February 26, 2016 Last updated on November 24th, 2017
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Instagram is still reaching new heights where mobile is concerned, according to the latest forecast by eMarketer.

This new information predicts at least 89.4M monthly Instagram users in the USA this year (31.4% of all mobile phone users).

The study also foresees that Instagram will be used by 51.8% of social network users by 2017 Click To Tweet which is the first time the 50% mark will ever have been overtaken.

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Moreover, global social network usage is expected to grow by 3.1% this year, whereas Instagram’s growth rate is predicted to be 15.1% – nearly 5 times that of the entire sector.

The main demographic using Instagram are the millennials. This year, it is predicted that there will be 48.2M millennial users in the USA.

“Instagram and its parent company, Facebook, know that mobile has changed the way people—especially millennials and Gen X-ers—communicate, share and get information”

– eMarketer principal analyst Debra Aho Williamson.

So what does this mean for brands on Instagram?

What with Instagram upping their advertising and the enormous population of millennials connected to the platform, Instagram is rapidly becoming one of the most effective ways for brands to target potential customers.

Here is our list of possible consequences of this growth for businesses on Instagram.


The main objective for any brand practising Instagram marketing should be to keep with the times. Always being on the look out for new features, and advice on how to make sure you’re reaching your desired audience are the best ways to optimize your engagement and get the most out of Instagram for your business.

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About the author
Emily Marsh

Emily Marsh

Emily is an Inbound Marketer for Iconosquare, based in the Limoges office. She loves all things social and revels in keeping on top of the social media marketing game by writing for the blog. She’s also a bit obsessed with sushi and Netflix.

More posts by Emily Marsh

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