demand media shares new insights on people and their food
DESCRIPTION
Proprietary data on how people are thinking about, searching for and using foodTRANSCRIPT
1
WHAT’S ON
CONSUMERS’
MINDS…AND PLATES
Serves Up
………………………………………..
2
WE LOOKED AT PEOPLE AND THEIR FOOD: .........................................................................
HOW THEY’RE
THINKING ABOUT
FOOD
HOW THEY FIT FOOD
INTO WHAT THEY DO
ONLINE
WHAT MAKES IT
ONTO THEIR
PLATES?
3
7.3
average # of
sources they consult
before making a
purchase
Source: The Zero Moment of Truth Macro Study, Google/Shopper Sciences, U.S., April 2011
........................................................................................................
HOW ARE THEY THINKING ABOUT FOOD?
Search trumps
friends & family
Online search becomes
increasingly more
important as a source used
in the purchase process
4
The move toward personalization continues.
“Pancakes” becomes
“how to make pancakes without baking powder”.
.............................................................................................................................
PEOPLE ARE GETTING SPECIFIC & GOING LONG TAIL
Source: Demand Media Proprietary Analysis of Search data, December 2012
FOOD SEARCH
PHRASE INDEX
(5 or more terms)
2009 2012
100
109
.............................
5
For Moms “pot roast” becomes
“recipe for cooking a pot roast in a slow cooker”.
..........................................................................................................
MOMS ARE GETTING REALLY SPECIFIC…
Source: Demand Media Proprietary Analysis of Search data, December 2012
MOMS
FOOD SEARCH PHRASE INDEX
(5 or more terms)
2011 2012
100
122
..........................
6
...................................................................................................
AND THEY’RE GOING INTO DETAIL
Source: Demand Media Proprietary Analysis of Search data, December 2012
Recipe Searches Phrases: Moms
7
For millennials, “Cake recipes” becomes
“How to make a homemade cake using
self rising flour”.
...............................................................................................
MILLENNIALS, TOO.
THE MORE SPECIFIC, THE BETTER…
Source: Demand Media Proprietary Analysis of Search data, December 2012
MILLENNIALS
FOOD SEARCH PHRASE INDEX
(5 or more terms)
2011 2012
100
121
..........................
8
............................................................................................... AND APPARENTLY “DETAILS” ARE IN
Source: Demand Media Proprietary Analysis of Search data, December 2012
Recipe Searches Phrases: Millennials
9
.......................................................................................................................
WHEN PEOPLE ARE MOBILE IT ALL STARTS WITH SEARCH…
Search-driven properties
are seeing this happen
even more quickly
67% of mobile activity
starts with Search
Source: comScore Media Metrix and Mobile Metrix 2012, The Zero Moment of Truth Macro Study, Google/Shopper Sciences, U.S., April 2011
MOBILE FOOD CATEGORY
VS. eHow MOBILE FOOD
Food Category
100
173
100
221
............................................................................ eHow Food
AP
RIL
AP
RIL
NO
VE
MB
ER
NO
VE
MB
ER
10
Top food recipes include:
• Hamburgers
• Baked chicken
• Basic omelets
Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, December 2012
..........................................................................
AND THEY WANT FAST & EASY
RECIPE PREFERENCE BY
PLATFORM
Fast Recipes
100
107
100
125
...................................................................... Simple Recipes
DE
SK
TO
P
MO
BIL
E
DE
SK
TO
P
MO
BIL
E
11 Source: Demand Media Proprietary Analysis of Mobile and Desktop Content consumption, December 2012
.................................................................................................................
MOBILE MEANS A SEARCH FOR SIMPLICITY…
BUT ADD A DASH OF COMPLEXITY ON DESKTOP
Consumers are 11% more likely to access basic cooking techniques on their mobile device
COOKING TECHNIQUES INDEX
Boil
100
.............................................................................. Fry Broil Bake BBQ
150
100
129
100 111
100 98 100
85
Desktop Mobile
12
Interest in wholesome meals that contain natural ingredients is the driver
.......................................................................................................
IT’S ALL ABOUT HEALTHY INGREDIENTS…
Interest in healthy recipes is up 22% YOY
TOP HEALTHY RECIPE SEARCH TERMS
Source: Demand Media Proprietary Analysis of content consumption data, 2011-2012
HEALTHY RECIPE INTEREST
2011 - 2012
2011 2012
100
122
............................................
