Mobile photosharing and social network app Instagram has almost doubled the number of its monthly active users in India over the previous year and most its users in the country belong to higher income households, says a study by the company. A study, “Indians on Instagram” conducted on Indian Instagram users reveals that Indians largely prefer smartphones to upload images and videos to the social network.
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The study – “Indians on Instagram” – conducted by global information and measurement company Nielsen also revealed that over 90 per cent of Indians on Instagram are under 30 years old, while the age group of 18-24 is the most active. Though the company didn’t disclose its user base in India, it informed that its monthly actives in India have more than doubled over the past year.
“Instagram has gained enormous popularity and the people are using it to express themselves”, Facebook India’s managing director Kirthiga Reddy told reporters in the country, according to the publication. She also said that the photo sharing service has grown to over 400 million users this year. They also follow brands to keep in touch with the latest products, learn about deals and shop for products online. Currently, Instagram has 400 million users globally, almost 100 million live in Asia and Europe.
Apart from this, Instagram now enables the advertisers and marketers to serve ads on the platform.
Also, Indians use Instagram to express themselves artistically among like-minded people, follow celebrity trends as well as to discover and share food and travel options, it said.
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Keen on monetising its one billion dollar acquisition, Facebook has made a decision to open up Instagram as an advertising platform. In India, advertisers on Instagram include P&G, Nestle, Paper Boat, Grofers, TrulyMadly Matchmakers and Sportskeeda.
