Tuesday, February 7, 2012

Allrecipes Measuring Cup Trend Report - February 2012

 

Meal-planning goes mobile as 43% of American families own smartphones, up 5% in the last six months of 2011*, while Allrecipes.com apps have 11 million downloads worldwide. 

INSIGHT 1: Shoppers are increasingly leveraging online technology at home and in-store to plan and carry out their purchasing decisions.
Smartphone use is surging as the home cook’s tool of choice for immediate access to product information, ingredients, recipe ideas, and shopping lists, based on findings from Allrecipes’ 2011 Grocery Trends Survey.

When grocery shopping, how do you decide what products and/or ingredients to purchase for your family? 


INSIGHT 2: 51% of home cooks use smartphones to find meal ideas while shopping in the grocery store.
42% also use their smartphones to refer to their shopping list while grocery shopping. Checking recipe ratings and reviews, and looking for coupons are also prime activities while shopping.

How have you used your mobile device while grocery shopping? 


INSIGHT 3: Younger cooks (aged 44 and under) are more likely than cooks over age 45 to use smartphones while grocery shopping.
Smartphone use trends higher for younger consumers in all major meal planning and grocery shopping activities: searching for recipes, looking up product information, and creating digital shopping lists.

Home Cooks Using Smartphones To Search for Recipes
While Grocery Shopping (by Age) 


INSIGHT 4: Recipe sites continue to be the preferred recipe resource for family meal planners, but mobile use is on the rise—up 75% YOY.
Although relatively small when compared with dedicated recipe sites, mobile usage is surging ahead of other online resources.

Which of the following resources do you use most often 
when looking for recipes online? 


About Allrecipes.com 
Allrecipes, the world’s largest digital food brand, receives 750 million annual visits from home cooks around the world who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 15 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes’ global, multiplatform brand provides insights into the kitchens and cooking passions of home cooks everywhere with 17 websites, 9 mobile apps, and 13 eBooks serving cooks in 23 countries and 11 languages. 
For additional information about Allrecipes, please visit allrecipes.com

Please Contact: 
Stephanie Robinett 
Director, Communications 
206-708-9271 
stephanier@allrecipes.com 

*Source: Nielsen, November 2011 
The 2011 Allrecipes Grocery Shopping Trends Survey was hosted on Allrecipes.com in March 2011, with participation from 2,500 U.S.-based Allrecipes’ community members. No incentives were used to reward or encourage participation. 
The Allrecipes Measuring Cup Consumer Trends Report is derived by analyzing the site behaviors and search data from more than 750 million annual visits to Allrecipes.com, along with survey data from Allrecipes’ online surveys.

7 comments:

I think 42% consumers use their smartphones to refer to their shopping list while grocery shopping. This is not constant number. It is world’s largest digital food brand, receives 750 million annual visits from home cooks around the world who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. This is really very good.

Thanks for sharing your info. I really appreciate your efforts and I will be waiting for your further write ups thanks once again.

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