Instagram users have a broader variety of reasons for visiting that platform than Facebook users do for visiting their platform, according to recent research from Facebook IQ and Ipsos Connect.

The report was based on data from a survey conducted in May 2016 of 7,809 consumers age 18-64 from Australia, Brazil, France, Japan, the United Kingdom, and the United States who use Facebook and/or Instagram at least weekly.

The primary appeal of Facebook is to connect with family and friends, the analysis found.

On Instagram people connect with people they know as well, but but they also often use the network to follow celebrities, influencers, brands, and humor accounts.

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image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji