Instagram influences almost 75% of user purchase decisions

As social media continues to influence consumer shopping behaviors, Instagram is no exception. Of over 1, 500 Instagram users surveyed, a huge majority reported following accounts that are fashion, lifestyle-focused, or style while over 60% consider themselves a fashion-forward person.

The report also noted the effect that Instagram has on purchase decisions, with over 70% saying they have made fashion, beauty or style-related goods after seeing something on Instagram, with the most-purchased categories being makeup, shoes, jewelry, and clothing.

According to research, the generational breakdown of Instagram users is made up of: over 80% of millennials, 80% of Gen Xers and 60% of baby boomers, while the percentage of those who made purchase based on Instagram followed a similar pattern: over 73%, 60% and 50% respectively.

Insight:

As consumers become more digital-savvy and social media-driven, platforms that can be used to get to the younger generations are regularly under examination.

Although this study surveyed exclusively Instagram users, which no doubt influenced the results,   the report found that of those interviewed, half said Instagram was the social media platform that most influenced their shopping habits, followed by Facebook (25%), Pinterest (24%), Twitter (5%) and Snapchat (2%).

Snapchat held its ground much better in a study which found that over 20% of millennials were influenced by the platform while making buying decisions, along with 11% of millennials. Instagram, though, was also highly popular with millennials in that study (over 40% said they were influenced by it while making buying decisions).

Despite the large impact that Instagram has on shoppers, one in three of those surveyed had used Instagram inside a retail store to help with their buy8ing decisions — the platform’s “Shop Now” feature, which lets users shop products straight from their feed, stay very unpopular. Over 17% of respondents said they use it.