Trendsociology Instagram project

Instagram Coffee Selfie Trendsociology

Own Selfie

Target group #18-30 years old

#18-30 years old

#Coffee drinker #Read

#18-30 years old

#Read #Coffee drinker

#Socialize User #Instagram

#Aesthetic food

#Socialize

#Travel

#Instagram User

#Instagram User #Socialize

#Travel

#Travel

#Photography & Art #Cakes & Sweets

#Photography & Art #Cakes & Sweets

#Read

#Coffee drinker

#Fruits #Relax & Chill

#Fruits

#Morning coffee

Digital Data Collection 8 HYPOTESES 1.

Coffee drinkers like reading books and are most likely to do it at the same time.

2.

People who drink coffee normally enjoys a good cake with the coffee 3.

They use the excuse of drinking coffee as a key drive to wake up in the morning.

4.

People who take coffee selfies believe they get a social status because they think it is trendy.

5.

People prefer to go to a cafĂŠ or take the coffee to-go rather than making the coffee at home.

6.

Coffee drinkers do not like people who drink tea or hot chocolate.

7.

People who take pictures of coffee most likely take pictures of food (food-lovers).

8.

They drink coffee as a social event with friends, colleagues or relatives.

#18-30 years old

#Read

#Coffee drinker

#Instagram User

#Socialize

#Travel

#Photography & Art #Cakes & Sweets

#Fruits

#Aesthetic food

#Morning coffee

#Relax & Chill

Statistical Data

2

Hashtags ND # # Hashtags

#coffee

Hashtags #

#coffeeshop 2592 #coffeeshop MOST SOLD PRODUCT IN THE WORLD 221, #coffeetime #coffeetime 2

12,673,608 photos

#coffeeshop

259,448

#coffeetime

221,173

#coffeesaddict

163,179

#coffeebreak

130,976

#coffeebean

127,934

p 100 intagramers 554,251 followersDENMARK

AFTER OIL

#coffeesaddict #coffeesaddict1631 #coffeebreak #coffeebreak130, 1

#coffeebean #coffeebean 127, 1

top 100 intagramers top 100 intagramers 1,554,251 followers 1,554,251 followers

3

RD

3,268,202 3,268,202 COFFEE COFFEE 220,000 220,000 coffee #hashtags coffee #hashtags DENMARK DENMARK

COUNTRY with most COFFEE COMSUPTION

85,6%

Field Research Trigger Camilla 27 “I started drinking coffee because of the job atmosphere, it’s like a ritual and it tastes good” Thomas Bittencour 24

“I like it because it is something that is a very big part of my life because I have worked with it for a long time and I drink it everyday. It has always been present in my family from generation to generation, so it comes with tradition.”

Kevin Veng 26

Action Camilla 27 “When I’m working I drink around 3 cups a day and it’s a kind of treat during the day when meeting up with friends.”

Thomas Bittencour 24

“I have been working in the coffee business for a very long time so I find it really interesting because it is a real big challenge to make good coffee, and that is why when we see one we appreciate it very much” Kevin Veng 26

“I like coffee because it is cozy and it is “I like to read while I enjoy my cup of something you can enjoy all day especially coffee and I usually drink between 1 and if you are surrounded by a nice environment with some music and a comfortable 3 cups a day” sofa”

Reward Camilla 27 “It is a special treat sometimes if you buy a caffe latte or a cappuccino….. It feels good and its warm” Thomas Bittencour 24

“Drinking coffee makes me feel very happy. It makes me really active and it gives me extra energy” Kevin Veng 26

“It makes me feel relaxed and happy and I appreciate a lot that coffee can be nice and beautiful”

Patterns & Similarities

Interviews summary After interviewing 5 people from different coffee shops, we found out that 2 of them did not take pictures of their coffee on instagram but they afirm that their friends do it.

When interviewing them we discovered that they believe that it shows a social status when you upload a selfie of a coffee on instagram.

Some wants to share the latte art or coffee experience while others wants to share their work and passion for coffee.

All informants afirm to drink coffee in the morning.

