澳大利亚人在网上重新发现自制食品食谱

数字消费行为凸显广告商如何在消费者花更多时间在厨房时接触到他们

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.

随着广告商和消费者在经历了 2020 年的艰难时期后继续反弹，广告商有机会接触到他们的受众，并在他们的家庭中心--厨房--产生积极影响。 

有了正确的衡量标准和创造性思维，营销人员就能确保他们的策略与具体目标相匹配，从而在这一特殊时期推动业务发展。

SOURCES

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.