Table 2.
Characteristics of McDonald’s Instagram account by country for the third quartile of 2019
| Income category | Country | Total Instagram users (n)* | McDonald’s Instagram followers (n) | Posts during study period (n) | Average likes per post (n) | Average comments per post (n) | Total videos (n) | Average views per video (n) |
| High | US | 120M | 3.7M | 14 | 19 095 | 650 | 5 | 160 447 |
| Australia | 9.7M | 155K | 85 | 1192 | 37 | 20 | 7317 | |
| Canada | 13M | 117K | 63 | 1003 | 51 | 18 | 22 195 | |
| UK | 24M | 180K | 16 | 3615 | 136 | 1 | 42 293 | |
| UAE | 3.8M | 74.7K | 43 | 881 | 44 | 30 | 17 516 | |
| Portugal | 3.8M | 118K | 16 | 9334 | 59 | 0 | – | |
| Panama | 1.6M | 267K | 61 | 476 | 14 | 26 | 6064 | |
| Subtotals† | 175.9M | 4.4M | 298 | 5085 | 141 | 100 | 42 638 | |
| Average (SD)† | 44.0M (66.3M) | 659K (1.3M) | 43 (28) | 2373 (4808) | 71 (170) | 25 (32) | 20 735 (44 329) | |
| Upper-middle | Romania | 3.7M | 44.6K | 45 | 2070 | 14 | 0 | – |
| Lebanon | 1.6M | 121K | 108 | 2910 | 178 | 12 | 18 715 | |
| Malaysia | 12M | 475K | 18 | 2234 | 56 | 5 | 33 796 | |
| Brazil | 77M | 2.6M | 41 | 35 258 | 1343 | 30 | 879 954 | |
| South Africa | 4M | 46.4K | 15 | 534 | 10 | 2 | 5100 | |
| Subtotals† | 98.3M | 3.5M | 227 | 8601 | 320 | 49 | 234 391 | |
| Average (SD)† | 32.8M (43.2M) | 657K (1.1M) | 45 (37) | 8376 (28 741) | 340 (1072) | 16 (19) | 529 989 (952 071) | |
| Lower-middle | Indonesia | 63M | 1.1M | 152 | 5480 | 248 | 58 | 71 218 |
| Egypt | 11M | 847K | 88 | 3331 | 115 | 49 | 94 640 | |
| India | 80M | 180K | 84 | 1805 | 223 | 41 | 9172 | |
| Subtotals† | 154M | 2.1M | 324 | 3538* | 195* | 148 | 91 676* | |
| Average (SD)† | 77.0M (59.1M) | 709K (475K) | 108 (38) | 3944 (6195) | 205 (408) | 74 (50) | 61 784 (192 219) | |
| Grand total | 1.1B | 10M | 849 | 5741* | 219* | 297 | 122 902* |
*Data available from: Digital 2020: Global Digital Overview (Internet).15 Smart Insights and Hootsuite.14 2020 (cited 30 June 2020). Available from: https://datareportalcom/reports/digital-2020-global-digital-overview.
†Averages rounded down to whole numbers to improve interpretation.
UAE, United Arab Emirates.