Sr.

No Name of particulars Page Number

1 Executive Summary

2 Introduction 1

3 Company Profile 4

4 Data Analysis and Interpretation 13

5 Findings 31

6 Conclusion 32

7 Bibliography 33

8 Questionaire 34
 A DISSERTATION ON

INSTAGRAM USAGE
Submitted by

SALONI NEBHANI

UNDER THE GUIDANCE OF

Dr. Shriprakash Soni

Submitted to

SAVITRIBAI PHULE PUNE UNIVERSITY

In partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH

SURYADATTA INSTITUTE OF MANAGEMENT AND MASS MEDIA, BAVDHAN,

PUNE - 411021
 Acknowledgement

At the inception, I am thankful for receiving a chance to carry an in-depth research on such
an amazingly vast topic.

I deeply thank to our Hon. Chairman Dr. Sanjay B. Chordiya who developed the votes of
confidence and shown the best possible path.

I would also like to express my sincere gratitude to Dr. Shriprakash Soni my project guide
from Suryadatta Institute of Management and Mass Media, Bavdhan, Pune – 411021 for
successful completion of the project in partial fulfillment of Master of Business
Administration (M.B.A.) under his guidance to allow me to work on such an interesting
subject. He provided me proper and correct direction for completion of project work. His
continuous guidance during the course of project helped me in channelizing my efforts, quite
appropriately.
I am also thankful to all the people and friends who have helped me to conclude the contents
of the project in a decent and presentable manner.

Date: _________ SALONI NEBHANI

Place: Pune. MBA, Semester IV

Roll No.
 List of tables

Sr. No. Particulars Page No.

1. Gender Diversity 14
2. Usage of Instagram 15
3. Activity levels 16
4. Following preferences 17
5. Safety Measures 18
6. Satisfaction of the app 19
7. Type of Account 20
8. Reach using Hashtags 21
9. Age demographics 22
10. Shopping on Instagram 23

Executive Summary

Instagram is a social networking app made for sharing photos and videos from a smartphone.
Similar to Facebook or Twitter, everyone who creates an Instagram account has a profile and
a news feed. When you post a photo or video on Instagram, it will be displayed on your
profile. Other users who follow you will see your posts in their own feed. Likewise, you'll see
posts from other users whom you choose to follow. Pretty straight forward, right? It's like a
simplified version of Facebook, with an emphasis on mobile use and visual sharing. Just like
other social networks, you can interact with other users on Instagram by following them,
being followed by them, commenting, liking, tagging and private messaging. You can
even save the photos you see on Instagram.

Instagram is available for free on iOS and Android devices. It can also be accessed on the

web from a computer, but users can only upload and share photos or videos from their
devices. Before you can start using the app, Instagram will ask you to create a free account.
You can sign up via your existing Facebook account or by email. All you need is a username
and a password. You may be asked if you want to follow some friends who are on Instagram
in your Facebook network. You can do this right away or skip through the process and come
back to it later. It's always a good idea to customize your profile by adding your name, a
photo, a short bio and a website link if you have one when you first get on Instagram. When
you start following people and looking for people to follow you back, they'll want to know
who you are and what you're all about.

At its most basic, Instagram is a social networking app which allows its users to share
pictures and videos with their friends. The app can be downloaded for free from the usual app
stores and takes pride of place on many a young person’s (and older!) smartphone.

The company was founded by Kevin Systrom and Mike Krieger, both Stanford University
graduates, in 2010 and now has around 200 million users. Facebook, the social networking
giant, acquired the company in 2012. While its basic premise is the sharing of pictures, the
site’s popularity comes from its picture-editing functionality.

Once a user snaps a picture, Instagram filters – of which there are dozens – can transform
images in a manner reminiscent of old-fashioned Polaroid prints. The app allows for the
creation of personal profiles but also can be connected to existing social networking profiles
such as Facebook and Twitter, meaning users can share their pictures across platforms.

Initially, when a user signs up, his/her profile is automatically public – meaning that the
pictures or videos created and shared using the app can be seen by anyone. We don’t need to
outline to you the obvious privacy issues that this raises. See how to make posts private at the
end of this article. With an increase in new features such as Instagram Questions, the risk is
that they will be used negatively and to cyberbully other users. If you
experience cyberbullying, screenshot the messages, block the bully and report them.

