APR INSTAGRAM AUDIENCE OVERVIEW 2019 BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE ! CHANGES IN DATA PROVIDER METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER CHANGE 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* 802.3 13% [N/A] 52% 48% MILLION SOURCE: EXTRAPOLATIONS OF FACEBOOK DATA (APRIL 2019). *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. ADVISORY: FIGURES REPORTED ON THIS CHART ARE BASED ON INSTAGRAM’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTAL MONTHLY ACTIVE USERS. FACEBOOK HAS 35 RECENTLY CHANGED THE WAY IT REPORTS INSTAGRAM ADVERTISING AUDIENCE NUMBERS, SO FIGURES QUOTED HERE WILL NOT BE COMPARABLE TO FIGURES QUOTED IN PREVIOUS REPORTS.