13 Source: Demand Media Proprietary Analysis of content consumption data, 2011-2012
...........................................................................................
AND HEALTHY WAYS TO COOK THEM”
Interest in healthy cooking techniques is up 15% YOY
HEALTHY COOKING TECHNIQUES INTEREST
2011 - 2012
2011 2012
100
115
............................................................
14 Source: Demand Media Proprietary Analysis of Livestrong MyPlate tracks, 2011-2012
.................................................................................................................
MILLENNIALS ARE LEADING THE HEALTHY WAY”
HEALTHY FOOD CHOICES – MyPlate
CHANGE INDEX 2011-2012
50+ 35-49 ALL 18-34
100
153 160
247
.......................................................
15 Source: Demand Media Proprietary Insights
...................................................................................
MILLENNIALS: “HOLD THE BACON”
MILLENNIAL FOOD CONSUMPTION VS. GENERAL POPULATION
Fruit
..................................................................
Cereal
Yogurt
Hot Dog
Pie
Bacon
16
...............................................................................
HOW DO THE CHEATERS DO IT?
Source: Demand Media Proprietary Analysis of Livestrong MyPlate tracks, 2011-2012
SALTY
ALCOHOL
TOP CHEAT FOODS BY MEAL
Lunch Chips, Fries,
Pizza,
Hamburgers,
Cookies
Dinner Wine, Beer, Hamburgers,
Pizza, Fries
Breakfast Bacon, Sausage,
Sweets, Waffles, Pizza
Snacks Throughout
the day Chocolate,
Wine, Chips, Cookies, Beer
SWEET
FATTY
17
Wine is the #1 indulgence for both.
TOP CHEAT FOOD
CONSUMPTION BY GENDER
MEN WOMEN
Wine
Chips
Beer
Bacon
Chocolate
Sausage
Wine
Chocolate
Chips
Cookies
Pizza
Fries
............................................................................................
MEN AND WOMEN ARE BOTH DOING IT
Men go for alcohol & salt. Women reach for the sweets.
...........................
Source: Demand Media Proprietary Analysis of Livestrong MyPlate tracks, 2011-2012
18
............................................................................................................................. ......
EVERYONE’S OFF TO A GOOD START IN THE MORNINGS
Source: Demand Media Proprietary Analysis of Livestrong MyPlate tracks, 2011-2012
Fruit
Nuts
Dairy
Coffee
Vegetables
Eggs
Sweets
Food Bars
Fruit
Nuts
Vegetables
Dairy
Sweets
Food Bars
Dip/ Spreads
Chips
Fruit
Dairy
Sweets
Alcohol
Nuts
Popcorn
Dip/ Spreads
Chips
Dairy
Fruit
Nuts
Alcohol
Cereal
Sweets
Popcorn
TOP FOODS
EATEN BY
SNACK TIME
HEALTHY FOOD
CONSUMPTION
AS SHARE OF
SNACKS
363
................................................................................. Morning Afternoon Evening Midnight
281
150 100
19
One size does not fit all
When people are on the go, they
want simpler answers and solutions.
Men and women really are different,
especially when it comes to food.
Millenial habits could completely
change your approach.
It’s become a way of life Quick fix diets are out. Wholesome
meals are in.
People are looking for healthy
ingredients and preparation tips.
Health is even a consideration when
choosing snacks.
IF YOU WANT TO CONNECT WITH PEOPLE THROUGH FOOD: ....................................................................................................................
SHOW UP WHERE
THEY’RE LOOKING TAILOR YOUR
MESSAGE
SPEAK TO THEIR
HUNGER FOR HEALTH
It’s all about search
People are looking for information
before they buy.
They’re consulting multiple
sources.
They’re now relying more on online
resources more than word of
mouth.
20
CONSUMER
CONTENT
DISCOVERY
PLATFORM
HOW DOES DEMAND MEDIA KNOW ALL OF THIS?
..............................................................................................................
- 1 in 3 Americans visit a Demand Media site every month
- That’s 100 million US uniques
- 13 million moms & 25 million millennials
- 8 million health-focused consumers
- 6 million food consumers
- 4 million MyPlate users
VISIT US AT WWW.DEMANDMEDIA.COM