Instagram has also been involved in other controversies. In 2013, the BBC investigated the
use of the app by drug dealers who were using Instagram to sell drugs. However, Instagram
now monitors the hashtag function – used by many on the app – in an effort to halt the illicit
use of its service.
Like many other social networking sites, Instagram also has age limits, albeit ones which are
difficult to enforce. In Ireland, the Digital Age of Consent is set at 16. According to its terms
of service:

“Instagram requires everyone to be at least 13 years old before they can create an account (in
some jurisdictions, this age limit may be higher). If your child is younger than 13 and created
an account on Instagram, you can show them how to delete their account.”

 This study is about the Users and motivators of Instagram. Being one of the most groundbreaking
social media apps, it definitely is a vast topic to research about.
Hence, I have narrowed it down to the following objectives.

OBJECTIVES OF STUDY

 To study the targeted age group that uses Instagram i.e 15-45.

 To find out different lucrative avenues presented by Instagram as a platform.

 To enable better understanding of the app’s user-friendliness and Motivators behind

the extensive reach of Instagram.

INTRODUCTION

Instagram (also known as IG or insta is a photo and video-sharing social networking service owned

by Facebook, Inc. It was created by Kevin Systrom and Mike Krieger, and launched in October 2010
exclusively on iOS. A version for Android devices was released a year and half later, in April 2012,
followed by a feature-limited website interface in November 2012, and apps for Windows 10
Mobile and Windows 10 in April 2016 and October 2016 respectively.
The app allows users to upload photos and videos to the service, which can be edited with
various filters, and organized with tags and location information. An account's posts can be shared
publicly or with pre-approved followers. Users can browse other users' content by tags and
locations, and view trending content. Users can "like" photos, and follow other users to add their
content to a feed.

The service was originally distinguished by only allowing content to be framed in a square
(1:1) aspect ratio, but these restrictions were eased in 2015. The service also
added messaging features, the ability to include multiple images or videos in a single post, as well as
"Stories"—similar to its main competitor Snapchat—which allows users to post photos and videos to
a sequential feed, with each post accessible by others for 24 hours each.

After its launch in 2010, Instagram rapidly gained popularity, with one million registered users in two
months, 10 million in a year, and 800 million as of September 2017. In April 2012, Facebook acquired
the service for approximately US$1 billion in cash and stock. As of October 2015, over 40 billion
photos had been uploaded to the service. Although praised for its influence, Instagram has been the
subject of criticism, most notably for policy and interface changes, allegations of censorship, and
illegal or improper content uploaded by users.

As of 14 January 2009, the most liked photo on Instagram is a picture of an egg, posted by the
account @world_record_egg, created with a sole purpose of surpassing the previous record of 18
million likes on a Kylie Jenner post. The picture currently has over 50 million likes.

Instagram began development in San Francisco, when Kevin Systrom and Mike Krieger chose to

focus their multi-featured HTML5 check-in project, Burbn, on mobile photography. As Krieger
reasoned, Burbn became too similar to Foursquare, and both realized that it had gone too far. Burbn
was then pivoted to become more focused on photo-sharing. The word Instagram is a portmanteau
of instant camera and telegram.

On March 5, 2010, Systrom closed a $500,000 seed funding round with Baseline Ventures

and Andreessen Horowitz while working on Burbn. Josh Riedel joined the company in October as
Community Manager, Shayne Sweeney joined in November as an engineer, and Jessica Zollman
joined as a Community Evangelist in August 2011.

Kevin Systrom posted the first photo to Instagram on July 16, 2010. The photo shows a dog in
Mexico and Systrom's girlfriend's foot; the photo has been enhanced using Instagram's X-PRO2 filter.

On October 6, 2010, the Instagram iOS app was officially released through the App Store.

