Fan DNA

amy.hoekh2o

MKT-373-RS-New-York-Yankees-Audience-Profile-1.pdf

Home >Business & Finance homework help >Marketing homework help >Fan DNA

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ yankees

AUDIENCE STATS

AUDIENCE LOCATION

Mostly United States (74.3%), with top cities:

Audience Profile for @yankees @yankees's followers are in their mid twenties, typically men with average income.The account has a notable audience concentration in New York.

Professionally, @yankees's followers are employed as church leaders, comedians, members of the military and personal trainers. The account has a notably high concentration of chefs (within the top 10% of all Instagram accounts in this respect). In their spare time they enjoy collecting things, going to the theatre, science fiction, history and technology news. @yankees followers are charitably generous. Sports that rise most notably above Instagram norm include baseball, hockey and golf. As consumers they spend most on health/fitness, travel and entertainment. Brand affinities far stronger than Instagram average include Mohegan Sun, Taylor Made Golf, Titleist, Callaway Golf and Cobra Golf. On social media they talk most often about sport, music and TV/film. Strong influences for this audience include New York Yankees, MLB, SportsCenter, ESPN and NBA.

BRAND AFFINITIES

HASHTAGS USED

#Yankees #captain #champs #JFK #baseball #goat #SNL #wwf #WeDemBoyz #IBelieve #cigars #goddaughter #stadium #kicksonfire #mlb

69.1% are male

59.5% are single

7.4% are parents

23.7 yrs average age

$36.0k/yr. avg. income

New York (17.8%)

Caracas (2.0%)

Santo Domingo (1.7%)

Los Angeles (1.5%)

Newark, NJ (1.3%)

Paterson, NJ (1.2%)

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BASIC DEMOGRAPHICS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Gender Male 1,464,121 69.1% 36.6% 5.0% 89.1%

Gender Female 656,152 30.9% 63.4% 10.9% 95.0%

Family status Single 1,262,087 59.5% 62.0% 10.7% 97.0%

Family status Married 858,186 40.5% 38.0% 3.0% 89.2%

Family status Parents 156,391 7.4% 4.4% 0.3% 28.9%

Age Age 17 and under 64,540 3.0% 11.5% 0.7% 72.0%

Age Age 18 to 20 519,494 24.5% 33.1% 4.5% 58.4%

Age Age 21 to 24 736,744 34.7% 27.3% 3.2% 49.9%

Age Age 25 to 29 474,415 22.4% 17.9% 0.8% 47.5%

Age Age 30 to 34 204,541 9.6% 6.6% 0.3% 36.8%

Age Age 35 to 44 87,377 4.1% 2.9% 0.1% 17.2%

Age Age 45 to 54 23,036 1.1% 0.6% 0.0% 4.2%

Age Age 55 to 64 6,355 0.3% 0.1% 0.0% 1.0%

Age Age 65 and over 3,773 0.2% 0.1% 0.0% 1.0%

Personal income Under $10,000 469,127 22.1% 47.0% 5.0% 97.7%

Personal income $10,000 - $19,999 708,129 33.4% 26.5% 1.3% 59.5%

Personal income $20,000 - $29,999 369,976 17.4% 15.8% 0.4% 40.6%

Personal income $30,000 - $39,999 305,896 14.4% 6.3% 0.0% 24.2%

Personal income $40,000 - $49,999 127,727 6.0% 2.8% 0.0% 20.1%

Personal income $50,000 - $74,999 117,552 5.5% 1.6% 0.0% 17.1%

Personal income $75,000 - $99,999 19,700 0.9% 0.1% 0.0% 2.3%

Personal income Over $100,000 2,165 0.1% 0.0% 0.0% 0.4%

1.9x

1.7x

1.3x 1.3x

1.5x

1.8x 3.0x 2.0x

1.3x

2.3x 2.1x 3.4x

9.0x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

ETHNICITY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Race (US only) White/caucasian 1,249,372 79.3% 81.1% 4.6% 100.0%

Race (US only) Hispanic 199,163 12.6% 10.4% 0.0% 55.2%

Race (US only) African American 119,194 7.6% 7.8% 0.0% 93.0%

Race (US only) Asian 7,369 0.5% 0.6% 0.0% 18.8%

Religion Christian 1,817,471 85.7% 88.7% 1.4% 99.8%

Religion Jewish 199,022 9.4% 3.1% 0.0% 46.9%

Religion Muslim 103,780 4.9% 8.2% 0.0% 98.3%

Native language English 1,675,068 79.0% 89.2% 2.8% 99.1%

Native language Spanish 287,213 13.5% 4.1% 0.0% 91.7%

Native language Portuguese 50,569 2.4% 2.1% 0.0% 94.6%

Native language Italian 19,688 0.9% 0.9% 0.0% 71.5%

Native language Arabic 12,667 0.6% 0.2% 0.0% 82.1%

Native language German 10,016 0.5% 0.5% 0.0% 27.7%

Native language French 9,819 0.5% 0.5% 0.0% 51.7%

Native language Indonesian 8,445 0.4% 0.3% 0.0% 60.9%

Native language Tagalog 7,855 0.4% 0.5% 0.0% 15.8%

Native language Japanese 6,775 0.3% 0.0% 0.0% 22.3%

Native language Catalan 5,892 0.3% 0.3% 0.0% 2.2%

Native language Chinese 5,499 0.3% 0.1% 0.0% 17.4%

Native language Persian 3,339 0.2% 0.1% 0.0% 2.0%

Native language Turkish 2,504 0.1% 0.2% 0.0% 73.9%

Native language Dutch 2,209 0.1% 0.1% 0.0% 4.3%

Native language Russian 1,866 0.1% 0.1% 0.0% 48.4%

3.0x

3.3x

3.0x

>100x

3.0x 2.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION SUMMARY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by country United States 1,575,098 74.3% 31.1% 1.2% 96.6%

Location: by country Mexico 77,115 3.6% 1.0% 0.0% 60.7%

Location: by country Venezuela 75,983 3.6% 0.4% 0.0% 80.2%

Location: by country Brazil 48,173 2.3% 2.0% 0.0% 96.1%

Location: by country Canada 43,837 2.1% 1.7% 0.0% 18.5%

Location: by country Dom. Republic 32,618 1.5% 0.1% 0.0% 9.7%

Location: by US state New York State 401,744 25.5% 8.0% 0.9% 39.9%

Location: by US state New Jersey 151,544 9.6% 2.2% 0.0% 9.5%

Location: by US state California 150,941 9.6% 18.5% 2.2% 53.4%

Location: by US state Florida 114,473 7.3% 6.7% 0.0% 41.6%

Location: by US state Texas 81,146 5.2% 7.4% 0.0% 28.8%

Location: by US state Connecticut 76,919 4.9% 1.0% 0.0% 4.0%

Location: by city New York 320,870 17.8% 2.4% 0.0% 23.8%

Location: by city Caracas 36,553 2.0% 0.2% 0.0% 41.8%

Location: by city Santo Domingo 29,957 1.7% 0.1% 0.0% 8.6%

Location: by city Los Angeles 27,621 1.5% 1.2% 0.0% 13.3%

Location: by city Newark, NJ 23,911 1.3% 0.1% 0.0% 1.6%

Location: by city Paterson, NJ 21,987 1.2% 0.1% 0.0% 1.0%

Location: by city Maracaibo 21,712 1.2% 0.1% 0.0% 12.6%

Location: by city Miami 20,200 1.1% 0.5% 0.0% 8.0%

Location: by city Yonkers, NY 20,200 1.1% 0.1% 0.0% 2.2%

Location: by city Mexico City 19,650 1.1% 0.3% 0.0% 20.0%

Location: by city Philadelphia 19,650 1.1% 0.5% 0.0% 4.9%

2.4x 3.6x 9.0x

15x

3.2x 4.4x

4.9x

7.4x 10.0x 17x

13x 12x 12x 2.2x 11x 3.7x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by country United States 1,575,098 74.3% 31.1% 1.2% 96.6%

Location: by country Mexico 77,115 3.6% 1.0% 0.0% 60.7%

Location: by country Venezuela 75,983 3.6% 0.4% 0.0% 80.2%

Location: by country Brazil 48,173 2.3% 2.0% 0.0% 96.1%

Location: by country Canada 43,837 2.1% 1.7% 0.0% 18.5%

Location: by country Dom. Republic 32,618 1.5% 0.1% 0.0% 9.7%

Location: by country United Kingdom 32,618 1.5% 3.4% 0.1% 83.0%

Location: by country Colombia 19,703 0.9% 0.3% 0.0% 66.0%

Location: by country Italy 18,100 0.9% 0.7% 0.0% 91.9%

Location: by country Australia 17,158 0.8% 1.0% 0.0% 58.1%

Location: by country Indonesia 13,858 0.7% 0.5% 0.0% 92.3%

Location: by country Puerto Rico 13,387 0.6% 0.1% 0.0% 1.7%

Location: by country Spain 12,632 0.6% 0.9% 0.0% 70.8%

Location: by country Japan 9,804 0.5% 0.1% 0.0% 34.8%

Location: by country Philippines 9,144 0.4% 0.3% 0.0% 82.7%

Location: by country Chile 8,956 0.4% 0.3% 0.0% 38.9%

Location: by country Panama 7,636 0.4% 0.0% 0.0% 1.0%

Location: by country Guatemala 7,165 0.3% 0.0% 0.0% 1.2%

Location: by country France 5,562 0.3% 0.5% 0.0% 60.6%

Location: by country India 5,374 0.3% 0.2% 0.0% 21.6%

Location: by country Germany 4,902 0.2% 0.4% 0.0% 42.3%

Location: by country Netherlands 4,525 0.2% 0.4% 0.0% 9.1%

Location: by country Taiwan 4,525 0.2% 0.0% 0.0% 4.7%

Location: by country Ecuador 4,337 0.2% 0.1% 0.0% 8.2%

2.4x 3.6x 9.0x

15x

3.0x

6.0x

5.0x

>100x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY US STATE

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by US state New York State 401,744 25.5% 8.0% 0.9% 39.9%

