More than 50 per cent of Indians present on Instagram, the image-sharing social networking service, have bought products and services from the brands they follow on this platform, according to a recent study.
The study - 'Indians on Instagram' - conducted by global information and measurement company Nielsen also revealed that over 90 per cent of Indians on Instagram are under 30 years old, while the age group of 18-24 is the most active.
These insights about its Indian users were revealed by the company at an event in New Delhi hosted by Facebook India's Managing Director Kirthiga Reddy and Paul Webster, Brand Development Lead, Instagram Asia Pacific.
The company also said that of the last 100 million people who have joined Instagram, more than half live in Asia and Europe. Though the company didn't disclose its user base in India, it informed that its monthly actives in India have more than doubled over the past year.
Currently Instagram's global user base is of more than 400 million.
Instagram's revelations come at a time when most social media networks are testing ways to make people buy products on their platform.
Earlier in June, Instagram had launched a 'shop now' button on its advertisements. Its parent company Facebook is also testing 'buy' buttons among a limited audience with the help of some businesses in the US.
In September, Instagram also opened its platform to businesses of all sizes around the world and rolled out its suite of advertising solutions.
The social networking site says its enhanced ad formats, targeting and buying options help advertisers drive the results. In India, advertisers on Instagram include P&G, Nestle, Paper Boat, Grofers, TrulyMadly Matchmakers, Sportskeeda and more, the company informed.