In February 2011, it was reported that Instagram had raised $7 million in Series A funding
from a variety of investors, including Benchmark Capital, Jack Dorsey, Chris Sacca (through
Capital fund), and Adam D'Angelo. The deal valued Instagram at around $20 million.[21]
On April 3, 2012, Instagram was released for Android phones and it was downloaded more
than one million times in less than one day.
In March 2012, The Wall Street Journal reported that Instagram was raising a new round of
financing that would value the company at $500 million, details that were confirmed the
following month, when Instagram raised $50 million from venture capitalists with a
$500 million valuation.The same month, Facebook bought Instagram for $1 billion in cash
and stock, with a plan to keep the company independently managed.Britain's Office of Fair
Trading approved the deal on August 14, 2012, and on August 22, 2012, the Federal Trade
Commission in the U.S. closed its investigation, allowing the deal to proceed. On September
6, 2012, the deal between Instagram and Facebook was officially closed.
The deal, which was made just prior to Facebook's scheduled IPO, cost about a quarter of
Facebook's cash-on-hand, according to figures documented at the end of 2011.The deal was
for a company characterized as having "lots of buzz but no business model", and the price
was contrasted with the $35 million Yahoo! paid for Flickr in 2005.  Mark Zuckerberg noted
that Facebook was "committed to building and growing Instagram independently", in contrast
to its past practices. According to Wired, the deal netted Systrom $400 million based on his
ownership stake in the business. The exact purchase price was $300 million in cash and 23
million shares of stock.
In November 2012, Instagram launched website profiles, allowing anyone to see users' feeds
from their web browsers. However, the website interface was limited in functionality, with
notable omissions including the lack of a search bar, a news feed, and the ability to upload
photos. In February 2013, the website was updated to offer a news feed,  and in June 2015,
the website was redesigned to offer bigger photos.
On October 22, 2013, during the Nokia World event held in Abu Dhabi, Systrom confirmed
the upcoming release of the official Instagram app for Windows Phone, after pressure from
Nokia and the public to develop an app for the platform. The app was released as a beta
version on November 21, 2013, and was lacking the ability to record and upload video,
though an Instagram spokesperson stated that "We're not finished, and our team will continue
developing the Windows Phone app to keep releasing features and bringing you the best
Instagram possible". In April 2016, Instagram upgraded the app to Windows 10 Mobile,
adding support for video and direct messages, followed by later updates in October 2016 that
extended the app to Windows 10 personal computers and tablets.
The Android app has received two major exclusive updates. The first, introduced in March
2014, cut the size of the app by half and added significant improvements to performance and
responsiveness on a wide variety of Android devices.The Verge wrote that the development
team had tested the app on devices not for sale in the United States, particularly low-end
models like Samsung Galaxy Y, in an effort to improve the app for its userbase located
outside the U.S. Engineering manager Philip McAllister told The Vergethat "More than 60
percent of our users are outside the US, and Android covers roughly half of total Instagram
users". The second update, introduced in April 2017, added an offline mode, in which content
previously loaded in the news feed is available without an Internet connection, and users can
comment, like, save media, and unfollow users, all of which will take effect once the user
goes back online. At the time of the announcement, it was reported that 80% of Instagram's
600 million users are located outside the U.S., and while the aforementioned functionality
was live at announcement, Instagram also announced its intention to make more features
available offline "in the following months", and that they were "exploring an iOS version".
Since the app's launch it had used the Foursquare API technology to provide named location
tagging. In March 2014, Instagram started testing switching the technology to
using Facebook Places.
Announced in March 2016 and taking place in June, Instagram switched from a strictly
chronological oldest-to-newest news feed to a new, algorithm-based feed. The change
received "widespread outcry" following Instagram's March announcement, but Instagram
stated that the feature would help users discover lost posts, writing that "You may be
surprised to learn that people miss on average 70 percent of their feeds. As Instagram has
grown, it's become harder to keep up with all the photos and videos people share. This means
you often don't see the posts you might care about the most. To improve your experience,
your feed will soon be ordered to show the moments we believe you will care about the
most.”
On May 11, 2016, Instagram revamped its design, adding a black-and-white theme for the
app and a more abstract, "modern" and colorful icon.Rumors of a redesign first started
circulating in April, when The Verge received a screenshot from a tipster, but at the time, an
Instagram spokesperson simply told the publication that "This is a design test only".
On September 24, 2018, Krieger and Systrom announced in a statement they would be
stepping down from Instagram. On October 1, 2018, it was announced that Adam
Mosseri would be the new head of Instagram.
Instagram adds alternative text features to photo posts allowing visual impaired user to listen
to descriptions of each photo which has alternative text, either automatic generated text or
user-input text.
In year 2019-20, During Facebook F8, it was announced that Instagram would, beginning in Canada,
pilot the removal of publicly-displayed "like" counts for content posted by other users. Like counts
would only be visible to the user who originally posted the content. Mosseri stated that this was
intended to have users "worry a little bit less about how many likes they're getting on Instagram and
spend a bit more time connecting with the people that they care about." It has been argued that low
numbers of likes in relativity to others could contribute to a lower self-esteem in users. The pilot
began in May 2019, and was extended to 6 other markets in July. The pilot was expanded worldwide
in November 2019. Also in July 2019, Instagram announced that it would implement new features
designed to reduce harassment and negative comments on the service.
In August 2019, Instagram also began to pilot the removal of the "Following" tab from the app,
which had allowed users to view a feed of the likes and comments made by users they follow. The
change was made official in October, with head of product Vishal Shah stating that the feature was
underused and that some users were "surprised" when they realized their activity was being
surfaced in this manner.
In November 2019, it was reported that Instagram had begun to pilot a new video feature known as
"Reels". It is similar in functionality to the Chinese video-sharing service TikTok, with a focus on
allowing users to record short videos set to pre-existing sound clips from other posts.
In March 2020, Instagram launched a new feature called "Co-Watching". The new feature allows
users to share posts with each other over video calls. According to Instagram, they pushed forward
the launch of Co-Watching in order to meet the demand for virtually connecting with friends and
family as more people are told to stay at home and "social distance" as a result of the coronavirus
pandemic.
As of April 2020, the most followed person is footballer Cristiano Ronaldo with over 210 million
followers, and the most followed woman is singer Ariana Grande with over 179 million followers. 

