Chart - US Instagram Users & Penetration, 2012-2016

Just how many people in the US use Instagram, the photo- and video-sharing service Facebook acquired in 2012? According to new figures from eMarketer, Instagram usage in the US has ramped up rapidly and is already maturing, reaching regular usage levels nearly matching Twitter’s, particularly on smartphones and among millennials and Gen Xers.

Nearly 35 million people in the US accessed Instagram at least once per month in 2013, according to eMarketer’s latest forecast—representing double-digit but not spectacular growth over 2012. By the end of this year, almost 25% of US smartphone users will snap a photo, slap on a filter and share their creations with friends on Instagram on a monthly basis (or, at least, sign in and check out what their friends are posting). Read the rest at eMarketer.