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.
For major events, consumers tend to go to Facebook to see others' reactions/opinions, whereas they go to Instagram for insiders' perspectives and to see behind-the-scenes content.
People surveyed who use both platforms are more likely to say Instagram surprises and delights them compared with Facebook; they are more likely to say Facebook makes them laugh compared with Instagram.
Users say they are more likely to go to Facebook to discover new ideas; they say they're more likely to go to Instagram to find inspiration.
Millennials are more likely to follow content related to fashion, beauty, and interior design on Instagram than on Facebook.
About the research: 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.
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