ORGANIZATION PROFILE

Kevin Systrom (Co-founder)

Kevin Systrom (@kevin) co-founded Instagram and served as CEO for 8 years before
leaving the company in September 2018 to pursue his next passion project. With Kevin’s
focus on simplicity and inspiring creativity through solving problems with thoughtful product
design, Instagram became the home for innovation on visual storytelling launching dozens of
products including Stories and IGTV.

Prior to founding Instagram, Kevin was part of the startup Odeo, which later became Twitter,
and spent two years at Google working on products like Gmail and Google Reader. He
graduated from Stanford University with a BS in Management Science & Engineering.

Mike Krieger (Co-founder)

Mike Krieger (@mikeyk) co-founded Instagram and served as Instagram's Head of

Engineering for 8 years, before leaving the company in September 2018 to explore new
projects. Mike focused on building a broad range of creative products to empower the
community on Instagram to connect with their interests and passions. In addition, Mike grew
the engineering organization to more than 400 employees in Instagram offices located in
Menlo Park, New York and San Francisco.

A native of São Paulo, Brazil, Mike holds an MS in Symbolic Systems from Stanford
University. Prior to founding Instagram, he worked at Meebo as a user experience designer
and front-end engineer.

Head of Instagram

Adam Mosseri (@mosseri) is the Head of Instagram where he oversees all functions of the
business including engineering, product and operations. A designer at heart, Adam is known
for balancing sharp design thinking with thoughtful product strategy to create experiences
that bring people together and encourage authentic communication.

Adam has been at Facebook for more than ten years. He was design director for Facebook's
mobile apps and then moved into product management where he led the News Feed product
and engineering teams for many years. He was Head of News Feed prior to joining Instagram
where he oversaw product before managing the entire organization.

Prior to Facebook, Adam worked at TokBox as the company’s first designer. He began his
career founding a design consultancy in 2003 with offices in New York and San Francisco
that focused on graphic, interaction and exhibition design. Adam holds a BA from the
Gallatin School of Interdisciplinary Study at NYU where he studied Information Design and
Media.

Born and raised in New York, he now lives in San Francisco with his wife and two sons.

Instagram: What Are the Risks?

Initially, when a user signs up, his/her profile is automatically public – meaning that the
pictures or videos created and shared using the app can be seen by anyone. We don’t need to
outline to you the obvious privacy issues that this raises. See how to make posts private at the
end of this article. With an increase in new features such as Instagram Questions, the risk is
that they will be used negatively and to cyberbully other users. If you
experience cyberbullying, screenshot the messages, block the bully and report them.

Instagram has also been involved in other controversies. In 2013, the BBC investigated the
use of the app by drug dealers who were using Instagram to sell drugs. However, Instagram
now monitors the hashtag function – used by many on the app – in an effort to halt the illicit
use of its service.

Like many other social networking sites, Instagram also has age limits, albeit ones which are
difficult to enforce. In Ireland, the Digital Age of Consent is set at 16. According to its terms
of service:

“Instagram requires everyone to be at least 13 years old before they can create an account (in
some jurisdictions, this age limit may be higher). If your child is younger than 13 and created
an account on Instagram, you can show them how to delete their account.”

