PERCENTAGE OF MEN VS. PERCENTAGE OF WOMEN WHO USE INSTAGRAM

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Men Women

15%

20%

PERCENTAGE OF DIFFERENT DEMOGRAPHICS THAT USE INSTAGRAM

0%

5%

10%

15%

20%

25%

30%

35%

White, Non-Hispanic Black, Non-Hispanic Hispanic

12%

34%

23%

PERCENTAGE OF AGE GROUPS THAT USE INSTAGRAM

0%

5%

10%

15%

20%

25%

30%

35%

40%

18-29 30-49 50-64 65+

37%

18%

6% 1%

PERCENTAGE OF PEOPLE AT DIFFERENT EDUCATIONAL ATTAINMENT LEVELS THAT USE INSTAGRAM

0%

5%

10%

15%

20%

25%

High school grad or less Some College College+

16%

21%

15%

PERCENTAGE OF PEOPLE THAT USE INSTAGRAM, GROUPED BY INCOME AND EMPLOYMENT

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Less than $30,000/yr $30,000-$49,999 $50,000-$74,999 $75,000+

18%

20%

15% 16%

PERCENTAGE OF PEOPLE WHO USE INSTAGRAM IN DIFFERENT NEIGHBORHOOD SETTINGS

0%

5%

10%

15%

20%

25%

Urban Suburban Rural

22%

18%

6%

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.