In January 2021, there were 144 million users connected to Instagram in India, which accounted for 10.3% of all users. 72.9% of them were men, and those aged between 18 and 24 were the largest user group. The widest gap between men and women users was found between the age group 18 to 24, where men led by 30 million. 59% of the internet users in India between the ages of 18 and 29 use Instagram while for the age group of 30 to 49 it was 33%.
According to Statista, in 2020, Instagram is one of the leading social media apps of India with a much higher share of male users than female users. It was also observed that the female user base on Instagram has been steadily picking up on the platform compared to a low of 26 percent female users in 2018. According to a survey, 17% of teenagers agreed that Instagram is the most important social media platform to them.
Moreover, 90% of all users connectd on Instagram are under 35 years. That explains why the majority of influencers on Instagram are relatively younger. According to hypeauditor.com, most Instagram influencers across India are between the age group of 18 to 34 years as of January 2020, and over 67 % of women influencers are aged between 18 to 24 years in the country.
After the TikTok was banned by the government in last June, Instagram Reels has become the most preferred app for young Indians as seven in 10 (18-29 age group) said they like getting connectd to Reels as a platform for video sharing. Instagram has undoubtedly emerged as the most popular social media platform among the Indian youth while YouTube garnered most attention during pandemic.
The report by Youth Online Learning Organization (YOLO) claimed that nearly 80 % respondents replied they were consuming social media being online. Moreover, 70% preferred Instagram, and another 20 % acknowledged Facebook as their first choice. It also brought forward the concerns, and challenges of using the internet responsibly, because the lack of awareness about the healthy consumption of the internet is a major issue. Almost 30% of those surveyed accepted to have shared their sensitive information on the Internet.
In India, more than 50% users got connected to Instagram for shopping, and almost 75% of these users come from smaller metros and cities. Also, 75% of the shoppers had a satisfactory experience while shopping on Instagram and majority are likely to use the medium for their future shopping as well. Indians, in general had a satisfactory experience shopping on Instagram. The report gives emphasis on the user’s viewpoint on Instagram, highlighting usage patterns, preference for content, celebrity influence and factors that attract them to shop on the platform.
84% of the users accepted the influence of Instagram on their purchasing habits that will further prompt them to shop in the future. To bring them to purchase, it was important for users that Instagram should first make them aware of the authenticity of the product.
They found Instagram ads rather appealing as it leads them to search for more information for the products or services they were interested, thus enabling users to shop. Instagram, which was considered as a discovery platform because of its visual nature, has gradually transformed itself into a platform that induces discovery leading to a purchase decision.
Usually, the most preferred time for Instagrammers is early in the morning (6-9AM) and evening (between 4-8 PM). Also, 51% of users login on the platform at least once, while 32% of Instagram users do it multiple times in a day. Meanwhile, 29% of users prefer to upload images in the experiential categories or upload images of traveling, food, etc, 26% of the users prefer uploading videos, and 24% of them upload stories, etc.
It has also been observed that usage of Instagram is one of the highest among the respondent base. Users generally prefer those social media platforms that they consider informative, creative, enjoyable, and popular. One of the main reasons people visit this platform is for entertainment, and to get inspired by watching creative content from celebrities.
Users normally upload experiential content of travelling, food, leisure through images, videos, and stories. The younger users are active on multiple formats that Instagram offers. They mostly follow celebrity influencers who they find cool and attractive. Their engagement is usually in the form of liking and sharing.
The recommendations and brand collaborations by the influencers have a very positive effect on the users about their decisions of participating in contests, and making product purchases. Instagram, as a social media platform has become hugely popular in the last two years, and the rate at which new users are joining is very high. The app has a very strong presence, be it metros, or even the remotest of the Indian cities.
