84% of the users are influenced by the platform, shop via Instagram.

More than 50% of the Instagram users shop on the platform, according to a recent report released by Dentsu Aegis Network-owned social media agency WATConsult, titled ‘Instagram in India: User Perspective’. The report further claims that close to 75% of these users hail from small metros and towns. More than 75% of the shoppers have had a satisfactory experience while shopping from Instagram and majority are likely to shop in the future as well.

Furthermore, as per the report, nearly 84% of the users are influenced by the platform to shop in the future. However, users look for authenticity of the product to be willing to purchase something from Instagram.

Interestingly, ads on Instagram that are perceived to be appealing lead users to search for more information for the said products or services, enabling users to shop. Instagram, which was perceived to be a discovery platform because of visual nature and stickiness, has over time transformed itself into a platform that induces discovery as well as an influence leading to a purchase decision.

Currently, the photo sharing app has 117.1 million monthly active users and average time spent per user is 45 minutes. Instagrammers spend most of the time on the platform early in the morning (6 am-9 am) and evening (between 4 pm-8 pm). Nearly 51% of the Instagrammers access it at least once a day with a large proportion (32%) of Instagram users accessing it multiple times in a day. This is followed by 16% of the users accessing it at least 4 to 6 times a week. Males use the platform more frequently and access the platform multiple times in a day than females. Users belonging to the younger age group access the platform more frequently than the older age group.

Rajiv Dingra, founder and CEO, WATConsult said, “Instagram as a platform has grown tremendously in the last 2 years, and the user adaption rate is very quick. The app has a strong presence in the remotest of the city in our country. With this report, we are bringing forward to the industry, the behavioral patterns of the users, shopping habits and trends which can indeed add value to the brands in terms of shaping their marketing strategies.”

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