Business & Finance - Marketing Homework Assignment

The purpose of this assignment is to demonstrate how defining market segmentation using personas strengthens targeting within a digital marketing campaign.

Using what you learned from the Topic 2 Resources, complete the "Audience Personas" template by using the data from the "Instagram Demographic Analysis" (Followers of: @ Nike) document, located in the Topic 2 Resources, to create two unique personas for Lopes Active Apparel Co., a company that offers fitness training apparel for men and women who engage in high-intensity activities.

When developing your personas, focus on the following sections of the Nike "Instagram Demographic Analysis":

Page 3: Basic Demographics
Page 5: Location Summary
Page 13: Education
Page 14: Work Summary
Page 24: Likes and Interests

Your personas should be based on the data you find on those pages.

APA style is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

Audience Personas

Persona 1 This section should identify one of the main personas of your target audience. Be sure to include an image of your persona.

Demographics: sex, age, ethnicity, industry, job, income.

Psychographics: values, beliefs, hobbies, habits, etc.

Challenges: What struggles is this person facing that relate to your product/service?

Pain Points: What are some problems your personas are facing that your organization can fix?

What Motivates Them to Purchase: What does the persona need to see from you that would persuade the persona to buy from you?

Where Do They Obtain Information: What is their main source for information relating to products/services (e.g., online searches, social media, ads, recommendations from others)?

What Type of Content Do They Prefer: What is the best way to communicate (e.g., text messages, ebooks, videos, social media posts)?

How Can You Help: What content or resources can you provide to help your audience and persuade them to buy?

Insert Picture

Persona 2 This section should identify one of the main personas of your target audience. Be sure to include an image of your persona.

Demographics: sex, age, ethnicity, industry, job, income.

Psychographics: values, beliefs, hobbies, habits, etc.

Challenges: What struggles is this person facing that relate to your product/service?

Pain Points: What are some problems your personas are facing that your organization can fix?

What Motivates Them to Purchase: What does the persona need to see from you that would persuade the persona to buy from you?

Where Do They Obtain Information: What is their main source for information relating to products/services (e.g., online searches, social media, ads, recommendations from others)?

What Type of Content Do They Prefer: What is the best way to communicate (e.g., text messages, ebooks, videos, social media posts)?

How Can You Help: What content or resources can you provide to help your audience and persuade them to buy?

Insert Picture

Justification

Insert your 250-350-word justification here using the following questions. 1) Provide justification for the personas you created. 2) Explain how the personas define the market segment and can be used to effectively target the digital marketing campaign. 3) Discuss ethical responsibilities associated with the collection of customer data.

image1.jpeg

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ nike

BASIC STATS

CITIES

Audience Profile for @nike @nike's followers are in their early thirties with above average income.The account has a notable audience concentration in New York.

Academically, @nike's audience contains a extremely high number of university graduates when compared to the Instagram average. Some of the most highly attended universities for this group include University of Oregon, University of Wisconsin System, University of Minnesota and University of Iowa.

Professionally, @nike's followers have a relatively high proportion working within the Industrial Metals & Mining, Veterinary, Religious Services and Biotechnology industries. Typically, they work as Product Manager/Directors, Business Development Specialists, Copywriters, Marketing Assistants and Project Managers. The account has an exceptionally high concentration of Analysts (within the top 10% of all Instagram accounts in this respect).

In their spare time they particularly enjoy political news, cars/driving, gaming, dating/romance and outdoor activities.

As consumers they are relatively affluent, with spending focused most strongly on technology, nightlife and travel. Their strongest brand affinities include Kuwait Airways, Jazeera Airways, Singapore Airlines, Travelocity and Onur Air.

BRANDS

MEDIA

60.9% are male

55.4% are single

8.0% are parents

30.2 yrs average age

$44.4k/yr. avg. income

São Paulo, Brazil (4.3%)

London (3.5%)

New York, NY (4.4%)

Los Angeles, CA (2.3%)

Rio de Janeiro (1.7%)

Chicago, IL (1.9%)

Mexico City (1.1%)

Dublin (0.9%)

(4.0x)Nike

(89x)Paddy Power

(26x)Starburst

(26x)BrandRepublic

(21x)Forrester

(7.7x)CrossFit

(>100x)Ad Age

(25x)TNW

(17x)Giga Om

(29x)Lifehacker

(6.3x)ESPN

(9.7x)Business Insider

(9.4x)The Economist

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ nike

MUSIC

SPORT

Audience Profile for @nike The followers of @nike do not demostrate any significant preference for music over sports, or vice versa. Influencers followed by this audience come from a wide variety of categories, including authors, business leaders and designers.

Music taste @nike's followers demostrate an above average interst in music in general. They particularly enjoy the Dance music, Techno and Trance genres. This audience has a strong affinity with the solo artists Taylor Swift, Lata Mangeshkar, Rihanna and Abel Tesfaye. Among their favorite bands are Coldplay, Aer, Maroon 5 and The Rubberbandits.

Sports followed @nike's followers are quite keen on team sports. Specific team sports that stand out well above the Instagram average include rugby and cricket. Other than team sports, this audience also shows an exceptionally keen interest in golf and billiards/Pool. Teams that are particularly highly supported by this audience include Lions Rugby, Premiership Rugby, Louisville City FC, Arizona State Sun Devils football, St. Paul Saints and Chennai Super Kings.

Influencers and celebrities Other influencers with strong followings within this audience are Scott Jurek, Nat Ives and Fran Newman-Young.

CELEBRITIES

INFLUENCERS

(76x)Liam Gallagher

(46x)Kano

(37x)Two Door Cinema …

(17x)The Weeknd

(15x)Damo and Ivor

(9.4x)Paul van Dyk

(9.3x)The Courteeners

(15x)Munster Rugby

(6.3x)Texas Longhorns f…

(7.6x)Oregon Ducks bas…

(8.9x)FC Cincinnati

(1.1x)Denver Hockey

(1.3x)San Francisco Deltas

(>100x)Colin Cowherd

(83x)Stephen A. Smith

(5.9x)Shaq

(17x)Joey Essex

(14x)Alexandra Felstead

(28x)Matthew Centrowit…

(16x)Alex Bogusky

(22x)David Zinczenko

(22x)Matt Chan

(21x)Alan Ritchson

(26x)Rory Mckernan

(14x)Avinash Kaushik

(23x)Louie Vito

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

BASIC DEMOGRAPHICS

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Gender Male 102,899,592 60.9% 42.2% 3.7% 95.0%

Gender Female 66,016,550 39.1% 57.8% 5.0% 96.3%

Family status Single 93,663,100 55.4% 49.6% 0.0% 100.0%

Family status Married 75,253,042 44.6% 50.0% 0.0% 100.0%

Family status Parents 13,560,437 8.0% 4.8% 0.0% 43.3%

Age Age 17 and under 4,487,810 2.7% 1.7% 0.0% 49.2%

Age Age 18 to 20 8,841,998 5.2% 6.1% 0.3% 69.6%

Age Age 21 to 24 18,378,834 10.9% 14.9% 1.7% 68.6%

Age Age 25 to 29 51,026,652 30.2% 29.0% 3.9% 60.9%

Age Age 30 to 34 49,205,567 29.1% 29.3% 1.4% 63.3%

Age Age 35 to 44 24,145,603 14.3% 9.2% 0.4% 52.1%

Age Age 45 to 54 5,449,893 3.2% 3.9% 0.2% 16.2%

Age Age 55 to 64 3,010,326 1.8% 2.5% 0.1% 6.2%

Age Age 65 and over 4,369,459 2.6% 3.5% 0.1% 10.7%

Race (US only) White/caucasian 59,005,179 75.3% 80.4% 0.0% 100.0%

Race (US only) Hispanic 10,466,573 13.4% 16.9% 0.0% 100.0%

Race (US only) African American 5,974,087 7.6% 1.6% 0.0% 100.0%

Race (US only) Asian 2,939,360 3.7% 1.1% 0.0% 100.0%

Native language English 135,084,527 80.0% 92.4% 1.3% 99.4%

Native language Spanish 12,758,462 7.6% 2.6% 0.0% 93.9%

Native language Portuguese 9,190,653 5.4% 1.3% 0.0% 96.4%

Native language Italian 3,036,670 1.8% 0.8% 0.0% 81.7%

1.4x

1.6x

3.5x

2.9x 4.2x

2.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LANGUAGES

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Native language English 135,084,527 80.0% 92.4% 1.3% 99.4%

Native language Spanish 12,758,462 7.6% 2.6% 0.0% 93.9%

Native language Portuguese 9,190,653 5.4% 1.3% 0.0% 96.4%

Native language Italian 3,036,670 1.8% 0.8% 0.0% 81.7%

Native language French 1,409,882 0.8% 0.4% 0.0% 69.9%

Native language German 1,259,717 0.7% 0.6% 0.0% 62.3%

Native language Catalan 745,263 0.4% 0.5% 0.0% 6.2%

Native language Tagalog 723,017 0.4% 0.6% 0.0% 25.1%

Native language Indonesian 578,413 0.3% 0.2% 0.0% 75.6%

Native language Dutch 467,180 0.3% 0.1% 0.0% 14.8%

Native language Arabic 403,221 0.2% 0.1% 0.0% 91.5%

Native language Japanese 364,289 0.2% 0.0% 0.0% 51.1%

Native language Danish 364,289 0.2% 0.1% 0.0% 13.9%

Native language Chinese 311,453 0.2% 0.1% 0.0% 15.0%

Native language Polish 266,960 0.2% 0.1% 0.0% 33.0%

Native language Turkish 241,932 0.1% 0.1% 0.0% 1.5%

Native language Swedish 233,590 0.1% 0.0% 0.0% 12.0%

Native language Russian 214,124 0.1% 0.0% 0.0% 1.3%

Native language Korean 183,535 0.1% 0.0% 0.0% 2.3%

Native language Finnish 172,412 0.1% 0.1% 0.0% 2.0%

Native language Norwegian 172,412 0.1% 0.0% 0.0% 28.2%

Native language Thai 155,727 0.1% 0.0% 0.0% 81.7%

Native language Albanian 125,137 0.1% 0.1% 0.0% 1.5%

Native language Hebrew 100,110 0.1% 0.0% 0.0% 0.5%

2.9x 4.2x

2.3x 2.2x 1.2x

1.7x 3.1x 2.9x >100x 2.9x 2.3x 2.7x 2.5x >100x >100x >100x

>100x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION SUMMARY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country United States 78,385,200 46.4% 12.6% 0.2% 98.8%

Location: by country Brazil 16,768,518 9.9% 1.5% 0.0% 98.9%

Location: by country United Kingdom 15,992,974 9.5% 0.7% 0.0% 89.4%

Location: by country Italy 4,965,768 2.9% 0.3% 0.0% 95.8%

Location: by country Mexico 4,698,996 2.8% 0.4% 0.0% 87.1%

Location: by country Canada 4,685,657 2.8% 0.4% 0.0% 83.0%

Location: by US state California 11,388,084 14.5% 16.7% 0.0% 100.0%

Location: by US state Texas 6,665,714 8.5% 6.9% 0.0% 82.6%

Location: by US state New York State 6,400,314 8.2% 8.3% 0.0% 100.0%

Location: by US state Florida 3,713,410 4.7% 5.1% 0.0% 72.1%

Location: by US state Illinois 3,314,213 4.2% 2.6% 0.0% 57.3%

Location: by US state Ohio 3,143,129 4.0% 2.0% 0.0% 51.3%

Location: by city New York, NY 7,488,730 4.4% 0.8% 0.0% 52.6%

Location: by city São Paulo, Brazil 7,311,168 4.3% 0.5% 0.0% 83.1%

Location: by city London 5,912,153 3.5% 0.3% 0.0% 52.4%

Location: by city Los Angeles, CA 3,902,355 2.3% 0.3% 0.0% 26.9%

Location: by city Chicago, IL 3,232,477 1.9% 0.2% 0.0% 49.9%

Location: by city Rio de Janeiro 2,927,088 1.7% 0.2% 0.0% 69.4%

Location: by city Milan 2,057,944 1.2% 0.1% 0.0% 30.5%

Location: by city Portland, OR 1,936,958 1.1% 0.0% 0.0% 6.8%

Location: by city Mexico City 1,899,020 1.1% 0.1% 0.0% 44.5%

Location: by city Atlanta, GA 1,775,809 1.1% 0.1% 0.0% 42.2%

Location: by city Paris 1,716,868 1.0% 0.1% 0.0% 67.6%

6.8x 13x

9.3x 7.8x 6.9x

1.6x 2.0x

5.6x 7.9x

10x 7.8x 9.7x 9.8x 16x >100x 12x 7.9x 7.6x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country United States 78,385,200 46.4% 12.6% 0.2% 98.8%

Location: by country Brazil 16,768,518 9.9% 1.5% 0.0% 98.9%

Location: by country United Kingdom 15,992,974 9.5% 0.7% 0.0% 89.4%

Location: by country Italy 4,965,768 2.9% 0.3% 0.0% 95.8%

Location: by country Mexico 4,698,996 2.8% 0.4% 0.0% 87.1%

Location: by country Canada 4,685,657 2.8% 0.4% 0.0% 83.0%

Location: by country Australia 3,468,034 2.1% 0.2% 0.0% 86.0%

Location: by country Spain 2,339,970 1.4% 0.3% 0.0% 84.8%

Location: by country South Africa 2,307,577 1.4% 0.1% 0.0% 92.5%

Location: by country India 2,290,427 1.4% 0.1% 0.0% 8.1%

Location: by country Indonesia 2,158,947 1.3% 0.1% 0.0% 97.3%

Location: by country Colombia 2,115,120 1.3% 0.2% 0.0% 91.1%

Location: by country Venezuela 1,854,065 1.1% 0.1% 0.0% 90.6%

Location: by country Ireland 1,827,387 1.1% 0.1% 0.0% 25.4%

Location: by country Philippines 1,781,655 1.1% 0.1% 0.0% 91.7%

Location: by country France 1,716,868 1.0% 0.2% 0.0% 80.0%

Location: by country Argentina 1,413,891 0.8% 0.1% 0.0% 92.6%

Location: by country Chile 1,286,222 0.8% 0.1% 0.0% 91.7%

Location: by country Germany 1,210,001 0.7% 0.1% 0.0% 72.3%

Location: by country Egypt 943,229 0.6% 0.0% 0.0% 5.1%

Location: by country Netherlands 891,780 0.5% 0.1% 0.0% 25.3%

Location: by country Nigeria 781,260 0.5% 0.0% 0.0% 91.9%

Location: by country Peru 781,260 0.5% 0.1% 0.0% 72.8%

Location: by country Malaysia 775,544 0.5% 0.1% 0.0% 96.0%

6.8x 13x

9.3x 7.8x 6.9x

8.7x 4.9x 15x 16x 11x 7.6x 8.9x 21x 12x 4.9x 5.7x 5.9x 5.9x 17x 6.4x 13x 8.8x 7.1x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country Poland 752,678 0.4% 0.0% 0.0% 71.0%

