HEAD ROOM

There’s still plenty of room for Instagram to grow in the US

Still growing.
Still growing.
Image: AP Photo/Marcio Jose Sanchez
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By now, it seems everyone and their grandma is on Facebook.

While the social network might view the US as a saturated market, it is expected to keep seeing healthy user growth, thanks to Instagram.

A new report today (Feb. 22) from eMarketer forecasts that 89.4 million Americans—one in three mobile phone users in the US—will log into Instagram at least once a month in 2016. Of those users, 60% will be millennials.

Though Facebook’s growth in new users has been steadily declining in the US, Instagram will continue to see double-digit growth until 2018, according to the firm.

Facebook hasn’t historically broken out revenue for Instagram, but eMarketer projects that 10% of its global ad revenue in 2016 will come from the photo-sharing app. In the US, the firm expects that number to jump to 20%.