The world's leading companies are becoming more active on Instagram, according to a new study by Simply Measured: Among the brands listed on the Interbrand Top 100, 40% now have an Instagram profile.

That penetration level is far behind that of Facebook (98%) and Twitter (94%), but it is still impressive considering Instagram is much newer and mobile-only, and it has no administrative or brand management features.

At the beginning of 2012, Instagram had roughly 15 million users, and it was available only via the iPhone OS. Seven months later, now also available to Google Android users, the platform's user base has swelled to 80 million.

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