aol recipe evolution study

7/29/2019 Aol Recipe Evolution Study

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AOL Recipe Site

Study

March 2011


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About the study

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On average, there are 7.8M visitors to recipe & cooking sites on a daily basis.* AOL commissionedcomScore to look into this vast audience to understand how todaysconsumers are utilizing these sites.

Objectives

To understand the role cooking and recipes play in consumers daily lives and how economic,lifestyle and technological changes have impacted their usage of online recipes.

MethodologyRespondents who have visited recipe web sites within the past 6 months were recruited from the

comScore panel. Additionally, visitors to the KitchenDaily website were recruited live viacomScores SiteRecruit technology. The study was fielded in two waves.

Methodology Recruitment Dates

Wave 2 Panel December 8, 2010 January 17, 2011SiteRecruit December 7, 2010 January 12, 2011

Wave 1 Panel October 20 November 5, 2010SiteRecruit October 19 November 18, 2010

Source: comScore MediaMetrix March 2011


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The recipe evolutionFrom the cookbook to the mobile screen


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Consumers are back to the dining room table

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Economy Family Health

concerns

of consumersare cooking moremeals at home

of consumerswant to surprisefriends and family

with something new

of consumers havesaid that Healthyis a very important

quality when lookingfor recipes

58% 54% 59%

AOL Recipe Evolution Study

Base: Total Respondents


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43% of consumers go online more often for recipes

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Moms are2xmore likely to visit recipe sitesmore than once a day

Q: Over the past year or so, how has the economy impacted how often you do the following activities? (RADIO BUTTON VERTICAL)

Base: Total respondents

36% 41% 46%

Consumers more often going online for recipes(By Generation)


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Generational gaps affect where consumers look

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81%of recipe users still turnto traditional cookbooks

1.6x 1.1x 1.3x

Q: What other sources do you use to find recipes? (Please select all that apply). (CHECKBOX + TEXTBOX ONE LINE)


more likely tolook for recipeswith their

mobile device

more likely tolook for recipeson TV cooking

shows

more likely tolook for recipesin newspapers


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Generational gaps affect interaction with recipes

Millennials are sticking to the screen while Boomersare more likely to print and save

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8580

93

135 130

110 108

120

101

118

111

119

95

5852

0

20

40

60

80

100

120

140

160

Print a Hard Copy Save Printed/Hard Copies Email to Self Follow Directly from

Screen

Email to Mobile Device/

iPad

INDEX

Q: Once you have selected a recipe you are going to make, which methods do you use to follow the recipe? (CHECKBOX + TEXTBOX ONE LINE)



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Consumers are looking for photos and videos

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Importance of site qualities - %

Very Important

Q: How important are each of the following qualities to you in selecting a specific food/cooking/recipe site that best meets your needs.

(RADIO BUTTON - TABLE) Base: Total respondents

Finished photos Step-by-step photos How-to Videos

74% of FemaleGeneration Xers are

especially looking forfinished photos

HH w/Kids aremore interested

in step-by-stepphotos comparedto HH w/out

74% of KD visitorsare Extremely/Very

Satisfied with itsHow-to Videos

66% 51% 41%


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Brand preference is determined by the consumer

Page 9Q: When purchasing recipe ingredients for an online recipe that you have selected, do you purchase the branded products listed? (RADIO BUTTON VERTICAL)


44%of consumers will

purchase the brandthey normally

purchaseregardless of

what therecipe suggests

and not the recipe


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The mobile

movement


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Recipes are on-the-move with consumers

of Recipe Site visitors have accessed amobile recipe site for the first time in the pastmonth

Recipe Site Visitors 18-24 years old areto download a recipe to their mobile

device

are more likely to email acopy of the recipe to follow from a mobile deviceor iPad

are more likely to consider aniPhone/iPad Application as a Very Importantfeature from a Recipe Site

are more likely to bookmarka recipe on their mobile device

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of KD visitors have visiteda mobile recipe site morethan a year ago

61%


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45%

29%

54%

28% 29%

84%

63%

29%

44%

33%

64%

37%

17%

90%

14%

Access recipes while you

are in the grocery store

Take photos of recipes you

have made to share/

upload

Use any reciperelated

mobile apps

Store shopping lists for

recipe ingredients

Use mobile coupons

Mobile recipe activities vary across audiences

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More are accessing newer technologies such as Recipe RelatedApplications

are accessing recipes in the grocery store, and even using their mobiledevices to share/upload pictures of their creations

are saving ingredient lists for easy access while shopping

Q: Do you? (CHECKBOX+ TEXTBOX ONE LINE)


%O

FRESPONDENTGROUPS


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Mobile recipe site users enjoy at-the-store advantages

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Pull up to double checkingredients so I do not miss any

Ill look up a recipe I have inmind and locate the ingredients

for that meal.

like the ability to download/browse recipes andensure they have all the necessary ingredients

If I get an idea in the store I willlook up a recipe and get the

needed items during that visit

To help me remember

what items I need topurchase so that I won't

forget themI have used my phone toconnect to a previous link

when I forgot my

shopping list, so I would

know what I needed for

the recipe I was making.

I look up the recipe I want at home, then I eithercopy the ingredients I need to buy to a separate

notepad application, or I look at the recipe while in

the store to remember which items I need to buy.


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Key take-aways

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Recipe site usage continuously rising

Recipe site users are attracted to sight & sound

Mobility is key!

With the shift to home-cooking across American households,

recipe site usage is increasing across all consumer groups.

The most important factors when choosing a recipe site includemultimedia features as well as peer reviews.

Consumers are using their mobile devices to assist with shoppinglists, to gain instant access to their favorite recipe sites, and to

even share pictures of their own recipe creations.

aol recipe evolution study

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