Today we explore which interests and passions most define the active Instagram user. We do this by comparing the index score for the topics they “actively look for online” versus the global internet average.
Along with attitudes (which we explored yesterday), passions and interests are crucial for defining internet behavior and motivations. This is clearly expressed in the attitudes and passions of Instagram users, where “Adventure Sports” tops the table with an index of 141 (Instagram Users are 41% more likely than the average internet user to actively look for “adventure sports” information online in the past month).
This is followed by “Beauty Products”, “Books / Reading” and “Business”, a diverse set of passions, but ones that demonstrate which types of brands should focus on driving engagement on the platform.