Average Indian spends about 45 minutes on Instagram every day: Study

Thanks to platforms like Instagram and TikTok, India's social media segment continues to witness substantial growth. craze of modern, new- social media apps and services combined with increasing base of internet users in country, India's social media consumption has skyrocketed in last few months.

A recent study by WATConsult gives us a fair idea of how Indians perceive Instagram as a social media platform, what's ir us pattern like, what content category attracts maximum eyeballs and many or behavioural traits.

Instagram s, especially those perceived to be appealing, le users to search for more information for products or services vertised, furr influencing ir decision-making when it comes to buying new products.

75 per cent of users have h a satisfactory shopping experience on Instagram with majority of users likely to shop again in future.

Instagram is longer limited to content discovery platform. In fact, it has also evolved into a platform that influences a purchase decision to a significant extent in last few years.

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Study findings

-- In India, Facebook-owned photo and video-sharing social networking platform h 117.1 million monthly active users as of October.

-- Majority of users spend most of ir time on Instagram in evening between 4 to 8 PM.

-- An aver Indian spends about 45 minutes on Instagram every day, which is 5.25 hours a week.

-- 84 per cent of users are influenced by Instagram resulting in likelihood to shop via app.

-- More than 50 per cent of consumers have shopped using Instagram.

-- About 75 per cent of users from small metros and small towns shop on Instagram.

-- 51 per cent of users access Instagram at least once a day.

-- 32 per cent of users access Instagram multiple times in a day·

-- 29 per cent of users prefer to uplo ims in experiential categories or uplo ims of travelling, food, etc.

-- 26 per cent of users like to uplo videos while 24 per cent of users uplo stories.

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