Location: by country Denmark 607,859 0.4% 0.0% 0.0% 27.9%

Location: by country Portugal 541,166 0.3% 0.1% 0.0% 70.3%

Location: by country Japan 535,449 0.3% 0.0% 0.0% 62.5%

Location: by country Belgium 514,489 0.3% 0.0% 0.0% 5.2%

Location: by country Ecuador 443,985 0.3% 0.0% 0.0% 88.7%

Location: by country Russia 419,213 0.2% 0.0% 0.0% 1.7%

Location: by country New Zealand 415,402 0.2% 0.0% 0.0% 5.6%

Location: by country Singapore 403,969 0.2% 0.0% 0.0% 5.5%

Location: by country Dom. Republic 400,158 0.2% 0.0% 0.0% 81.9%

Location: by country Sweden 386,819 0.2% 0.0% 0.0% 18.9%

Location: by country Turkey 342,992 0.2% 0.0% 0.0% 1.9%

Location: by country Israel 339,181 0.2% 0.0% 0.0% 1.5%

Location: by country Norway 318,221 0.2% 0.0% 0.0% 57.4%

Location: by country UAE 308,693 0.2% 0.0% 0.0% 26.3%

Location: by country Thailand 297,260 0.2% 0.0% 0.0% 94.1%

Location: by country South Korea 270,583 0.2% 0.0% 0.0% 7.8%

Location: by country Greece 253,433 0.2% 0.0% 0.0% 1.2%

Location: by country Kenya 224,851 0.1% 0.0% 0.0% 80.0%

Location: by country Hong Kong (SAR) 224,851 0.1% 0.0% 0.0% 4.9%

Location: by country Finland 221,040 0.1% 0.0% 0.0% 4.0%

Location: by country Paraguay 219,134 0.1% 0.0% 0.0% 69.2%

Location: by country Ghana 215,323 0.1% 0.0% 0.0% 45.7%

Location: by country Lebanon 207,701 0.1% 0.0% 0.0% 1.2%

12x 67x

5.4x 7.5x 7.6x 7.0x

13x >100x >100x 5.2x 8.7x 8.8x 9.3x 8.7x 6.9x 6.1x >100x >100x >100x >100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY US STATE

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by US state California 11,388,084 14.5% 16.7% 0.0% 100.0%

Location: by US state Texas 6,665,714 8.5% 6.9% 0.0% 82.6%

Location: by US state New York State 6,400,314 8.2% 8.3% 0.0% 100.0%

Location: by US state Florida 3,713,410 4.7% 5.1% 0.0% 72.1%

Location: by US state Illinois 3,314,213 4.2% 2.6% 0.0% 57.3%

Location: by US state Ohio 3,143,129 4.0% 2.0% 0.0% 51.3%

Location: by US state Pennsylvania 2,941,337 3.8% 3.0% 0.0% 65.0%

Location: by US state Georgia 2,559,687 3.3% 2.4% 0.0% 59.5%

Location: by US state Michigan 2,535,560 3.2% 1.6% 0.0% 46.1%

Location: by US state Oregon 2,081,528 2.7% 0.3% 0.0% 20.6%

Location: by US state Washington 1,897,283 2.4% 0.7% 0.0% 33.3%

Location: by US state North Carolina 1,888,509 2.4% 1.6% 0.0% 49.9%

Location: by US state Tennessee 1,864,382 2.4% 1.1% 0.0% 57.0%

Location: by US state Missouri 1,761,293 2.2% 1.0% 0.0% 40.0%

Location: by US state Minnesota 1,713,038 2.2% 0.5% 0.0% 33.3%

Location: by US state Colorado 1,686,718 2.2% 0.7% 0.0% 27.3%

Location: by US state Massachusetts 1,594,595 2.0% 1.3% 0.0% 50.0%

Location: by US state Wisconsin 1,590,208 2.0% 0.5% 0.0% 20.0%

Location: by US state Virginia 1,438,864 1.8% 1.2% 0.0% 50.0%

Location: by US state Arizona 1,331,388 1.7% 0.8% 0.0% 33.3%

Location: by US state New Jersey 1,252,426 1.6% 1.4% 0.0% 37.5%

Location: by US state Utah 1,234,879 1.6% 0.3% 0.0% 50.0%

Location: by US state Indiana 1,186,624 1.5% 0.7% 0.0% 25.0%

Location: by US state Kentucky 1,175,657 1.5% 0.6% 0.0% 50.0%

1.6x 2.0x

2.0x 9.2x

3.4x

2.2x 2.3x 4.5x 3.2x

4.2x

2.1x

4.9x 2.1x 2.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY US STATE (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by US state Alabama 1,118,629 1.4% 0.9% 0.0% 58.2%

Location: by US state South Carolina 1,026,507 1.3% 0.7% 0.0% 66.7%

Location: by US state Oklahoma 1,004,573 1.3% 0.4% 0.0% 25.0%

Location: by US state Iowa 890,516 1.1% 0.0% 0.0% 11.1%

Location: by US state Louisiana 824,715 1.1% 0.8% 0.0% 64.0%

Location: by US state Maryland 745,753 1.0% 0.6% 0.0% 24.2%

Location: by US state Kansas 690,918 0.9% 0.0% 0.0% 16.0%

Location: by US state Arkansas 625,116 0.8% 0.3% 0.0% 33.3%

Location: by US state DC 598,795 0.8% 0.0% 0.0% 14.3%

Location: by US state Connecticut 554,928 0.7% 0.4% 0.0% 16.7%

Location: by US state Mississippi 543,961 0.7% 0.1% 0.0% 53.2%

Location: by US state Nevada 541,768 0.7% 0.5% 0.0% 25.0%

Location: by US state Nebraska 522,027 0.7% 0.0% 0.0% 12.5%

Location: by US state West Virginia 359,716 0.5% 0.0% 0.0% 8.3%

Location: by US state Idaho 274,174 0.3% 0.0% 0.0% 25.0%

Location: by US state Maine 225,919 0.3% 0.0% 0.0% 12.5%

Location: by US state Hawaii 197,405 0.3% 0.0% 0.0% 29.4%

Location: by US state Rhode Island 188,632 0.2% 0.0% 0.0% 7.7%

Location: by US state New Mexico 186,438 0.2% 0.0% 0.0% 25.0%

Location: by US state Montana 182,052 0.2% 0.0% 0.0% 28.6%

Location: by US state New Hampshire 164,504 0.2% 0.0% 0.0% 11.1%

Location: by US state South Dakota 133,797 0.2% 0.0% 0.0% 5.6%

Location: by US state North Dakota 105,283 0.1% 0.0% 0.0% 4.2%

Location: by US state Vermont 89,929 0.1% 0.0% 0.0% 3.2%

3.5x >100x

>100x 2.8x >100x

5.2x

>100x >100x

>100x >100x >100x

>100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY CITY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by city New York, NY 7,488,730 4.4% 0.8% 0.0% 52.6%

Location: by city São Paulo, Brazil 7,311,168 4.3% 0.5% 0.0% 83.1%

Location: by city London 5,912,153 3.5% 0.3% 0.0% 52.4%

Location: by city Los Angeles, CA 3,902,355 2.3% 0.3% 0.0% 26.9%

Location: by city Chicago, IL 3,232,477 1.9% 0.2% 0.0% 49.9%

Location: by city Rio de Janeiro 2,927,088 1.7% 0.2% 0.0% 69.4%

Location: by city Milan 2,057,944 1.2% 0.1% 0.0% 30.5%

Location: by city Portland, OR 1,936,958 1.1% 0.0% 0.0% 6.8%

Location: by city Mexico City 1,899,020 1.1% 0.1% 0.0% 44.5%

Location: by city Atlanta, GA 1,775,809 1.1% 0.1% 0.0% 42.2%

Location: by city Paris 1,716,868 1.0% 0.1% 0.0% 67.6%

Location: by city Houston, TX 1,684,174 1.0% 0.1% 0.0% 36.4%

Location: by city San Francisco, CA 1,658,896 1.0% 0.1% 0.0% 6.2%

Location: by city Philadelphia, PA 1,655,736 1.0% 0.1% 0.0% 29.5%

Location: by city Toronto 1,544,084 0.9% 0.1% 0.0% 29.6%

Location: by city Dallas, TX 1,541,983 0.9% 0.1% 0.0% 17.4%

Location: by city Manila 1,461,927 0.9% 0.1% 0.0% 79.9%

Location: by city Dublin 1,444,225 0.9% 0.0% 0.0% 23.2%

Location: by city Boston, MA 1,358,715 0.8% 0.1% 0.0% 5.6%

Location: by city Minneapolis, MN 1,342,916 0.8% 0.0% 0.0% 4.9%

Location: by city Seattle, WA 1,292,359 0.8% 0.0% 0.0% 6.2%

Location: by city Santiago 1,286,222 0.8% 0.2% 0.0% 89.1%

Location: by city Mumbai 1,282,214 0.8% 0.0% 0.0% 5.1%

Location: by city Melbourne 1,265,544 0.7% 0.1% 0.0% 42.7%

5.6x 7.9x

10x 7.8x

9.7x 9.8x

16x >100x 12x 7.9x

7.6x 7.5x 18x 7.4x

7.9x 9.1x 17x 21x

9.3x 30x 57x 5.0x >100x

9.5x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by city Buenos Aires, Argentina1,264,212 0.7% 0.1% 0.0% 86.0%

Location: by city Bogotá 1,208,269 0.7% 0.1% 0.0% 60.5%

Location: by city Sydney 1,167,853 0.7% 0.1% 0.0% 34.2%

Location: by city Johannesburg 1,112,937 0.7% 0.0% 0.0% 63.9%

Location: by city Miami, FL 1,080,652 0.6% 0.2% 0.0% 33.4%

Location: by city Caracas 1,070,904 0.6% 0.1% 0.0% 59.9%

Location: by city San Diego, CA 1,058,534 0.6% 0.1% 0.0% 6.5%

Location: by city Denver, CO 1,052,214 0.6% 0.0% 0.0% 3.7%

Location: by city Jakarta 1,048,558 0.6% 0.0% 0.0% 53.8%

Location: by city Columbus, OH 1,020,616 0.6% 0.0% 0.0% 3.3%

Location: by city Austin, TX 1,014,296 0.6% 0.0% 0.0% 3.4%

Location: by city Belo Horizonte 993,166 0.6% 0.1% 0.0% 61.9%

Location: by city Porto Alegre 977,443 0.6% 0.0% 0.0% 41.9%

Location: by city Saint Louis, MO 910,023 0.5% 0.0% 0.0% 5.1%

Location: by city Madrid 898,873 0.5% 0.1% 0.0% 32.2%

Location: by city Manchester, UK 870,516 0.5% 0.0% 0.0% 6.0%

Location: by city Cairo 861,916 0.5% 0.0% 0.0% 6.7%

Location: by city Washington, DC 859,466 0.5% 0.0% 0.0% 10.8%

Location: by city Cape Town 856,784 0.5% 0.0% 0.0% 9.4%

Location: by city Monterrey 855,099 0.5% 0.0% 0.0% 16.0%

Location: by city Barcelona 846,681 0.5% 0.1% 0.0% 28.7%

Location: by city Pittsburgh, PA 837,347 0.5% 0.0% 0.0% 4.8%

Location: by city Vancouver 817,320 0.5% 0.0% 0.0% 16.3%

Location: by city Cincinnati, OH 802,590 0.5% 0.0% 0.0% 2.0%

5.2x 8.8x 9.0x 25x

4.0x 10x 6.2x 22x 80x 46x 21x 11x 13x

15x 5.2x >100x 32x >100x >100x >100x 4.8x 20x 31x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by city Lima 781,260 0.5% 0.1% 0.0% 75.9%

Location: by city Kuala Lumpur 775,544 0.5% 0.1% 0.0% 95.7%

Location: by city Rome 768,473 0.5% 0.0% 0.0% 14.4%

Location: by city Warsaw 752,678 0.4% 0.0% 0.0% 65.0%

Location: by city Detroit, MI 748,873 0.4% 0.0% 0.0% 20.1%

Location: by city Orlando, FL 742,553 0.4% 0.1% 0.0% 8.7%

Location: by city Lagos 740,570 0.4% 0.0% 0.0% 89.5%

Location: by city Glasgow 738,100 0.4% 0.0% 0.0% 4.7%

Location: by city Cleveland, OH 726,754 0.4% 0.0% 0.0% 10.6%

Location: by city Salt Lake City, UT 714,115 0.4% 0.0% 0.0% 3.9%

Location: by city Nashville, TN 710,955 0.4% 0.0% 0.0% 15.7%

Location: by city Kansas City, MO 673,038 0.4% 0.0% 0.0% 3.6%

Location: by city Montreal 671,038 0.4% 0.1% 0.0% 34.7%

Location: by city Amsterdam 667,359 0.4% 0.0% 0.0% 5.9%

Location: by city San Antonio, TX 660,399 0.4% 0.1% 0.0% 3.6%

Location: by city Milwaukee, WI 619,321 0.4% 0.0% 0.0% 2.5%

Location: by city Phoenix, AZ 613,002 0.4% 0.0% 0.0% 2.9%

Location: by city Copenhagen 607,859 0.4% 0.0% 0.0% 31.0%

Location: by city Louisville, KY 600,362 0.4% 0.0% 0.0% 2.0%

Location: by city Cardiff, UK 598,327 0.4% 0.0% 0.0% 3.0%

Location: by city Belfast 590,970 0.3% 0.0% 0.0% 3.0%

Location: by city Charlotte, NC 584,563 0.3% 0.0% 0.0% 8.5%

Location: by city Naples 540,536 0.3% 0.0% 0.0% 11.8%

Location: by city Las Vegas, NV 540,326 0.3% 0.1% 0.0% 3.7%

7.7x 7.5x 12x

>100x 19x 5.9x 12x >100x 15x >100x >100x >100x 7.0x >100x 7.0x >100x 13x >100x >100x >100x

>100x 8.6x >100x 4.6x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

EDUCATION

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Education status (beta) School students 7,083,994 4.2% 1.4% 0.0% 90.9%

Education status (beta) University students 3,844,418 2.3% 1.8% 0.0% 36.7%

Education status (beta) University graduates 94,002,676 55.7% 44.2% 0.0% 100.0%

Education status (beta) No higher education 63,985,053 37.9% 52.5% 0.0% 100.0%

Universities University of Texas 1,122,784 0.7% 0.4% 0.0% 7.5%

Universities University of Wisconsin System1,072,036 0.6% 0.3% 0.0% 5.8%

Universities California State University805,613 0.5% 0.3% 0.0% 5.8%

Universities University of Alabama 697,775 0.4% 0.2% 0.0% 5.0%

Universities Arizona State University681,917 0.4% 0.1% 0.0% 4.7%

Universities University of Oregon 618,482 0.4% 0.0% 0.0% 3.0%

Universities University of Minnesota 605,795 0.4% 0.1% 0.0% 3.7%

Universities Ohio State University 574,078 0.3% 0.1% 0.0% 4.3%

Universities Indiana University 561,392 0.3% 0.1% 0.0% 4.2%

Universities Brigham Young University555,048 0.3% 0.1% 0.0% 3.6%

Universities Michigan State University555,048 0.3% 0.1% 0.0% 4.4%

Universities University of Tennessee at Chattanooga510,644 0.3% 0.1% 0.0% 4.5%

Universities University of North Carolina478,927 0.3% 0.1% 0.0% 4.6%

Universities New York University 469,412 0.3% 0.1% 0.0% 5.0%

Universities University of Washington459,897 0.3% 0.0% 0.0% 4.7%

Universities Pennsylvania State University453,554 0.3% 0.1% 0.0% 4.4%

Universities Texas A&M University 428,180 0.3% 0.1% 0.0% 4.0%

Universities University of Georgia 425,008 0.3% 0.0% 0.0% 3.5%

Universities Florida State University 418,665 0.2% 0.0% 0.0% 3.9%

Universities University of Colorado Boulder418,665 0.2% 0.0% 0.0% 2.6%

1.3x

1.8x 2.5x 1.8x 2.2x 3.1x >100x 3.9x 2.3x 2.4x 5.7x 3.6x 3.0x 4.1x 3.0x >100x 3.2x

>100x 37x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK SUMMARY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Industries Marketing and Advertising19,546,834 11.6% 2.6% 0.0% 47.5%

