Our research shows young Australian Instagram users are becoming true brand ambassadors for the platform: embracing all of the functionality Instagram offers and using the platform as part of their networking repertoire. Of those surveyed, over half (52%) of young Australian users access the platform several times a day, most commonly at home while relaxing.

Known and appreciated for providing them with inspiration, the ability to turn inspiration into action is common among this demographic.

When it comes to travel, the younger Australian Instagram user sees the platform as not only a valuable resource but a continual feedback loop, embracing the community element the platform is facilitating.

MethodologyInstagram commissioned AudienceNet to interview a representative sample of 1,117 Australian Instagram users, aged 18+, as well as 101 Instagram business users from Small and Medium-sized Enterprises (SMEs) of less than 250 employees. SME interviewees had some form of responsibility over advertising, marketing, PR or communications for the company and use Instagram on behalf of their business. Interviews were collected online between the 10th–18th November 2017.

of young Australian Instagram users (18-34 years) surveyed agreed Instagram helps them find new products, services, businesses or organisations

of young Australian Instagram users surveyed have bought a product based on what they’ve seen on the platform

67% 53%

Young Australians (18-34 Year Olds) & Instagram: Converting Inspiration Into Action

have visited a restaurant /café because of something they’ve seen on Instagram

have tried a new workout that they’ve seen on Instagram

have been to an event based on something they’ve seen on Instagram

60% 48% 43%

INSTAGRAM IMPACT ON AUSTRALIAN BUSINESS

have used Instagram posts as inspiration to help choose a travel destination

share photos and videos from their holiday on Instagram

have been asked about destinations they’ve visited based on their Instagram posts

53% 73% 48%

There’s a distinct role that small-and-medium businesses on Instagram are playing for Australian Instagram users as not only do 66% of users surveyed follow a local business on Instagram, their presence on the platform is providing multiple benefits for Instagram users.

For the average Australian user, our research shows Instagram is more than just following friends, family and celebrities, it’s a destination to discover and with just under half (44%) having purchased something they have seen on Instagram, it’s now a viable ecommerce channel for them.

The financial rewards of using Instagram for the business correlates with the platform’s ability to broaden their reach at all levels

With the globalisation of business, Australian SME’s surveyed believe as a business channel, Instagram is allowing them to not only connect and engage with potential customers but to service and create a dialogue with their existing customers.

In addition, Instagram is enabling and empowering female entrepreneurs with 77% of female Australian SME’s surveyed agreeing that Instagram creates opportunities for them while 63% surveyed agree the platform lowers barriers to entry for women to work in Australian SME’s.

of Australian Instagram users surveyed agree that the platform gives Small businesses an opportunity to thrive

64%

like that they can discover small businesses on

Instagram that they might not have known existed

58%have visited a small business such as a restaurant or store

because of something they’ve seen on Instagram

47%are likely to visit a

restaurant because friends ot family posted about it on Instagram

48%think more positively of

businesses or products that have an Instagram profile

42%follow local restaurants/

cafes on Instagram

38%

For the Australian SME, our research shows Instagram is a channel viewed as business critical and has a proven ROI for their business as well as providing the ability to broaden their customer reach

of Australian SMEs agree that Instagram is helping them achieve their goals

say Instagram has helped increase sales for their business

74% 63%

of Australian SME’s say that Instagram connects with local customers

believe the same is true for customers in other cities or States

agree Instagram enables them to connect to international customers

67% 74% 67%