It’s early evening in the US. A 55-year-old checks Facebook to laugh at her grandchildren’s latest antics, then she scrolls through Instagram to spark ideas about her upcoming kitchen remodel. Across the world, a 23-year-old in Japan opens Instagram on his way to work, eager to see what his favorite pop stars are up to. Then he browses Facebook to see if his friends have agreed on a karaoke location for that night.
While people turn to both Facebook and Instagram throughout the day to connect with family, friends and the world, it’s clear that each platform plays a different role in their lives. But what, exactly, are those roles? And do they vary based on people’s age, gender and geography?
To find out, Facebook IQ commissioned Ipsos Connect to interview and conduct an online survey of people ages 18–64 in Australia, Brazil, France, Japan, the UK and the US who use Facebook and/or Instagram at least weekly. We focused on people surveyed who told us they use both feeds—all insights referenced below are based on that group of people—and analyzed Facebook and Instagram data. We also studied the posts that were most popular during seven major cultural events, ranging from the Super Bowl to the Glastonbury Music Festival.
We sat down with Vicki Molina-Estolano, the lead Facebook IQ researcher on the project, to talk about our findings and what they mean for ma