Location: by US state New Jersey 151,544 9.6% 2.2% 0.0% 9.5%

Location: by US state California 150,941 9.6% 18.5% 2.2% 53.4%

Location: by US state Florida 114,473 7.3% 6.7% 0.0% 41.6%

Location: by US state Texas 81,146 5.2% 7.4% 0.0% 28.8%

Location: by US state Connecticut 76,919 4.9% 1.0% 0.0% 4.0%

Location: by US state Pennsylvania 62,550 4.0% 3.1% 0.0% 14.3%

Location: by US state North Carolina 38,882 2.5% 1.8% 0.0% 9.9%

Location: by US state Ohio 31,758 2.0% 2.6% 0.0% 15.8%

Location: by US state Virginia 30,671 1.9% 2.0% 0.0% 17.1%

Location: by US state Massachusetts 27,532 1.7% 2.0% 0.0% 11.3%

Location: by US state Illinois 26,928 1.7% 3.2% 0.0% 11.2%

Location: by US state Georgia 24,271 1.5% 2.6% 0.0% 17.4%

Location: by US state Arizona 22,580 1.4% 1.4% 0.0% 6.2%

Location: by US state Tennessee 21,132 1.3% 1.4% 0.0% 6.2%

Location: by US state Indiana 18,837 1.2% 1.3% 0.0% 9.9%

Location: by US state South Carolina 16,664 1.1% 1.0% 0.0% 22.6%

Location: by US state Alabama 16,543 1.1% 1.2% 0.0% 34.0%

Location: by US state Colorado 15,939 1.0% 1.3% 0.0% 11.0%

Location: by US state Missouri 15,698 1.0% 1.3% 0.0% 8.0%

Location: by US state Maryland 15,094 1.0% 1.1% 0.0% 5.6%

Location: by US state Michigan 14,611 0.9% 1.9% 0.0% 7.2%

Location: by US state Louisiana 14,128 0.9% 0.9% 0.0% 5.5%

Location: by US state Kentucky 13,765 0.9% 0.6% 0.0% 3.2%

3.2x 4.4x

4.9x 1.3x

1.4x

1.5x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY US STATE (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by US state Washington 12,800 0.8% 1.6% 0.0% 7.4%

Location: by US state Nevada 12,437 0.8% 1.1% 0.0% 6.8%

Location: by US state Oklahoma 12,317 0.8% 0.7% 0.0% 3.8%

Location: by US state Wisconsin 10,506 0.7% 0.8% 0.0% 3.8%

Location: by US state Rhode Island 10,143 0.6% 0.3% 0.0% 2.1%

Location: by US state Utah 10,143 0.6% 0.8% 0.0% 44.0%

Location: by US state DC 9,660 0.6% 0.7% 0.0% 6.4%

Location: by US state Oregon 9,539 0.6% 0.8% 0.0% 4.8%

Location: by US state Iowa 9,177 0.6% 0.4% 0.0% 2.1%

Location: by US state Arkansas 8,091 0.5% 0.4% 0.0% 3.0%

Location: by US state Mississippi 7,608 0.5% 0.4% 0.0% 7.9%

Location: by US state New Mexico 7,366 0.5% 0.3% 0.0% 3.7%

Location: by US state Kansas 6,521 0.4% 0.4% 0.0% 2.0%

Location: by US state Minnesota 6,400 0.4% 0.9% 0.0% 4.8%

Location: by US state West Virginia 5,917 0.4% 0.2% 0.0% 1.6%

Location: by US state Nebraska 5,434 0.3% 0.3% 0.0% 3.7%

Location: by US state Hawaii 3,985 0.3% 0.4% 0.0% 6.2%

Location: by US state Delaware 3,743 0.2% 0.1% 0.0% 1.3%

Location: by US state Maine 3,622 0.2% 0.2% 0.0% 3.1%

Location: by US state Vermont 3,622 0.2% 0.0% 0.0% 1.0%

Location: by US state Idaho 2,898 0.2% 0.1% 0.0% 16.0%

Location: by US state New Hampshire 2,778 0.2% 0.1% 0.0% 1.4%

Location: by US state South Dakota 2,053 0.1% 0.1% 0.0% 1.3%

Location: by US state Montana 1,691 0.1% 0.2% 0.0% 10.7%

2.0x

1.5x

1.7x

2.0x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city New York 320,870 17.8% 2.4% 0.0% 23.8%

Location: by city Caracas 36,553 2.0% 0.2% 0.0% 41.8%

Location: by city Santo Domingo 29,957 1.7% 0.1% 0.0% 8.6%

Location: by city Los Angeles 27,621 1.5% 1.2% 0.0% 13.3%

Location: by city Newark, NJ 23,911 1.3% 0.1% 0.0% 1.6%

Location: by city Paterson, NJ 21,987 1.2% 0.1% 0.0% 1.0%

Location: by city Maracaibo 21,712 1.2% 0.1% 0.0% 12.6%

Location: by city Miami 20,200 1.1% 0.5% 0.0% 8.0%

Location: by city Yonkers, NY 20,200 1.1% 0.1% 0.0% 2.2%

Location: by city Mexico City 19,650 1.1% 0.3% 0.0% 20.0%

Location: by city Philadelphia 19,650 1.1% 0.5% 0.0% 4.9%

Location: by city New Brunswick, NJ 18,277 1.0% 0.1% 0.0% 0.8%

Location: by city New Haven, CT 17,040 0.9% 0.1% 0.0% 0.6%

Location: by city Sao Paulo 15,528 0.9% 0.7% 0.0% 47.7%

Location: by city Chicago 15,116 0.8% 0.8% 0.0% 6.5%

Location: by city Orlando 13,742 0.8% 0.2% 0.0% 2.2%

Location: by city Monterrey 13,467 0.7% 0.1% 0.0% 8.5%

Location: by city Boston 12,780 0.7% 0.4% 0.0% 2.6%

Location: by city Buffalo 12,642 0.7% 0.1% 0.0% 0.7%

Location: by city Hartford, CT 12,642 0.7% 0.1% 0.0% 0.7%

Location: by city Tampa 12,505 0.7% 0.1% 0.0% 1.2%

Location: by city Rochester, NY 12,093 0.7% 0.1% 0.0% 0.5%

Location: by city London 10,719 0.6% 1.4% 0.0% 27.2%

Location: by city Washington DC 10,719 0.6% 0.3% 0.0% 3.2%

7.4x 10.0x 17x

13x 12x 12x 2.2x 11x 3.7x 2.2x 10.0x 9.0x

4.0x 7.0x 1.7x 7.0x 7.0x 7.0x 7.0x

2.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city Stamford, CT 10,444 0.6% 0.0% 0.0% 0.7%

Location: by city Atlanta 10,032 0.6% 0.5% 0.0% 12.3%

Location: by city Houston 10,032 0.6% 0.4% 0.0% 5.3%

Location: by city Las Vegas 9,894 0.5% 0.3% 0.0% 3.5%

Location: by city Toms River, NJ 9,894 0.5% 0.0% 0.0% 0.5%

Location: by city Merida, Mexico 9,619 0.5% 0.1% 0.0% 5.3%

Location: by city Hoboken, NJ 9,619 0.5% 0.1% 0.0% 0.6%

Location: by city Syracuse, NY 9,482 0.5% 0.0% 0.0% 0.4%

Location: by city Charlotte 9,070 0.5% 0.1% 0.0% 1.7%

Location: by city San Juan 8,932 0.5% 0.1% 0.0% 1.1%

Location: by city Santiago 8,795 0.5% 0.3% 0.0% 34.2%

Location: by city San Diego 8,520 0.5% 0.3% 0.0% 3.1%

Location: by city Denver 8,520 0.5% 0.2% 0.0% 2.6%

Location: by city Pittsburgh 8,520 0.5% 0.2% 0.0% 1.7%

Location: by city Toronto 7,695 0.4% 0.5% 0.0% 5.7%

Location: by city Providence, RI 7,695 0.4% 0.1% 0.0% 0.8%

Location: by city Guadalajara 7,695 0.4% 0.1% 0.0% 6.3%

Location: by city Manila 7,421 0.4% 0.2% 0.0% 67.3%

Location: by city Dallas 7,283 0.4% 0.3% 0.0% 3.0%

Location: by city Austin 6,871 0.4% 0.2% 0.0% 1.8%

Location: by city San Antonio 6,871 0.4% 0.2% 0.0% 1.4%

Location: by city Princeton, NJ 6,871 0.4% 0.0% 0.0% 0.3%

Location: by city Cleveland 6,734 0.4% 0.2% 0.0% 1.9%

Location: by city Guatemala City 6,734 0.4% 0.0% 0.0% 1.0%

>100x

>100x 5.0x 5.0x >100x 5.0x 5.0x

2.5x 2.5x

4.0x 4.0x

2.0x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city Barquisimeto 6,734 0.4% 0.0% 0.0% 6.1%

