Allrecipes: Mobile is big factor in driving global growth
By Rimma Kats
April 1, 2013
A recent survey from Allrecipes found that despite the many differences by country based on availability and pricing of data plans, 63 percent of global cooks find recipes online using an ever-evolving range of devices.
The company surveyed more than 7,000 cooks worldwide to capture global digital food trends. The "2013 Global Food Trends Measuring Cup" report took a look at the insights on the shopping, cooking and eating behaviors of family-focused women around the globe.
The key finding was truly the confirmation of Web and mobile technology adoption around the world, said Colby Grab, communication manager of interactive advertising at Allrecipes.com, Seattle.
Identifying these behaviors in the home cooks from our global communities allows us to create new products and evolve our sites in an effort to inspire achievement of their food goals no matter the size and scope, she said.
Allrecipes surveyed home cooks in the 13 largest of its 18 communities worldwide, and confirmed that cooks everywhere are embracing digital technologies at record rates for meal planning and cooking inspiration.
Upgraded allrecipes app
According to the survey results, mobile is a big factor in driving global growth.
Nearly half of global consumers are turning to their smartphone for inspiration while shopping for food.
Allrecipes found that home cooks in the United States continue to lead global smartphone adoption for seeking meal solutions, with more than one-third of online cooks using their smartphones to find recipes.
Cooks gravitate to mobile for recipe help
Additionally, home cooks in other communities around the world are quickly catching up.
The survey found that Britain and Argentina lead with 27 percent and 25 percent, respectively, for cooks using mobile phones to access recipes in-store and on the go.
Allrecipes also found that consumers are increasingly using online food videos for meal planning and preparation.
The percentage of home cooks visiting video Web sites for meal planning doubled in 2012 from nine percent to 18 percent.
Top global markets for online food video consumption are Poland with 30 percent, Brazil with 29 percent and Argentina with 28 percent.
We can't say we were surprised, but we saw exceptional growth in the importance of peer-based ratings and reviews for online recipes, Ms. Grab said.
We knew ratings and reviews were powerful and influential tools on our sites, but were thrilled to see our community members encouraging one another to try new recipes and share their experiences, she said.
This trend supports the social nature of the Allrecipes brand around the world.
Allrecipes found that the importance of online recipes with ratings and reviews surged 126 percent globally last year, rising to 61 percent compared with 27 percent the year before.
As media consumption habits shift, Allrecipes is committed to providing our communities of family-focused home cooks with a seamless multiscreen experience that connects them with premium food focused content whenever and wherever they need, whether it be on a PC, tablet or mobile device, Ms. Grab said.
Our mobile sites are a premium opportunity for brands to engage cooks and accelerate brand advocacy with home cooks at all points of need from planning to purchase, she said.
Rimma Kats is associate editor on Mobile Marketer, New York
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