Industries Sports 7,693,711 4.6% 0.0% 0.0% 45.7%

Industries Design 7,248,918 4.3% 0.0% 0.0% 46.4%

Industries PR & Communications4,351,755 2.6% 0.0% 0.0% 25.3%

Occupations Account Managers 1,767,439 1.0% 0.0% 0.0% 2.2%

Occupations Account Executives 1,104,649 0.7% 0.0% 0.0% 1.4%

Occupations Directors 4,574,546 2.7% 1.2% 0.0% 9.9%

Occupations Product Managers/Directors461,353 0.3% 0.0% 0.0% 1.1%

Occupations Project Managers 981,188 0.6% 0.0% 0.0% 2.2%

Occupations Analysts 467,851 0.3% 0.0% 0.0% 1.3%

Employers Nike 1,167,776 0.7% 0.0% 0.0% 7.9%

Employers Facebook 520,878 0.3% 0.0% 0.0% 32.3%

Employers Apple 487,273 0.3% 0.0% 0.0% 7.6%

Employers Deloitte 352,853 0.2% 0.0% 0.0% 10.5%

Personal income Under $10,000 2,664,633 1.6% 0.9% 0.0% 79.4%

Personal income $10,000 – $19,999 26,688,509 15.8% 17.9% 0.2% 91.7%

Personal income $20,000 – $29,999 17,247,677 10.2% 6.8% 0.1% 71.3%

Personal income $30,000 – $39,999 18,931,181 11.2% 7.1% 0.0% 46.1%

Personal income $40,000 – $49,999 21,626,991 12.8% 8.0% 0.0% 30.8%

Personal income $50,000 – $74,999 47,939,553 28.4% 10.3% 0.1% 63.0%

Personal income $75,000 – $99,999 10,476,978 6.2% 0.7% 0.0% 33.4%

Personal income Over $100,000 4,115,235 2.4% 0.5% 0.0% 11.2%

4.5x >100x >100x

>100x

>100x >100x 2.2x

>100x >100x >100x

>100x >100x >100x >100x

2.7x 9.4x

5.1x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: INDUSTRIES

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Industries Marketing and Advertising19,546,834 11.6% 2.6% 0.0% 47.5%

Industries Sports 7,693,711 4.6% 0.0% 0.0% 45.7%

Industries Design 7,248,918 4.3% 0.0% 0.0% 46.4%

Industries PR & Communications4,351,755 2.6% 0.0% 0.0% 25.3%

Industries Financial Services 6,215,076 3.7% 0.0% 0.0% 46.2%

Industries Health & Fitness 3,281,848 1.9% 0.0% 0.0% 31.2%

Industries Information Technology5,842,412 3.5% 1.4% 0.0% 91.2%

Industries Media Production 3,185,677 1.9% 0.0% 0.0% 23.8%

Industries Health Care 4,387,820 2.6% 0.0% 0.0% 45.8%

Industries Real Estate 3,943,026 2.3% 0.0% 0.0% 47.5%

Industries Computer Software 2,933,227 1.7% 0.0% 0.0% 46.2%

Industries Accounting 2,500,456 1.5% 0.0% 0.0% 45.9%

Industries Human Resources 2,704,820 1.6% 0.0% 0.0% 46.2%

Industries Publishing 2,548,542 1.5% 0.0% 0.0% 31.7%

Industries Construction & Materials2,452,370 1.5% 0.0% 0.0% 43.2%

Industries Consultancy Services 1,803,213 1.1% 0.0% 0.0% 31.1%

Industries Photography 1,502,678 0.9% 0.0% 0.0% 23.1%

Industries Legal Services 2,019,599 1.2% 0.0% 0.0% 30.8%

Industries Industrial Engineering1,622,892 1.0% 0.0% 0.0% 31.7%

Industries Food & Beverage 2,199,920 1.3% 0.0% 0.0% 45.5%

Industries Nonprofit & Philanthropy1,899,384 1.1% 0.0% 0.0% 30.7%

Industries Clothing & Accessories1,887,363 1.1% 0.0% 0.0% 31.7%

Industries Automobiles 1,574,806 0.9% 0.0% 0.0% 27.9%

Industries Music 1,286,292 0.8% 0.0% 0.0% 22.0%

4.5x >100x

>100x >100x

2.5x >100x

>100x >100x

>100x >100x >100x >100x >100x

>100x >100x

>100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: INDUSTRIES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Industries Logistics & Planning 1,214,164 0.7% 0.0% 0.0% 23.8%

Industries Consumer Goods 1,430,550 0.8% 0.0% 0.0% 31.7%

Industries Insurance 1,418,528 0.8% 0.0% 0.0% 45.5%

Industries Pharmaceuticals 1,057,886 0.6% 0.0% 0.0% 23.8%

Industries Travel & Leisure 841,500 0.5% 0.0% 0.0% 13.5%

Industries Religious Services 829,478 0.5% 0.0% 0.0% 13.8%

Industries The Arts 1,286,292 0.8% 0.0% 0.0% 31.9%

Industries Consumer Services 877,564 0.5% 0.0% 0.0% 19.0%

Industries Oil & Energy 1,105,971 0.7% 0.0% 0.0% 47.5%

Industries Telecommunications 1,190,121 0.7% 0.0% 0.0% 45.4%

Industries Military 805,436 0.5% 0.0% 0.0% 19.0%

Industries Environmental Services 733,306 0.4% 0.0% 0.0% 13.6%

Industries Personal & Household Goods973,735 0.6% 0.0% 0.0% 31.7%

Industries Consumer Electronics 805,436 0.5% 0.0% 0.0% 30.6%

Industries Education 5,529,855 3.3% 1.7% 0.0% 87.4%

Industries Civil Engineering 781,393 0.5% 0.0% 0.0% 30.8%

Industries Medical Equipment 661,178 0.4% 0.0% 0.0% 13.3%

Industries Aerospace & Defense 685,221 0.4% 0.0% 0.0% 17.0%

Industries Transportation 565,007 0.3% 0.0% 0.0% 15.7%

Industries Biotechnology 540,964 0.3% 0.0% 0.0% 13.5%

Industries Law enforcement & Judiciary577,028 0.3% 0.0% 0.0% 22.9%

Industries Technology Hardware 492,879 0.3% 0.0% 0.0% 13.2%

Industries Business Support Services540,964 0.3% 0.0% 0.0% 31.7%

Industries Chemicals 420,749 0.2% 0.0% 0.0% 19.0%

>100x >100x >100x

>100x >100x

>100x

>100x >100x

>100x >100x >100x

>100x >100x >100x >100x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: INDUSTRIES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Industries Wholesale 348,621 0.2% 0.0% 0.0% 13.5%

Industries Industrial Goods & Services396,707 0.2% 0.0% 0.0% 18.6%

Industries Utilities 348,621 0.2% 0.0% 0.0% 23.0%

Industries Security and Investigations348,621 0.2% 0.0% 0.0% 18.5%

Industries Farming & Fishing 300,536 0.2% 0.0% 0.0% 19.9%

Industries Airlines & Aviation 300,536 0.2% 0.0% 0.0% 19.0%

Industries Industrial Metals & Mining180,322 0.1% 0.0% 0.0% 11.6%

Industries Public Buildings & Institutions144,257 0.1% 0.0% 0.0% 8.0%

Industries Veterinary 120,214 0.1% 0.0% 0.0% 7.2%

Industries Broadcasting & Entertainment5,662,090 3.4% 1.8% 0.0% 47.0%

Industries Banking 1,827,256 1.1% 0.0% 0.0% 47.5%

Industries Hospitality & Events 2,488,434 1.5% 0.0% 0.0% 43.0%

Industries Government 2,728,863 1.6% 0.0% 0.0% 47.2%

Industries Restaurants & Bars 1,887,363 1.1% 0.0% 0.0% 41.3%

Industries Internet 3,077,484 1.8% 1.1% 0.0% 95.0%

Industries Retail 6,780,083 4.0% 3.9% 0.0% 85.8%

Industries Research 2,752,906 1.6% 2.6% 0.0% 95.0%

>100x >100x >100x >100x >100x >100x

>100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: OCCUPATIONS

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Occupations Account Managers 1,767,439 1.0% 0.0% 0.0% 2.2%

Occupations Account Executives 1,104,649 0.7% 0.0% 0.0% 1.4%

Occupations Directors 4,574,546 2.7% 1.2% 0.0% 9.9%

Occupations Product Managers/Directors461,353 0.3% 0.0% 0.0% 1.1%

Occupations Project Managers 981,188 0.6% 0.0% 0.0% 2.2%

Occupations Analysts 467,851 0.3% 0.0% 0.0% 1.3%

Occupations Marketing Coordinators2,865,589 1.7% 0.8% 0.0% 8.6%

Occupations Sales Managers 896,715 0.5% 0.0% 0.0% 2.5%

Occupations Managers 4,782,480 2.8% 1.9% 0.0% 13.2%

Occupations Marketing Assistants 1,384,060 0.8% 0.1% 0.0% 4.5%

Occupations Business Development Specialists422,366 0.3% 0.0% 0.0% 1.2%

Occupations Personal Trainers 1,871,405 1.1% 0.1% 0.0% 8.4%

Occupations Sports Coaches 2,131,322 1.3% 0.1% 0.0% 11.1%

Occupations Marketing Managers 2,020,858 1.2% 0.5% 0.0% 5.4%

Occupations Arts/Music Directors 1,124,143 0.7% 0.0% 0.0% 4.1%

Occupations Business Development Managers428,864 0.3% 0.0% 0.0% 1.3%

Occupations Creative Directors 1,208,616 0.7% 0.0% 0.0% 4.3%

Occupations Recruiters 461,353 0.3% 0.0% 0.0% 1.6%

Occupations Brand Managers 357,387 0.2% 0.0% 0.0% 1.1%

Occupations Vice Presidents 1,020,176 0.6% 0.0% 0.0% 3.8%

Occupations Copywriters 396,374 0.2% 0.0% 0.0% 1.3%

Occupations Operations Managers 422,366 0.3% 0.0% 0.0% 1.5%

Occupations Graphic Designers 3,034,536 1.8% 1.0% 0.0% 20.1%

Occupations Interns 968,193 0.6% 0.0% 0.0% 3.5%

>100x >100x

2.2x >100x

>100x >100x

2.2x >100x

1.5x 8.6x

>100x 11x

21x 2.4x

>100x >100x

1.9x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Occupations Marketing Directors 337,893 0.2% 0.0% 0.0% 1.1%

Occupations Store Managers 454,856 0.3% 0.0% 0.0% 1.8%

Occupations Company Founders 1,695,961 1.0% 0.4% 0.0% 5.3%

Occupations Trainers 1,572,500 0.9% 0.3% 0.0% 8.7%

Occupations Communications Specialists643,296 0.4% 0.0% 0.0% 2.4%

Occupations Software Engineers 1,358,068 0.8% 0.2% 0.0% 5.8%

Occupations Athletes/Sportspersons2,085,837 1.2% 0.4% 0.0% 16.8%

Occupations Real Estate Agents 1,604,990 1.0% 0.2% 0.0% 9.8%

Occupations Team Leaders 558,822 0.3% 0.0% 0.0% 2.3%

Occupations Sales Representatives2,144,319 1.3% 0.7% 0.0% 21.4%

Occupations Business Partners 844,732 0.5% 0.0% 0.0% 4.3%

Occupations Strategists/Planners 955,196 0.6% 0.0% 0.0% 6.3%

Occupations Design Managers/Directors246,921 0.1% 0.0% 0.0% 1.0%

Occupations Executive Directors 305,403 0.2% 0.0% 0.0% 1.5%

Occupations UI/UX Designers 298,905 0.2% 0.0% 0.0% 1.5%

Occupations Customer Service Reps 617,304 0.4% 0.0% 0.0% 3.2%

Occupations Fitness Instructors 331,395 0.2% 0.0% 0.0% 1.8%

Occupations TV/Film Producers 1,234,607 0.7% 0.4% 0.0% 6.2%

Occupations Social Media Specialists1,124,143 0.7% 0.3% 0.0% 7.3%

Occupations Assistant Managers 337,893 0.2% 0.0% 0.0% 1.9%

Occupations Social Media Managers 253,419 0.2% 0.0% 0.0% 1.3%

Occupations Community Managers 285,909 0.2% 0.0% 0.0% 1.6%

Occupations Sales Associates 994,184 0.6% 0.3% 0.0% 7.9%

Occupations Financial Analysts 279,411 0.2% 0.0% 0.0% 1.7%

>100x >100x

2.4x 3.6x

>100x 3.5x

3.3x 4.3x

>100x 1.7x

>100x 22x

>100x >100x >100x

>100x >100x

2.0x 2.4x

>100x >100x >100x

2.3x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Occupations Assistants 1,039,670 0.6% 0.3% 0.0% 7.5%

Occupations Editors 909,711 0.5% 0.2% 0.0% 6.9%

Occupations Merchandisers 292,407 0.2% 0.0% 0.0% 2.1%

Occupations Waitresses/Servers 480,847 0.3% 0.0% 0.0% 3.3%

Occupations Operations Assistants 253,419 0.2% 0.0% 0.0% 1.8%

Occupations Videographers 500,341 0.3% 0.0% 0.0% 4.5%

Occupations Researchers 578,316 0.3% 0.1% 0.0% 4.8%

Occupations Publicists 259,917 0.2% 0.0% 0.0% 2.2%

Occupations Supervisors/Foremen 480,847 0.3% 0.0% 0.0% 4.4%

Occupations General Managers 415,868 0.2% 0.0% 0.0% 3.3%

Occupations Bartenders 500,341 0.3% 0.0% 0.0% 4.2%

Occupations Health Educators 292,407 0.2% 0.0% 0.0% 3.6%

Occupations Advisors 370,382 0.2% 0.0% 0.0% 2.7%

Occupations Procurement Specialists337,893 0.2% 0.0% 0.0% 11.9%

Occupations Scientists 344,390 0.2% 0.0% 0.0% 2.6%

Occupations Civil Engineers 285,909 0.2% 0.0% 0.0% 4.4%

Occupations Dance Instructors 292,407 0.2% 0.0% 0.0% 7.8%

Occupations Business Specialists 279,411 0.2% 0.0% 0.0% 4.4%

Occupations Nutritionists 305,403 0.2% 0.0% 0.0% 10.9%

Occupations Retirees 266,416 0.2% 0.0% 0.0% 3.5%

Occupations Pastors/Ministers 604,308 0.4% 0.1% 0.0% 14.0%

Occupations Designers 3,430,910 2.0% 1.5% 0.0% 17.4%

Occupations Company Presidents 337,893 0.2% 0.0% 0.0% 3.3%

Occupations PR Specialists 1,442,541 0.9% 0.5% 0.0% 20.8%

1.8x

>100x >100x

>100x >100x 4.6x

>100x >100x

>100x >100x >100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Occupations Machinists/Operators 448,358 0.3% 0.0% 0.0% 6.0%

Occupations CEOs/Managing Directors1,514,019 0.9% 0.4% 0.0% 40.8%

Occupations Advertising Executives 610,806 0.4% 0.1% 0.0% 5.8%

Occupations Tutors/Instructors 844,732 0.5% 0.3% 0.0% 6.7%

Occupations Web Designers 552,324 0.3% 0.1% 0.0% 3.2%

Occupations Brokers 467,851 0.3% 0.2% 0.0% 16.5%

Occupations Brand Ambassadors 331,395 0.2% 0.0% 0.0% 5.2%

Occupations Event Organizers 545,827 0.3% 0.1% 0.0% 4.9%

Occupations Pilots 272,913 0.2% 0.0% 0.0% 6.2%

Occupations Professors 415,868 0.2% 0.0% 0.0% 5.5%

Occupations Consultants 1,825,920 1.1% 0.8% 0.0% 11.8%

Occupations Technicians 942,201 0.6% 0.4% 0.0% 7.3%

Occupations Drivers 389,876 0.2% 0.0% 0.0% 6.8%

Occupations Journalists/Reporters 1,397,056 0.8% 0.6% 0.0% 10.3%

Occupations Accountants 682,283 0.4% 0.3% 0.0% 7.8%

Occupations Engineers 3,060,527 1.8% 1.6% 0.0% 20.3%

Occupations Cooks/Kitchen Staff 337,893 0.2% 0.1% 0.0% 7.8%

Occupations Administrators 1,306,085 0.8% 0.7% 0.0% 15.8%

Occupations Architects 929,204 0.6% 0.4% 0.0% 23.4%

Occupations Bloggers 734,267 0.4% 0.4% 0.0% 11.2%

Occupations Physical Therapists 805,744 0.5% 0.5% 0.0% 9.1%

Occupations Attorneys/Lawyers 1,143,636 0.7% 0.6% 0.0% 10.9%

Occupations TVs/Radio Presenters 357,387 0.2% 0.1% 0.0% 4.8%

Occupations Disc Jockeys 760,259 0.5% 0.4% 0.0% 22.3%

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK: OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Occupations Chefs 987,686 0.6% 0.6% 0.0% 19.8%

