Taking photos and recording videos via smartphone is getting big, and photo-sharing social network Instagram may be benefitting as a result. According to a November 2014 study by Frank N. Magid Associates, the percentage of US social users who used Instagram rose from 24% to 32% between 2013 and 2014—a figure more than double that in 2012 and in line with eMarketer’s estimate that Instagram penetration among social users in the US was 24.9% in 2013 and 30.4% last year. We expect this to reach 33.8% this year.
Meanwhile, Magid found that the percentage of social media users who used Facebook and Twitter dropped slightly to 90% and 39%, respectively. Google+ was the only network that sat between fourth-place Instagram and second-place Twitter.
Research points to millennials as the key drivers of Instagram usage among the adult population. Read the rest at eMarketer.