Instagram: What Are the Benefits?

 As with many of the most popular social networking websites, while there are risks, there are
also benefits. Instagram is all about encouraging creative originality. Indeed, Instagram is
probably among the reasons behind the resurgence in the popularity of photography. The app
allows its young users to share their lives in quirky, filtered photographs, hashtags or short
video clips and has certainly been put to good use by the majority of its users.

Young people also like the fact that they can follow famous people or influencers on the app,
keep up-to-date with new businesses, news and with friends.

Features

Instagram Questions
Instagram Questions is a feature introduced in July 2018. It allows users to answer questions
posed by their followers. This is slightly reminiscent of the controversial Ask.FM, although
answers to questions are not anonymous! If you send a question to someone you follow they
can post that question to their story and write a response but it will not tag you as the person
who asked the question. It is a popular feature with influencers.

Instagram Direct

Instagram Direct allows you to share photos, videos, hashtag pages, profiles and locations
with a single person or small group of people (up to 15 people) right from a users’ newsfeed.
You can access Instagram Direct via the Inbox icon in the top right-hand corner of the app.

Instagram Stories

Instagram Stories allows users to post a selection of photos/videos into one story. The new
feature works in much the same way as Snapchat Stories, with stories disappearing after 24
hours. Instagram Stories are not posted to a users profile or on the Newsfeed. Instagram
Stories follow the same privacy settings as a users’ Instagram profile. For example, if a user
has a private account and posts a story, only the users’ friends will be able to view this story.

InstagramPost

People using their accounts can post photos and share them with their followers. This being the
primary of Instagram, has undergone several changes due to which it is now allowing to post videos
more than 30 secs, multiple photos upto 10 per post, photo tagging, along with location accurate to
20 m.

Instagram Video Call

Instagram Video Call is a relatively new concept by the app, it allows multiple users to join a video
call like a conference call and share files in groups respectively.
Being a new feature, still has glitched with voice quality and Video quality.

Instagram Live
Using this feature, Users start live videos showing live feed of wherever they may be in
present time and other followers join to view and comment on the live video, which is then
saved in archive for future use.

HOW INSTAGRAM HELPS BUSINESSES

Social media platforms are increasing in popularity (and in number) everyday, which is
making it difficult for brands and businesses to find a platform that works for them. Given
that using the the right social media platform can make or break your marketing efforts, you
can’t take chances.

One way to decide on the type of social media platform to tap into, is to focus on the kind of
content you want to share with your audience. If you look around, you’ll find that more and
more brands (of all sizes) are using “visual content” to connect to their prospects and
customers. And they’re actually seeing results.

And why not? According to a study published by HubSpot, visual content helps you engage
with your audience on the highest level, especially when you’re using social media
marketing.

While most social media platforms allow you to share visual content, one platform that helps
you make the most out of it is none other than Instagram. The photo sharing app has managed
to double its user base to 800 million monthly and 500 million daily active users in just two
years. And these numbers continues to grow.

While using Instagram for business is something that cannot (and should not) be ignored,
many businesses avoid using it for some reason. Most of the time, they either overlook the
powerful benefits of Instagram or don’t clearly understand how it can help them grow.

Here are some solid, real-world stats that should convince you, as a business, to invest your
time and your marketing dollars in Instagram.

 More than 55 million photographs are actively shared by Instagram users every single

day.

 7 out of 10 hashtags on Instagram happen to be branded.

 As of 2019, there were 8 million Instagram for business profiles registered.

 A whopping 30% of Instagram users are known to buy a product they find on

Instagram.

 Instagram raked in a massive $3.64 billion USD in global advertising revenue in

2020.
  The Instagram Stories feature hit 300 million active users, nearly 2 times that of

Snapchat.

The way to make Instagram work for your business, is to focus on creating lasting visual
experiences. In other words, sharing beautiful photos and creating appealing visual assets
goes a long way here.

Using Instagram for business is not limited to B2C or C2C markets, even B2B companies can
produce relevant and useful visuals for their target audience and expand their reach.

One of the reasons why small and medium sized business are hesitant in using Instagram for
business is the comfort factor. For some businesses, investing their time and limited budget
into a platform like Instagram might seem downright risky. But the fact is, as long as your
business makes a genuine effort to create impressionable visuals, Instagram can help you get
the most out of your marketing investment.

