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Research from video technology company VidMob showed more than one-third of the 1,000 survey respondents between the ages of 16-45 using Instagram have bought something directly from the platform.
Male users are 10% more likely than female users to buy something from Instagram, though 81% of women buy from unfamiliar brands, compared to 75% of men.
Surprisingly, celebrity or influencers in the Instagram ad appeared to have little influence on purchase intent for both men and women. According to the report, women are highly motivated by price and men are more swayed by ad aesthetics than women are.
VidMob research shows the most important driver of purchase decisions is product appeal
Ads were also proven to be a driving force in marketers gaining new followers with 6 in 10 consumers have followed a new brand on Instagram after seeing an appealing ad.
"With the rise in popularity of shoppable ads and the in-beta checkout feature, Instagram is evolving into a shopping destination," Stephanie Bohn, chief marketing officer of VidMob, told me. "VidMob’s research illuminates for marketers the audience segments most inclined to shop through the app across product categories. The study also reveals insights that suggest brand loyalty is becoming a less influential purchase driver. Consumers are showing high willingness to buy from unfamiliar brands and follow new brands after seeing an appealing ad. What this means is that optimally designed ads can put disruptor and incumbent brands on a level playing field.”