Location: by city Rio de Janeiro 6,596 0.4% 0.3% 0.0% 27.3%

Location: by city Valencia, Venezuela 6,596 0.4% 0.1% 0.0% 8.9%

Location: by city Indianapolis 6,596 0.4% 0.1% 0.0% 1.2%

Location: by city Saint Louis 6,596 0.4% 0.2% 0.0% 1.8%

Location: by city Waterbury, CT 6,596 0.4% 0.0% 0.0% 0.3%

Location: by city Danbury, CT 6,596 0.4% 0.0% 0.0% 0.2%

Location: by city Maracay 6,458 0.4% 0.0% 0.0% 5.8%

Location: by city Trenton, NJ 6,184 0.3% 0.0% 0.0% 0.5%

Location: by city Columbus 5,909 0.3% 0.2% 0.0% 1.4%

Location: by city Bogota 5,772 0.3% 0.2% 0.0% 32.0%

Location: by city Portland 5,772 0.3% 0.2% 0.0% 2.2%

Location: by city Tucson 5,634 0.3% 0.1% 0.0% 0.7%

Location: by city Albany, NY 5,634 0.3% 0.0% 0.0% 0.2%

Location: by city Tokyo 5,359 0.3% 0.1% 0.0% 21.1%

Location: by city Sydney 5,359 0.3% 0.3% 0.0% 16.1%

Location: by city San Francisco 5,359 0.3% 0.2% 0.0% 3.8%

Location: by city El Paso, TX 5,359 0.3% 0.1% 0.0% 0.7%

Location: by city Nashville 5,222 0.3% 0.1% 0.0% 2.1%

Location: by city Cincinnati 5,222 0.3% 0.1% 0.0% 1.0%

Location: by city Chihuahua 5,222 0.3% 0.0% 0.0% 1.5%

Location: by city Vancouver 5,085 0.3% 0.2% 0.0% 4.1%

Location: by city Baltimore 5,085 0.3% 0.2% 0.0% 2.2%

Location: by city Richmond 5,085 0.3% 0.1% 0.0% 1.2%

>100x

4.0x 4.0x

>100x >100x >100x

>100x

3.0x >100x 3.0x

3.0x 3.0x 3.0x >100x

3.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

OCCUPATIONS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Occupations Students 375,057 17.7% 10.0% 0.7% 34.5%

Occupations Chefs 32,518 1.5% 0.7% 0.0% 8.6%

Occupations Military 26,519 1.3% 0.6% 0.0% 10.2%

Occupations Senior managers 154,380 7.3% 5.2% 1.0% 12.8%

Occupations Sales/marketing 121,546 5.7% 4.4% 1.0% 14.6%

Occupations Comedians 18,311 0.9% 0.4% 0.0% 3.5%

Occupations Church leaders 17,679 0.8% 0.2% 0.0% 6.6%

Occupations Realtors 14,522 0.7% 0.2% 0.0% 2.3%

Occupations Finance/banking 14,838 0.7% 0.4% 0.0% 3.4%

Occupations Consultants 62,510 2.9% 1.9% 0.0% 10.3%

Occupations Media production 59,037 2.8% 1.6% 0.0% 11.8%

Occupations Secretarial/admin 8,524 0.4% 0.2% 0.0% 0.9%

Occupations DJs 55,880 2.6% 1.3% 0.0% 18.5%

Occupations Lawyers 36,622 1.7% 1.1% 0.1% 13.8%

Occupations Personal trainers 24,309 1.1% 0.5% 0.0% 13.4%

Occupations Human resources 2,210 0.1% 0.0% 0.0% 0.4%

Occupations TV/radio hosts 14,522 0.7% 0.4% 0.0% 2.9%

Occupations IT professionals 11,050 0.5% 0.2% 0.0% 2.5%

Occupations Public service 9,787 0.5% 0.2% 0.0% 4.3%

Occupations Accountants 9,471 0.4% 0.2% 0.0% 2.9%

Occupations Pilots 5,051 0.2% 0.1% 0.0% 1.9%

Occupations Manufacturing 2,841 0.1% 0.1% 0.0% 2.0%

Occupations Journalists 115,864 5.5% 3.9% 0.6% 22.7%

Occupations Home services 2,526 0.1% 0.0% 0.0% 4.8%

1.8x 2.1x 2.2x

1.4x 1.3x

2.3x 4.0x 3.5x 1.7x

1.5x 1.7x

2.0x 2.0x

1.5x 2.2x

>100x 1.7x 2.5x 2.5x 2.0x 2.0x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Occupations Musicians 198,578 9.4% 8.1% 0.9% 44.7%

Occupations Authors/writers 62,825 3.0% 2.4% 0.2% 11.4%

Occupations Teachers 62,510 2.9% 2.6% 0.5% 10.2%

Occupations Entrepreneurs 71,349 3.4% 3.1% 0.3% 12.9%

Occupations Engineers 44,514 2.1% 1.8% 0.1% 14.3%

Occupations Event planners 22,099 1.0% 0.8% 0.0% 6.3%

Occupations Agents/promoters 8,524 0.4% 0.3% 0.0% 2.4%

Occupations Programmers 11,681 0.6% 0.4% 0.0% 2.3%

Occupations Actors 44,199 2.1% 2.2% 0.1% 10.8%

Occupations Artists 77,663 3.7% 4.4% 0.5% 44.1%

Occupations Hospitality 6,630 0.3% 0.2% 0.0% 1.2%

Occupations Photographers 57,774 2.7% 3.2% 0.3% 23.6%

Occupations Dancers 24,309 1.1% 1.2% 0.0% 17.4%

Occupations Web developers 30,623 1.4% 1.6% 0.3% 7.3%

Occupations Graphic design 31,255 1.5% 1.6% 0.0% 18.3%

Occupations Doctors 11,050 0.5% 0.5% 0.0% 3.6%

Occupations Investors 9,787 0.5% 0.3% 0.0% 21.2%

Occupations Construction 6,946 0.3% 0.3% 0.0% 2.4%

Occupations Health workers 35,359 1.7% 2.1% 0.2% 11.0%

Occupations Architects 17,048 0.8% 0.9% 0.0% 7.1%

Occupations Nurses 11,997 0.6% 0.7% 0.0% 6.1%

Occupations Stylists 14,522 0.7% 1.3% 0.0% 27.3%

Occupations Models 29,361 1.4% 2.5% 0.2% 12.0%

Occupations Scientists 4,420 0.2% 0.3% 0.0% 1.2%

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Sport Baseball 1,174,758 55.4% 3.7% 0.3% 34.7%

Likes: Sport Sport (strong interest) 673,059 31.7% 5.8% 0.1% 53.3%

Likes: News Sports 554,791 26.2% 2.2% 0.1% 26.8%

Likes: Sport American football 633,834 29.9% 4.4% 0.3% 73.8%

Likes: Sport Basketball 610,851 28.8% 5.3% 0.6% 64.0%

Likes: Sport Hockey 294,167 13.9% 2.0% 0.1% 23.8%

Likes: Film/TV Sport 263,211 12.4% 1.7% 0.0% 19.4%

Likes: Sport Wrestling 227,717 10.7% 3.5% 0.2% 28.7%

Likes: Fashion Sportsware 212,579 10.0% 2.0% 0.2% 25.3%

Likes: Film/TV News 212,451 10.0% 4.0% 0.1% 23.4%

Likes: Sport Golf 157,791 7.4% 1.3% 0.0% 11.8%

Likes: Interests Theater 176,704 8.3% 2.8% 0.0% 29.9%

Likes: Sport Sporting goods 171,064 8.1% 1.8% 0.0% 23.7%

Likes: Wining & Dining Fast food 138,157 6.5% 2.5% 0.1% 10.5%

Likes: Sport Snowboarding 148,122 7.0% 2.1% 0.1% 26.0%

Likes: Drinks Soft drinks 80,613 3.8% 1.5% 0.0% 5.3%

Likes: Wining & Dining Pizza 71,284 3.4% 1.5% 0.0% 10.6%

Likes: Sport Skateboarding 238,319 11.2% 4.6% 0.3% 60.8%

Likes: Sport Softball 48,766 2.3% 0.1% 0.0% 2.2%

Likes: Sport Boxing 218,515 10.3% 4.5% 0.3% 34.5%

Likes: Business & FinanceFinancial planning 58,095 2.7% 1.0% 0.0% 6.0%

Likes: Motor Sports Nascar 52,583 2.5% 0.2% 0.0% 4.3%

Likes: Film/TV Action 203,292 9.6% 5.2% 0.1% 28.7%

Likes: Film/TV Talk show 200,239 9.4% 4.2% 0.1% 27.5%

15x 5.5x

12x 6.8x 5.4x

7.0x 7.3x

3.1x 5.0x 2.5x

5.7x 3.0x 4.5x

2.6x 3.3x

2.5x 2.3x

2.4x 23x

2.3x 2.7x 13x

1.8x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Wining & Dining Family 52,540 2.5% 0.8% 0.0% 4.8%

Likes: News News (strong interest) 191,249 9.0% 4.6% 0.1% 25.1%

Likes: Transport Cars 190,316 9.0% 4.5% 0.5% 41.9%

Likes: Film/TV Film (strong interest) 170,003 8.0% 3.4% 0.0% 22.4%

Likes: Sport Gymnastics 171,700 8.1% 4.0% 0.1% 24.9%

Likes: Sport Tennis 158,766 7.5% 3.9% 0.1% 21.9%

Likes: Sport Olympics 154,229 7.3% 4.2% 0.2% 30.1%

Likes: Sport Swimming 145,748 6.9% 3.1% 0.1% 21.6%

Likes: Education Graduate school 132,941 6.3% 2.5% 0.1% 13.0%

Likes: Books Historical fiction 37,274 1.8% 0.2% 0.0% 3.8%

Likes: Travel Amusement/Theme Parks131,499 6.2% 3.3% 0.1% 13.2%

Likes: Film/TV Sci-fi 134,468 6.3% 3.0% 0.0% 21.0%

Likes: Hobbies Comics 136,206 6.4% 3.4% 0.0% 32.7%

Likes: Film/TV Crime 132,899 6.3% 3.4% 0.0% 20.0%

Likes: News Weather 32,271 1.5% 0.3% 0.0% 3.1%

Likes: Sport Fantasy sports 26,291 1.2% 0.0% 0.0% 1.7%

Likes: Fashion Uniforms 28,242 1.3% 0.0% 0.0% 3.0%

Likes: Sport Skiing 108,176 5.1% 2.4% 0.1% 32.8%

Likes: Film/TV Animation 95,667 4.5% 2.3% 0.0% 12.7%

Likes: Sport Fishing 27,691 1.3% 0.2% 0.0% 6.8%

Likes: Music Rock & roll 93,377 4.4% 1.9% 0.0% 15.2%

Likes: Technology Gaming 91,935 4.3% 1.9% 0.1% 17.8%

Likes: Healthcare Cancer 24,807 1.2% 0.3% 0.0% 2.9%

Likes: News Celebrity 87,949 4.1% 1.9% 0.0% 15.1%

3.1x 2.0x 2.0x

2.4x 2.0x

1.9x 1.7x

2.2x 2.5x

9.0x 1.9x 2.1x 1.9x 1.9x

5.0x >100x >100x

2.1x 2.0x

6.5x 2.3x 2.3x

4.0x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: News Political 22,136 1.0% 0.2% 0.0% 2.3%

