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Insight #1:
Cooks around the globe are preparing more meals at home compared to a year ago (80% cook daily). Top motivations for home cooking include eating healthier (56% of respondents), increasing meal variety (48%), and a love of cooking (43%).
75%
Poland
(highest)
65%
Germany
(highest)
49%
89%
Quebec
87%
Australia
38%
France
(lowest)
19% Eat healthier Improve cooking skills Greater meal variety Love to cook To save money
Russia
(lowest)
86%
Russia 1
Insight #2:
30% Poland
In 2012, the number of home cooks visiting video sites for meal ideas doubledfrom 9% of global home cooks in 2011 to 18% in 2012. Home cooks in Poland (30%), Brazil (29%) and Argentina (28%) are the most likely to seek online 18% video for meal planning and 2012 9% preparation. 2011
29%
Brazil
28%
Argentina Most likely to seek online video for meal planning and preparation
1 in 7 (15%) of global home cooks has reviewed an online recipe. Cooks in Brazil, Mexico, the United States, and Argentina are the most likely to be influenced by recipe reviews; those least likely to find confidence in peer reviews include cooks in the Netherlands, France, and Germany.
Allrecipes.com Global Measuring Cup
28% Canada
Canadian cooks, always polite, are the most likely to share cooking experiences on social sites (Facebook/Twitter); 28% do so. 2
Insight #4:
Russia
Poland
Germany
Comfort food:
Canada
Quebec
Family-friendly:
Mexico
Include on-hand
ingredients:
Australia/New Zealand, Brazil, UK
Brazil
Fun to prepare:
Argentina
86%
Australia
New Zealand
Insight #5:
60%
Western Europe
62%
North America
16% Germany
Smartphone penetration is highest in North America (62%) and Western Europe (60%), and lowest in Latin America and Eastern Europe (both 13%).** However, home cooks in Poland are most likely to own a conventional mobile phone (70%). Home cooks in Argentina (25%) and the UK (27%) use a Smartphone in-store while shopping for food. Canadian cooks use a second screen as well; nearly one in four (23%) owns an iPad or tablet.
12% Canada
19% U.S.A.
26% of global home cooks are phoning it indinner that isby searching for recipes and meal ideas on their mobile devices.
About Allrecipes.com
Allrecipes, the worlds largest digital food brand, receives more than 1 billion annual visits from family-focused women who connect and inspire one another through photos, reviews, videos and blog posts. Since its launch in 1997, the Seattle-based social 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 is a global, multi platform brand providing insights into the lives of women everywhere based on activity from 18 websites, 18 mobile sites, 11 mobile apps, and 14 eBooks serving 23 countries in 12 languages. Allrecipes is part of Meredith Corporation (NYSE: MDP), the leading media and marketing company serving American women. For additional information regarding Meredith (NYSE: MDP), please visit www.meredith.com. For additional information regarding Allrecipes, please visit http://press.allrecipes.com.
Methodology
Data provided is from an Allrecipes.com online survey of 7,463 global participants fielded on the respective sites in September 2012. No incentives were used to reward or incent participation. For more information on the survey methodology such as response counts for each question or details on questions in order or format, please feel free to contact us.
Please Contact:
Stephanie Robinett
Allrecipes.com Director, Communications +1 206.708.9271 stephanier@allrecipes.com
*Argentina, Australia, Brazil, Canada, Germany, France, Mexico, Netherlands, Poland, Quebec, Russia, UK, US **Source: eMarketer: Smartphone, Mobile Phone and PC Penetration Worldwide, by Region, 2009-2014