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Thursday’s Chart examines Instagram’s latest standalone app Boomerang – a service which allows users to share short-looping GIFs across different platforms.

Given that Boomerang has clear parallels with Vine, it’s interesting to note that Instagrammers are currently much more likely to be using the Twitter-owned video-looping service. Last month, 1 in 5 Instagrammers used the service, making them over three times as likely as the average to be doing this.

What’s more, it’s not just younger Instagrammers who are turning to Vine – 15% of 45-54 year-old Instagram users are on Vine too. Providing an alternative for these individuals is thus a smart move by Instagram, and one which could remove yet another reason that people might have for using a service outside of the Facebook eco-system.


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