013, representing growth of 34.7% since 2012,
compared with 30.8m who used Twitter's mobile app.
Although Twitter continued to attract a slightly higher
proportion of total internet users – 17.6% compared to Instagram's 16.1% – the
findings confirmed that it is lagging behind Instagram among smartphone users.
Twitter's adoption among smartphone users is projected to
grow modestly from 21.3% in 2013 to just over a quarter (25.7%) of US
smartphone owners in 2018, although this will represent a near doubling of
actual users from 30.8m in 2013 to 56.5m in four years' time.
Twitter is also expected to maintain an older demographic
than Instagram, which is particularly popular among millennial and Generation X
users.
Over three-quarters (69%) of Instagram's users were aged
between 18 and 44 in 2013 and eMarketer did not expect significant change in
usage by age for either site until 2018.
In a separate demographic finding, eMarketer reported that
women still accounted for the majority of Instagram users, but increasing
adoption among men will take the gender ratio down to 55% women versus 45% men
by 2016.
Coming in the same week that Facebook founder Mark
Zuckerberg announced that Instagram had achieved 200m monthly active users
around the world, eMarketer analyst Deborah Aho-Williamson told the Financial
Times that the platform was coming on "very rapidly".
She said advertisers regarded it as a "beautiful
branding platform" to highlight images and videos, although she didn't
think advertisers would desert Twitter.
"The use cases are so different. Instagram is so much
about sharing photos and video and little graphics whereas Twitter is so much
more real-time information and news," she said.
Data sourced from eMarketer, Financial Times; additional
content by Warc staff
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