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DIGITAL MARKETING NEWS

Instagram testing new User Insights

Here's something that could be a mixed blessing for many users: Instagram is working on a feature to show how much time you spend 'Gramming.

Grammy Award Winner?

The feature, called Usage Insights, and first spotted by lurking deep in code contained in the Android application package.

While details remain scant, it's fairly safe to assume the feature will tally up your daily, weekly, and monthly Instagram minutes.

There could also be data around which users and topics you followed most, and which of your posts attracted the most interest. We assume there's also an option to take a break from Instagram – for a short time only of course.

The feature follows similar initiatives from Apple and Google, with Instagram CEO Kevin Systrom recently confirming (via Twitter) that Usage Insights was in development.

Data scrapers

Last year Instagram revealed that users under 25 years spend, on average, 32 minutes a day 'Gramming. The figure dropped to 24 minutes per day for over 25s.

While getting users to log off runs counter to Facebook Inc's bottom line, it falls into Facebook's recent push to become a more responsible virtual superpower.

Recent initiatives include Youth Portal on Facebook, which seeks to educate teens about responsible and safe online behaviour. Will it be enough to turn around Facebook's battered image?

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