In fact, if you are a small business, you won’t be facing much competition on Instagram when
you use it as a marketing tool. A research done by Manta says that only 24% of small
business leverage Instagram for their business and marketing needs.

A global survey on internet users in 2019 reported that the number of smartphone users has
been growing at an astonishing rate. At present, over half of the world’s population own
smartphones .The general public has become extremely dependent on smartphones. The
average amount of time that an adult spent on his or her smartphone per day soared from 15
min in 2008 to 2 h and 48 min in 2020. Approximately 8 out of 10 teenagers check their
phone at least once every hour. Furthermore, a high 40% of teenagers have some form of
internet addiction. Teenagers, in particular, are heavily dependent on mobile devices.
Research has shown that individuals with internet addiction and various other compulsions
tend to spend more time on their mobile devices. However, the amount of time spent using
the internet alone is not enough to determine whether an individual has internet
addiction; this requires more complex diagnosis and testing.
Among the adults that use their smartphones for nearly three hours every day, 59% indicate
that they are very reliant on social media, over half of them accessing social media sites at
least once everyhour. They go on line constantly not only because their friends are using
these social media sites but because they are also attracted to the design of these social media
platforms. In the US, 90% ofthe teenagers are users of Facebook, Snapchat, or Instagram.
Similarly, an average individual in Taiwan has four social media accounts. Clearly, we can
see the stickiness of social media and the
resulting ample business opportunities. Launched in October of 2010, Instagram is
combination of the words “instant” and “telegram”.
With numerous built-in photo filters to create quality visual effects, Instagram is a social
media app
 DATA ANALYSIS & INTERPRETATION

This study is about the Usage of Instagram. Being one of the most groundbreaking social media apps,
it definitely is a vast topic to research about.
Hence, I have narrowed it down to the following objectives. The study is carried out by Exploratory
Research.

OBJECTIVES OF STUDY

 To study the targeted age group that uses Instagram i.e 14-45.

 To find out different lucrative avenues presented by Instagram as a platform.

 To enable better understanding of the app’s user-friendliness and Motivators behind

the extensive reach of Instagram.

Research Aim: Not everyone uses Instagram. The reasons may vary, but many people are not

comfortable with sharing their pictures on a regular basis. This research will delve deep in order to

understand the dynamics of people who use Instagram and the reason behind. A proper analysis will

be conducted based on the content people share and their motivation behind it. The research will help

in categorizing different Instagram users and how they use this social media tool for their benefit and

convenience.

 DATA COLLECTION

Primary Data: Primary data was collected through survey method by distributing
questionnaires to employees. The questionnaires were carefully designed by taking into
account the parameters of my study.

Secondary Data: Data was collected from web sites, going through the records of the
organisation, etc. It is the data which has been collected by individual or someone else for the
purpose of other than those of our particular research study. Or in other words we can say that
secondary data is the data used previously for the analysis and the results are undertaken for
the next process.

 RESEARCH
The research carried out in this project was by way of exploratory research.This kind of

research has the primary objective of development of insights into the problem. It studies the

main area where the problem lies and also tries to evaluate some appropriate courses of

action
 1. Do you have an Instagram Account?

Age Group with account on Instagram

14-20
21-25
26-30
31- 35
36-40
41-45

14-20 21-25 26-30 31-35 36-40 41-45

60 30 3 5 7 5

According to the above mentioned data, Maximum number of Instagram users are from the

age group of 14-20.

2. How long have you had an instagram account?

 Years active on Instagram

recently joined
1-3 years
4-6 years
7-9 years

Recently Joined 1-3 Years 4-6 Years 7-9 Years

5 50 30 15

According to the data above, Maximum number are recent joiners of Instagram, falling in the

range of 1-3 years.

3. How frequently do you check instagram?

 Frequency/Usage

Once a month
Once a week
Once in two days
Once a day
Once every hour

Once a Month Once a Week Once in two day Once a Day Once every

hour
0 50 35 15 0

According to the above data, Maximum users check instagram or log-in once a week on an

average.

4. How frequently do you post?

 Sales

NEVER
RARELY
SOMETIMES
ONCE A MONTH
REGULARLY

Never Rarely Sometimes Once a Month Regularly

0 43 50 4 3

According to the above data, maximum people post pictures on Instagram sometimes,

depending on personal choice and opinion of sharing.