Likes: News Financial 22,687 1.1% 0.3% 0.0% 2.7%

Likes: Alcohol Beer 83,030 3.9% 1.0% 0.0% 19.1%

Likes: Home & Garden Appliances 71,496 3.4% 1.5% 0.1% 8.0%

Likes: Sport Beach volleyball 20,143 0.9% 0.2% 0.0% 2.6%

Likes: Transport Luxury cars 73,658 3.5% 1.3% 0.0% 16.6%

Likes: Wining & Dining Mexican 72,132 3.4% 1.4% 0.0% 11.5%

Likes: Hobbies Collecting things 18,192 0.9% 0.1% 0.0% 1.7%

Likes: Motor Sports Formula 1 67,043 3.2% 1.0% 0.0% 11.0%

Likes: Education Education 18,658 0.9% 0.2% 0.0% 2.6%

Likes: Business & FinanceInsurance 18,107 0.9% 0.2% 0.0% 1.9%

Likes: Transport Trucks 18,913 0.9% 0.2% 0.0% 5.6%

Likes: Motor Sports Motocross 18,616 0.9% 0.2% 0.0% 11.7%

Likes: Fitness Gym 64,244 3.0% 1.3% 0.0% 17.9%

Likes: Family & ParentingToys 63,396 3.0% 1.5% 0.0% 12.6%

Likes: Sport Lacrosse 15,987 0.8% 0.0% 0.0% 1.5%

Likes: Sport Extreme sports 59,580 2.8% 0.8% 0.0% 35.5%

Likes: Education College education 56,739 2.7% 1.0% 0.0% 8.6%

Likes: Motor Sports IndyCar 15,944 0.8% 0.1% 0.0% 3.4%

Likes: Fashion Shoes 362,948 17.1% 12.4% 0.9% 50.0%

Likes: Sport Figure skating 54,788 2.6% 0.9% 0.0% 12.3%

Likes: Business & FinanceReal estate 54,618 2.6% 1.0% 0.0% 10.6%

Likes: Sport Bowling 15,308 0.7% 0.1% 0.0% 4.3%

Likes: Science Space/Astronomy 52,328 2.5% 0.9% 0.0% 8.8%

5.0x 3.7x

3.9x 2.3x

4.5x 2.7x 2.4x

9.0x 3.2x

4.5x 4.5x 4.5x 4.5x

2.3x 2.0x

>100x 3.5x 2.7x

8.0x 1.4x

2.9x 2.6x

7.0x 2.8x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Travel Australasia 45,459 2.1% 1.2% 0.0% 10.3%

Likes: Technology Digital music 41,430 2.0% 1.0% 0.0% 5.6%

Likes: Wining & Dining Barbecues/Grilling 42,872 2.0% 0.8% 0.0% 9.7%

Likes: Transport Motorcycles 40,073 1.9% 0.6% 0.0% 9.2%

Likes: Business & FinanceBusiness (strong interest)34,815 1.6% 0.8% 0.0% 5.6%

Likes: Film/TV Biography 31,847 1.5% 0.6% 0.0% 4.1%

Likes: Music Latin 217,370 10.3% 5.2% 0.3% 67.6%

Likes: Books Crime/Mystery 33,500 1.6% 0.6% 0.0% 11.8%

Likes: Martial Arts MMA 200,451 9.5% 4.7% 0.2% 39.6%

Likes: Interests Radio 200,069 9.4% 5.9% 0.5% 50.1%

Likes: Fitness Jogging & running 29,684 1.4% 0.5% 0.0% 6.7%

Likes: Travel National Parks 29,133 1.4% 0.4% 0.0% 9.8%

Likes: Books Suspence/Thriller 29,217 1.4% 0.5% 0.0% 11.8%

Likes: Fashion Eyewear 28,624 1.4% 0.6% 0.0% 7.1%

Likes: Music Hard rock 182,047 8.6% 5.8% 0.1% 44.9%

Likes: Travel Deals & Last Minute 7,548 0.4% 0.1% 0.0% 1.1%

Likes: Business & FinanceRetirement planning 7,463 0.4% 0.1% 0.0% 0.9%

Likes: Hobbies Poker 170,046 8.0% 3.7% 0.1% 24.9%

Likes: News Tech 26,970 1.3% 0.5% 0.0% 5.3%

Likes: Music Country 174,880 8.2% 5.2% 0.4% 33.8%

Likes: Sport Surfing 166,187 7.8% 4.7% 0.2% 38.3%

Likes: Business & FinanceCredit/loans 6,827 0.3% 0.1% 0.0% 0.8%

Likes: Film/TV Adventure 147,486 7.0% 4.3% 0.0% 25.4%

Likes: Sport Athletics 146,680 6.9% 3.7% 0.1% 30.5%

1.8x 2.0x 2.5x 3.2x 2.0x 2.5x

2.0x 2.7x

2.0x 1.6x

2.8x 3.5x 2.8x 2.3x

1.5x 4.0x 4.0x

2.2x 2.6x

1.6x 1.7x

3.0x 1.6x 1.9x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Travel Resorts 22,772 1.1% 0.4% 0.0% 5.3%

Likes: Healthcare Men's health 20,609 1.0% 0.2% 0.0% 3.6%

Likes: Hobbies Paintball 5,852 0.3% 0.0% 0.0% 1.5%

Likes: Motor Sports Motor sports 21,118 1.0% 0.4% 0.0% 8.1%

Likes: Books Entertainment 5,555 0.3% 0.0% 0.0% 0.9%

Likes: Sport Skating 19,676 0.9% 0.3% 0.0% 6.1%

Likes: Sport Archery 5,598 0.3% 0.0% 0.0% 3.1%

Likes: News Scientific 120,686 5.7% 3.4% 0.0% 15.9%

Likes: Pets Dogs 19,337 0.9% 0.5% 0.0% 4.0%

Likes: Sport Hunting 5,513 0.3% 0.0% 0.0% 3.7%

Likes: Computers Apple 17,725 0.8% 0.3% 0.0% 2.5%

Likes: Causes Charity 17,429 0.8% 0.3% 0.0% 2.3%

Likes: News Economic 18,022 0.9% 0.3% 0.0% 3.3%

Likes: Wining & Dining Desserts/Baking 116,530 5.5% 3.0% 0.1% 24.3%

Likes: Music Reggae 120,389 5.7% 4.2% 0.1% 46.2%

Likes: Fitness Bodybuilding 114,410 5.4% 2.6% 0.1% 39.0%

Likes: Wining & Dining Chinese 17,174 0.8% 0.2% 0.0% 5.5%

Likes: News Show business 110,042 5.2% 3.1% 0.0% 16.8%

Likes: Sport Horse racing 4,834 0.2% 0.0% 0.0% 1.4%

Likes: Film/TV Game show 107,371 5.1% 3.3% 0.1% 22.6%

Likes: Sport Waterskiing/Wakeboarding16,750 0.8% 0.3% 0.0% 7.6%

Likes: Hobbies Cartoons 16,241 0.8% 0.3% 0.0% 3.3%

Likes: Film/TV Horror 103,300 4.9% 3.0% 0.0% 17.5%

Likes: Alcohol Rum 4,707 0.2% 0.1% 0.0% 2.9%

2.8x 5.0x >100x 2.5x >100x 3.0x >100x

1.7x 1.8x >100x 2.7x 2.7x 3.0x

1.8x 1.4x

2.1x 4.0x

1.7x >100x

1.5x 2.7x 2.7x

1.6x 2.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BRAND AFFINITIES

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Brands: Shoes Nike 646,938 30.5% 11.3% 1.5% 45.3%

Brands: TV channels ESPN 547,115 25.8% 2.2% 0.1% 30.1%

Brands: TV channels MLB Network 511,834 24.1% 0.5% 0.0% 10.5%

Brands: TV channels CNN 186,245 8.8% 3.1% 0.1% 23.1%

Brands: Clothing Under Armour 146,214 6.9% 0.7% 0.0% 9.9%

Brands: Stores & shops Foot Locker 135,994 6.4% 0.7% 0.0% 16.0%

Brands: TV channels Fox 123,103 5.8% 1.4% 0.0% 8.7%

Brands: Magazines Sports Illustrated 103,554 4.9% 0.2% 0.0% 5.5%

Brands: Drinks Gatorade 97,151 4.6% 0.6% 0.0% 7.0%

Brands: Blogs Men's Humor 95,836 4.5% 0.6% 0.0% 8.1%

Brands: Blogs Bleacher Report 91,808 4.3% 0.2% 0.0% 7.1%

Brands: Blogs Sneaker News 101,307 4.8% 0.8% 0.0% 15.7%

Brands: Cons electronicsPlaystation 88,458 4.2% 1.1% 0.0% 8.1%

Brands: TV channels NBC 85,659 4.0% 0.7% 0.0% 7.5%

Brands: Sporting Goods Evoshield 69,672 3.3% 0.0% 0.0% 1.9%

Brands: Cafes Dunkin Donuts 62,378 2.9% 1.0% 0.1% 4.1%

Brands: Shoes Adidas 246,418 11.6% 5.9% 0.2% 30.0%

Brands: Cons electronicsXbox 66,237 3.1% 0.8% 0.0% 7.1%

Brands: Shoes New Balance 62,166 2.9% 0.6% 0.0% 6.7%

Brands: TV channels HBO 57,375 2.7% 0.9% 0.0% 5.4%

Brands: Online News Breaking News 56,230 2.7% 0.8% 0.0% 5.7%

Brands: TV channels ABC 55,636 2.6% 0.8% 0.0% 6.5%

Brands: Newspapers Wall Street Journal 55,678 2.6% 0.6% 0.0% 8.1%

Brands: Stores & shops Champs Sports 52,413 2.5% 0.2% 0.0% 6.0%

2.7x 12x

48x 2.8x

9.9x 9.1x 4.1x

25x 7.7x 7.5x 21x 6.0x 3.8x 5.7x >100x 2.9x

2.0x 3.9x 4.8x 3.0x 3.4x 3.3x 4.3x 13x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BRAND AFFINITIES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Brands: Games Call of Duty 51,862 2.4% 0.4% 0.0% 5.0%

