Instagram advertising is reaching the end of its useful life in the UK, according to a survey of 2,000 adults carried out by YouGov.
The survey, which was carried out on behalf of the advertising industry body, found that only 13% of the 2,068 adults surveyed are likely to use the service in the near future, while 58% have not set foot in a new app since launching in 2015.
This figure is higher than the overall internet usage of just 13% across the entire world, with most users using the service outside of the UK.
“It’s a significant milestone for the industry, but it’s also an important step towards the future, and we hope to see more innovation come out of the app over time,” said YouGov director, Michael Giesbrecht.
“There’s still a lot of room for improvement in terms of what users can expect from Instagram, and I hope we see some big things like real-time feeds and better photo filters come out soon.”
Giesbreycht told The Register the growth in Instagram advertising in the past few years was due to the company having “more and more options and options are available”.
“It seems that the growth is driven by users having more options to discover and share content,” he said.
“More people are now being exposed to Instagram and that has helped them discover content and share it with friends.
We hope to continue to see that as we continue to expand Instagram’s reach in the future.”
The survey also revealed that Instagram has more than 1 billion daily active users globally.
The company has seen its share price rise more than 20% this year, with its market cap rising by nearly $20bn.
Instagram has been a pioneer in the creation of video and social networking apps, with the company now boasting over 60 million daily active user accounts, more than Facebook.
Its advertising revenue has also seen it increase by around 50% in 2017.
The social media giant is also planning to launch a new version of the Instagram app in the coming months.
The new app, named Moments, will be free-to-play, and will allow users to create and share videos and share photos with friends, while Instagram also plans to launch an Instagram Music app in 2018.