호주인들이 온라인에서 홈메이드 음식 레시피를 재발견하고 있습니다.

디지털 소비 행동은 주방에서 더 많은 시간을 보내는 소비자에게 광고주가 도달할 수 있는 방법을 강조합니다.

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.

광고주와 소비자들이 매우 어려웠던 2020년을 보내고 다시 회복세를 보이고 있는 가운데, 광고주들은 오디언스에게 다가가고 그들의 삶의 중심인 주방에서 긍정적인 영향을 미칠 수 있는 기회를 얻게 되었습니다. 

또한 마케터는 올바른 측정과 창의적인 사고로 이 특별한 시기에 비즈니스를 발전시키는 구체적인 목표에 맞춰 전략을 수립할 수 있습니다.

소스

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.