JAN INSTAGRAM’S ADVERTISING AUDIENCE 2019 POTENTIAL ADVERTISING REACH ON INSTAGRAM, BY AGE GROUP AND GENDER AGE TOTAL AUDIENCE FEMALE TOTAL FEMALE SHARE MALE TOTAL MALE SHARE 13-17 57,000,000 30,000,000 3% 27,000,000 3% 18-24 280,400,000 130,200,000 15% 150,200,000 17% 25-34 290,400,000 140,200,000 16% 150,200,000 17% 35-44 142,200,000 76,100,000 9% 66,100,000 7% 45-54 73,100,000 41,100,000 5% 32,000,000 4% 55-64 32,000,000 19,000,000 2% 13,000,000 1% 65+ 19,800,000 11,000,000 1% 8,800,000 1% TOTAL 894,900,000 447,600,000 50.3% 447,300,000 49.7% SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. NOTES: INSTAGRAM DOES NOT REPORT AUDIENCE NUMBERS FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. FIGURES ARE BASED 109 ON THE ADDRESSABLE ADVERTISING AUDIENCE ON THE INSTAGRAM PLATFORM ONLY, AND MAY NOT BE REPRESENTATIVE OF TOTAL MONTHLY ACTIVE INSTAGRAM USERS. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.