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Allrecipes Monthly Measuring Cup Report - Online Video Trends
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Allrecipes Monthly Measuring Cup Report - Online Video Trends

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With 182.5 million Americans watching 39.3 billion online content videos in March 2013* — up 6% YoY; Allrecipes dug a little deeper to determine how, where and when home cooks are watching videos.

With 182.5 million Americans watching 39.3 billion online content videos in March 2013* — up 6% YoY; Allrecipes dug a little deeper to determine how, where and when home cooks are watching videos.


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  • 1. Allrecipes.com Measuring Cup 1 What American Families Are Eating and Cooking About Allrecipes: Visit press.allrecipes.com | About Meredith: Visit www.meredith.com | Contact: Stephanie Robinett stephanier@allrecipes.com Digital Food Trends: Online Video June 2013 With 182.5 million Americans watching 39.3 billion online content videos in March 2013* — up 6% YoY; Allrecipes dug a little deeper to determine how, where and when home cooks are watching videos. Online Video Use Continues To Soar Insight #1: Insight #2: Insight #4:Insight #3: Video Page Views by Hour of Day and Device Type Timing Is Everything Email Is a Must Have Destination For Video Video Ad Views Reach an All-Time High Spike In Tablet Sales Spurs Video Views 12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM Videos featured in emails experience significant spike in views. The front and center, uncluttered positioning newsletters provide combined with the likelihood viewers read email when they have time to spare drives clicks 8x higher than their website page counterparts. On Allrecipes.com, video ads are proven to increase purchase intent and brand awareness. Home cooks who viewed one advertiser's video were 81% more likely to purchase the product in the next 6 months! Tablets’ larger screens are key: More than half of tablet users watch video on their tablets monthly; compared to just 20% of smartphone owners who said the same.** Dinner! Viewership for how-to food videos peaks just before dinner – 4 p.m. — as home cooks are headed to the store and/or into the kitchen to prepare that night’s meal. PC/laptops still reign #1 for video viewing — likely due to their larger screen size and larger install base *comScore May 2013 **State of the Media 2013 Watching on a fixed device Tuning in via tablet Viewing on mobile phone 80% 18% 3% source: Allrecipes