5. What do you use instagram for ?

 Reasons to use Instagram
To post and update profile

To create social awareness about

events and news

I have a business page on

Instagram

To view other people's stories

and post

I like fan following my favourite

celebs

I am a Fashion/food/ Travel
Influencer

To spend time watching latest

media bites and other relevant
searches through Instagram
Search

I am addicted To Instagram

To post To create I have a To view I like fan I am a To spend I am

and social business other following my Fashion/Food/ time addicted to

update awareness page on people’s favourite Travel watching instagram

profile about events Instagram stories and celebs Influencer latest

and news post media bites

and other

relevant
15 7 1 3 8 26 10 30

6. How many followers do you have?

 No. of Followers

0-150
151-300
301-450
451-600
601-750
751-900
901-1050
1000+

7. Do you use instagram for shopping?

 Instagram Purchases

Yes
No

8. Gender
Gender Diversity on Instagram

Male
Female
9. Are you aware of instagram’s new features i.e. instagram direct, insta stories, close

friends etc?

Instagram Feature Awareness

Yes
No
10. Do you follow world news and updates such as ndtv, zee news, toi, hindu, etc

News Updates

Yes
Sometimes
Never
I have other apps for news
11. Do you follow social media influencers?

Following Interests

Yes
No
12. Do you use hashtags for increasing reach of your posts?

Post reach

Yes
Sometimes
Never
I dont know what Hashtags are
13. Do you send interesting posts to your friends through instagram direct?

Usage of Instagram Direct

Yes
Sometimes
Rarely
I dont like to spam people
14. Which type of account do you operate?

Type of Account

Public
Private
Business
15. Do you think instagram is unsafe?

Safety factor of the App

Yes, Highly Unsafe

Somewhat Unsafe
Very safe, I control who views
my stories and posts
16. What reasons contribute to unsafety on instagram?

Reasons for unsafety

Fake accounts
Identity Thefts
Trolling
Abusive language
Instagram uses my personal date
i.e. Likes and preferences to
show me unnecessary ads
17. Do you think instagram is beneficial?

Usefulness of Instagram

Yes
Somewhat useful
No, waste of time
18. Overall how satisfied are you with instagrams services and app features?

Satisfaction with Services

Yes, very satisfied

Some what satisfied
Not very satisfied
 Findings:

 Users of Instagram vary from age groups 15-45. Along with the age, varies the need

for usage

 Usage acts as motivator such as normal account, business account, celebrity account,

social food media influencer account

 Female to male users activity levels are higher

 Instagram is user friendly and up to date.

 Instagram is high on safety measures with several features like private account,

blocked accounts etc

 Conclusion

Being one of the most popular Social media Interfaces, Instagram is unprecendently the

number one choice for sharing lives on social media. Instagram is high on safety with its

features, and is a lucrative avenue to start a business as its reach is extensive.

Instagram so far has seen the fastest growth in the teen to adult demographic, helping stay

connected and share real-time updates to people all across the world.

Users of Instagram vary from age group to gender and so do the Motivators behind such

extensive usage of the app.

 QUESTIONAIRE

1. Do you have an instagram account?

2. How long have you had an instagram account?

3. How frequently do you check instagram?

4. What do you use instagram for ?

5. How many followers do you have?

6. Do you use instagram for shopping?

7. Gender?

8. Are you aware of instagram’s new features i.e. instagram direct, insta stories, close

friends etc?

9. Do you follow world news and updates such as ndtv, zee news, toi, hindu, etc

10. Do you follow social media influencers?

11. Do you use hashtags for increasing reach of your posts?

12. Do you send interesting posts to your friends through instagram direct?

13. Do you have a private or public account

14. Do you think instagram is unsafe?

15. What reasons contribute to unsafety on instagram?

16. Do you think instagram is beneficial?

17. Overall how satisfied are you with instagrams services and app features?
 Bibliography

Books:
 K Ashwathapa, (1997) Human Resource and personnel Management,
 David A. DeCenzo, Fundamental of Human Resource Management
 Industrial Psychology, Pearson Publication

Websites:
 www.instagram.com
 www.en.wikipedia.org
 www.scribd.com
 www.bloomberg.com
 https://blog.hootsuite.com/instagram-statistics/

Newspapers:
 The Indian Express (JULY 9TH, 2019)
 Economic Times (DECEMBER 28TH, 2019)
 Hindustan Times (FEBRUARY 23RD, 2020)
 Times of India (MARCH 27TH, 2020)