The latest on social media users

Social media has taken prominence for the marketing of out-of-home leisure venues of all types. Here's the latest statistics on who is using the most popular social media.

Instagram is now the third most used social media network after YouTube and Facebook. Its users have grown from 28.3% of the U.S. population in 2017 to 31.8% in 2018, a 13% increase. Here's how its users breakdown by percent of users by age and total market share by age.

Instagram's user base skews to younger adults, with millennials making up nearly half of the platform's U.S. user base. Millennials' higher usage of Instagram is surely partly attributable to the foodie movement and posting photos of food on that social media platform.