Around 60% of users have previously followed a new brand on Instagram after they saw an ad across its feed or in Stories. That’s according to research by VidMob which surveyed 1,000 Instagram users on their shopping preferences across the platform.
Over a third of respondents added that they had made a purchase directly from an Instagram ad.
Gen Z was the generation with the highest tendency to buy via an ad, whilst women aged 35 to 45 had the lowest tendency to do so.
The findings highlight that Instagram is performing well as a platform for product discovery.
Four out of 10 people will research a product more after spotting it on Instagram. Another 60% research products in other apps.
Among Instagram shoppers, men are 10% more likely to buy through the app. More women (81%) had shopped on Instagram from a brand they didn’t know than men (75%).
Previous studies have found that Instagram is an important platform for product discovery for adults but also Gen Alpha.
One survey by OnBuy.com found that Instagram was the most popular social eCommerce platform among British consumers.
Both Instagram and parent Facebook have been rapidly expanding their eCommerce options over the last few years.