オーストラリア人はオンラインで手作り料理のレシピを再発見している

キッチンで過ごす時間が増える中、広告主はいかに消費者にリーチできるか？

Whether it’s Sourdough starters, cakes, roasts, or casseroles, Australians are rediscovering the love for home-cooked meals as they reset their values and spend more time in the kitchen with their families to recreate grandma’s recipes while the states are facing another wave of lockdowns. 

As a result of being at home more, Australians are spending 16% more time on food and cooking websites than the equivalent period in 2019, spending over 298¹ hours, that’s over 12 days spent on these sites making this the top-ranked activity weekly by time in 2021².

Not just recipes! Nielsen Digital Content Planning monthly data found that 66%³  of Australians are researching online for meal plans as well as recipes, representing an increase of 31%⁴ in time spent consuming online food and cooking content in the week commencing 12 July 2021 compared with the first week in March. 

Food and cooking content consumed via a mobile device increased by 35%⁵ in the week commencing 12 July 2021 week when compared to the first week in March. This data and trend of consumption gives much to chew over, especially during the weekends, when Australians spent almost 5,300⁶ hours consuming this content during weekends in July 2021.

広告主も消費者も、非常に困難だった2020年から立ち直りつつある。 

そして、適切な測定と創造的思考によって、マーケティング担当者は、このユニークな時期にビジネスを前進させる具体的な目標に戦術を確実に対応させることができる。

ソース

1. Nielsen Digital Media Ratings, Weekly Volumetrics, WC 12/07/2021, Digital C/M, P2+, Food & Cooking Sub-category, Total Time(hours).
2. Nielsen Digital Media Ratings, Weekly Volumetrics, WC 04/01/2021 – WC 12/07/2021, Digital C/M, P2+, Food & Cooking Sub-category, Total Time .
3. Nielsen Digital Content Planning, Jan – May 2021, Digital C/M, P2+, Food & Cooking Sub-category, Universe %.
4. Nielsen Digital Media Ratings, Weekly Volumetrics, WC 01/03/2021 vs WC 12/07/2021, Digital C/M, P2+, Food & Cooking Sub-category, Total Time % increase.
5. Nielsen Digital Media Ratings, Weekly Volumetrics, WC 01/03/2021 vs WC 12/07/2021, Mobile, P2+, Food & Cooking Sub-category, Total Time.
6. Nielsen Digital Media Ratings,Daily Volumetrics,3 July 2021, 4 July 2021, 10 July 2021, 11 July 2021, 17 July 2021, 18 July 2021, Digital C/M, P2+, Food & Cooking Sub-category, Total Time.