RESEARCH | Staff Reporter, Australia

Baskin-Robbins reveals effect of social media on customers' preferences

The 10% are no longer content with just eating an ice cream, they want to snap it and share it on social media.

New research conducted by Baskin-Robbins reveals that social media is having a huge effect on how and what we eat. Australian men are more likely than women to share their ice
cream experiences online and admit to choosing an ice cream flavour and colour because they want to post it.

Baskin-Robbins also found out that Generation Y are twice as likely to share compared to those in the Baby Boomer generation yet both agree that eating ice cream in company is more fun than eating alone.

Also, one in ten Aussies admit to choosing an ice cream flavour and colour because they know it will look good on social media where one in four people in New South Wales let Instagram dictate their ice cream choice – more than any other state. Almost half of the surveyed Australians are ‘soloists’ who refuse to share their scoop and just over one quarter of respondents will share their scoop, but only if you buy your own spoon.

Baskin-Robbins general manager, Ben Flintoff, said the research gives us some important insights into the ice cream enthusiasts of today. “Governed by the technologies of today, Aussies are increasingly open to trying new and exciting flavours with one in three letting colours dictate their choice,” he said.

Research was conducted on behalf of Baskin-Robbins in October 2017. 

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