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Allrecipes.com surpasses 14M app downloads

Allrecipes.com has surpassed 14 million application downloads, pointing to the growing trend that consumers are turning to their mobile devices to browse content.

The company also recently revealed that in addition to its mobile app download milestone, 15 billion recipes have been viewed, 1,000 original videos created and nearly 200 million pieces of content uploaded, saved or shared by more than 25 million home cooks around the globe since 1997. Allrecipes.com has been increasing its mobile efforts to better accommodate tech-savvy users. 

?The convenience and accessibility of mobile devices allows cooks to connect with Allrecipes in more ways, in more places throughout their day,? said Esmee Williams, vice president of marketing at Allrecipes.com.

?Whereas once digital meal planning meant sitting at the family computer and printing out recipes, now home cooks with mobile devices connect with recipes and shopping tools throughout their day and while on the go,? she said.

?Planning may still happen on the family computer, but then mobile comes into play with digital shopping lists aiding in store purchases and viewing recipes and videos while cooking in the kitchen.?

Allrecipes receives 750 million annual visits from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts.

Mobile triumph
Allrecipes.com has 17 mobile sites and nine mobile apps.

To date, there have been 820 million Allrecipes mobile pages views.

To celebrate the company?s 15th anniversary, Allrecipes has also launched #RecipeForHappiness, a social campaign commemorating the happy moments made possible in the past 15 years by the shared recipes and content of its community members.

Through the initiative, Allrecipes is encouraging users to contribute by tagging photos on Instagram with #RecipeForHappiness or visiting the company?s Facebook app to create a customized recipe card.

?Allrecipes? mission is to equip home cooks with confidence so they can succeed with all of their cooking needs ? no matter what the size and score,? Ms. Williams said. ?Mobile allows us to better deliver on this mission by making cooking resources available to the home cook whenever and wherever she needs, and keep her continuously connected to a community of 25 million home cooks who share her interests and needs.

?A major part of our mobile strategy is to ensure that the brand experience is as seamless as possible as cooks transition from one device to another ? recipes, reviews, photos, shopping lists and recipe boxes are consistent across all products and devices,? she said. ?This spring we introduced a grocery scanner to the Allrecipes Dinner Spinner app, which allows cooks to add products to their digital shopping list while at home and find related recipes for products with UPC codes while in store.

?Mobile is also a big part of our global strategy ? all of our 17 websites serving 22 countries in 11 languages also have mobile.?

Food for thought
Mobile plays an integral role for Allrecipes.

In 2010, the company upgraded its mobile app to include its full recipe database, after listening to customer feedback.

The Dinner Spinner Pro app lets users access the complete Allrecipes library, add recipes directly to their personal recipe boxes and create interactive shopping lists (see story).

Mobile apps present companies such as Allrecipes with great opportunities to engage consumers no matter where they are with content they crave.

?Mobile will continue to be a huge focus for Allrecipes this year,? Ms. Williams said. ?Our development teams are developing product enhancements and new products for a wide range of devices and operating systems ? including iOS, Android, Windows and Kindle Fire. 

?I can?t divulge too many details; however, we do have strong strategic partnerships with the leading companies who are developing and introducing new technologies,? she said.

?We will continue to innovate and introduce new products that make finding, creating and sharing food experiences fun, easy and rewarding to our global community of cooks.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York