Currently, the photo sharing app has 117.1 million monthly active users and average time spent per user is 45 minutes (AFP file)
Currently, the photo sharing app has 117.1 million monthly active users and average time spent per user is 45 minutes (AFP file)

Small town Indians are shopping more from Instagram, says report

  • More than 50% users have shopped using Instagram and 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

New Delhi: Indians find shopping from Instagram a satisfactory experience, according to a recent report released by Dentsu Aegis Network-owned social media agency WATConsult. The report focuses on the user’s point of view on Instagram, highlighting usage patterns, content likeability, celebrity influence and what pushes them to shop on the platform.

The report titled 'Instagram in India: User Perspective' stated that more than 50% of the consumers have shopped using Instagram and 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.

84% of the users said that they are influenced by the platform resulting in likelihood to shop in future. For the users to be willing to purchase something on Instagram, they need to be made aware of the authenticity of the product.

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 (6-9AM) and evening (between 4-8 PM). 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.

Meanwhile, 29% of users prefer to upload images in the experiential categories or upload images of traveling, food etc. 26% of the users like to upload videos and 24% of the users upload stories, etc.

According to the findings, the usage of Instagram is one of the highest amongst the respondent base. Users prefer to use social media platforms that they perceive to be informative, cool, enjoyable, popular and creative. One of the primary reasons people prefer to use this platform is for entertainment, to get inspired by seeing creative content from famous celebs in addition to being able to express their views.

Instagrammers prefer to upload experiential content of travelling, food, leisure in the form of images, videos, and stories. The younger set of users uses various formats the platform offers. These users follow celebrity influencers who they perceive to be popular and attractive. They engage with their content by liking and sharing. The influencers’ content, recommendations and brand collaborations have a positive effect on the users about their likelihood of participating in contests and making product purchases.

Rajiv Dingra, founder and chief executive, WATConsult said, “Instagram as a platform has grown tremendously in the last two 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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