iWorld
84% of Instagram users are likely to shop using the platform
MUMBAI: The digital and social media agency from Dentsu Aegis Network, WATConsult, under its market research division, Recogn, has launched its latest report on Instagram in India from a user's perspective.
The report focuses on the user’s point of view on Instagram, highlighting usage patterns, content likeability, celebrity influence and what pushes them to shop on the platform. Interestingly, ads on Instagram that are perceived to be appealing lead users to search for more information for the said products or services, enabling users to shop. More than 75 per cent of the shoppers have had a satisfactory experience while shopping from Instagram and a majority of them are likely to shop in the future as well. Instagram, which was perceived to be a discovery platform because of visual nature and stickiness, has over time transformed itself into a platform that induces discovery as well as an influence leading to a purchase decision.
Below are some key findings of the report:
· Currently, Instagram has 117.1 million monthly active users and average time spent per user is 45 minutes
· Instagrammers spend most of the time on the platform in the evening between 4-8 PM
· For the users to be 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 Instagram and a majority are likely to shop in the future
· 84 per cent of the users are influenced by the platform resulting in likelihood to shop via Instagram
· More than 50 per cent of the consumers have shopped using Instagram. Close to 75 per cent of the users from small metros and small towns have shopped using Instagram
· 51 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)
· 29 per cent of users prefer to upload images in the experiential categories or upload images of traveling, food etc. 26 per cent of the users like to upload videos and 24 per cent of the users upload stories, etc.
Speaking on the same, WATConsult founder and CEO Rajiv Dingra said, “Instagram as a platform has grown tremendously in the last 2 years, and the user adaption rate is very quick. The app has a strong presence in the remotest of the city in our country. With this report, we are bringing forward to the industry, the behavioral patterns of the users, shopping habits and trends which can indeed add value to the brands in terms of shaping their marketing strategies.”
According to the research, the usage of the social media platform Instagram is one of the highest amongst the respondent base. Users prefer to use social media platforms that they perceive to be informative, cool, enjoyable, popular and creative. The users perceive Instagram to be cool and somewhat interesting and trendy. One of the primary reasons people prefer to use this platform is for entertainment, to get inspired by seeing creative content from famous celebs in addition to being able to express their views.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