Brands: TV channels AMC Networks 53,855 2.5% 0.7% 0.0% 6.1%

Brands: Shoes Puma 52,286 2.5% 1.0% 0.0% 9.7%

Brands: TV channels CBS 44,102 2.1% 0.4% 0.0% 4.1%

Brands: Prof services Associated Press 45,289 2.1% 0.4% 0.0% 5.4%

Brands: Accessories Oakley 46,688 2.2% 0.4% 0.0% 14.5%

Brands: Stores & shops Finish Line 36,341 1.7% 0.1% 0.0% 5.4%

Brands: Blogs Barstool Sports 30,532 1.4% 0.1% 0.0% 1.7%

Brands: Stores & shops Dick's Sporting Goods 31,634 1.5% 0.1% 0.0% 2.3%

Brands: Newspapers USA Today 33,840 1.6% 0.3% 0.0% 3.7%

Brands: TV channels ESPN Deportes 32,271 1.5% 0.0% 0.0% 3.3%

Brands: Cons electronicsGoPro 124,587 5.9% 2.3% 0.1% 32.0%

Brands: Magazines SLAM 32,907 1.6% 0.1% 0.0% 5.1%

Brands: Stores & shops American Eagle 32,652 1.5% 0.5% 0.0% 3.5%

Brands: Games EA FIFA 34,179 1.6% 0.3% 0.0% 11.1%

Brands: Casual dining Buffalo Wild Wings 30,956 1.5% 0.3% 0.0% 2.6%

Brands: TV channels Comedy Central 30,914 1.5% 0.3% 0.0% 3.2%

Brands: Software Microsoft 31,634 1.5% 0.7% 0.0% 3.2%

Brands: Newspapers New York Post 29,260 1.4% 0.1% 0.0% 2.7%

Brands: Newspapers NY Times 110,212 5.2% 1.6% 0.0% 18.1%

Brands: Online services Google 106,989 5.0% 2.7% 0.1% 10.4%

Brands: TV channels Univision 30,405 1.4% 0.2% 0.0% 10.0%

Brands: Newspapers Washington Post 28,793 1.4% 0.3% 0.0% 4.4%

Brands: Casual dining Applebee's 27,648 1.3% 0.5% 0.0% 2.9%

6.0x 3.6x 2.5x

5.3x 5.3x 5.5x

17x 14x 15x 5.3x >100x

2.6x 16x 3.0x 5.3x 5.0x 5.0x 2.1x 14x

3.3x 1.9x

7.0x 4.7x 2.6x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BRAND AFFINITIES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Brands: Fast food Taco Bell 96,472 4.5% 1.8% 0.1% 10.2%

Brands: Newspapers El Universal 28,454 1.3% 0.2% 0.0% 14.8%

Brands: Online services Netflix 91,638 4.3% 1.6% 0.0% 10.8%

Brands: TV channels Telemundo 26,970 1.3% 0.1% 0.0% 13.0%

Brands: Newspapers Today Online 25,146 1.2% 0.2% 0.0% 4.7%

Brands: Blogs MLS Insider 22,220 1.0% 0.1% 0.0% 1.8%

Brands: Online services Vine 84,896 4.0% 2.1% 0.0% 8.3%

Brands: Newspapers NY Daily News 20,143 0.9% 0.0% 0.0% 1.2%

Brands: Blogs UberFacts 86,465 4.1% 1.5% 0.0% 13.6%

Brands: Telecom DirecTV 22,560 1.1% 0.1% 0.0% 3.0%

Brands: Clothing Quiksilver 24,171 1.1% 0.4% 0.0% 7.2%

Brands: Entertainment Marvel 81,885 3.9% 1.6% 0.0% 15.5%

Brands: eCommerce Eastbay 22,136 1.0% 0.1% 0.0% 3.8%

Brands: Clothing Hurley 22,814 1.1% 0.3% 0.0% 5.9%

Brands: Online News La Patilla 22,899 1.1% 0.1% 0.0% 19.0%

Brands: Magazines Playboy 75,524 3.6% 1.3% 0.0% 14.1%

Brands: Magazines GQ 74,846 3.5% 1.3% 0.0% 12.8%

Brands: TV channels Weather Channel 19,464 0.9% 0.1% 0.0% 1.8%

Brands: Magazines Rolling Stone 72,047 3.4% 1.3% 0.0% 11.1%

Brands: TV channels Teamcoco 19,507 0.9% 0.1% 0.0% 3.4%

Brands: Entertainment Funny Or Die 67,043 3.2% 1.0% 0.0% 8.5%

Brands: Airlines Delta Air Lines 19,082 0.9% 0.4% 0.0% 2.2%

Brands: Social media Instagram 442,883 20.9% 16.8% 1.2% 40.0%

Brands: Airlines JetBlue Airways 18,870 0.9% 0.3% 0.0% 2.3%

2.5x 6.5x

2.7x 13x 6.0x 10.0x

1.9x >100x

2.7x 11x 2.8x 2.4x

10.0x 3.7x 11x 2.8x 2.7x

9.0x 2.6x

9.0x 3.2x

2.3x 1.2x

3.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BRAND AFFINITIES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Brands: Sporting Goods Rawlings Sports 14,842 0.7% 0.0% 0.0% 0.4%

Brands: Newspapers Marca 18,870 0.9% 0.1% 0.0% 4.9%

Brands: Fast food Subway 64,244 3.0% 2.1% 0.2% 5.4%

Brands: Magazines TIME.com 64,329 3.0% 1.1% 0.0% 9.6%

Brands: Sporting Goods Taylor Made Golf 16,920 0.8% 0.1% 0.0% 1.6%

Brands: Entertainment Six Flags 16,708 0.8% 0.1% 0.0% 1.3%

Brands: TV channels History Channel 17,471 0.8% 0.2% 0.0% 1.6%

Brands: Blogs IGN 18,192 0.9% 0.2% 0.0% 3.4%

Brands: Sporting Goods Bauer 14,757 0.7% 0.0% 0.0% 0.9%

Brands: Cons electronicsSony 62,718 3.0% 1.7% 0.0% 7.5%

Brands: Blogs Surf Line 17,980 0.8% 0.2% 0.0% 4.9%

Brands: TV channels CMT 17,344 0.8% 0.1% 0.0% 3.5%

Brands: Banks Barclays 14,630 0.7% 0.1% 0.0% 0.9%

Brands: Online News Huffington Post 60,640 2.9% 0.9% 0.0% 12.8%

Brands: Sporting Goods Titleist 15,266 0.7% 0.1% 0.0% 1.4%

Brands: Online services Baseball Reference 12,976 0.6% 0.0% 0.0% 0.3%

Brands: Financial servicesDiscover 16,284 0.8% 0.3% 0.0% 1.9%

Brands: Alcohol Budlight 16,326 0.8% 0.2% 0.0% 2.4%

Brands: Blogs Elite Daily 16,072 0.8% 0.2% 0.0% 2.0%

Brands: TV channels CNBC 15,648 0.7% 0.1% 0.0% 2.0%

Brands: Telecom Movistar 16,581 0.8% 0.1% 0.0% 10.6%

Brands: TV channels TNT 16,326 0.8% 0.2% 0.0% 5.4%

Brands: Blogs OMG Facts 55,975 2.6% 1.3% 0.0% 6.7%

Brands: Online services MSN 15,478 0.7% 0.2% 0.0% 2.1%

>100x 9.0x

1.4x 2.7x

8.0x 8.0x 4.0x 4.5x

>100x 1.8x

4.0x 8.0x 7.0x

3.2x 7.0x >100x 2.7x 4.0x 4.0x 7.0x 8.0x 4.0x

2.0x 3.5x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BRAND AFFINITIES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Brands: Blogs The Onion 53,897 2.5% 0.5% 0.0% 10.0%

