SUMMARY
At least 50% of Indian shoppers have purchased using Instagram
Around 75% of customers hailed from Tier 2 and 3 cities
Celebrity influencers are a big factor behind this shopping drive
According to a media report, the Dentsu Aegis Network-owned digital and social media agency’s report focused on the users’ viewpoint while using Instagram. It highlighted Instagram’s content likeability, celebrity influence and other factors are pushing Indians to shop more from the Facebook-owned social media platform.
The report titled ‘Instagram in India: User Perspective’ shared that at least 50% of Indian Instagram consumers have purchased using the social media platform. Interestingly, it also highlighted that out of these consumers, around 75% of them hailed from Tier 2 and Tier 3 cities.
Providing much delight to Instagram, the report also stated that more than 75% of the shoppers were satisfied with their overall shopping experience and the majority of them even said that they will come back to buy again using Instagram in the future.
Rajiv Dingra, founder and chief executive, WATConsult, said to Mint, “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.”
Moreover, Dhingra also shared that with this report they are bringing forward to the industry, the behavioural patterns of the users, shopping habits and trends that can indeed help brands to shape their marketing strategies.
Instagram Shopping Rides On Ads, Influencers
The secret behind Instagram’s success as a shoppers paradise might lie in the way how ads are perceived by users on the platform. Usually, the ads are appealing enough which leads users to search for more information about the product or the service and they end up paying for it.
According to the findings, Instagram is flooded with celebrity influencers with a huge number of followers. The influencers often collaborate with brands and post content or recommendations promoting a product or service on their Instagram profiles, which creates a positive affinity among the followers and they end up shopping for it.
Although, for the users willing to purchase something on Instagram, a caution towards the authenticity of the product is a must. A report from analytics firm Ghost Data revealed that sales of counterfeit fashion items on the platform have grown significantly since 2016.
The report also stated that the online sale of counterfeit products and fake luxury goods has grown to a multi-billion dollar underground economy particularly eager to exploit Instagram’s success and features.
