Instagram has gained new users among older generations even while retaining young users, the latest round of the Yougov-Mint-CPR Millennial Survey shows. The survey also shows that users across age groups are spending more time on video streaming platforms than before.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.