Instagram – Watconsult

The Indian social media space has been witnessing substantial growth thanks to the increasing base of internet users in the country. With the growing popularity of Instagram, there is a need to understand how users perceive and use the platform.

According to our research, the usage of the social media platform Instagram is one of the highest amongst the respondent base. Users perceive Instagram to be the least boring as compared to other social media platforms. Moreover, they see it as informative, cool, fun and creative. Another primary reason for its popularity is the entertainment and the creative content from famous celebs and the freedom to express views.

Instagrammers prefer to upload experiential content of travelling, food, leisure in the form of images, videos, and stories. The younger group of Instagrammers enjoy and use various formats the platform offers. Instagrammers 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.

Perception of advertisements on Instagram is different and varied depending upon the categories of ads and users take actions based on these categories. Advertisements that are perceived to be appealing leads to users searching for more information online for the products or services that are offered. They are also more likely to drive the users to shop for the said product/service. More than 75% of the shoppers have had satisfactory experience while shopping from Instagram and a majority are likely to shop in the future.

Insights in the report are further broken down by:

Age Groups: Under 18 years, 18 - 24 years, 25 - 34 years, 35 - 44 years, 45 - 54 years, 55+ years
Gender: Male, Female
Town Class:Top 4 Metros, Next 5 Metros, Small Metros, Small Towns
Occupation: Self-employed, Housewife, Professional with less than 10 years of experience, Professional with more than 10 years of experience, Not working currently, Student
Heaviness of Instagram Usage: Heavy users, Light users, Regular users

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Abheek Biswas

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