Occupations Interior Designers 253,419 0.2% 0.0% 0.0% 13.5%

Occupations Actors/Actresses 1,137,139 0.7% 0.7% 0.0% 18.4%

Occupations Hosts/Hostesses 337,893 0.2% 0.0% 0.0% 3.7%

Occupations Logistic Coordinators 311,901 0.2% 0.2% 0.0% 7.2%

Occupations Education Specialists 422,366 0.3% 0.2% 0.0% 5.3%

Occupations Performers/Entertainers1,903,895 1.1% 1.0% 0.0% 35.6%

Occupations Fashion Stylists 1,384,060 0.8% 0.8% 0.0% 27.1%

Occupations Principals/Owners 2,443,224 1.4% 1.6% 0.0% 12.1%

Occupations Dentists 227,427 0.1% 0.0% 0.0% 5.7%

Occupations Fashion Designers 396,374 0.2% 0.2% 0.0% 7.6%

Occupations Artists 1,663,471 1.0% 1.2% 0.0% 39.0%

Occupations Doctors/Physicians 383,378 0.2% 0.2% 0.0% 6.9%

Occupations Entrepreneurs 1,098,151 0.7% 0.7% 0.0% 8.8%

Occupations Soldiers 708,275 0.4% 0.4% 0.0% 21.7%

Occupations Teachers 1,098,151 0.7% 0.8% 0.0% 9.5%

Occupations Photographers 1,838,916 1.1% 1.1% 0.0% 24.6%

Occupations Authors/Writers 903,213 0.5% 0.7% 0.0% 12.9%

Occupations Makeup Artists 331,395 0.2% 0.3% 0.0% 21.6%

Occupations Laborers 298,905 0.2% 0.2% 0.0% 12.1%

Occupations Musicians 1,630,981 1.0% 1.5% 0.0% 37.0%

Occupations Beauty Consultants 266,416 0.2% 0.2% 0.0% 14.2%

Occupations Nurses 1,514,019 0.9% 1.3% 0.0% 26.0%

Occupations Models 948,699 0.6% 1.1% 0.0% 16.1%

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

WORK:EMPLOYERS

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Employers Nike 1,167,776 0.7% 0.0% 0.0% 7.9%

Employers Facebook 520,878 0.3% 0.0% 0.0% 32.3%

Employers Apple 487,273 0.3% 0.0% 0.0% 7.6%

Employers Deloitte 352,853 0.2% 0.0% 0.0% 10.5%

Employers The NHS 336,051 0.2% 0.0% 0.0% 5.9%

Employers Starbucks 319,248 0.2% 0.0% 0.0% 9.9%

Employers Google 310,847 0.2% 0.0% 0.0% 10.4%

Employers Amazon 302,446 0.2% 0.0% 0.0% 3.6%

Employers CrossFit 294,044 0.2% 0.0% 0.0% 5.3%

Employers adidas 277,242 0.2% 0.0% 0.0% 6.3%

Employers US Army 277,242 0.2% 0.0% 0.0% 6.2%

Employers Walt Disney 277,242 0.2% 0.0% 0.0% 10.8%

Employers YMCA 268,840 0.2% 0.0% 0.0% 3.8%

Employers US Navy 260,439 0.2% 0.0% 0.0% 5.0%

Employers PwC 252,038 0.1% 0.0% 0.0% 8.1%

Employers Accenture 243,637 0.1% 0.0% 0.0% 9.0%

Employers Target 243,637 0.1% 0.0% 0.0% 5.0%

Employers Hollister 235,235 0.1% 0.0% 0.0% 15.4%

Employers McDonald's 235,235 0.1% 0.0% 0.0% 15.5%

Employers EY 226,834 0.1% 0.0% 0.0% 6.5%

Employers Microsoft 226,834 0.1% 0.0% 0.0% 10.6%

Employers Red Bull 226,834 0.1% 0.0% 0.0% 6.3%

Employers Wells Fargo 226,834 0.1% 0.0% 0.0% 2.9%

Employers Keller Williams Realty 210,032 0.1% 0.0% 0.0% 3.9%

>100x >100x >100x

>100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LIKES & INTERESTS

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Likes: Fashion Shoes 71,164,429 42.1% 12.1% 1.6% 56.2%

Likes: Hobbies Design 24,861,892 14.7% 4.9% 0.3% 30.0%

Likes: News Financial 2,705,001 1.6% 0.2% 0.0% 2.9%

Likes: News Sports 27,699,806 16.4% 3.9% 0.0% 40.1%

Likes: Hobbies Poker 18,243,377 10.8% 2.7% 0.0% 26.1%

Likes: Sport Basketball 34,689,982 20.5% 5.7% 0.0% 70.4%

Likes: Sport Sport 32,526,473 19.3% 4.9% 0.0% 70.3%

Likes: Fashion Underwear 21,192,050 12.5% 7.1% 0.9% 27.0%

Likes: Sport American football 33,230,414 19.7% 4.3% 0.0% 79.9%

Likes: Fashion Clothing 47,173,847 27.9% 17.9% 2.4% 66.9%

Likes: Education Graduate school 15,745,127 9.3% 2.9% 0.0% 29.5%

Likes: Film/TV Sport 11,720,853 6.9% 1.4% 0.0% 23.8%

Likes: Sport Golf 11,915,298 7.1% 1.0% 0.0% 30.9%

Likes: Wining & Dining Fast food 10,244,055 6.1% 2.0% 0.0% 16.5%

Likes: News Scientific 13,426,554 7.9% 3.3% 0.0% 21.0%

Likes: Sport Athletics 17,219,463 10.2% 3.1% 0.0% 42.5%

Likes: Sport Swimming 12,673,387 7.5% 2.5% 0.0% 27.1%

Likes: Sport Sporting goods 11,937,450 7.1% 1.6% 0.0% 29.4%

Likes: Sport Baseball 19,021,157 11.3% 3.0% 0.0% 51.3%

Likes: Technology Technology 13,320,717 7.9% 3.0% 0.0% 27.5%

Likes: Computers Apple 6,251,778 3.7% 1.0% 0.0% 11.7%

Likes: Sport Snowboarding 10,943,072 6.5% 1.1% 0.0% 28.5%

Likes: Fashion Sportsware 12,333,724 7.3% 1.6% 0.0% 31.2%

Likes: News International 2,798,532 1.7% 0.3% 0.0% 4.6%

3.5x 3.0x

10x 4.2x

4.0x 3.6x

4.0x 1.8x

4.5x 1.6x

3.2x 4.8x 7.2x

3.0x 2.4x

3.3x 3.0x 4.3x

3.8x 2.6x

3.6x 6.0x 4.5x

6.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Likes: Film/TV News 14,595,686 8.6% 3.8% 0.0% 25.7%

Likes: Sport Tennis 14,416,009 8.5% 3.5% 0.0% 30.3%

Likes: Sport Boxing 17,918,481 10.6% 3.7% 0.0% 40.6%

Likes: Sport Gymnastics 14,000,044 8.3% 3.5% 0.0% 29.9%

Likes: Sport Olympics 18,100,619 10.7% 4.4% 0.0% 49.8%

Likes: Sport Skateboarding 18,893,168 11.2% 3.5% 0.0% 59.3%

Likes: Healthcare Men's health 3,879,056 2.3% 0.3% 0.0% 8.0%

Likes: Technology Social networks 16,338,307 9.7% 6.4% 0.7% 25.8%

Likes: News Celebrity 4,696,217 2.8% 0.8% 0.0% 8.5%

Likes: Technology Digital music 4,720,831 2.8% 0.9% 0.0% 8.7%

Likes: Hobbies Photography 30,316,199 17.9% 11.1% 1.4% 64.5%

Likes: Transport Cars 15,540,836 9.2% 3.8% 0.0% 48.8%

Likes: Drinks Soft drinks 5,845,658 3.5% 1.5% 0.0% 9.8%

Likes: Drinks Coffee 14,763,056 8.7% 3.9% 0.0% 35.9%

Likes: Business & FinanceBusiness 3,861,826 2.3% 0.6% 0.0% 7.9%

Likes: Music Electronic 29,742,709 17.6% 12.1% 1.4% 70.5%

Likes: Fashion Fashion 31,645,317 18.7% 11.7% 1.3% 72.4%

Likes: Fitness Bodybuilding 9,621,338 5.7% 2.1% 0.0% 25.4%

Likes: Sport Hockey 10,586,180 6.3% 1.2% 0.0% 36.5%

Likes: Music House 21,091,135 12.5% 7.2% 0.3% 63.4%

Likes: Science Space/Astronomy 5,791,509 3.4% 0.9% 0.0% 12.2%

Likes: Computers Software 6,721,892 4.0% 1.4% 0.0% 16.1%

Likes: Music Music 28,553,887 16.9% 11.6% 0.0% 66.2%

Likes: Sport Skiing 10,696,939 6.3% 1.7% 0.0% 43.0%

2.3x 2.5x

2.9x 2.4x

2.4x 3.2x

7.7x 1.5x

3.4x 3.0x

1.6x 2.4x

2.2x 2.3x

4.1x 1.5x

1.6x 2.7x

5.1x 1.7x

3.8x 2.9x

1.5x 3.7x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Likes: Martial Arts MMA 17,500,055 10.4% 5.0% 0.0% 46.2%

Likes: News Tech 4,669,143 2.8% 0.8% 0.0% 10.6%

Likes: Beauty Nutrition/Weight loss 6,054,871 3.6% 0.8% 0.0% 19.0%

Likes: Sport Surfing 14,927,965 8.8% 3.5% 0.0% 59.3%

Likes: Fitness Gym 7,959,941 4.7% 1.0% 0.0% 31.9%

Likes: Film/TV Talk show 13,160,730 7.8% 4.0% 0.0% 31.5%

Likes: Film/TV Adventure 12,466,635 7.4% 3.9% 0.0% 31.8%

Likes: Books Nonfiction 9,618,877 5.7% 1.8% 0.0% 31.9%

Likes: Fitness Jogging & running 6,746,505 4.0% 0.8% 0.0% 27.4%

Likes: Technology Gaming 9,670,565 5.7% 2.3% 0.0% 34.6%

Likes: Music Country 19,279,596 11.4% 7.5% 1.0% 57.6%

Likes: Sport Rugby 7,546,437 4.5% 0.7% 0.0% 38.5%

Likes: Travel Bed & Breakfasts 4,442,700 2.6% 0.6% 0.0% 11.5%

Likes: Home & Garden Appliances 5,387,851 3.2% 1.5% 0.0% 12.0%

Likes: Fitness Fitness 6,522,524 3.9% 0.7% 0.0% 28.7%

Likes: Education College education 5,604,448 3.3% 1.0% 0.0% 15.7%

Likes: Hobbies Comics 11,944,834 7.1% 3.5% 0.0% 52.3%

Likes: Film/TV Action 12,720,152 7.5% 4.6% 0.0% 34.5%

Likes: Film/TV Reality TV 16,247,238 9.6% 6.5% 0.0% 44.0%

Likes: Alcohol Beer 9,778,863 5.8% 1.2% 0.0% 54.1%

Likes: Books Historical fiction 2,183,200 1.3% 0.1% 0.0% 5.9%

Likes: Books Biographies/Memoirs 6,798,193 4.0% 1.2% 0.0% 21.9%

Likes: Film/TV Game show 9,293,981 5.5% 2.9% 0.0% 25.9%

Likes: Music Soul 14,836,896 8.8% 5.4% 0.0% 58.9%

2.1x 3.7x

4.4x 2.5x

4.9x 2.0x

1.9x 3.2x

5.2x 2.5x

1.5x 6.0x

4.1x 2.1x

5.4x 3.4x

2.0x 1.6x

1.5x 5.0x

10x 3.4x

1.9x 1.6x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Likes: Hobbies Magic & illusion 3,871,672 2.3% 1.0% 0.0% 7.9%

Likes: Fashion Jewelry 11,277,813 6.7% 3.8% 0.0% 30.4%

Likes: Lifestyle Dating/romance 3,733,837 2.2% 0.9% 0.0% 7.8%

Likes: Sport Cycling 8,919,859 5.3% 1.3% 0.0% 68.2%

Likes: Wining & Dining Family 3,376,944 2.0% 0.7% 0.0% 7.9%

Likes: Film/TV Crime 9,313,672 5.5% 3.2% 0.0% 25.3%

Likes: Music Live music 7,908,253 4.7% 1.4% 0.0% 37.3%

Likes: Wining & Dining American 9,136,456 5.4% 1.5% 0.0% 51.1%

Likes: Film/TV Animation 7,401,219 4.4% 2.2% 0.0% 26.2%

Likes: Film/TV Romance 9,655,797 5.7% 3.2% 0.0% 31.7%

Likes: Sport Fantasy sports 1,210,974 0.7% 0.0% 0.0% 3.3%

Likes: Wining & Dining Wining & dining 7,873,794 4.7% 1.6% 0.0% 48.6%

Likes: Music Techno 7,435,677 4.4% 1.3% 0.0% 47.2%

Likes: Healthcare Eye Health 2,633,623 1.6% 0.2% 0.0% 8.7%

Likes: Film/TV Sci-fi 7,903,330 4.7% 2.6% 0.0% 25.3%

Likes: Fashion Watches 5,001,422 3.0% 1.2% 0.0% 16.8%

Likes: Sport Cricket 4,130,111 2.4% 0.3% 0.0% 21.8%

Likes: Sport Climbing 5,446,923 3.2% 0.8% 0.0% 28.4%

Likes: Music Americana 6,588,980 3.9% 0.9% 0.0% 36.0%

Likes: Healthcare Cancer 1,951,835 1.2% 0.2% 0.0% 4.8%

Likes: Wining & Dining Mexican 5,449,384 3.2% 0.9% 0.0% 22.7%

Likes: Sport Wrestling 8,846,019 5.2% 3.2% 0.0% 22.1%

Likes: Film/TV Fantasy 7,881,178 4.7% 2.7% 0.0% 26.9%

Likes: Music Folk 7,836,874 4.6% 2.2% 0.0% 34.3%

2.3x 1.7x

2.4x 4.2x

3.0x 1.7x

3.3x 3.5x

2.0x 1.8x

32x 3.0x

3.4x 6.3x

1.8x 2.4x

7.1x 4.0x

4.3x 5.2x

3.5x 1.7x

1.7x 2.1x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Likes: Film/TV Documentary 5,966,263 3.5% 1.4% 0.0% 22.6%

