JAN INSTAGRAM AUDIENCE OVERVIEW 2019 BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE CAN BE REACHED WITH BE REACHED WITH IN INSTAGRAM THAT INSTAGRAM THAT INSTAGRAM ADVERTS ON INSTAGRAM ADVERTS ON INSTAGRAM ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE* 894.9 15% +4.4% 50.3% 49.7% MILLION 107 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.