オーストラリア人、食品・料理サイトの利用時間が大幅に増加

• 71% increase in time spent on online food and cooking websites⁴
• Australians aged 13-24 increased their time spent online with food and cooking content by 144%²
• Sunday 29 March recorded the highest daily time spent consuming food and cooking content in 2020³

7 APRIL, 2020 SYDNEY: As Australians are being asked to stay home in an effort to flatten the curve of coronavirus (COVID-19), they are spending significantly more time with online food and cooking content. And it’s younger audiences that are driving the increases in time.

Nielsen’s daily Digital Content Ratings data showed a 70%¹ increase in time spent on Sunday 29 March versus Sunday 1 March and Sunday 29 March recorded the highest Daily Time in 2020, with a combined total of 63,555 hours spent on food and cooking websites.

Nielsen Digital Content Ratings reported a shift in online audience behaviour at the time when the Government announced stage 1 restrictions on Sunday 22 March, announcing the closure of clubs, pubs, restaurants and cafes and recommending families to stay at home. Nielsen data also showed that on the last weekend of March, Australians spent 71% more time consuming food and cooking content online when compared to the last weekend of February⁴.

Nielsen’s Managing Director of Media and Sports, Monique Perry said “We are adjusting to our new reality of more time at home cooking and have leaned more heavily than ever on Australia’s content-rich food and cooking websites. Media agencies, advertisers and brands have significantly more opportunity to engage with consumers through this category through these difficult times. It’s a real opportunity to talk to Australian’s while they are planning and preparing meals for their families and this could support both tactical and long term brand building campaigns.”

ニールセン・デジタル・コンテンツ・レイティングス（Nielsen Digital Content Ratings）は、料理サイトのすべてのデモグラフィックで上昇を見た。13歳から24歳のオーストラリア人が最も高い伸びを示した。

3月最後の週末をみると、各年齢層で前月に比べオンライン料理・食品コンテンツに費やす時間が最も増加したのは以下の通り。

• 3月27日（金） 13～24歳 +144
• 3月28日（土）25～39歳 +94
• 3月28日（土）、40～54歳は64％増
• 3月29日（日）の55歳以上の人口 +66

Gai Le Roy, CEO of IAB Australia, commented: “It looks like Australians have finally admitted to themselves that they are going to be eating at home a lot in the coming weeks and have started to look for recipe inspiration to add a bit of variety to their normal repertoire of meals. When our time at home is increased and with many of us struggling to remember what day it is at times, it is interesting to see the habitual pattern of Sunday being the key meal planning and recipe hunting day being retained.”

And, to coincide with the growing interest in cooking at home, Nielsen Homescan data for the four weeks ending March 22 revealed that Australians are buying more key cooking ingredients, such as authentic Asian and Indian grocery items, up 128% and 185% respectively in terms of value sales.

ホームステイではパン作りも盛んで、砂糖は64％、小麦粉は156％の伸びを示している。 実際、過去4週間で、オーストラリア人は約65日分の小麦粉を備蓄しており、パンミックスは予想の2倍以上の数量が売れ、ドルベースで202％の伸びを示している。

情報源

• ¹ Source: Nielsen Digital Content Ratings, Daily Tagged, 29/03/20, vs 01/03/20, Digital (C/M), People 2+, Total Time Spent, Text, Food and Cooking sub-category.
• ² Source: Source: Nielsen Digital Content Ratings, Daily Tagged, 27/03/20 vs 28/02/20, Digital (C/M), Persons 13-24, Total Time Spent, Text, Food and Cooking sub-category.
• ³ Source: Nielsen Digital Content Ratings, Daily Tagged 01/01/2020 – 31/03/20, Digital (C/M), Persons 2+, Total Time Spent, Text, Food and Cooking sub-category.
• ⁴ Source: Digital Content Ratings, Daily Tagged, 29/02/20 – 01/03/20, 28/03/20 – 29/03/20, Food and Cooking sub-category, Digital (C/M), People 2+, Total Time Spent, Text.