Likes: Film/TV Film/TV 8,513,740 5.0% 2.7% 0.0% 26.2%

Likes: Books Travel 1,058,372 0.6% 0.1% 0.0% 2.6%

Likes: Travel Amusement/Theme Parks9,205,373 5.4% 3.6% 0.0% 27.4%

Likes: Fashion Accessories 5,171,254 3.1% 1.1% 0.0% 18.7%

Likes: Books Humor 3,436,016 2.0% 0.3% 0.0% 15.9%

Likes: Interests Theater 7,792,570 4.6% 2.4% 0.0% 32.5%

Likes: Travel Deals & Last Minute 563,645 0.3% 0.0% 0.0% 1.2%

Likes: Sport Beach volleyball 1,501,411 0.9% 0.1% 0.0% 4.2%

Likes: Lifestyle Tattoos 8,873,094 5.3% 3.0% 0.0% 61.1%

Likes: Sport Extreme sports 4,642,068 2.7% 0.5% 0.0% 31.3%

Likes: Wining & Dining Desserts/Baking 8,277,452 4.9% 2.7% 0.0% 36.7%

Likes: Science Physics 1,634,323 1.0% 0.2% 0.0% 4.2%

Likes: News Economic 3,851,981 2.3% 0.6% 0.0% 16.5%

Likes: Transport Luxury cars 5,225,403 3.1% 1.3% 0.0% 29.2%

Likes: Motor Sports Formula 1 4,624,839 2.7% 0.9% 0.0% 24.2%

Likes: Books Self help 5,323,856 3.2% 1.1% 0.0% 24.5%

Likes: Books Entertainment 497,189 0.3% 0.0% 0.0% 1.1%

Likes: Business & FinanceFinancial planning 3,571,390 2.1% 0.8% 0.0% 13.7%

Likes: Music Trance 5,412,464 3.2% 1.4% 0.0% 37.1%

Likes: Film/TV Thriller 5,129,411 3.0% 1.7% 0.0% 14.3%

Likes: Home & Garden Interior decorating 6,079,485 3.6% 1.2% 0.0% 50.1%

Likes: Film/TV Horror 6,926,182 4.1% 2.7% 0.0% 24.8%

Likes: Interests Spirituality 5,139,257 3.0% 1.1% 0.0% 35.2%

2.6x 1.8x

12x 1.5x

2.8x 7.1x

1.9x >100x 6.4x

1.8x 5.2x

1.8x 4.8x

3.5x 2.4x

3.1x 2.8x

>100x 2.7x

2.3x 1.8x

3.0x 1.5x

2.8x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

INFLUENCES

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Influencers: Actor Jimmy Tatro 5,033,701 3.0% 0.0% 0.0% 3.7%

Influencers: Author/writerAvinash Kaushik 945,930 0.6% 0.0% 0.0% 0.6%

Influencers: Tennis Andy Roddick 3,918,854 2.3% 0.1% 0.0% 3.1%

Influencers: ProgrammerPaul Graham 1,689,161 1.0% 0.0% 0.0% 1.2%

Influencers: Comedian Daniel Tosh 16,756,481 9.9% 0.5% 0.0% 17.6%

Influencers: Politician Barack Obama 44,830,344 26.5% 8.2% 0.4% 46.1%

Influencers: Singer/songwriterDave Matthews 1,722,945 1.0% 0.0% 0.0% 1.5%

Influencers: Business leaderBill Gates 15,168,670 9.0% 0.8% 0.0% 18.0%

Influencers: Anchor/host Scott Van Pelt 6,385,030 3.8% 0.0% 0.0% 7.1%

Influencers: Soccer Jürgen Klinsmann 2,364,826 1.4% 0.0% 0.0% 2.3%

Influencers: Comedian Jimmy Fallon 34,289,977 20.3% 4.6% 0.0% 42.7%

Influencers: Business leaderElon Musk 16,452,432 9.7% 0.7% 0.0% 21.1%

Influencers: Business leaderDalai Lama 12,736,277 7.5% 0.7% 0.0% 15.3%

Influencers: Basketball LeBron James 41,620,937 24.6% 6.3% 0.0% 53.6%

Influencers: Journalist Bill Simmons 7,330,961 4.3% 0.1% 0.0% 8.8%

Influencers: Comedian Russell Brand 15,168,670 9.0% 0.5% 0.0% 20.5%

Influencers: Actor Charlie Sheen 12,499,795 7.4% 0.9% 0.0% 15.8%

Influencers: Journalist Guillem Balagué 3,175,623 1.9% 0.0% 0.0% 3.6%

Influencers: Martial arts Conor McGregor 29,222,493 17.3% 3.5% 0.0% 41.0%

Influencers: Actor Jeremy Piven 7,668,793 4.5% 0.2% 0.0% 9.4%

Influencers: Actor Jim Carrey 12,668,711 7.5% 0.9% 0.0% 16.9%

Influencers: Soccer Hope Solo 7,803,926 4.6% 0.4% 0.0% 10.0%

Influencers: Model Kate Upton 14,695,704 8.7% 1.7% 0.0% 18.6%

Influencers: Actor Jonah Hill 9,797,136 5.8% 0.2% 0.0% 13.5%

65x >100x 43x >100x

22x 3.2x

>100x 11x

>100x 61x

4.4x 14x

10x 3.9x

49x 19x

8.5x >100x

4.9x 19x

8.7x 13x

5.0x 27x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Influencers: Comedian Dom Mazzetti 4,932,351 2.9% 0.1% 0.0% 6.1%

Influencers: Author/writerJustin Halpern 5,979,631 3.5% 0.1% 0.0% 7.7%

Influencers: Journalist Jay Bilas 4,864,785 2.9% 0.0% 0.0% 6.3%

Influencers: Actor Ryan Reynolds 28,817,094 17.1% 4.8% 0.0% 39.2%

Influencers: Politician Donald J Trump 22,499,630 13.3% 2.3% 0.0% 33.4%

Influencers: Celebrity Colin Cowherd 4,391,820 2.6% 0.0% 0.0% 5.7%

Influencers: Author/writerDavid Zinczenko 979,714 0.6% 0.0% 0.0% 1.0%

Influencers: Anchor/host Conan O'Brien 13,783,557 8.2% 0.6% 0.0% 21.2%

Influencers: Poker playerDan Bilzerian 27,938,730 16.5% 5.2% 0.0% 38.6%

Influencers: Comedian John Oliver 6,249,897 3.7% 0.1% 0.0% 8.9%

Influencers: Actor John Krasinski 7,601,226 4.5% 0.2% 0.0% 10.8%

Influencers: Actor Emily Ratajkowski 22,803,679 13.5% 3.7% 0.0% 32.2%

Influencers: Actor Emilia Clarke 21,992,882 13.0% 3.7% 0.0% 29.5%

Influencers: Football Rob Gronkowski 11,452,514 6.8% 0.3% 0.0% 18.2%

Influencers: Model Josh Ostrovsky 21,992,882 13.0% 3.1% 0.0% 31.3%

Influencers: Anchor/host Georgie Thompson 3,716,155 2.2% 0.0% 0.0% 5.0%

Influencers: SnowboardingShaun White 7,094,478 4.2% 0.3% 0.0% 9.9%

Influencers: Actor Aziz Ansari 16,384,866 9.7% 1.0% 0.0% 26.5%

Influencers: Actor Seth Macfarlane 11,418,731 6.8% 0.5% 0.0% 17.9%

Influencers: Basketball Kobe Bryant 20,202,371 12.0% 2.0% 0.0% 33.2%

Influencers: Comedian Amy Schumer 19,391,573 11.5% 2.1% 0.0% 29.1%

Influencers: Soccer Abby Wambach 3,918,854 2.3% 0.2% 0.0% 5.1%

Influencers: Actor Zooey Deschanel 18,479,426 10.9% 1.9% 0.0% 28.9%

Influencers: Model Chrissy Teigen 24,729,323 14.6% 4.4% 0.0% 34.5%

35x 49x

>100x 3.6x

5.8x >100x

>100x 13x

3.2x 54x

26x 3.6x

3.6x 23x

4.2x >100x

16x 9.9x

12x 6.1x

5.3x 12x

5.9x 3.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Influencers: Business leaderJack Dorsey 4,898,568 2.9% 0.2% 0.0% 6.8%

Influencers: Comedian Jenna Marbles 7,060,695 4.2% 0.1% 0.0% 10.7%

Influencers: Comedian Ellen DeGeneres 44,053,330 26.1% 13.1% 0.9% 55.0%

Influencers: Solo Artist Chance The Rapper 19,628,056 11.6% 1.6% 0.0% 32.3%

Influencers: Actor Sophie Turner 14,965,970 8.9% 2.1% 0.0% 21.9%

Influencers: Soccer Chris Kamara 4,966,135 2.9% 0.0% 0.0% 7.5%

Influencers: Anchor/host Bear Grylls 6,047,198 3.6% 0.4% 0.0% 8.5%

Influencers: Solo Artist Justin Timberlake 39,323,678 23.3% 12.5% 0.8% 48.6%

Influencers: Actor Ashton Kutcher 15,709,201 9.3% 2.0% 0.0% 24.6%

Influencers: Anchor/host Jim Rome 3,513,456 2.1% 0.0% 0.0% 4.9%

Influencers: Actor Emma Watson 36,654,803 21.7% 9.8% 0.5% 51.2%

Influencers: Actor Ben Stiller 6,790,429 4.0% 0.3% 0.0% 10.4%

Influencers: Business leaderRichard Branson 15,438,935 9.1% 1.2% 0.0% 26.4%

Influencers: Soccer Sydney Leroux 6,080,981 3.6% 0.5% 0.0% 8.6%

Influencers: Actor Neil Patrick Harris 23,445,561 13.9% 3.0% 0.0% 41.4%

Influencers: Business leaderMark Cuban 11,114,682 6.6% 0.5% 0.0% 18.6%

Influencers: Solo Artist The Weeknd 6,182,331 3.7% 0.2% 0.0% 9.4%

Influencers: Celebrity Lo Bosworth 6,553,946 3.9% 0.2% 0.0% 10.1%

Influencers: Actor Anna Kendrick 24,999,589 14.8% 4.1% 0.0% 39.6%

Influencers: Model Meghan Markle 6,047,198 3.6% 0.4% 0.0% 8.8%

Influencers: Cycling Lance Armstrong 7,094,478 4.2% 0.2% 0.0% 11.5%

Influencers: Actor Mark Wahlberg 16,317,299 9.7% 2.7% 0.0% 24.4%

Influencers: Anchor/host Bill Cosby 4,695,869 2.8% 0.2% 0.0% 6.8%

Influencers: Journalist Michael Wilbon 4,864,785 2.9% 0.0% 0.0% 7.6%

14x 37x

2.0x 7.2x

4.3x >100x

10.0x 1.9x

4.6x >100x

2.2x 15x

7.6x 7.4x

4.6x 13x

17x 18x

3.6x 8.5x 26x

3.5x 17x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Influencers: Author/writerAdam Schefter 8,716,073 5.2% 0.1% 0.0% 15.8%

Influencers: Solo Artist Drake 39,154,762 23.2% 9.1% 0.3% 58.1%

Influencers: Author/writerJ. K. Rowling 9,493,087 5.6% 0.4% 0.0% 16.2%

Influencers: Comedian Ricky Gervais 13,074,109 7.7% 0.5% 0.0% 23.1%

Influencers: Celebrity Stephen A. Smith 6,790,429 4.0% 0.0% 0.0% 11.4%

Influencers: Anchor/host Erin Andrews 9,729,570 5.8% 0.2% 0.0% 17.2%

Influencers: Actor Demi Moore 5,101,267 3.0% 0.3% 0.0% 7.6%

Influencers: Actor Adrian Grenier 4,662,086 2.8% 0.3% 0.0% 6.6%

Influencers: Basketball Derrick Rose 4,324,253 2.6% 0.1% 0.0% 6.6%

Influencers: Journalist Adrian Wojnarowski 3,783,722 2.2% 0.0% 0.0% 5.7%

Influencers: Politician Hillary Clinton 15,742,984 9.3% 2.0% 0.0% 25.8%

Influencers: Rapper Eminem 21,823,966 12.9% 5.1% 0.0% 30.7%

Influencers: Golf Tiger Woods 10,675,500 6.3% 0.3% 0.0% 20.5%

Influencers: Actor Margot Robbie 20,607,769 12.2% 3.8% 0.0% 33.0%

Influencers: Scientist Neil deGrasse Tyson 9,695,787 5.7% 0.4% 0.0% 17.4%

Influencers: Actor Dwayne Johnson 51,485,640 30.5% 18.4% 1.5% 62.8%

Influencers: Actor Chris Pratt 26,384,701 15.6% 4.4% 0.0% 45.9%

Influencers: Celebrity Shaq 19,222,657 11.4% 1.9% 0.0% 36.9%

Influencers: Actor Mindy Kaling 13,276,809 7.9% 1.1% 0.0% 24.1%

Influencers: Celebrity Lauren Conrad 16,249,733 9.6% 1.7% 0.0% 30.4%

Influencers: Anchor/host Rachel Nichols 5,101,267 3.0% 0.0% 0.0% 8.7%

Influencers: Comedian Stephen Colbert 9,999,836 5.9% 0.3% 0.0% 18.8%

Influencers: Actor Bill Nye 11,013,332 6.5% 0.6% 0.0% 19.1%

Influencers: Journalist Piers Morgan 6,857,995 4.1% 0.1% 0.0% 12.1%

66x 2.6x

13x 16x

83x 25x

11x 9.9x 31x

>100x 4.6x

2.5x 19x

3.2x 16x

1.7x 3.6x

5.9x 7.0x

5.7x 61x

18x 10x

31x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Influencers: Journalist Skip Bayless 4,864,785 2.9% 0.0% 0.0% 8.2%

Influencers: Solo Artist Macklemore 10,911,983 6.5% 1.8% 0.0% 16.3%

Influencers: Swimming Michael Phelps 11,080,899 6.6% 1.4% 0.0% 18.9%

Influencers: Football Gary Neville 4,594,519 2.7% 0.1% 0.0% 7.8%

Influencers: SkateboardingRob Dyrdek 13,479,508 8.0% 1.1% 0.0% 23.9%

Influencers: Author/writerTim Ferriss 7,229,611 4.3% 0.3% 0.0% 12.9%

Influencers: Actor Zach Galifianakis 6,824,212 4.0% 0.1% 0.0% 12.2%

Influencers: Model Gigi Hadid 29,830,591 17.7% 8.3% 0.5% 45.5%

Influencers: PhotographerPaul Nicklen 50,505,926 29.9% 18.4% 1.5% 62.6%

Influencers: Football Johnny Manziel 12,533,578 7.4% 0.3% 0.0% 27.4%

Influencers: Actor Donald Glover 4,831,002 2.9% 0.1% 0.0% 8.2%

Influencers: Business leaderPope Francis 5,945,848 3.5% 0.4% 0.0% 9.7%

Influencers: Miscellaneous sportsLauren Fisher 5,168,834 3.1% 0.3% 0.0% 8.6%

Influencers: Actor Selena Gomez 12,161,962 7.2% 1.3% 0.0% 23.1%

Influencers: Actor Leonardo DiCaprio 26,013,086 15.4% 7.2% 0.2% 37.8%

Influencers: Golf Jordan Spieth 7,905,275 4.7% 0.2% 0.0% 15.8%

Influencers: Miscellaneous sportsUsain Bolt 16,249,733 9.6% 2.5% 0.0% 30.0%

Influencers: Soccer Carli Lloyd 4,628,302 2.7% 0.3% 0.0% 7.4%

Influencers: Designer Alex Bogusky 1,081,063 0.6% 0.0% 0.0% 1.4%

Influencers: Basketball Kevin Durant 20,405,070 12.1% 2.2% 0.0% 43.3%

Influencers: Business leaderDana White 10,810,633 6.4% 0.9% 0.0% 20.8%

Influencers: Soccer Clint Dempsey 5,844,499 3.5% 0.3% 0.0% 10.3%

Influencers: Solo Artist Ed Sheeran 23,783,393 14.1% 4.3% 0.0% 47.0%

Influencers: Anchor/host Jimmy Kimmel 10,810,633 6.4% 0.8% 0.0% 20.4%

>100x 3.6x 4.7x

40x 7.1x

17x 33x

2.1x 1.6x

22x 46x 9.7x

11x 5.5x

2.1x 23x

3.8x 9.6x

>100x 5.6x

7.0x 11x

3.3x 7.5x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Favorite music Electronic 29,742,709 17.6% 12.1% 1.4% 70.5%

