While Facebook remains the most popular social network, Instagram is enjoying strong growth, according to new research.
Instagram’s user base in Switzerland has almost tripled since 2015, according to eMarketer’s latest forecast. More than half (52.7%) of social network users in the country, or 1.9 million people, will access the platform regularly in 2018.
eMarketer expects Instagram’s user growth will rise by more than 14% this year. By 2022, almost 60% of all social network users in the country will use the platform at least once a month.
While Instagram’s adoption has been rapid in Switzerland, it is still far behind Facebook penetration, which will be used by more than 83% of all social network users this year.
“Like many markets globally, Switzerland has experienced strong uptake of Instagram, and for many of the same reasons,” eMarketer forecasting analyst Eric Haggstrom said. “The social network has become popular due to features such as Stories, photo filters and videos. This demonstrates the general shift towards sharing more visual content in social networks. Switzerland also benefits from relatively high smartphone usage and access to high-speed mobile data, which are both driving factors in Instagram adoption.”
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.