It may have just rolled out ads in the UK, but how is Instagram performing globally? GlobalWebIndex analysed the behaviours and demographics of its audience.

The study shows one fifth of adult internet users have an Instagram account worldwide, a figure that has consistently risen since mid 2013. Examining the figures by region, penetration is highest in Latin America and the Middle East, where a third of internet users use Instagram.

The report also shows the Instagram audience to be an attractive one for advertisers; users are 25% more likely than average to be in the top income quartile.

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