Music: Favorite music House 21,091,135 12.5% 7.2% 0.3% 63.4%

Music: Favorite music Country 19,279,596 11.4% 7.5% 1.0% 57.6%

Music: Favorite music Soul 14,836,896 8.8% 5.4% 0.0% 58.9%

Music: Favorite music Live music 7,908,253 4.7% 1.4% 0.0% 37.3%

Music: Favorite music Techno 7,435,677 4.4% 1.3% 0.0% 47.2%

Music: Favorite music Americana 6,588,980 3.9% 0.9% 0.0% 36.0%

Music: Solo Artist Chance The Rapper 19,628,056 11.6% 1.6% 0.0% 32.3%

Music: Solo Artist The Weeknd 6,182,331 3.7% 0.2% 0.0% 9.4%

Music: Solo Artist Drake 39,154,762 23.2% 9.1% 0.3% 58.1%

Music: Solo Artist Lata Mangeshkar 641,881 0.4% 0.0% 0.0% 0.7%

Music: Solo Artist Macklemore 10,911,983 6.5% 1.8% 0.0% 16.3%

Music: Solo Artist Ed Sheeran 23,783,393 14.1% 4.3% 0.0% 47.0%

Music: Solo Artist John Legend 17,297,013 10.2% 3.3% 0.0% 29.1%

Music: Solo Artist Pharrell Williams 21,587,483 12.8% 5.4% 0.0% 35.8%

Music: Band Mumford & Sons 5,168,834 3.1% 0.2% 0.0% 6.9%

Music: Band Aer 574,315 0.3% 0.0% 0.0% 0.6%

Music: Band Coldplay 14,898,404 8.8% 3.4% 0.0% 23.6%

Music: Band The Killers 4,898,568 2.9% 0.3% 0.0% 8.3%

Music: Band The Lumineers 3,445,889 2.0% 0.2% 0.0% 5.4%

Music: Band Two Door Cinema Club1,655,378 1.0% 0.0% 0.0% 2.8%

Music: Band O.A.R. 641,881 0.4% 0.0% 0.0% 0.9%

Music: Band Snow Patrol 945,930 0.6% 0.0% 0.0% 1.4%

1.5x 1.7x

1.5x 1.6x

3.3x 3.4x

4.3x

7.2x 17x

2.6x >100x

3.6x 3.3x

3.1x 2.4x

16x >100x

2.6x 9.0x

13x >100x

>100x 34x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Favorite music Electronic 29,742,709 17.6% 12.1% 1.4% 70.5%

Music: Favorite music House 21,091,135 12.5% 7.2% 0.3% 63.4%

Music: Favorite music Country 19,279,596 11.4% 7.5% 1.0% 57.6%

Music: Favorite music Soul 14,836,896 8.8% 5.4% 0.0% 58.9%

Music: Favorite music Live music 7,908,253 4.7% 1.4% 0.0% 37.3%

Music: Favorite music Techno 7,435,677 4.4% 1.3% 0.0% 47.2%

Music: Favorite music Americana 6,588,980 3.9% 0.9% 0.0% 36.0%

Music: Favorite music Folk 7,836,874 4.6% 2.2% 0.0% 34.3%

Music: Favorite music Trance 5,412,464 3.2% 1.4% 0.0% 37.1%

Music: Favorite music Rock & roll 5,944,111 3.5% 1.8% 0.0% 31.8%

Music: Favorite music Club/Dance 37,047,936 21.9% 17.8% 3.4% 67.4%

Music: Favorite music Children's music 4,757,751 2.8% 1.4% 0.0% 28.1%

Music: Favorite music Dance music 1,474,337 0.9% 0.3% 0.0% 6.9%

Music: Favorite music K-Pop 3,101,276 1.8% 0.7% 0.0% 59.6%

Music: Favorite music Blues 3,376,944 2.0% 1.3% 0.0% 29.6%

Music: Favorite music Easy listening 2,284,114 1.4% 0.7% 0.0% 12.5%

Music: Favorite music New age 1,673,704 1.0% 0.4% 0.0% 16.3%

Music: Favorite music Opera 1,683,550 1.0% 0.6% 0.0% 13.1%

Music: Favorite music Disco 1,238,049 0.7% 0.4% 0.0% 15.5%

Music: Favorite music Rap & hip hop 37,335,912 22.1% 16.7% 0.8% 80.1%

Music: Favorite music Christian & gospel 9,141,379 5.4% 4.1% 0.0% 71.9%

Music: Favorite music Avant-garde 1,676,166 1.0% 0.5% 0.0% 15.9%

Music: Favorite music Punk 13,470,858 8.0% 5.7% 0.0% 73.1%

Music: Favorite music Hard rock 12,803,838 7.6% 6.0% 0.0% 63.4%

1.5x 1.7x

1.5x 1.6x

3.3x 3.4x

4.3x 2.1x

2.3x 2.0x

2.1x 3.3x

2.6x

1.9x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Solo Artist Chance The Rapper 19,628,056 11.6% 1.6% 0.0% 32.3%

Music: Solo Artist The Weeknd 6,182,331 3.7% 0.2% 0.0% 9.4%

Music: Solo Artist Drake 39,154,762 23.2% 9.1% 0.3% 58.1%

Music: Solo Artist Lata Mangeshkar 641,881 0.4% 0.0% 0.0% 0.7%

Music: Solo Artist Macklemore 10,911,983 6.5% 1.8% 0.0% 16.3%

Music: Solo Artist Ed Sheeran 23,783,393 14.1% 4.3% 0.0% 47.0%

Music: Solo Artist John Legend 17,297,013 10.2% 3.3% 0.0% 29.1%

Music: Solo Artist Pharrell Williams 21,587,483 12.8% 5.4% 0.0% 35.8%

Music: Solo Artist Niykee Heaton 7,803,926 4.6% 0.8% 0.0% 13.1%

Music: Solo Artist Calvin Harris 17,364,579 10.3% 3.6% 0.0% 34.9%

Music: Solo Artist Adele 27,296,849 16.2% 9.3% 0.4% 43.0%

Music: Solo Artist Taylor Swift 47,364,086 28.0% 19.3% 2.7% 64.6%

Music: Solo Artist Kendrick Lamar 17,161,880 10.2% 2.4% 0.0% 37.1%

Music: Solo Artist Pink 8,682,290 5.1% 1.0% 0.0% 20.2%

Music: Solo Artist Rihanna 41,249,322 24.4% 15.6% 1.6% 59.7%

Music: Solo Artist J. Cole 10,540,367 6.2% 0.7% 0.0% 27.2%

Music: Solo Artist Liam Gallagher 2,972,924 1.8% 0.0% 0.0% 6.3%

Music: Solo Artist Nicole Scherzinger 8,986,339 5.3% 1.3% 0.0% 21.7%

Music: Solo Artist Mac Miller 9,729,570 5.8% 1.1% 0.0% 23.1%

Music: Solo Artist Mike Posner 2,499,959 1.5% 0.2% 0.0% 4.4%

Music: Solo Artist Ellie Goulding 17,533,496 10.4% 5.0% 0.1% 37.0%

Music: Solo Artist Britney Spears 21,080,735 12.5% 7.3% 0.4% 37.4%

Music: Solo Artist Ali Spagnola 3,513,456 2.1% 0.3% 0.0% 7.0%

Music: Solo Artist Rev Run 9,087,688 5.4% 0.5% 0.0% 27.9%

7.2x 17x

2.6x >100x

3.6x 3.3x

3.1x 2.4x

5.6x 2.8x

1.7x 1.4x

4.2x 5.1x

1.6x 8.7x

76x 4.1x 5.2x

8.3x 2.1x

1.7x 6.1x

9.9x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Solo Artist James Blunt 3,513,456 2.1% 0.2% 0.0% 7.9%

Music: Solo Artist Tinie Tempah 5,675,582 3.4% 0.3% 0.0% 16.3%

Music: Solo Artist Bruno Mars 16,249,733 9.6% 5.4% 0.1% 30.9%

Music: Solo Artist Tiësto 10,405,234 6.2% 2.0% 0.0% 26.8%

Music: Solo Artist Ben Howard 2,026,994 1.2% 0.0% 0.0% 4.4%

Music: Solo Artist Christina Aguilera 10,540,367 6.2% 2.6% 0.0% 22.8%

Music: Solo Artist Lorde 11,148,465 6.6% 2.4% 0.0% 26.2%

Music: Solo Artist Blake Shelton 8,074,192 4.8% 0.8% 0.0% 24.8%

Music: Solo Artist John Mayer 9,087,688 5.4% 1.3% 0.0% 28.0%

Music: Solo Artist Erika Jayne 3,412,106 2.0% 0.2% 0.0% 8.2%

Music: Solo Artist Wiz Khalifa 20,438,853 12.1% 5.4% 0.0% 49.7%

Music: Solo Artist Niall Horan 5,979,631 3.5% 0.5% 0.0% 18.6%

Music: Solo Artist Mandy Moore 5,135,051 3.0% 0.5% 0.0% 14.1%

Music: Solo Artist Yves Jean 1,385,112 0.8% 0.1% 0.0% 2.6%

Music: Solo Artist Lil Dicky 3,749,938 2.2% 0.2% 0.0% 8.8%

Music: Solo Artist Missy Elliott 3,851,288 2.3% 0.1% 0.0% 10.9%

Music: Solo Artist David Guetta 11,351,165 6.7% 3.2% 0.0% 24.3%

Music: Solo Artist Taio Cruz 1,959,427 1.2% 0.2% 0.0% 4.0%

Music: Solo Artist Jason Mraz 5,168,834 3.1% 0.9% 0.0% 12.1%

Music: Solo Artist Carrie Underwood 9,425,521 5.6% 1.3% 0.0% 31.1%

Music: Solo Artist Sara Bareilles 3,749,938 2.2% 0.3% 0.0% 9.5%

Music: Solo Artist Example 4,898,568 2.9% 0.1% 0.0% 16.8%

Music: Solo Artist Kesha 6,756,646 4.0% 1.2% 0.0% 17.2%

Music: Solo Artist Ludacris 14,121,389 8.4% 3.4% 0.0% 39.2%

11x 12x

1.8x 3.0x

>100x 2.4x 2.7x

6.2x 4.0x

13x 2.3x

7.2x 6.6x

9.7x 11x 15x

2.1x 7.7x

3.5x 4.3x

7.8x 24x

3.3x 2.5x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Solo Artist Stephen Manderson 5,405,317 3.2% 0.1% 0.0% 20.6%

Music: Solo Artist Jessica Simpson 8,614,723 5.1% 1.7% 0.0% 23.8%

Music: Solo Artist Axwell 5,135,051 3.0% 0.6% 0.0% 16.4%

Music: Solo Artist Jack Johnson 3,445,889 2.0% 0.2% 0.0% 9.6%

Music: Solo Artist Asher Roth 1,587,812 0.9% 0.1% 0.0% 3.4%

Music: Solo Artist Cheryl 8,175,541 4.8% 0.8% 0.0% 37.0%

Music: Solo Artist Snoop Dogg 20,033,454 11.9% 6.5% 0.0% 51.4%

Music: Solo Artist Steve Aoki 9,729,570 5.8% 2.6% 0.0% 26.2%

Music: Solo Artist Dizzee Rascal 2,837,791 1.7% 0.1% 0.0% 8.3%

Music: Solo Artist Alicia Keys 15,236,236 9.0% 4.9% 0.0% 41.3%

Music: Solo Artist Park Jae-sang 1,249,979 0.7% 0.1% 0.0% 2.6%

Music: Solo Artist Mariah Carey 10,067,402 6.0% 3.0% 0.0% 26.3%

Music: Solo Artist Olly Murs 6,587,730 3.9% 0.6% 0.0% 27.3%

Music: Solo Artist Ashley Roberts 3,006,707 1.8% 0.1% 0.0% 9.8%

Music: Solo Artist Matisyahu 1,418,896 0.8% 0.1% 0.0% 2.9%

Music: Solo Artist Kano 2,331,043 1.4% 0.0% 0.0% 6.8%

Music: Solo Artist Jessie James 5,439,100 3.2% 0.7% 0.0% 18.0%

Music: Solo Artist Kygo 5,135,051 3.0% 0.7% 0.0% 16.7%

Music: Solo Artist Hoodie Allen 2,364,826 1.4% 0.2% 0.0% 6.2%

Music: Solo Artist Steve Angello 4,526,953 2.7% 0.6% 0.0% 14.7%

Music: Solo Artist Travis Barker 6,520,163 3.9% 1.0% 0.0% 22.5%

Music: Solo Artist Kelly Clarkson 7,060,695 4.2% 1.4% 0.0% 23.9%

Music: Solo Artist Avril Lavigne 7,871,492 4.7% 2.3% 0.0% 20.2%

Music: Solo Artist Jake Bugg 1,993,210 1.2% 0.1% 0.0% 5.3%

25x 3.1x

5.0x 9.5x 14x

6.2x 1.8x

2.2x 30x

1.8x 8.8x

2.0x 7.0x

33x 7.8x

46x 4.6x 4.3x

7.7x 4.8x

3.8x 3.1x

2.0x 12x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Solo Artist Hardwell 7,026,912 4.2% 1.6% 0.0% 24.0%

Music: Solo Artist Alesso 5,945,848 3.5% 1.2% 0.0% 20.8%

Music: Solo Artist Noel Gallagher 2,972,924 1.8% 0.1% 0.0% 10.2%

Music: Solo Artist Miranda Lambert 6,216,114 3.7% 0.7% 0.0% 27.7%

Music: Solo Artist Lana Del Rey 12,398,445 7.3% 4.3% 0.0% 32.9%

Music: Solo Artist Gary Barlow 3,276,973 1.9% 0.1% 0.0% 13.7%

Music: Solo Artist Jessie Ware 2,364,826 1.4% 0.1% 0.0% 7.9%

Music: Solo Artist Leona Lewis 2,398,609 1.4% 0.3% 0.0% 6.6%

Music: Solo Artist Harry Styles 14,121,389 8.4% 4.8% 0.2% 72.8%

Music: Solo Artist Zedd 7,601,226 4.5% 2.0% 0.0% 26.0%

Music: Solo Artist Luke Bryan 5,945,848 3.5% 0.6% 0.0% 26.9%

Music: Solo Artist Dench Gang 1,993,210 1.2% 0.0% 0.0% 6.6%

Music: Solo Artist Jay Sean 1,891,861 1.1% 0.2% 0.0% 4.9%

Music: Solo Artist Katy Perry 35,202,124 20.8% 15.7% 2.1% 56.9%

Music: Solo Artist Gwen Stefani 9,695,787 5.7% 3.3% 0.0% 24.1%

Music: Solo Artist Eric Church 3,513,456 2.1% 0.1% 0.0% 15.5%

Music: Solo Artist Mollie King 4,087,771 2.4% 0.1% 0.0% 21.4%

Music: Solo Artist Tulisa 3,581,022 2.1% 0.1% 0.0% 17.0%

Music: Solo Artist Paul McCartney 4,864,785 2.9% 1.0% 0.0% 17.4%

Music: Solo Artist Mark Ronson 2,601,309 1.5% 0.2% 0.0% 8.4%

Music: Solo Artist Lecrae 5,135,051 3.0% 0.4% 0.0% 28.2%

Music: Solo Artist Annie Mac 3,141,840 1.9% 0.1% 0.0% 14.1%

Music: Solo Artist Common 5,979,631 3.5% 0.8% 0.0% 30.8%

Music: Solo Artist Kenny Chesney 3,006,707 1.8% 0.1% 0.0% 11.9%

2.6x 3.0x

15x 5.6x

1.7x 38x

15x 5.0x

1.7x 2.3x

5.7x 34x 6.1x

1.8x 22x 17x 19x

3.0x 6.7x 7.5x

21x 4.6x

13x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Solo Artist Robin Thicke 2,837,791 1.7% 0.4% 0.0% 9.0%