Brands: Blogs TMZ 52,583 2.5% 0.7% 0.0% 7.3%

Brands: Financial servicesBloomberg 14,884 0.7% 0.2% 0.0% 2.0%

Brands: Magazines People 53,516 2.5% 0.9% 0.0% 10.7%

Brands: Fast food Chipotle 50,844 2.4% 0.8% 0.0% 5.8%

Brands: Financial servicesAmerican Express 14,375 0.7% 0.2% 0.0% 1.9%

Brands: Entertainment College Humor 13,739 0.6% 0.1% 0.0% 1.4%

Brands: Software Android 50,208 2.4% 1.3% 0.1% 5.4%

Brands: Blogs Zagat 14,460 0.7% 0.1% 0.0% 4.1%

Brands: Shoes Reebok 50,717 2.4% 0.9% 0.0% 11.7%

Brands: Sporting Goods Callaway Golf 12,594 0.6% 0.1% 0.0% 1.2%

Brands: TV channels Food Network 48,173 2.3% 0.6% 0.0% 9.7%

Brands: Fast food Wendy's 45,289 2.1% 0.9% 0.0% 4.5%

Brands: Financial servicesMasterCard 13,739 0.6% 0.2% 0.0% 4.3%

Brands: TV channels Globo Vision 13,655 0.6% 0.1% 0.0% 11.5%

Brands: Fast food White Castle 12,510 0.6% 0.1% 0.0% 1.3%

Brands: Sporting Goods Cabela's 13,315 0.6% 0.0% 0.0% 4.1%

Brands: Blogs Buzzfeed 45,671 2.2% 0.6% 0.0% 7.5%

Brands: TV channels Noticias 24 13,400 0.6% 0.0% 0.0% 11.5%

Brands: Magazines Forbes 43,890 2.1% 0.6% 0.0% 5.8%

Brands: Telecom AT & T 11,789 0.6% 0.1% 0.0% 1.1%

Brands: Blogs Wikipedia 11,619 0.5% 0.2% 0.0% 1.2%

Brands: Online News Politico 11,662 0.5% 0.1% 0.0% 1.9%

Brands: Blogs Gothamist 11,577 0.5% 0.0% 0.0% 2.2%

5.0x 3.6x

3.5x 2.8x 3.0x

3.5x 6.0x

1.8x 7.0x

2.7x 6.0x

3.8x 2.3x

3.0x 6.0x 6.0x >100x

3.7x >100x

3.5x 6.0x 2.5x 5.0x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

HASHTAGS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

#Tags: Sport & fitness #Yankees 156,900 7.4% 0.0% 0.0% 1.3%

#Tags: Sport & fitness #baseball 152,363 7.2% 0.5% 0.0% 3.8%

#Tags: Sport & fitness #mlb 71,835 3.4% 0.0% 0.0% 1.8%

#Tags: Sport & fitness #football 87,355 4.1% 1.5% 0.0% 9.1%

#Tags: Sport & fitness #NFL 61,403 2.9% 0.3% 0.0% 3.9%

#Tags: Sport & fitness #NBA 55,339 2.6% 0.4% 0.0% 5.7%

#Tags: Sport & fitness #basketball 55,636 2.6% 0.7% 0.0% 6.2%

#Tags: Sport & fitness #soccer 43,296 2.0% 0.7% 0.0% 4.6%

#Tags: Sport & fitness #giants 32,864 1.6% 0.0% 0.0% 1.1%

#Tags: Sport & fitness #hockey 34,179 1.6% 0.2% 0.0% 2.8%

#Tags: Sport & fitness #jordan 36,935 1.7% 0.3% 0.0% 7.1%

#Tags: Sport & fitness #golf 35,154 1.7% 0.4% 0.0% 4.1%

#Tags: Sport & fitness #playoffs 32,228 1.5% 0.0% 0.0% 2.7%

#Tags: Interests #sports 32,313 1.5% 0.6% 0.0% 2.7%

#Tags: Sport & fitness #NHL 27,648 1.3% 0.0% 0.0% 1.6%

#Tags: Sport & fitness #Rangers 25,995 1.2% 0.0% 0.0% 0.7%

#Tags: Sport & fitness #Patriots 24,892 1.2% 0.0% 0.0% 1.3%

#Tags: Sport & fitness #gameday 27,479 1.3% 0.0% 0.0% 2.5%

#Tags: Sport & fitness #MVP 26,588 1.3% 0.0% 0.0% 2.2%

#Tags: Pets & animals #goat 26,122 1.2% 0.2% 0.0% 2.1%

#Tags: Lifestyle/attitude #champs 25,062 1.2% 0.0% 0.0% 1.8%

#Tags: Business #captain 22,220 1.0% 0.0% 0.0% 1.0%

#Tags: Sport & fitness #Seahawks 24,468 1.2% 0.1% 0.0% 1.6%

#Tags: Sport & fitness #Knicks 22,348 1.1% 0.0% 0.0% 1.2%

>100x 14x

>100x 2.7x

9.7x 6.5x 3.7x

2.9x >100x 8.0x 5.7x 4.3x >100x 2.5x >100x >100x >100x >100x >100x 6.0x >100x >100x 12x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

HASHTAGS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

#Tags: Sport & fitness #Softball 21,584 1.0% 0.0% 0.0% 0.9%

#Tags: People #bros 22,857 1.1% 0.2% 0.0% 1.9%

#Tags: Sport & fitness #Mets 19,252 0.9% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #WWE 21,457 1.0% 0.0% 0.0% 1.7%

#Tags: Sport & fitness #lebron 22,772 1.1% 0.0% 0.0% 3.3%

#Tags: Sport & fitness #RedSox 17,217 0.8% 0.0% 0.0% 0.8%

#Tags: Fashion & beauty#KOTD 21,669 1.0% 0.0% 0.0% 6.0%

#Tags: Sport & fitness #ballislife 20,779 1.0% 0.0% 0.0% 3.5%

#Tags: Sport & fitness #Jets 15,732 0.7% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #Dodgers 17,259 0.8% 0.0% 0.0% 1.4%

#Tags: Sport & fitness #springtraining 14,757 0.7% 0.0% 0.0% 0.4%

#Tags: Sport & fitness #Cowboys 15,732 0.7% 0.0% 0.0% 1.1%

#Tags: Sport & fitness #Fifa 17,768 0.8% 0.3% 0.0% 3.0%

#Tags: Sport & fitness #ncaa 14,842 0.7% 0.0% 0.0% 1.1%

#Tags: Sport & fitness #Kobe 16,665 0.8% 0.0% 0.0% 2.9%

#Tags: Sport & fitness #Bulls 15,860 0.7% 0.0% 0.0% 2.2%

#Tags: Sport & fitness #Lakers 15,054 0.7% 0.0% 0.0% 1.8%

#Tags: People #brothers 50,844 2.4% 1.2% 0.0% 4.2%

#Tags: Sport & fitness #RealMadrid 15,054 0.7% 0.1% 0.0% 2.9%

#Tags: Sport & fitness #Cubs 11,619 0.5% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #Nets 11,195 0.5% 0.0% 0.0% 0.5%

#Tags: Sport & fitness #Warriors 13,782 0.7% 0.0% 0.0% 1.6%

#Tags: Sport & fitness #Broncos 12,128 0.6% 0.0% 0.0% 0.8%

#Tags: Fashion & beauty#Sneakerhead 14,418 0.7% 0.0% 0.0% 5.5%

>100x 5.5x

>100x >100x >100x

>100x >100x

>100x >100x 2.7x

>100x >100x

2.0x 7.0x

>100x >100x

>100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

HASHTAGS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

#Tags: Sport & fitness #Cavs 12,764 0.6% 0.0% 0.0% 1.5%

#Tags: Sport & fitness #Duke 11,577 0.5% 0.0% 0.0% 0.8%

#Tags: TV #spongebob 12,934 0.6% 0.2% 0.0% 1.4%

#Tags: People #cousins 45,713 2.2% 0.9% 0.0% 5.7%

#Tags: Sport & fitness #Gametime 11,831 0.6% 0.0% 0.0% 1.0%

#Tags: Sport & fitness #tigers 11,153 0.5% 0.0% 0.0% 0.8%

#Tags: Sport & fitness #Pirates 10,729 0.5% 0.0% 0.0% 0.8%

#Tags: Music #JayZ 12,086 0.6% 0.0% 0.0% 1.8%

#Tags: Music #Eminem 11,704 0.6% 0.1% 0.0% 1.2%

#Tags: Lifestyle/attitude #allstar 12,128 0.6% 0.1% 0.0% 1.8%

#Tags: Business #pr 11,916 0.6% 0.1% 0.0% 2.3%

#Tags: Sport & fitness #Wrestling 11,068 0.5% 0.0% 0.0% 1.6%

#Tags: Sport & fitness #maypac 10,983 0.5% 0.0% 0.0% 1.5%

#Tags: Miscellaneous #stadium 10,729 0.5% 0.1% 0.0% 1.3%

#Tags: Lifestyle/attitude #undefeated 9,838 0.5% 0.0% 0.0% 0.9%

#Tags: Interests #game 38,250 1.8% 1.0% 0.1% 4.2%

#Tags: Nature #thunder 10,686 0.5% 0.1% 0.0% 1.2%

#Tags: Lifestyle/attitude #greatness 10,347 0.5% 0.0% 0.0% 1.6%

#Tags: Lifestyle/attitude #baller 10,092 0.5% 0.0% 0.0% 1.3%

#Tags: Lifestyle/attitude #senioryear 9,456 0.4% 0.0% 0.0% 0.9%

#Tags: TV #batman 37,486 1.8% 0.8% 0.0% 9.0%

#Tags: Sport & fitness #Steelers 8,439 0.4% 0.0% 0.0% 0.5%

#Tags: Sport & fitness #Messi 10,305 0.5% 0.1% 0.0% 2.4%

#Tags: Sport & fitness #Packers 8,481 0.4% 0.0% 0.0% 0.5%

>100x >100x 3.0x

2.4x >100x

>100x >100x >100x 6.0x 6.0x 6.0x

>100x >100x 5.0x >100x

1.8x 5.0x >100x >100x

>100x 2.3x

>100x 5.0x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

HASHTAGS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

#Tags: Lifestyle/attitude #StriveForGreatness 9,329 0.4% 0.0% 0.0% 1.1%

#Tags: People #grandpa 9,499 0.4% 0.1% 0.0% 0.8%

#Tags: Fashion & beauty#kicksonfire 10,092 0.5% 0.0% 0.0% 3.5%

#Tags: Sport & fitness #49ers 8,990 0.4% 0.0% 0.0% 0.9%

#Tags: Sport & fitness #Spurs 8,778 0.4% 0.0% 0.0% 0.9%

#Tags: Lifestyle/attitude #college 32,949 1.6% 0.7% 0.0% 3.5%

#Tags: Sport & fitness #tombrady 7,633 0.4% 0.0% 0.0% 0.4%

#Tags: Sport & fitness #MichaelJordan 8,396 0.4% 0.0% 0.0% 1.1%

#Tags: Lifestyle/attitude #thebest 31,719 1.5% 0.9% 0.0% 3.5%

#Tags: Lifestyle/attitude #sweet16 7,591 0.4% 0.0% 0.0% 0.7%

#Tags: Sport & fitness #NFLdraft 7,506 0.4% 0.0% 0.0% 0.7%

#Tags: Sport & fitness #Clippers 7,760 0.4% 0.0% 0.0% 0.9%

#Tags: Sport & fitness #NASCAR 7,718 0.4% 0.0% 0.0% 1.0%

#Tags: Miscellaneous #Obama 7,675 0.4% 0.0% 0.0% 0.8%

#Tags: Sport & fitness #beastmode 29,217 1.4% 0.3% 0.0% 7.9%

#Tags: Sport & fitness #pacquiao 7,803 0.4% 0.0% 0.0% 0.9%

#Tags: Music #WeDemBoyz 7,209 0.3% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #DallasCowboys 6,870 0.3% 0.0% 0.0% 0.5%

