The document contains statistics on Instagram usage among different demographic groups in the United States. It shows that Instagram is most popular among 18-29 year olds, with 37% of that age group using the platform. Usage is also high among those earning less than $30,000 per year (18%) and among urban residents (22%). The data suggests that Instagram would be an effective platform for reaching the target audience of college-aged club sports managers.

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.