Brands have been urged to pay attention to the rise in popularity of Instagram among consumers noted for being ahead of the curve when it comes to tastes in technology.

A survey was carried out at the recent MCM London Comic Con and the recently published results show that 43 percent of attendees said they would choose Instagram over other social media platforms. This was up from 28 percent who selected the photo-sharing platform as their first pick at the previous MCM London Comic Con last October.

Pop culture fans, such as these MCM London Comic Con attendees, are cited as early adopters of popular tech habits.

Facebook, meanwhile, is now the first choice for 33 percent of attendees, with twitter (16 percent) and Snapchat (just four percent) trailing behind, according to the poll of 1,167 fans carried out by marketing agency Experience12.

Chris Whittle, Founder and Managing Director at Experience12, said: “Fans who attend Comic Con are by and large early adopters when it comes their content consumption habits, which is why speaking with them on the ground at the show is always a really interesting litmus test for upcoming trends.”

The 2019 UK Digital Experience Awards will take place in London this July. Click here to book your table.

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