#Tags: TV #furious7 7,633 0.4% 0.0% 0.0% 1.0%

#Tags: Sport & fitness #Padres 6,954 0.3% 0.0% 0.0% 0.6%

#Tags: Miscellaneous #AirForce 7,633 0.4% 0.0% 0.0% 1.1%

#Tags: Lifestyle/attitude #GodBless 7,760 0.4% 0.0% 0.0% 1.3%

#Tags: Sport & fitness #patsnation 6,106 0.3% 0.0% 0.0% 0.3%

#Tags: Sport & fitness #Ravens 6,530 0.3% 0.0% 0.0% 0.5%

>100x 4.0x >100x

>100x >100x

2.3x >100x >100x

1.7x >100x >100x >100x >100x >100x

4.7x >100x

>100x >100x >100x

>100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

HASHTAGS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

#Tags: Lifestyle/attitude #myhero 6,785 0.3% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #Raiders 6,742 0.3% 0.0% 0.0% 0.8%

#Tags: Sport & fitness #Blackhawks 6,573 0.3% 0.0% 0.0% 0.8%

#Tags: Fashion & beauty#kickstagram 7,124 0.3% 0.0% 0.0% 3.0%

#Tags: Fashion & beauty#nicekicks 7,167 0.3% 0.0% 0.0% 3.7%

#Tags: Sport & fitness #brady 5,470 0.3% 0.0% 0.0% 0.3%

#Tags: Sport & fitness #Dolphins 6,446 0.3% 0.0% 0.0% 0.8%

#Tags: Sport & fitness #Hawks 6,361 0.3% 0.0% 0.0% 0.8%

#Tags: Sport & fitness #FCBarcelona 6,361 0.3% 0.0% 0.0% 1.0%

#Tags: Sport & fitness #MLS 5,343 0.3% 0.0% 0.0% 0.3%

#Tags: Fashion & beauty#wdywt 6,615 0.3% 0.0% 0.0% 3.0%

#Tags: Lifestyle/attitude #snowday 21,796 1.0% 0.2% 0.0% 2.9%

#Tags: Sport & fitness #Rays 5,937 0.3% 0.0% 0.0% 0.8%

#Tags: Lifestyle/attitude #IBelieve 5,428 0.3% 0.0% 0.0% 0.4%

#Tags: Sport & fitness #Rockets 5,725 0.3% 0.0% 0.0% 0.6%

#Tags: Lifestyle/attitude #brotherlylove 5,598 0.3% 0.0% 0.0% 0.5%

#Tags: Music #Yeezy 6,276 0.3% 0.0% 0.0% 2.6%

#Tags: Music #jcole 5,979 0.3% 0.0% 0.0% 1.1%

#Tags: Sport & fitness #SFGiants 5,810 0.3% 0.0% 0.0% 0.8%

#Tags: Miscellaneous #USMC 5,852 0.3% 0.0% 0.0% 0.9%

#Tags: Sport & fitness #UCL 5,937 0.3% 0.0% 0.0% 1.2%

#Tags: Music #suitandtie 5,513 0.3% 0.0% 0.0% 0.6%

#Tags: Sport & fitness #boxing 20,312 1.0% 0.3% 0.0% 3.1%

#Tags: Miscellaneous #JFK 5,216 0.2% 0.0% 0.0% 0.5%

>100x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x

5.0x >100x >100x >100x >100x >100x >100x >100x >100x >100x >100x

3.3x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

INFLUENCES

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Influences: Sports New York Yankees 1,279,118 60.3% 0.4% 0.0% 5.0%

Influences: Sports MLB 617,932 29.1% 0.8% 0.0% 15.4%

Influences: Sports LeBron James 549,617 25.9% 4.2% 0.1% 34.8%

Influences: News/media SportsCenter 513,785 24.2% 1.7% 0.0% 28.9%

Influences: News/media ESPN 500,045 23.6% 2.0% 0.0% 26.1%

Influences: Sports NBA 488,087 23.0% 3.7% 0.1% 29.9%

Influences: Fortune 500 Nike 491,606 23.2% 8.1% 0.3% 28.9%

Influences: Actors/directorsThe Rock 502,123 23.7% 10.0% 0.1% 37.3%

Influences: Sports NFL 440,508 20.8% 1.7% 0.0% 27.3%

Influences: Humor Kevin Hart 487,281 23.0% 7.1% 0.1% 41.1%

Influences: Sports Kevin Durant 369,182 17.4% 1.8% 0.0% 29.2%

Influences: Sports Dwyane Wade 320,628 15.1% 1.8% 0.0% 23.2%

Influences: Sports Carmelo Anthony 308,712 14.6% 1.3% 0.0% 21.6%

Influences: Sports Floyd Mayweather 316,514 14.9% 3.3% 0.1% 26.4%

Influences: Sports Shaquille O'Neal 275,084 13.0% 1.7% 0.0% 20.7%

Influences: Sports Blake Griffin 230,855 10.9% 1.0% 0.0% 19.2%

Influences: Celebs/hosts Jimmy Fallon 245,697 11.6% 3.4% 0.0% 25.8%

Influences: Music Eminem 231,746 10.9% 4.5% 0.1% 18.4%

Influences: News/media SportsNation 206,091 9.7% 0.4% 0.0% 13.4%

Influences: Sports Miami Heat 191,970 9.1% 1.0% 0.0% 12.8%

Influences: Sports Dwight Howard 201,044 9.5% 1.0% 0.0% 18.0%

Influences: Fortune 500 Foot Locker 204,776 9.7% 1.1% 0.0% 20.6%

Influences: Sports LA Lakers 177,340 8.4% 1.1% 0.0% 10.7%

Influences: Sports NHL 166,060 7.8% 0.6% 0.0% 8.9%

>100x 36x

6.2x 14x 12x 6.2x 2.9x 2.4x

12x 3.2x

9.7x 8.4x 11x 4.5x 7.6x 11x 3.4x 2.4x 24x 9.1x 9.5x 8.8x 7.6x 13x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Influences: Sports Nick Swisher 155,713 7.3% 0.1% 0.0% 2.9%

Influences: Sports WWE 155,034 7.3% 1.3% 0.0% 11.1%

Influences: Sports Rob Dyrdek 164,915 7.8% 1.4% 0.0% 17.1%

Influences: Sports Chris Bosh 153,465 7.2% 0.6% 0.0% 13.3%

Influences: Sports Oklahoma Thunder 138,411 6.5% 0.4% 0.0% 10.8%

Influences: Sports Dallas Cowboys 122,382 5.8% 0.4% 0.0% 8.1%

Influences: Sports Tim Tebow 130,863 6.2% 0.5% 0.0% 13.1%

Influences: Humor Daniel Tosh 129,549 6.1% 0.9% 0.0% 13.9%

Influences: Actors/directorsCharlie Sheen 129,549 6.1% 2.0% 0.0% 13.2%

Influences: EntertainmentPlayStation 123,612 5.8% 1.4% 0.0% 11.9%

Influences: Sports UFC 122,637 5.8% 1.3% 0.0% 12.5%

Influences: Sports Chad Ochocinco 121,534 5.7% 0.5% 0.0% 14.3%

Influences: Music Daddy Yankee 125,944 5.9% 0.9% 0.0% 29.2%

Influences: Sports Jeremy Lin 113,519 5.4% 0.5% 0.0% 10.4%

Influences: Journalists Erin Andrews 110,127 5.2% 0.3% 0.0% 9.0%

Influences: Sports John Cena 108,982 5.1% 1.1% 0.0% 8.2%

Influences: News/media CNN 114,325 5.4% 1.9% 0.0% 10.9%

Influences: Sports Phil. Phillies 91,426 4.3% 0.1% 0.0% 2.2%

Influences: Celebs/hosts Pauly D 111,102 5.2% 1.3% 0.0% 12.5%

Influences: Journalists Adam Schefter 101,010 4.8% 0.2% 0.0% 8.4%

Influences: Sports Tiger Woods 97,745 4.6% 0.4% 0.0% 7.2%

Influences: Sports Tony Hawk 112,205 5.3% 1.4% 0.0% 22.0%

Influences: Sports Pittsburgh Steelers 96,430 4.5% 0.3% 0.0% 7.2%

Influences: Music Mac Miller 109,279 5.2% 1.3% 0.0% 15.9%

73x 5.6x

5.6x 12x

16x 14x 12x 6.8x 3.0x

4.1x 4.5x 11x 6.6x

11x 17x 4.6x 2.8x

43x 4.0x

24x 11x

3.8x 15x

4.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Influences: Celebs/hosts Vinny Guadagnino 103,003 4.9% 1.1% 0.0% 12.2%

