The study, commissioned by Japanese app Takumi, finds Instagram delivers more sales and consumer actions than other other social platform. Facebook placed second in terms of social contenders, followed by YouTube and finally blogs – which were found to be the least influential medium overall.

Millennials were found to be the most responsive group, with 68 per cent of 18-24 years old claimed they are more likely to buy something after someone they follow on Instagram shared it. Just over a majority, 54 per cent of respondents said they bought products after spotting them on the channel.

Here are the top 15 biggest influencers on consumer behaviour:

While Instagram topped the social list, consumers said word-of-mouth was still the most powerful way to influence decisions.