Allrecipes has crossed a long way from a site with a single cookie recipe to the world’s largest digital food brand, with 17 sites and 9 apps. To illustrate how much has changed over the past 15 years, Allrecipes recently re-ran its very first on-site survey and here we present you the results.
Unsurprisingly more and more users rely on their smartphones for planning meals, shopping for ingredients and cooking: one-third of online cooks use smartphones to look up recipes, 18% create digital shopping lists, 15% redeem digital coupons, and 15% watch videos to improve their cooking skills.
When it comes to what motivates users to share recipes, respondents say: attractive photos (79%), followed by the cook plans to make the recipe (78%) and the fact that a recipe has positive peer ratings/reviews (75%).
Finally, it’s worth pointing that a majority (90%) of online cooks believe printed coupons will be extinct in 15 years, while 82% think they will be paying with their mobile device.
And here’s how it all comes together in an infographic.
