1/3 of Instagram Users Have Purchased Directly From an Ad, New Study Finds

A new study by technology startup VidMob conducted reveals a common practice among Instagram users: purchasing directly from an advertisement they see on the platform.

Additionally, the study found that 60% of Instagram users have followed an account on Instagram after seeing a visually appealing ad either in their feed or through Stories. When it comes to purchasing habits, a whopping 1/3 of Instagram users revealed that they have purchased something directly from an advertisement on the platform. Gen Z users ranked highest in tendency to make a purchase through an ad, while women aged 35-45 were found to be the least likely to make purchases via that method.

When it comes to shopping using a smartphone, it was revealed in the study that men are 10% more likely to buy through the app compared to their female counterparts. Also, 81% of women and 75% of men stated that they had made a purchase from an unfamiliar brand on the platform.

So what do all of these findings mean for business? The study definitely reveals that Instagram’s shoppable ads are a hot source of sales for business owners on the platform. Instagram has already been named as a platform for product discovery–particularly in the fashion and makeup categories for women, and technology products for men. 4 out of 10 people who see a product they like on Instagram will do additional research in the app itself.

All of these findings further corroborate the increasing trend of users making a purchase through social media. In 2018 alone, the percentage grew from 29% to 34%. While that growth itself is notable, experts predict social selling will continue to be a facet of social media that will continue to grow.

How do you utilize Instagram’s social selling options? Let us know in the comments!


Contact Us

Fill out my online form.

Let's Connect

Fill out my online form.