Young Japanese women and Instagram

The sweets maker Kanro recently released a survey that looked at Instagram and lifestyle, with young women being the focus.

One reason for this survey is to promote a photo competition. Follow either Kanro’s Twitter or Instagram account, take a photo of yourself with a package of Kanro’s Pure Gummi and upload it, tagging it with #ピュレフォト and #キャンペーン実施中 by the end of the year. After that, 1,000 people will be selected (at random, I presume) and will receive 6 bags of limited edition colourful Pure Gummy.

My Instagram account is mostly stuff I find interesting and the occasional food plate, and I’ll like just about anything with kittens in it.

Here’s a selection of fruity gummy:

Research results

Q1: When wanting to upload a photo to Instagram, about how many shots do you take? (Sample size=500)

One	25.6%
Two	19.8%
Three	24.8%
Four	6.6%
Five or more	23.2%

Q2: When wanting to upload a photo to Instagram, about how long do you spend touching it up? (Sample size=500)

One minute	19.4%
Two minutes	14.6%
Three minutes	17.6%
Four minutes	4.8%
Five or more minutes	43.6%

Q3: When uploading to Instagram, what do you pay attention to? (Sample size=500, multiple answer)

Hash tag	68.0%
Photo colouring, vividness	56.8%
Photogenicness of the subject	35.4%
Cuteness of the subject	34.4%
Interestingness of the photo	32.6%
Rareness of the subject	16.2%
Account’s 9 in a row photos, fit with the theme	14.0%
Topicalness of the subject	13.2%
Other	2.4%

Q4: When liking photos while viewing Instagram, what do you pay attention to? (Sample size=500, multiple answer)

Hash tag	43.2%
Photo colouring, vividness	41.4%
Interestingness of the photo	39.4%
Cuteness of the subject	35.6%
Photogenicness of the subject	31.4%
Rareness of the subject	15.4%
Topicalness of the subject	14.2%
Account’s 9 in a row photos, fit with the theme	8.6%
Other	4.0%

Q5A: Have you ever uploaded a photo of sweets you have bought? (Sample size=500)

Yes	48.8%
No	51.2%

Q5B: What sweets that you have bought have you uploaded a photo of? (Sample size=500, multiple answer)

Chocolate	36.8%
Gummy	15.8%
Cookie, baked sweets	24.2%
Boiled sweets	8.2%
Chewing gum	6.8%
Snack sweets	14.8%
Nuts	5.2%
Sembei (rice biscuit), other rice snack	6.8%
Other	3.0%
Never uploaded	51.2%

Q6: Thanks to sweets, have you ever engaged a member of the opposite sex in conversation? (Sample size=500)

Yes	48.6%
No	51.4%

Q7: Do you think you are attractive to members of the opposite sex? (Sample size=500)

Yes (to SQ)	43.2%
No	56.8%

Q7SQ: What sweets do you normally carry with you? (Sample size=216, multiple answer)

Gummy	55.1%
Chewing gum	52.2%
Boiled sweets	50.6%
Nuts	50.0%
Sembei (rice biscuit), other rice snack	50.0%
Cookie, baked sweets	49.5%
Snack sweets	48.0%
Chocolate	46.6%
Other	20.0%
Don’t usually carry sweets with me	36.9%

Q8: When buying sweets, which is more important, packaging or flavour? (Sample size=500)

Packaging	27.8%
Flavour	72.2%

Q9: Have you ever bought sweets on the packaging alone? (Sample size=500)

Yes	71.6%
No	28.4%

Q10: If there were sweets with a rich variety of designs, colours, packages to choose depending on mood, would you like to buy? (Sample size=500)

Yes	79.6%
No	20.4%

Demographics

Between the 29th of September and 4th of October 2017 500 females aged between 15 and 35 who upload at least one photo per month to Instagram completed a private internet-based questionnaire conducted on behalf of Kanro by Neo Marketing.