It’s widely known already that Instagram nowadays serves more than just as a social networking service that enables its users to share photos and videos. There are so many online shop accounts now that utilize Instagram as a business platform to promote their products, including the culinary ones. Recently, Jakpat has conducted a survey in order to see those food buyers’ preferences and habit. This survey involved 203 Instagram users from across Indonesia, in a range of ages from 1 to 35 year-old. First of all, apparently more than half (56%) of Indonesian Instagram users are following online shop accounts, with also more than half of them (61%) admit that they have bought some products via those online shop accounts. Those who have bought some products via online shop on Instagram are mostly consisted of users who have used Instagram since 2012 (20%), 2013 (23%), and 2014 (24%).
Next, we found that there are some Indonesian Instagram users (32%) who are following online shop accounts that sell culinary products, with also some of them (19%) admit that they have bought culinary products via those online shop accounts. Apparently, female users are more likely than male users to buy culinary products via online shop accounts on Instagram (36% VS 28%). Regarding to which kind of culinary products that Instagram users often buy, the most popular product turns out to be snacks (94%), followed by food (39%) and drinks (28%) as the second and third most popular culinary products, respectively. In addition to that, there also some of them (17%) who choose groceries as the culinary product they often buy via online shop accounts on Instagram.
When asked about the reason why Instagram users buy food via online shop accounts on Instagram, more than half of them (53%) admit that they think it’s more practical to buy via online shop than to buy at offline store. Meanwhile, some of them argue that they just do it out of curiousity (41%) and because the products they buy are not sold at any nearby offline store (41%). Apparently, almost all (90%) of Instagram users who have bought food via online shop admit that they search recommendation before buying it. Regarding to the source of recommendation, more than half of them got it from their friends or acquaintances (65%) and other Instagram users (60%). Besides, there are also some of them (11%) who got the recommendation from celebrities’ Instagram accounts they’ve been following.
Regarding to the buyers’ satisfaction level, more than half of them (61%) admit that they are satisfied by the purchase they’ve done, while some of them (27%) are quite satisfied. There are a few of them (7%) who admit that they are very satisfied by the purchase they’ve done, but on the other hand there are also a few of them (5%) who are less satisfied. Furthermore, we also asked those Instagram users who haven’t bought food via online shop regarding to the reason why. Apparently, most of them (79%) admit that they still haven’t found any interesting culinary products to buy yet, while some of them (19%) state that they feel bothered by the online purchase process, therefore they prefer buying food at offline store. However, most of them (85%) admit that they have interest to buy food via online shop on Instagram sometime in the future.
For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
You can also download PDF here: