Info and survey company Nielsen has conducted a study called ‘Indians on Instagram’ based on the photo sharing app Instagram which states 80% of the Instagram’s Indian users are mobile-first, using the phone to take pictures to post to social media.

According to the study, more than 50 million out of the last 100 million users who joined Instagram are from Asia and Europe. The photo sharing app, which was acquired by social media giant Facebook for $1 billion three years ago, claims to have doubled its monthly active users from September last year, and that its most active users are in the age group 18-24.

It adds that 50% of Indian Instagram users have taken 4 vacations in the last year and over 50% have frequently purchased products and services from the brands they follow and follow brands to learn about their deals and products. The key interests of Indian Instagram users include music, travel, food, photography, technology, fashion and sports. They use Instagram to express themselves, follow celebrity trends, discover info and trends, discover and share food and travel options and connect with friends.

Ads in India: In September, Instagram opened up its platform to businesses for advertising to 30 new countries which included India, South Korea, Italy, Spain and Mexico. It uses Facebook’s ads infrastructure and gave access to new ad formats which would let users even shop for a product on the platform. At that time, it also introduced landscape photo and video for ads, video ads of up to 30 seconds and Marquee, a product which claimed to drive mass awareness and expanded reach in a short time. In India, the company claims to have advertisers in Procter & Gamble, Nestle, Paper Boat, Grofers, TrulyMadly, Matchmakers and Sportskeeda among others. Instagram ads are available in all countries where Facebook offers ads.

400 million monthly active users: As of now, the 5 year old company claims to have 400 million monthly active users, out of which 75% are outside the US. Its users have shared more than 40 billion photos and generate 3.5 billion likes daily. It also claims that its users upload 80 million photos every day. On a conference call (transcript pdf) with analysts, Sheryl Sandberg, COO of Facebook said that, “Quality is really important to us because your experience on Facebook or Instagram is about the quality of what you see both in terms of the organic post you see from your friends or public people you’re following and the ads as well. What we do is we monitor it carefully. We ramp slowly. We monitor engagement sentiment, quality of ads.”

Also read: India is leading in Facebook’s daily active users growth; other takeaways from Q3 2015

Image Credit: chankai