Instagram commissioned a study to understand the usage pattern in India and found over 90 per cent of its users in the country to be under 30 years of age.
"Indians on Instagram are mostly young, mobile-first users with high spending power. They follow brands to keep in touch with the latest products, learn about deals and shop for products online and over 50 per cent of Indian Instagrammers have frequently purchased products and services from the brands they follow," the study conducted by Nielsen said. Also, Indians use Instagram to express themselves artistically among like-minded people, follow celebrity trends as well as to discover and share food and travel options, it said.
"These insights are useful as we get a better understanding of our audience. In September, we opened our platform to businesses of all sizes in India and helping advertisers drive results," she said. In India, advertisers on Instagram include P&G, NestleBSE 2.86 pct, Paper Boat, Grofers, TrulyMadly Matchmakers and Sportskeeda, among others.