Instagram will boast more than 100 million US users by 2018, eMarketer estimates, and this year, the social network’s audience will rise by nearly 21% to 77.6 million users. Data released by Yesmail in March 2015 suggests there’s plenty of room for adoption among brands looking to reach this appealing audience.
The source monitored client activity on its platform and found that just 23% of US brands had an account on Instagram—lower than every other social network studied including Twitter (82%), Facebook (80%), YouTube (60%) and Google+ (37%).
Restaurants were the most likely to be camera-happy, with 31.1% of Yesmail clients in that brand category saying they had an Instagram account. Besides appetizing pictures of food, Instagrammers should also expect to see plenty of photos of dream destinations, as hotels landed in a close second. Retailers and consumer packaged goods brands trailed behind. Read the rest at eMarketer.