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PERCENTAGE OF MEN VS. PERCENTAGE OF 
WOMEN WHO USE INSTAGRAM 
20% 
18% 
16% 
14% 
12% 
10% 
8% 
6% 
4% 
2% 
0% 
15% 
20% 
Men Women
PERCENTAGE OF DIFFERENT DEMOGRAPHICS 
THAT USE INSTAGRAM 
35% 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
12% 
34% 
23% 
White, Non-Hispanic Black, Non-Hispanic Hispanic
PERCENTAGE OF AGE GROUPS THAT USE 
INSTAGRAM 
40% 
35% 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
37% 
18% 
6% 
1% 
18-29 30-49 50-64 65+
PERCENTAGE OF PEOPLE AT DIFFERENT 
EDUCATIONAL ATTAINMENT LEVELS THAT USE 
INSTAGRAM 
25% 
20% 
15% 
10% 
5% 
0% 
16% 
21% 
15% 
High school grad or less Some College College+
PERCENTAGE OF PEOPLE THAT USE 
INSTAGRAM, GROUPED BY INCOME AND 
EMPLOYMENT 
20% 
18% 
16% 
14% 
12% 
10% 
8% 
6% 
4% 
2% 
0% 
18% 
20% 
15% 
16% 
Less than $30,000/yr $30,000-$49,999 $50,000-$74,999 $75,000+
PERCENTAGE OF PEOPLE WHO USE INSTAGRAM 
IN DIFFERENT NEIGHBORHOOD SETTINGS 
25% 
20% 
15% 
10% 
5% 
0% 
22% 
18% 
6% 
Urban Suburban Rural
SUMMARY 
u Do you feel that the users of this social network meet the target market for 
AthleteTrax (College Age, College Club Sports Managers?) If so – why? If not 
– why not? 
u Yes, I believe that Instagram users include the target market for AthleteTrax. Most 
college-aged club sports managers fall between the ages of 18-29. Of the number of 
Internet users polled for each age group, the 18-29 group includes the highest 
percentage of Instagram users compared to other groups. 
u Additionally, people who earn less than $30,000 per year (including many full-time 
students) make up the second-largest percentage of Internet users grouped by yearly 
income who also use Instagram. 
u Did any of this data surprise you? In what way? 
u I was surprised to learn that only 20% of women Internet users also use Instagram. I 
was also surprised at the low percentages of Internet users in the realms of 
educational attainment. Being a female college student, most of the posts that I see 
on Instagram are by females either in high school, attending college like me, or 
recently graduated from college. Since this is the majority of what I have experienced, I 
am surprised to learn that more women and people of similar educational attainment 
as me do not use Instagram.

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Instagram Usage - Data Visualization

  • 1.
  • 2. PERCENTAGE OF MEN VS. PERCENTAGE OF WOMEN WHO USE INSTAGRAM 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 15% 20% Men Women
  • 3. PERCENTAGE OF DIFFERENT DEMOGRAPHICS THAT USE INSTAGRAM 35% 30% 25% 20% 15% 10% 5% 0% 12% 34% 23% White, Non-Hispanic Black, Non-Hispanic Hispanic
  • 4. PERCENTAGE OF AGE GROUPS THAT USE INSTAGRAM 40% 35% 30% 25% 20% 15% 10% 5% 0% 37% 18% 6% 1% 18-29 30-49 50-64 65+
  • 5. PERCENTAGE OF PEOPLE AT DIFFERENT EDUCATIONAL ATTAINMENT LEVELS THAT USE INSTAGRAM 25% 20% 15% 10% 5% 0% 16% 21% 15% High school grad or less Some College College+
  • 6. PERCENTAGE OF PEOPLE THAT USE INSTAGRAM, GROUPED BY INCOME AND EMPLOYMENT 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 18% 20% 15% 16% Less than $30,000/yr $30,000-$49,999 $50,000-$74,999 $75,000+
  • 7. PERCENTAGE OF PEOPLE WHO USE INSTAGRAM IN DIFFERENT NEIGHBORHOOD SETTINGS 25% 20% 15% 10% 5% 0% 22% 18% 6% Urban Suburban Rural
  • 8. SUMMARY u Do you feel that the users of this social network meet the target market for AthleteTrax (College Age, College Club Sports Managers?) If so – why? If not – why not? u Yes, I believe that Instagram users include the target market for AthleteTrax. Most college-aged club sports managers fall between the ages of 18-29. Of the number of Internet users polled for each age group, the 18-29 group includes the highest percentage of Instagram users compared to other groups. u Additionally, people who earn less than $30,000 per year (including many full-time students) make up the second-largest percentage of Internet users grouped by yearly income who also use Instagram. u Did any of this data surprise you? In what way? u I was surprised to learn that only 20% of women Internet users also use Instagram. I was also surprised at the low percentages of Internet users in the realms of educational attainment. Being a female college student, most of the posts that I see on Instagram are by females either in high school, attending college like me, or recently graduated from college. Since this is the majority of what I have experienced, I am surprised to learn that more women and people of similar educational attainment as me do not use Instagram.