호주인, 음식 및 요리 웹사이트 이용 시간 대폭 증가

• 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.”

닐슨 디지털 콘텐츠 등급은 요리 웹사이트의 모든 인구 통계에서 상승세를 보였습니다. 13~24세 호주인의 성장률이 가장 높았습니다.

3월 마지막 주말을 기준으로 전월 대비 온라인 음식 및 요리 콘텐츠 이용 시간이 가장 많이 증가한 연령대는 아래와 같습니다.

• 3월 27일 금요일 13~24세 +144% 증가
• 3월 28일 토요일 25-39세 +94% 증가
• 3월 28일 토요일 40-54세 인구 +64%
• 3월 29일 일요일 55세 이상 인구 +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.

제빵 역시 설탕 64%, 밀가루 156% 등 주요 재료의 물량 증가로 홈스테이 의제에서 높은 비중을 차지하고 있습니다. 실제로 지난 4주 동안 호주인들은 약 65일 동안 사용할 수 있는 밀가루를 비축했으며, 빵 믹스는 예상 판매량의 두 배 이상 판매되고 202%의 달러 성장률을 보였습니다.

출처:

• 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.