Instagram users say their purchases are highly influenced by the social platform, with 72% of 2,000 surveyed Instagram users reporting they purchased a product they saw on the app, according to a survey by Dana Rebecca Designs. The most frequently purchased items spurred from Instagram posts are clothing, makeup, shoes, and jewelry.
The respondents are heavy Instagram users, with 81% stating they use the app often or very often, and 48% reporting they use it multiple times a day. Moreover, 85% say they follow style-, fashion-, or lifestyle-focused accounts.
However, only 18% of respondents say they use the “Shop Now” feature, which directs a customer to the product page on a retailer’s site. That means brands must partner with influencers, or integrate Instagram into their own shopping pages, to benefit from this trend currently. Several companies are already working to do this:Casual clothing brand Pacific Sunwear is revamping its app to link to Instagram's Shop-the-Look feature, in order to feed Instagram posts directly into its mobile app. Fast-fashion retailer ASOS follows a similar model with its #AsSeenOnMe social campaign, which provides shoppable Instagram posts on its website. Meanwhile, beauty retailer Ulta partnered with an influencer on Instagram to promote a flash sale of MAC products during their launch on Ulta.com.
As growth in mobile commerce is accelerating, finding ways to direct mobile traffic to retailers' sites will be a critical component to boosting online sales. Retailers with lifestyle goods, such as clothing and beauty products, and a young customer base could greatly benefit from employing an Instagram strategy to draw these customers in.
Social networks are here to stay, and they're constantly evolving. Globally, more than 2.8 billion people — or 37% of the world's population — use social media, but the way those users interact with each other, and the platforms they adopt, vary widely.
Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has put together a report on social media demographics that highlights the key audience demographics for six major social platforms: Facebook, Instagram, Snapchat, Twitter, LinkedIn, and Pinterest. It also:Breaks down the reach of social platform audiences in terms of age, income, education, and gender. Examines how time spent and monthly users across major age brackets have changed in the past three years. Explores the preferences of US teens and young millennials, and how they're changing. Identifies the most important demographic changes that advertisers should monitor as social platforms continue to grow.
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