Influences: Sports Michael Strahan 93,758 4.4% 0.3% 0.0% 7.3%

Influences: Sports Wayne Rooney 108,388 5.1% 1.6% 0.0% 27.3%

Influences: Music Justin Timberlake 358,708 16.9% 10.5% 0.1% 33.2%

Influences: Music Drake 340,516 16.1% 6.0% 0.1% 34.0%

Influences: Leaders Mark Cuban 91,257 4.3% 0.4% 0.0% 7.6%

Influences: News/media National Geographic 350,099 16.5% 9.7% 0.0% 35.2%

Influences: Sports Reggie Bush 93,928 4.4% 0.5% 0.0% 10.7%

Influences: Sports Michael Phelps 91,426 4.3% 1.0% 0.0% 7.9%

Influences: Sports Steve Nash 91,553 4.3% 0.4% 0.0% 9.3%

Influences: Charities/orgsThe White House 91,341 4.3% 1.2% 0.0% 8.5%

Influences: Sports Larry Fitzgerald 90,875 4.3% 0.2% 0.0% 10.6%

Influences: Sports Arsenal FC 86,380 4.1% 1.2% 0.0% 21.5%

Influences: Humor Dane Cook 78,832 3.7% 0.7% 0.0% 9.1%

Influences: Sports Adrian Peterson 76,457 3.6% 0.2% 0.0% 9.1%

Influences: Sports Paul Pierce 73,404 3.5% 0.3% 0.0% 8.5%

Influences: Sports Orlando Magic 69,375 3.3% 0.3% 0.0% 6.2%

Influences: Sports Rory McIlroy 70,223 3.3% 0.3% 0.0% 8.0%

Influences: Leaders Donald J. Trump 67,509 3.2% 0.8% 0.0% 5.4%

Influences: Music Wiz Khalifa 254,984 12.0% 4.8% 0.1% 32.8%

Influences: Sports FIFA.com 73,404 3.5% 0.9% 0.0% 15.1%

Influences: Music Chris Brown 254,984 12.0% 6.0% 0.3% 36.8%

Influences: Sports Jon Jones 67,722 3.2% 0.6% 0.0% 8.4%

Influences: Sports FC Barcelona 234,375 11.1% 3.8% 0.1% 30.7%

4.5x 15x 3.2x

1.6x 2.7x

11x 1.7x

8.8x 4.3x 11x 3.6x 21x 3.4x 5.3x 18x 12x 11x 11x 4.0x

2.5x 3.9x

2.0x 5.3x

2.9x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Influences: Music Snoop Dogg 228,777 10.8% 4.6% 0.1% 26.5%

Influences: Leaders Dana White 69,460 3.3% 0.7% 0.0% 33.9%

Influences: Fortune 500 McDonald's 63,481 3.0% 1.2% 0.0% 5.5%

Influences: Music 50 Cent 220,424 10.4% 3.3% 0.0% 26.4%

Influences: Humor Seth Meyers 63,651 3.0% 0.5% 0.0% 8.2%

Influences: Sports Mark Sanchez 54,576 2.6% 0.1% 0.0% 3.3%

Influences: Sports Real Madrid 222,926 10.5% 3.2% 0.1% 32.9%

Influences: News/media The Today Show 61,700 2.9% 0.6% 0.0% 7.9%

Influences: Sports Terrell Owens 60,173 2.8% 0.2% 0.0% 8.0%

Influences: Celebs/hosts Sammi Giancola 62,590 3.0% 0.8% 0.0% 10.0%

Influences: News/media WSJ 60,979 2.9% 0.7% 0.0% 8.8%

Influences: Fortune 500 Taco Bell 57,756 2.7% 0.6% 0.0% 5.8%

Influences: Journalists Bill Simmons 53,813 2.5% 0.2% 0.0% 4.3%

Influences: News/media Breaking News 57,714 2.7% 0.9% 0.0% 6.0%

Influences: Humor George Lopez 56,018 2.6% 0.6% 0.0% 5.7%

Influences: Fortune 500 Coca-Cola 56,654 2.7% 1.2% 0.0% 5.2%

Influences: Music Tito El Bambino 59,707 2.8% 0.3% 0.0% 19.2%

Influences: Journalists Mike Wilbon 51,395 2.4% 0.1% 0.0% 4.0%

Influences: News/media CNN en Español 58,604 2.8% 0.3% 0.0% 24.8%

Influences: Sports Shaun White 53,304 2.5% 0.4% 0.0% 6.9%

Influences: Sports Novak Djokovic 54,321 2.6% 0.8% 0.0% 9.6%

Influences: Humor Tracy Morgan 53,176 2.5% 0.5% 0.0% 7.1%

Influences: Music Ludacris 185,863 8.8% 3.2% 0.0% 25.9%

Influences: Sports Bubba Watson 49,742 2.3% 0.1% 0.0% 5.0%

2.3x 4.7x 2.5x

3.2x 6.0x 26x

3.3x 4.8x 14x 3.8x 4.1x 4.5x 13x 3.0x 4.3x 2.3x 9.3x 24x 9.3x 6.3x 3.3x 5.0x

2.8x 23x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

INFLUENCES (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Influences: Celebs/hosts Scott Disick 185,863 8.8% 4.2% 0.0% 27.3%

Influences: Celebs/hosts Howard Stern 48,893 2.3% 0.3% 0.0% 4.9%

Influences: Music P. Diddy 184,676 8.7% 3.0% 0.1% 38.7%

Influences: Sports Pete Carroll 48,300 2.3% 0.1% 0.0% 5.5%

Influences: Journalists Jim Rome 45,035 2.1% 0.1% 0.0% 3.6%

Influences: News/media Fox News 47,367 2.2% 0.4% 0.0% 4.7%

Influences: Music Lil Wayne 173,566 8.2% 2.8% 0.1% 25.0%

Influences: Celebs/hosts Snooki Polizzi 175,177 8.3% 3.5% 0.0% 24.1%

Influences: Celebs/hosts Ronnie Magro 49,021 2.3% 0.5% 0.0% 6.7%

Influences: Journalists Luis Chataing 51,947 2.5% 0.2% 0.0% 44.1%

Influences: Sports Ryan Lochte 48,809 2.3% 0.5% 0.0% 7.0%

Influences: Fortune 500 Dick's Sporting Goods 44,144 2.1% 0.1% 0.0% 3.9%

Influences: News/media NBC News 45,331 2.1% 0.5% 0.0% 4.4%

Influences: Sports Derek Fisher 44,738 2.1% 0.2% 0.0% 4.6%

Influences: Leaders Barack Obama 165,721 7.8% 4.2% 0.1% 17.8%

Influences: Sports Liverpool FC 47,706 2.3% 0.7% 0.0% 13.9%

Influences: Leaders The Pope 46,816 2.2% 0.6% 0.0% 9.1%

Influences: Music Rene Perez Joglar 47,197 2.2% 0.4% 0.0% 16.4%

Influences: Fortune 500 PepsiCo 43,254 2.0% 0.7% 0.0% 3.9%

Influences: EntertainmentElectronic Arts 44,611 2.1% 0.5% 0.0% 5.7%

Influences: News/media MTV 155,416 7.3% 3.9% 0.1% 17.8%

Influences: Tech brands YouTube 155,246 7.3% 4.6% 0.1% 14.9%

Influences: Sports Lance Armstrong 43,211 2.0% 0.5% 0.0% 5.6%

Influences: Celebs/hosts The Situation 43,466 2.1% 0.5% 0.0% 5.8%

2.1x 7.7x

2.9x 23x 21x 5.5x

2.9x 2.4x

4.6x 13x 4.6x 21x 4.2x 11x

1.9x 3.3x 3.7x 5.5x 2.9x 4.2x

1.9x 1.6x

4.0x 4.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

STATS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Number of followers > 1,000 followers 167,841 7.9% 11.6% 0.6% 36.1%

Number of followers 101-1,000 followers 1,575,024 74.3% 72.7% 4.2% 82.9%

Number of followers 10-100 followers 353,492 16.7% 15.1% 2.3% 60.7%

Number of followers < 10 followers 17,259 0.8% 0.6% 0.0% 77.1%

Time on Instagram > 3 years 542,408 25.6% 24.5% 0.9% 63.9%

Time on Instagram 2-3 years 598,002 28.2% 28.8% 6.8% 97.3%

Time on Instagram 1-2 years 608,094 28.7% 30.4% 0.2% 51.0%

Time on Instagram 6-12 months 277,459 13.1% 13.3% 0.0% 44.3%

Time on Instagram < 6 months 87,652 4.1% 3.0% 0.0% 19.3%

Accounts followed > 1,000 accounts 530,365 25.0% 30.6% 5.6% 76.6%

Accounts followed 101-1,000 accounts 1,491,570 70.3% 67.2% 22.5% 88.1%

Accounts followed 10-100 accounts 91,172 4.3% 2.1% 0.0% 16.1%

Accounts followed < 10 accounts 509 0.0% 0.0% 0.0% 0.2%

Instagram activity > 5 posts/day 3,477 0.2% 0.2% 0.0% 1.2%

Instagram activity 1-5 posts/day 86,677 4.1% 5.5% 0.1% 16.0%

Instagram activity 1-7 posts/week 806,721 38.0% 43.9% 0.8% 63.9%

Instagram activity 1-4 posts/month 712,836 33.6% 31.2% 2.1% 41.8%

Instagram activity < 1 post/month 485,670 22.9% 19.2% 5.2% 96.8%

Instagram settings Website set 331,271 15.6% 16.8% 1.5% 49.3%

Instagram settings Geo-enabled 704,185 33.2% 31.3% 1.8% 56.9%

Instagram settings Protected 204,776 9.7% 11.9% 0.1% 42.7%

2.0x

1.1x