How users use Instagram
Instagram content: consuming instead of creating?
The study also shows that many Instagram users prefer to consume the content of others rather than publish their own content. Only 28% of respondents post their own pictures and stories on the app. The youngest generation is the most active here at 54%. 72% of respondents look at pictures and videos from other users instead of posting content themselves. Posts from friends, acquaintances or celebrities are particularly popular (45 %). Around a third (30 %) of respondents want to be entertained on Instagram and just under one in four (24 %) find inspiration for their favorite topics and trends on the app. "Instagram describes itself as a platform where you can let your creativity run wild. All the more interesting are the results of our study, which show that many Instagram users prefer to follow the content of others rather than create their own content. Less than a third (28 %) of respondents post their own pictures, videos and stories on Instagram. The majority of respondents (72 %) use the app more as consumers and prefer to look at other people's posts," comments Patrick Hünemohr, Managing Director of Greven Medien. respondents also use Instagram to find out about products, brands and companies (19 %), the latest news and information (16 %) and tips and recommendations on local activities, restaurants, stores and sights (13 %).
Instagram as an attractive marketing channel
The majority of Instagram users follow friends, acquaintances and family members (79 %). Celebrities such as athletes, artists, models or bloggers follow right behind (60 %). In third place are well-known brands, companies and online stores. "43% of Instagram users surveyed follow brands, companies and online stores on the platform, with almost two thirds (65 %) even stating that they have already taken advantage of offers from local retailers or stores, such as discounts, daily deals or competitions on Instagram. This underlines the attractiveness of Instagram as a marketing channel for companies," says Hünemohr, an expert in digital marketing. "Many smaller and local businesses have recognized this and are increasingly using Instagram as a communication and promotion channel. And this is proving popular: a quarter of Instagram users surveyed follow restaurants, cafés or bars. 21% are interested in the Instagram content of boutiques for fashion, shoes or accessories and 18% follow stores for furniture and decorative items on Instagram. However, service providers such as beauty salons, hairdressing salons and tattoo studios/tattoo artists also appear in users' Instagram feeds (13%).
Instagram predominantly in women's hands
The results of the study underline this: Instagram seems to be (still?) predominantly in women's hands. 34% of female respondents are active on Instagram and post photos and videos themselves, compared to just 22% of men. Women primarily want to be entertained (34 %). They use their Instagram feeds to find out about current trends and get inspiration on their favorite topics (31 %). The entertainment factor also plays a major role for a quarter of male respondents. While women follow boutiques (30 %), male users of the app are more interested in media such as daily newspapers and magazines (28 %). And although just under half of the men surveyed stated that they do not use Instagram at all, 63% of actual users take advantage of offers from local retailers, with 26% doing so frequently.
About Greven Medien GmbH & Co. KG
As a 360-degree service provider, Greven Medien offers expert advice on local marketing in the online and offline sectors, as well as other services such as website creation, search engine advertising and optimization, and social media offerings. Greven Medien maintains over 28,000 customer relationships in the Rhineland.[1] Nationwide representative GfK online survey of 500 women and men aged 14 and over, 2018.
