Indians on Instagram are mostly young, mobile-first users with high spending power, according to an Instagram study that revealed insights for the first time about the community connected to one of the fastest growing social platforms, and what keeps them engaged.
Instagram also said its monthly actives in India have more than doubled over the past year (as of September 2015). Instagram continues to build momentum and has grown to more than 400 million users this year. Among the last 100 million to join Instagram, more than half live in Asia and Europe.
Indians on Instagram are mobile-first with more than 80 per cent using their phone to take pictures to post on social media with the age group of 18-24 years the most active on Instagram, said the study.
“Over 50 per cent of Indian Instagrammers have frequently purchased products and services from the brands they follow. They also follow brands to keep in touch with the latest products, learn about deals and shop for products online,” said the study.
In terms of activities, the study said that Indian users use Instagram to express themselves artistically among like-minded people, follow celebrity trends, discover information and updates on new trends, discover and share food and travel options and connect with friends.
This September, Instagram opened its platform to businesses of all sizes around the world and rolled out its suite of advertising solutions. In India, advertisers on Instagram include P&G, Nestle, Paper Boat, Grofers, TrulyMadly Matchmakers, Sportskeeda, etc.
“Instagram is the creative canvas for a young, passionate and mobile-first Indian community. People come to Instagram for visual inspiration and we are thrilled to offer solutions that create value for the Indian community and drive impactful business results for businesses of all sizes,” Kirthiga Reddy, MD of Facebook India.