Music: Solo Artist Flume 3,851,288 2.3% 0.4% 0.0% 17.7%

Music: Solo Artist Iggy Azalea 12,161,962 7.2% 4.6% 0.0% 27.9%

Music: Solo Artist Phillip Phillips 1,858,078 1.1% 0.1% 0.0% 5.7%

Music: Solo Artist Gucci Mane 7,060,695 4.2% 0.9% 0.0% 42.8%

Music: Solo Artist Peter Andre 2,466,176 1.5% 0.0% 0.0% 11.3%

Music: Solo Artist Paul van Dyk 2,060,777 1.2% 0.1% 0.0% 7.0%

Music: Solo Artist Fergie 5,912,065 3.5% 1.9% 0.0% 15.8%

Music: Solo Artist Brad Paisley 3,513,456 2.1% 0.2% 0.0% 15.6%

Music: Solo Artist Afrojack 5,641,799 3.3% 1.4% 0.0% 22.0%

Music: Solo Artist MC Hammer 2,162,127 1.3% 0.2% 0.0% 7.1%

Music: Solo Artist Jason Aldean 4,290,470 2.5% 0.3% 0.0% 22.5%

Music: Solo Artist Josh Groban 1,925,644 1.1% 0.1% 0.0% 6.4%

Music: Solo Artist Liam Payne 9,729,570 5.8% 3.1% 0.0% 64.1%

Music: Solo Artist Pitbull 7,263,394 4.3% 2.2% 0.0% 24.9%

Music: Solo Artist DJ Khaled 7,871,492 4.7% 1.9% 0.0% 40.3%

Music: Solo Artist Sam Hunt 3,817,505 2.3% 0.4% 0.0% 17.4%

Music: Solo Artist Melanie C 1,993,210 1.2% 0.2% 0.0% 6.4%

Music: Solo Artist Robbie Williams 2,972,924 1.8% 0.2% 0.0% 12.5%

Music: Solo Artist Wale 5,135,051 3.0% 0.6% 0.0% 30.0%

Music: Solo Artist Juicy J 5,439,100 3.2% 0.9% 0.0% 27.2%

Music: Solo Artist T.I. 7,330,961 4.3% 1.5% 0.0% 49.1%

Music: Solo Artist Carly Rae Jepsen 4,324,253 2.6% 1.0% 0.0% 16.1%

Music: Solo Artist Craig David 2,026,994 1.2% 0.1% 0.0% 7.9%

4.4x 6.5x

9.2x 4.7x

>100x 9.4x

1.8x 9.0x

2.4x 7.2x

9.6x 10x

1.9x 2.0x

2.5x 6.2x

6.4x 7.1x

5.5x 3.8x

3.0x 2.5x

10x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Band Mumford & Sons 5,168,834 3.1% 0.2% 0.0% 6.9%

Music: Band Aer 574,315 0.3% 0.0% 0.0% 0.6%

Music: Band Coldplay 14,898,404 8.8% 3.4% 0.0% 23.6%

Music: Band The Killers 4,898,568 2.9% 0.3% 0.0% 8.3%

Music: Band The Lumineers 3,445,889 2.0% 0.2% 0.0% 5.4%

Music: Band Two Door Cinema Club1,655,378 1.0% 0.0% 0.0% 2.8%

Music: Band O.A.R. 641,881 0.4% 0.0% 0.0% 0.9%

Music: Band Snow Patrol 945,930 0.6% 0.0% 0.0% 1.4%

Music: Band Dave Matthews Band 2,229,693 1.3% 0.1% 0.0% 4.1%

Music: Band Rizzle Kicks 4,087,771 2.4% 0.0% 0.0% 10.5%

Music: Band The Chainsmokers 7,803,926 4.6% 1.1% 0.0% 20.3%

Music: Band Foster The People 2,804,008 1.7% 0.2% 0.0% 6.0%

Music: Band Swedish House Mafia 3,243,190 1.9% 0.3% 0.0% 7.9%

Music: Band Knife Party 1,722,945 1.0% 0.0% 0.0% 3.9%

Music: Band The Tenderloins 574,315 0.3% 0.0% 0.0% 1.0%

Music: Band N-Dubz 641,881 0.4% 0.0% 0.0% 1.2%

Music: Band Bastille 1,655,378 1.0% 0.0% 0.0% 3.8%

Music: Band LMFAO 3,006,707 1.8% 0.3% 0.0% 7.3%

Music: Band Zac Brown Band 3,479,673 2.1% 0.1% 0.0% 10.5%

Music: Band Maroon 5 8,412,024 5.0% 2.3% 0.0% 19.0%

Music: Band Muse 4,087,771 2.4% 0.5% 0.0% 10.9%

Music: Band Kings Of Leon 2,398,609 1.4% 0.2% 0.0% 5.8%

Music: Band Chiddy Bang 337,832 0.2% 0.0% 0.0% 0.6%

Music: Band Bombay Bicycle Club 1,351,329 0.8% 0.0% 0.0% 3.4%

16x >100x

2.6x 9.0x

13x >100x

>100x 34x

21x 49x

4.0x 7.9x 7.5x

30x >100x >100x 27x

6.7x 19x

2.2x 4.7x

7.2x >100x 49x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Band The Black Keys 2,499,959 1.5% 0.1% 0.0% 7.5%

Music: Band The Fray 1,114,847 0.7% 0.1% 0.0% 2.5%

Music: Band Damo and Ivor 337,832 0.2% 0.0% 0.0% 0.6%

Music: Band Linkin Park 6,216,114 3.7% 1.6% 0.0% 18.0%

Music: Band Rudimental 1,959,427 1.2% 0.1% 0.0% 6.2%

Music: Band CHVRCHES 1,824,294 1.1% 0.1% 0.0% 5.1%

Music: Band NSYNC 844,581 0.5% 0.0% 0.0% 2.0%

Music: Band The Black Eyed Peas 2,398,609 1.4% 0.3% 0.0% 6.5%

Music: Band The Script 2,432,392 1.4% 0.2% 0.0% 7.8%

Music: Band RAC 641,881 0.4% 0.0% 0.0% 1.4%

Music: Band Chase & Status 1,587,812 0.9% 0.0% 0.0% 4.9%

Music: Band Boyce Avenue 1,249,979 0.7% 0.2% 0.0% 2.5%

Music: Band Beastie Boys 1,081,063 0.6% 0.0% 0.0% 2.8%

Music: Band The Temper Trap 641,881 0.4% 0.0% 0.0% 1.4%

Music: Band Backstreet Boys 2,939,141 1.7% 0.5% 0.0% 8.3%

Music: Band Imagine Dragons 4,898,568 2.9% 1.2% 0.0% 13.7%

Music: Band Young the Giant 1,385,112 0.8% 0.1% 0.0% 3.6%

Music: Band Jedward 1,182,413 0.7% 0.0% 0.0% 3.4%

Music: Band Disclosure 3,749,938 2.2% 0.4% 0.0% 15.7%

Music: Band Kasabianhq 1,655,378 1.0% 0.1% 0.0% 5.5%

Music: Band Foo Fighters 5,675,582 3.4% 1.2% 0.0% 25.9%

Music: Band Major Lazer 5,506,666 3.3% 1.3% 0.0% 22.9%

Music: Band OK Go 878,364 0.5% 0.1% 0.0% 2.0%

Music: Band Timeflies 709,448 0.4% 0.0% 0.0% 1.6%

13x 11x

>100x 2.3x

15x 13x

>100x 4.2x 7.9x

>100x >100x

4.6x >100x

>100x 3.5x

2.5x 9.9x

>100x 5.1x

17x 2.8x

2.5x 6.9x

16x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Band Green Day 4,594,519 2.7% 0.8% 0.0% 20.2%

Music: Band Arctic Monkeys 1,621,595 1.0% 0.1% 0.0% 5.8%

Music: Band Local Natives 1,013,497 0.6% 0.0% 0.0% 3.0%

Music: Band Bon Iver 2,432,392 1.4% 0.1% 0.0% 10.3%

Music: Band The Courteeners 371,616 0.2% 0.0% 0.0% 0.8%

Music: Band The Roots 2,263,476 1.3% 0.2% 0.0% 8.7%

Music: Band LCD Soundsystem 1,047,280 0.6% 0.0% 0.0% 3.5%

Music: Band Wu-Tang Clan 1,047,280 0.6% 0.0% 0.0% 3.2%

Music: Band Lennon & Maisy 1,959,427 1.2% 0.1% 0.0% 7.7%

Music: Band Pearl Jam 3,851,288 2.3% 0.7% 0.0% 17.5%

Music: Band The Saturdays 1,114,847 0.7% 0.0% 0.0% 3.8%

Music: Band Cage The Elephant 1,756,728 1.0% 0.1% 0.0% 6.0%

Music: Band Weezer 1,891,861 1.1% 0.2% 0.0% 7.2%

Music: Band Of Monsters and Men 1,385,112 0.8% 0.1% 0.0% 4.0%

Music: Band Dixie Chicks 1,047,280 0.6% 0.0% 0.0% 3.2%

Music: Band McBusted 1,047,280 0.6% 0.0% 0.0% 3.6%

Music: Band Alabama Shakes 1,959,427 1.2% 0.1% 0.0% 8.4%

Music: Band Arcade Fire 1,689,161 1.0% 0.1% 0.0% 6.5%

Music: Band Florida Georgia Line 3,243,190 1.9% 0.3% 0.0% 18.9%

Music: Band Sub Focus 641,881 0.4% 0.0% 0.0% 2.0%

Music: Band Kodaline 1,216,196 0.7% 0.1% 0.0% 4.2%

Music: Band twenty one pilots 5,371,533 3.2% 1.2% 0.0% 37.9%

Music: Band The Beatles 3,276,973 1.9% 0.7% 0.0% 13.4%

Music: Band Radiohead 3,243,190 1.9% 0.4% 0.0% 17.2%

3.4x 15x

>100x 13x

>100x 8.9x

>100x 64x

11x 3.3x

>100x 7.2x 6.7x

6.8x 19x >100x

9.0x 12x

6.1x >100x

11x 2.6x

3.0x 4.9x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Band The Vaccines 1,081,063 0.6% 0.0% 0.0% 3.8%

Music: Band The Rubberbandits 472,965 0.3% 0.0% 0.0% 1.3%

Music: Band Lady Antebellum 2,939,141 1.7% 0.4% 0.0% 15.5%

Music: Band Odd Future 472,965 0.3% 0.0% 0.0% 1.3%

Music: Band The 1975 3,513,456 2.1% 0.6% 0.0% 23.2%

Music: Band HAIM 2,567,525 1.5% 0.4% 0.0% 11.8%

Music: Band The Avett Brothers 1,351,329 0.8% 0.0% 0.0% 6.1%

Music: Band Tame Impala 2,432,392 1.4% 0.3% 0.0% 13.5%

Music: Band Hillsong United 3,749,938 2.2% 0.7% 0.0% 37.8%

Music: Band Owl City 1,317,546 0.8% 0.1% 0.0% 4.9%

Music: Band The Stone Roses 472,965 0.3% 0.0% 0.0% 1.5%

Music: Band Grouplove 878,364 0.5% 0.1% 0.0% 3.0%

Music: Band Tegan And Sara 1,587,812 0.9% 0.2% 0.0% 6.7%

Music: Band JLS 945,930 0.6% 0.0% 0.0% 4.0%

Music: Band Matt and Kim 675,665 0.4% 0.0% 0.0% 2.1%

Music: Band Foals 1,486,462 0.9% 0.1% 0.0% 7.1%

Music: Band Bloc Party 574,315 0.3% 0.0% 0.0% 1.8%

Music: Band Incubus 1,385,112 0.8% 0.1% 0.0% 5.4%

Music: Band ODESZA 1,520,245 0.9% 0.1% 0.0% 8.5%

Music: Band Avenged Sevenfold 2,702,658 1.6% 0.5% 0.0% 20.8%

Music: Band Fall Out Boy 1,317,546 0.8% 0.1% 0.0% 6.7%

Music: Band Miike Snow 472,965 0.3% 0.0% 0.0% 1.4%

Music: Band Red Hot Chili Peppers3,547,239 2.1% 1.0% 0.0% 20.1%

Music: Band Gorillaz 743,231 0.4% 0.0% 0.0% 2.6%

19x >100x

4.3x >100x

3.6x 3.5x

>100x 5.7x

3.1x 6.4x

>100x 10x

5.9x >100x

>100x 12x

>100x 5.8x

11x 3.3x

10x >100x

2.1x 13x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MUSIC (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Music: Band MGMT 878,364 0.5% 0.0% 0.0% 3.3%

Music: Band blink-182 2,972,924 1.8% 0.6% 0.0% 20.8%

Music: Band Blossoms Band 641,881 0.4% 0.0% 0.0% 2.4%

Music: Band LANY 1,013,497 0.6% 0.0% 0.0% 4.7%

Music: Band Rolling Stones 1,182,413 0.7% 0.1% 0.0% 4.9%

Music: Band Dusky 777,014 0.5% 0.0% 0.0% 3.7%

Music: Band Paramore 3,243,190 1.9% 1.0% 0.0% 20.4%

Music: Band Edward Sharpe 675,665 0.4% 0.0% 0.0% 2.5%

Music: Band Catfish And The Bottlemen1,148,630 0.7% 0.1% 0.0% 5.9%

Music: Band KARA 1,013,497 0.6% 0.1% 0.0% 3.4%

Music: Band Years & Years 1,385,112 0.8% 0.2% 0.0% 6.3%

Music: Band Krewella 1,891,861 1.1% 0.3% 0.0% 12.6%

Music: Band Clean Bandit 979,714 0.6% 0.1% 0.0% 3.4%

Music: Band Black Mac 1,081,063 0.6% 0.1% 0.0% 5.5%

Music: Band W&W 2,162,127 1.3% 0.4% 0.0% 15.3%

Music: Band Chris Daughtry 1,081,063 0.6% 0.1% 0.0% 4.8%

Music: Band The Civil Wars 777,014 0.5% 0.0% 0.0% 3.6%

Music: Band ASAP Mob 2,060,777 1.2% 0.3% 0.0% 13.2%

Music: Band Phantogram 777,014 0.5% 0.0% 0.0% 3.0%

Music: Band Counting Crows 608,098 0.4% 0.0% 0.0% 2.0%

Music: Band Vampire Weekend 675,665 0.4% 0.0% 0.0% 2.7%

Music: Band DVBBS 2,297,260 1.4% 0.6% 0.0% 17.2%

Music: Band Flatbush Zombies 1,047,280 0.6% 0.1% 0.0% 5.8%

Music: Band U2 2,128,343 1.3% 0.6% 0.0% 8.2%

12x 2.9x

>100x 15x

5.8x >100x

1.9x >100x

8.2x 4.0x

4.2x 3.5x

4.1x 9.0x

3.1x 6.2x

>100x 3.7x

9.5x 7.6x >100x

2.3x 10x

2.1x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MEDIA

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Media: Blogs UberFacts 16,655,132 9.9% 0.9% 0.0% 14.3%

Media: Magazines Mens Health 13,006,543 7.7% 0.6% 0.0% 12.7%

Media: Blogs Men's Humor 14,898,404 8.8% 0.5% 0.0% 15.6%

Media: TV channels ESPN 45,708,708 27.1% 4.3% 0.0% 54.8%

Media: Magazines GQ 22,600,980 13.4% 2.6% 0.0% 24.9%

Media: TV channels Sports Center 23,884,742 14.1% 0.6% 0.0% 31.0%

Media: Blogs Buzzfeed 18,107,810 10.7% 1.5% 0.0% 20.4%

Media: Magazines Mens Fitness 3,885,071 2.3% 0.1% 0.0% 3.8%

Media: Blogs OMG Facts 7,871,492 4.7% 0.5% 0.0% 8.5%

Media: Blogs Texts From Last Night8,074,192 4.8% 0.1% 0.0% 9.3%

Media: Magazines Ad Age 4,459,386 2.6% 0.0% 0.0% 4.9%

Media: Blogs Elite Daily 8,682,290 5.1% 0.8% 0.0% 9.4%

Media: TV channels Fox 20,878,035 12.4% 2.0% 0.0% 27.6%

Media: Blogs Barstool Sports 13,040,326 7.7% 0.4% 0.0% 17.5%

Media: Blogs TNW 3,682,372 2.2% 0.1% 0.0% 4.0%

Media: Blogs Mashable 11,317,382 6.7% 0.5% 0.0% 15.2%

Media: Magazines National Geographic 14,864,620 8.8% 1.1% 0.0% 20.5%

Media: Magazines The Economist 12,195,745 7.2% 0.8% 0.0% 17.3%

Media: Newspapers Wall Street Journal 14,695,704 8.7% 0.9% 0.0% 21.7%

Media: Magazines Harvard Business Review4,831,002 2.9% 0.1% 0.0% 6.2%

Media: Newspapers The New York Times27,871,163 16.5% 2.8% 0.0% 44.8%

Media: Blogs Someecards 3,445,889 2.0% 0.1% 0.0% 4.1%

Media: TV channels CNN 32,094,067 19.0% 3.7% 0.0% 53.3%

Media: Blogs The Onion 16,182,166 9.6% 0.5% 0.0% 25.7%

11x 13x

17x 6.3x

5.1x 24x

7.1x 23x

9.6x 38x

>100x 6.4x

6.1x 22x

25x 13x

7.7x 9.4x

9.5x 32x

5.9x 21x

5.1x 19x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MEDIA (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Media: Blogs ReadWriteWeb 1,486,462 0.9% 0.0% 0.0% 1.6%

