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    Home > News > Recipe Hunters Are Looking For Online Ads - Study

09 December 2010 | Author: Maria Appleton

Recipe Hunters Are Looking For Online Ads - Study

A recent study by About.com has learnt that cooking aficionados can be targeted with online grocery coupons and other food related vouchers. This digital marketing study has specifically mentioned that to attract the attention of online cooks, advertising should consist of nutritional details, value addition offers and discount coupons.

The About.com survey also checked the behaviour of people who use the internet, to see what kind of digital marketing advertisements held user attention the most. According to About.com, ‘real cooks’ were those who ‘constantly [seek] new recipes, products and cooking techniques’.

Vice President of Marketing, Evan Minskoff, at the New York based About Group that owns About.com, has given us the demographics of this digital marketing study. The study covered 1,150 participants, who were mostly females in the age group of 25 to 54.  Almost forty percent of these ‘real cooks’ make meals at home daily, with over half searching for online recipes to better their cooking skills, no less than once every week.

The ‘2010 Food and Cooking Study’ of About.com also found out that ‘real cooks’ are mostly attracted by digital marketing advertisements for food and food products, which display nutritional value details and include easy-to-use printable coupons. They are especially interested in healthy food with low carbohydrate and calorie content.

According to the digital marketing survey, this is what the participants found engaging:

• A majority of 62 percent respondents were keen on advertisements that displayed information about the product, ingredients and nutritional value.
• Ads which offered products as a sample were liked by 45 percent.
• Thirty five percent were interested in advertisements with shopping lists and recipes that could be printed.

Ads with videos of recipes were liked by only seven percent.

About the lack of popularity of video recipes, Evan Minskoff said that people found coupons more attractive because they care more about health and saving money. This makes the use of features like printable coupons and nutritional details vital, for digital marketing advertisers who wish to appeal to home cooks.

This survey by About.com also spelled out the various actions taken by cooks while viewing digital marketing ads. They included:

• Clicking on the ad: 40 percent.
• Printing the coupon: 37 percent.
• Using or buying the product for the first time:  35 percent.
• Researching the item: 33 percent.
• Looking for shops selling the product: 28 percent.

The findings of this digital marketing study apply to a wide range of online advertisers. According to About.com, the typical ‘real cook’ buys products from four different types of retailers, such as health food shops, membership warehouses and supermarkets. This digital marketing study on food and cooking has been carried out by About.com for the first time. Previously, it was conducted as part of a wider DIY research program.

Qudos Digital is a leading Digital Marketing Company, and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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