eMarketer: Instagram to See 27% Growth in Germany

Frank
July 11, 2017
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Instagram, the photo-based social network owned by Facebook Inc. (FB) may be hitting new milestones in the U.S. but that doesn’t mean it can’t also do the same internationally, with research firm eMarketer forecasting double-digit growth in Germany.

In a new report, eMarketer said that during 2017 Instagram will see user growth of 27% fueled by young users joining the service. At the same time, eMarketer found Facebook will see user growth slow in Germany to what eMarketer said is a “trickle” as user penetration in Germany for Facebook plateaus. “Facebook-owned social network’s user base in the country will swell by 26.2% to 11.2 million users, representing almost 14.0% of the population,” wrote eMarketer in the research report, adding, “Further growth is expected through 2021, when there will be an estimated 16.3 million Instagram users in Germany,”

The research firm said consumers between the ages of 18 and 24 will be the biggest Instagram users in Germany with 51% of Internet users between those ages and 60% of social network users in the country joining Instagram. Even with that uptick, the researcher noted the penetration will still be a lot lower than in the U.S. where three quarters of 18 to 24 years old Internet users and about 83% of social network users are active on Instagram. (See also: Instagram Chases Growth Overseas With Upgraded Website.)

On the flipside, eMarketer is forecasting Facebook’s growth in Germany will level off in 2017 with 25.9 million people using the social network platform representing an increase of just 2.8% compared to 2016. That is for users that check Facebook at least once per month and represent a little under a third of the German population. In the U.S. and U.K. nearly half of the populations will be active Facebook users this year. (See also: Instagram Hits New Milestone: 700 Million MAUs)

“Though Germany is immensely tech-savvy and has excellent network infrastructure, interest in social networking has never been very high—especially in comparison to markets such as the US and UK,” wrote Karin von Abrams, principal analyst at eMarketer, in the report. “This is largely due to the Germany’s markedly older demographic, and also a degree of conservatism inherent in the culture, which means many people are not inclined to share a wide range of personal information online. Facebook has made significant inroads, but engagement among 12- to 34-year-olds is declining to some degree as rival social sites including Snapchat and Instagram vie for user attention.”

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