Narcissists are from Sydney, gluttons are from Melbourne

James McGrath
By James McGrath | 22 September 2014

If you've visited the Sydney CBD this morning chances are you've Instagrammed yourself before lunch. If you're down in Melbourne chances are you would have Instagrammed breakfast and are now getting ready to move onto lunch.

New South Wales is the most prolific Instagramming state with a shade over 1.6 million posts in a 90-day period, according to the latest Datafication study conducted by creative agency The Works. Meanwhile, Victorians posted 1.02 million pics on the network.

The study also sorted posts by theme, identifying Sydneysiders as more concerned with portraits and landscapes, while Melbournians are busy Instagramming food.

The Works revealed the top five suburbs in the two cities for Instagrammers, saying the ability to access geographical data offered marketers "powerful insights".

“Having access to geographical data on Instagram offers brands wishing to connect with consumers an even deeper insight into how the social platform is being adopted across the country,” said Douglas Nicol, creative partner at The Works.

There are more than 2 million active Australian users of Instagram, as of August this year.

Top five Sydney Suburbs for Instagram

Sydney CBD

Bondi Beach




Top five Melbourne Suburbs for Instagram

Melbourne CBD


Coburg North


Kew East

Source: The Works Datafication

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