Media: Newspapers USA Today 9,493,087 5.6% 0.7% 0.0% 13.1%

Media: Magazines Time 19,324,007 11.4% 2.3% 0.0% 27.7%

Media: Magazines Eureka Forbes 16,418,649 9.7% 1.3% 0.0% 24.6%

Media: Blogs Business Insider 7,567,443 4.5% 0.5% 0.0% 10.4%

Media: Blogs Bleacher Report 20,101,021 11.9% 1.2% 0.0% 35.9%

Media: Blogs Lifehacker 4,020,204 2.4% 0.1% 0.0% 5.4%

Media: Online News NPR Politics 3,310,756 2.0% 0.0% 0.0% 4.5%

Media: Blogs Digiday 1,486,462 0.9% 0.0% 0.0% 1.8%

Media: Online News Breaking News 6,722,862 4.0% 0.4% 0.0% 10.0%

Media: Blogs Ads of the World 1,317,546 0.8% 0.0% 0.0% 1.6%

Media: Online News Huffington Post 16,621,348 9.8% 1.2% 0.0% 29.9%

Media: Magazines Health Magazine 4,695,869 2.8% 0.1% 0.0% 6.9%

Media: Magazines Fast Company 7,803,926 4.6% 0.3% 0.0% 13.3%

Media: TV channels BBC 24,391,491 14.4% 3.2% 0.0% 45.0%

Media: Blogs The Chive 7,533,660 4.5% 0.2% 0.0% 12.9%

Media: TV channels Discovery Channel 10,101,185 6.0% 1.5% 0.0% 14.3%

Media: Magazines Wired 11,384,948 6.7% 0.5% 0.0% 20.8%

Media: Blogs Giga Om 1,047,280 0.6% 0.0% 0.0% 1.2%

Media: TV channels MLB Network 14,898,404 8.8% 0.9% 0.0% 30.9%

Media: Magazines Sports Illustrated 9,087,688 5.4% 0.4% 0.0% 17.0%

Media: Blogs SE Watch 472,965 0.3% 0.0% 0.0% 0.5%

Media: TV channels Reuters 10,709,283 6.3% 1.1% 0.0% 18.4%

Media: Blogs Realgm 1,148,630 0.7% 0.0% 0.0% 1.5%

48x 8.3x

5.0x 7.5x

9.7x 9.9x

29x 55x >100x

9.5x >100x

8.1x 19x

18x 4.5x

25x 3.9x

13x >100x

9.6x 13x

>100x 5.5x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MEDIA (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Media: TV channels CBS 6,418,813 3.8% 0.3% 0.0% 11.2%

Media: Blogs Techmeme 810,797 0.5% 0.0% 0.0% 1.0%

Media: Blogs 9To5Mac 1,081,063 0.6% 0.0% 0.0% 1.3%

Media: Magazines Macworld 1,148,630 0.7% 0.0% 0.0% 1.4%

Media: Newspapers The Hindu 709,448 0.4% 0.0% 0.0% 0.9%

Media: Magazines Women's Health 7,837,709 4.6% 0.4% 0.0% 14.5%

Media: Magazines The Atlantic 4,290,470 2.5% 0.1% 0.0% 7.5%

Media: TV channels NDTV 1,114,847 0.7% 0.0% 0.0% 1.5%

Media: Blogs Mac Rumors 1,689,161 1.0% 0.0% 0.0% 2.4%

Media: Blogs TechCrunch 6,959,345 4.1% 0.5% 0.0% 12.3%

Media: Magazines Technology Review 1,216,196 0.7% 0.0% 0.0% 1.7%

Media: Newspapers Financial Times 4,020,204 2.4% 0.2% 0.0% 7.1%

Media: Blogs Movie Web 1,317,546 0.8% 0.0% 0.0% 1.8%

Media: Blogs Social Times 405,399 0.2% 0.0% 0.0% 0.5%

Media: TV channels Sky Sports 9,459,304 5.6% 0.3% 0.0% 22.7%

Media: Blogs PR News 1,081,063 0.6% 0.0% 0.0% 1.5%

Media: Magazines Esquire 5,168,834 3.1% 0.3% 0.0% 9.4%

Media: TV channels NBC 9,189,038 5.4% 1.1% 0.0% 17.6%

Media: Magazines Vice 11,080,899 6.6% 0.6% 0.0% 26.1%

Media: Magazines Businessweek 3,006,707 1.8% 0.1% 0.0% 5.1%

Media: Blogs SB Nation 2,263,476 1.3% 0.0% 0.0% 3.8%

Media: Blogs The Daily Beast 2,972,924 1.8% 0.1% 0.0% 5.6%

Media: Magazines Lonely Planet 7,567,443 4.5% 0.7% 0.0% 16.2%

Media: Blogs Slate 3,243,190 1.9% 0.1% 0.0% 6.2%

11x >100x

>100x >100x >100x

11x 39x

>100x 52x

8.3x >100x

14x 38x

>100x 17x

>100x 9.1x

4.9x 12x

15x 48x

21x 6.4x

17x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MEDIA (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Media: Newspapers The Guardian 9,932,269 5.9% 0.8% 0.0% 24.2%

Media: Magazines The New Yorker 13,175,459 7.8% 1.0% 0.0% 36.4%

Media: Newspapers The Times 3,716,155 2.2% 0.1% 0.0% 7.5%

Media: Magazines New Scientist 2,128,343 1.3% 0.1% 0.0% 3.7%

Media: TV channels CNBC 2,939,141 1.7% 0.2% 0.0% 5.3%

Media: TV channels Home Box Office 8,648,506 5.1% 1.6% 0.0% 16.3%

Media: TV channels Sky News 5,135,051 3.0% 0.2% 0.0% 11.7%

Media: Online News Politico 3,783,722 2.2% 0.2% 0.0% 7.9%

Media: Magazines Runner's World 6,216,114 3.7% 0.3% 0.0% 15.3%

Media: Blogs Ars Technica 1,351,329 0.8% 0.0% 0.0% 2.2%

Media: Newspapers LA Times 6,959,345 4.1% 0.6% 0.0% 16.4%

Media: Newspapers New York Post 3,040,491 1.8% 0.2% 0.0% 6.1%

Media: Magazines Fitness 3,074,274 1.8% 0.1% 0.0% 6.4%

Media: Blogs PSFK 1,148,630 0.7% 0.0% 0.0% 2.0%

Media: Magazines Gadget Lab 1,249,979 0.7% 0.0% 0.0% 2.0%

Media: Magazines Psych Today 709,448 0.4% 0.0% 0.0% 1.0%

Media: Newspapers Washington Post 7,060,695 4.2% 0.8% 0.0% 17.0%

Media: Magazines Fast Cocreate 1,216,196 0.7% 0.0% 0.0% 2.2%

Media: Newspapers The Independent 2,331,043 1.4% 0.1% 0.0% 4.8%

Media: TV channels CSPAN 1,554,029 0.9% 0.1% 0.0% 2.8%

Media: Magazines Fast Coexist 1,182,413 0.7% 0.0% 0.0% 2.2%

Media: Magazines Smashing Magazine 2,094,560 1.2% 0.0% 0.0% 4.2%

Media: Online News CNET 2,499,959 1.5% 0.2% 0.0% 4.6%

Media: Magazines Muscle and Fitness 3,344,540 2.0% 0.2% 0.0% 7.4%

7.0x 7.6x

18x 19x

10x 3.1x

16x 15x

13x 50x

7.4x 12x 16x

>100x 23x >100x

5.1x >100x

22x 18x

>100x 39x

6.8x 9.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

MEDIA (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Media: Blogs Thought catalog 1,385,112 0.8% 0.0% 0.0% 2.7%

Media: Blogs The Oatmeal 3,783,722 2.2% 0.1% 0.0% 8.9%

Media: Magazines Life 7,094,478 4.2% 0.8% 0.0% 18.2%

Media: TV channels E! News 13,513,291 8.0% 3.7% 0.0% 27.1%

Media: Blogs Gizmodo 2,736,442 1.6% 0.1% 0.0% 6.1%

Media: TV channels MTV 15,675,418 9.3% 5.1% 0.2% 33.2%

Media: Magazines People Magazine 8,851,206 5.2% 1.7% 0.0% 21.5%

Media: Magazines Newsweek 2,297,260 1.4% 0.1% 0.0% 4.9%

Media: Blogs Thrillist 4,763,435 2.8% 0.2% 0.0% 14.3%

Media: Radio stations Talk Sport 1,993,210 1.2% 0.0% 0.0% 4.8%

Media: Magazines Cracked 1,351,329 0.8% 0.0% 0.0% 2.6%

Media: Blogs World Star Hiphop 2,432,392 1.4% 0.0% 0.0% 6.0%

Media: Blogs Laughing Squid 1,148,630 0.7% 0.0% 0.0% 2.3%

Media: TV channels ABC 7,601,226 4.5% 1.5% 0.0% 19.8%

Media: Blogs Guff 912,147 0.5% 0.0% 0.0% 1.7%

Media: Blogs IGN 4,594,519 2.7% 0.3% 0.0% 13.8%

Media: Magazines Fortune 2,770,225 1.6% 0.2% 0.0% 6.6%

Media: TV channels Team Coco 3,817,505 2.3% 0.3% 0.0% 10.3%

Media: Newspapers Today 5,337,750 3.2% 0.7% 0.0% 14.2%

Media: Newspapers Hindustan Times 844,581 0.5% 0.0% 0.0% 1.7%

Media: Magazines Popular Science 1,114,847 0.7% 0.0% 0.0% 2.2%

Media: TV channels E! Entertainment 6,486,380 3.8% 1.2% 0.0% 15.9%

Media: TV channels Travel Channel 5,405,317 3.2% 0.9% 0.0% 14.1%

Media: Blogs Engadget 2,466,176 1.5% 0.2% 0.0% 6.2%

>100x 19x

5.1x 2.2x

13x 1.8x

3.2x 9.8x

14x >100x

20x 39x

>100x 3.0x

>100x 8.0x

9.4x 8.8x

4.2x >100x

19x 3.1x

3.5x 8.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

SPORT

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Sport: Sports followed Basketball 34,689,982 20.5% 5.7% 0.0% 70.4%

Sport: Sports followed American football 33,230,414 19.7% 4.3% 0.0% 79.9%

Sport: Sports followed Golf 11,915,298 7.1% 1.0% 0.0% 30.9%

Sport: Sports followed Athletics 17,219,463 10.2% 3.1% 0.0% 42.5%

Sport: Sports followed Swimming 12,673,387 7.5% 2.5% 0.0% 27.1%

Sport: Sports followed Baseball 19,021,157 11.3% 3.0% 0.0% 51.3%

Sport: Sports followed Snowboarding 10,943,072 6.5% 1.1% 0.0% 28.5%

Sport: Sports followed Tennis 14,416,009 8.5% 3.5% 0.0% 30.3%

Sport: Teams supported Knaphill F.C. 67,566 0.0% 0.0% 0.0% 0.0%

Sport: Teams supported Conwy Borough F.C. 67,566 0.0% 0.0% 0.0% 0.0%

Sport: Teams supported Flint Town United F.C. 67,566 0.0% 0.0% 0.0% 0.0%

Sport: Teams supported New Mexico Lobos men's basketball135,133 0.1% 0.0% 0.0% 0.1%

Sport: Teams supported San Francisco Deltas 168,916 0.1% 0.0% 0.0% 0.1%

Sport: Teams supported Hitchin Town Football Club101,350 0.1% 0.0% 0.0% 0.1%

Sport: Teams supported FC Cincinnati 540,532 0.3% 0.0% 0.0% 0.6%

Sport: Teams supported Woking Football Club 135,133 0.1% 0.0% 0.0% 0.1%

Sport: Teams supported Texas Longhorns football641,881 0.4% 0.0% 0.0% 0.8%

Sport: Teams supported Dundee United F.C. 135,133 0.1% 0.0% 0.0% 0.1%

Sport: Teams supported Iowa State Cyclones football236,483 0.1% 0.0% 0.0% 0.3%

Sport: Teams supported Northamptonshire County Cricket Club168,916 0.1% 0.0% 0.0% 0.2%

Sport: Teams supported Louisville City FC 337,832 0.2% 0.0% 0.0% 0.5%

Sport: Teams supported Seattle Sounders FC 1,959,427 1.2% 0.1% 0.0% 3.7%

Sport: Teams supported Boston Red Sox 4,087,771 2.4% 0.2% 0.0% 9.7%

Sport: Teams supported Denver Hockey 202,699 0.1% 0.0% 0.0% 0.3%

3.6x 4.5x

7.2x 3.3x

3.0x 3.8x

6.0x 2.5x

>100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x

13x 10x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

SPORT

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Sport: Sports followed Basketball 34,689,982 20.5% 5.7% 0.0% 70.4%

Sport: Sports followed American football 33,230,414 19.7% 4.3% 0.0% 79.9%

Sport: Sports followed Golf 11,915,298 7.1% 1.0% 0.0% 30.9%

Sport: Sports followed Athletics 17,219,463 10.2% 3.1% 0.0% 42.5%

Sport: Sports followed Swimming 12,673,387 7.5% 2.5% 0.0% 27.1%

Sport: Sports followed Baseball 19,021,157 11.3% 3.0% 0.0% 51.3%

Sport: Sports followed Snowboarding 10,943,072 6.5% 1.1% 0.0% 28.5%

Sport: Sports followed Tennis 14,416,009 8.5% 3.5% 0.0% 30.3%

Sport: Sports followed Boxing 17,918,481 10.6% 3.7% 0.0% 40.6%

Sport: Sports followed Gymnastics 14,000,044 8.3% 3.5% 0.0% 29.9%

Sport: Sports followed Hockey 10,586,180 6.3% 1.2% 0.0% 36.5%

Sport: Sports followed Skiing 10,696,939 6.3% 1.7% 0.0% 43.0%

Sport: Sports followed MMA 17,500,055 10.4% 5.0% 0.0% 46.2%

Sport: Sports followed Surfing 14,927,965 8.8% 3.5% 0.0% 59.3%

Sport: Sports followed Rugby 7,546,437 4.5% 0.7% 0.0% 38.5%

Sport: Sports followed Cycling 8,919,859 5.3% 1.3% 0.0% 68.2%

Sport: Sports followed Cricket 4,130,111 2.4% 0.3% 0.0% 21.8%

Sport: Sports followed Climbing 5,446,923 3.2% 0.8% 0.0% 28.4%

Sport: Sports followed Wrestling 8,846,019 5.2% 3.2% 0.0% 22.1%

Sport: Sports followed Beach volleyball 1,501,411 0.9% 0.1% 0.0% 4.2%

Sport: Sports followed Extreme sports 4,642,068 2.7% 0.5% 0.0% 31.3%

Sport: Sports followed Formula 1 4,624,839 2.7% 0.9% 0.0% 24.2%

Sport: Sports followed Figure skating 2,909,292 1.7% 0.6% 0.0% 13.3%

Sport: Sports followed Billiards/Pool 541,493 0.3% 0.0% 0.0% 1.6%

3.6x 4.5x

7.2x 3.3x

3.0x 3.8x

6.0x 2.5x

2.9x 2.4x

5.1x 3.7x

2.1x 2.5x

6.0x 4.2x

7.1x 4.0x

1.7x 6.4x 5.2x 3.1x

3.1x >100x