QUESTION OF THE WEEK: What Product Category Has the Highest Buying-to-Discovery Ratio on Instagram among US Social Media Shoppers?

The buying-to-discovery ratio—the proportion of respondents who make purchases on Instagram as a percentage of those who use the platform to research or discover products—is the highest for the apparel and footwear category on Instagram, at 83%. This is closely followed by products in beauty segments, which together see a buying conversion of 80.3% of US social media shoppers.