Article Research Summary

We are living in a “insta-moment” generation where we take pictures of our daily life routine and share it with the world through digital social media. People photograph their morning coffee, their food, social events or their daily trips. We even take our mobile devices when we go to the bathroom because we all want to be updated in people’s daily life routines all the time and be able to share ours as well.

Catching and creating moments is a way to show our signature in the society.

Because the selfie culture is a powerful way of saying “ you see me” and “I was here” moment.

And now we even want to document ourselves in our coffee. People don’t want just to document the moment but they also want to share it socially.

The café culture is the most common socialising event in Denmark not only because of beverages but also because of homemade foods where they serve everything from breakfast, burgers, sandwiches and dinner. Beside that, cafés are normally designed with a cosy environment where the customers feels at home and some even make use of the wireless internet either to work or be connected with other people through social media.

Denmark is a nation with a coffee drinking habit accounted for 93% of total volume sales in 2012 in hot drinks.

Their traditional favourite is coffee brewed in filter coffee machines however there is a changing towards quality Italian-style strong coffee, such as espresso within the younger generation (25-35 years old).

The trend toward Italian-style coffee has it’s roots in café culture which has boomed in Denmark since the late nineties .

Espresso based coffees such as cappuccino and café latte are the most consuming hot drinks outside of the home among the Danes and a lifestyle that focus in quality and socializing. Beside that, there has been also an increase on home consumption where the Danes brings elements from the coffee culture into their own home.

This has resulted in a considerable increase in sales of espresso machines.

Synthesis After gathering all the information from desk, field and article research it was possible to identify some similarities and patterns from the coffee selfie pictures. Elements like books, magazines, flight tickets, cakes and food were present in the picture which makes us assume that Instagram users that take selfie of coffee pictures had the same interests. We noticed that they drink coffee as social event with friends, colleagues and family.

Sometimes is not even about the coffee itself but mostly about the social environment that comes with it.

It is all about the cafĂŠ culture which is the most common socialising event in Denmark. Beside that, cafĂŠs are normally very cosy with a homey environment where the customers feels relaxed and chill or a meeting place where friends, family and colleagues meet up. Some even make use of the wireless internet either to work or be connected with other people through social media.

There has been a trend toward quality Italian-style strong coffee, such as espresso within the younger generation and also the apreciation of the latte art.

Overall, coffee had been associated with socializing and quality food in general.

Potential Example of Solution We could conect the ap foursquare with instagram users, so they can see their friends which are near by and also the reviews of the coffee shops or cafés in general.

The coffee shops or brands could create a competiton where the hashtaget picture with most liked could win a price. EX: free costumer card including 10 free coffees.

Instagram could make a feature where people can type in their favorite coffee shop and then other instagrammers can like and comment on their favorite one, so the one with the most likes is obviously the most popular one. So people can go in and read the review and likes!

“Foursquare is the best way to get personalized recomendations for restaurants, bars, and shops based on where you and your friends have been.”

The best coffee ever!You guys should try the Coffee Collective. It is one of the best coffee shop in Copenhagen!

TAKE A PICTURE TAG THE PLACE SHARE YOUR EXPERIENCE WITH YOUR FRIENDS SHARE ON INSTAGRAM SHARE ON FOURSQUARE

The Coffee Collective

http://nordiccoffeeculture.com/

Links

http://abcnews.go.com/ABC_Univision/ABC_Univision/coffee-selfie-latte-licious/ story?id=20003057 http://www.statisticbrain.com/coffee-drinking-statistics/ http://io9.com/5948206/here-are-the-fifteen-professions-that-drink-the-most-coffee-guess-whosnumber-one http://www.thefrisky.com/2013-05-01/16-types-of-people-youll-always-see-at-a-coffee-shop/ http://www.hsph.harvard.edu/nutritionsource/coffee/ http://thoughtcatalog.com/2013/tea-people-vs-coffee-people/ http://www.business.dk/diverse/ny-kaffekultur-i-danmark http://kaffekultur.tvmkanal.dk/lidt-til-kaffen/faktasamling/ http://www.merrild.dk/kaffens-historie ->coffee is the 2nd most sold product in the world after oil Cientific Article about Consumer lifestyle in Denmark (Euromonitor) http://dev.ico.org/documents/icc-109-8e-trends-consumption.pdf