What’s Inside

Instagram offers a variety of shoppable ads that allow consumers to browse and buy from embedded websites. In this study, we delved into attitudes and behaviors of Instagram users who shop in-ad. We uncovered suprising findings about who’s eyeing and who’s buying.

1. One third of users buy directly from Instagram ads.
2. Nearly 8 in 10 shoppers buy from an unfamiliar brand.
3. The way an ad looks is a leading purchase driver.

August 12 through August 16, 2019, VidMob worked with mFour to conduct an online survey with 1000 respondents ages 16 – 45 years old in the U.S.