A quick search on Instagram today reveals more than 228 million photos tagged with the hashtag #selfie - and that figure doesn't include the selfies taken without the tag. But which US states, and UK towns are the most vain when it comes to posting photos of themselves? Using data taken from Instagram's developer API platform, researchers have plotted these selfies on maps to discover Hawaii is the most narcissistic state, Brighton residents are Britain's vainest, and in London, the most selfies are taken in the borough of Westminster. Explore the interactive selfie maps of the US, UK and London below
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The maps are based on data collected using the Instagram API platform of images tagged #selfie
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It was designed by personalised gift service site Create It Now using open source mapping software CartoDB
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Hashtags collected between 1 November and the 5 January were geolocated and placed onto the maps
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Using these coordinates, experts merged the data with population figures taken from government and federal stats
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From this, they were able to generate the number of selfies per 100,000 inhabitants in an authority, state or borough
In the US, 72 photos were posted online by people in @placeholder.