A third of UK Instagram users previously purchased a product promoted by an influencer

Anne Freier | September 18, 2018

Mobile Advertising

Roughly a third of UK Instagram users are more likely to make a purchase if the product was promoted by an influencer, according to new research by influencer marketing platform Takumi.

The survey conducted by YouGov of 500 Instagrammers found that 25% of the app’s UK users had previously bought something from the app or later at a store. 18 to 35-year olds were even more likely to allow their purchase decisions to be influenced by Instagram at 32%.

“From 18 right up to 35, Instagram is one of the most important channels for following social media influencers, and that’s then mirrored by purchase behaviour,” explained Mats Stigzelius, Co-founder and CEO at Takumi. “And even though there is currently a drop off rate as you tip into the over 35 audience we see this changing significantly in the next couple of years as users adapt and grow.”

Another 47% of 18 to 24-year-olds were more likely to consider products when promoted by influencers on Instagram.

“What we have to remember is that these younger audiences are the ones that will go on to wield significant spending power in the years to come, and many of their habits will stay with them,” Stigzelius added. “They are digital natives that have grown up with e-commerce, and as a result brands and businesses will have to change how they communicate with them. The key is to develop relationships now, and build a presence among the channels and influencers that matter most to them from the start.”

The influencer him/herself plays a big role in the decision making process with 57% saying they didn’t trust influencers who posted about products or services that weren’t relevant to their channels.

Interestingly, 45% of UK Instagrammers also prefer social ads over traditional ad formats, because it allows them to seamlessly click through to a product. Another 35% preferred the format because of its tailored content.