84 pc Instagram users likely to shop from it: Report

According to a report by digital media agency WATConsult's Recogn, Instagram currently has 117.1 million monthly active users (MAUs) and average time spent per user is 45 minutes.

For those willing to purchase something on Instagram, they need to be made aware of the authenticity of the product.

More than 75 per cent of the shoppers have had a satisfactory experience while shopping from the platform and a majority are likely to shop in the future.

"Instagram as a platform has grown tremendously in the last 2 years, and the user adoption rate is very quick. With this report, we are bringing forward to the industry, the behavioural patterns of the users, shopping habits and trends," Rajiv Dingra, Founder and CEO, WATConsult, said in a statement.

More than 50 per cent of the consumers have shopped using Instagram and close to 75 per cent of the users from small cities and small towns have shopped using the platform.

Fifty-one per cent of the Instagrammers access it at least once a day with a large proportion of Instagram users accessing it multiple times in a day (32 per cent).