It can be difficult for a business to justify why they are using a particular social media platform.  Especially if you are in the UK and most of the stats are from the US.  Are we really comparable?

The oddly named NapoleonCat is a Polish company who offer complete suite of social media marketing tools, for any brand big or small.  On their website they also collate and publish the latest social media statistics for EU countries.  The Instagram data currently on their website is from January 2019.

Compared with the PEW Research information (based on the US)

There are quite a few differences, particularly in the gender and age ranges.  Is your ideal client on Instagram? Let me know in the comments below….