Food study 060412 final_1

Food Facts: The 2012 BlogHer StudyPhoto credit: Blog: MADE. Blogger: Dana Willard BlogHer

In May 2012, BlogHer fielded a study about the influencethat online information and content creators have on food-related decisions. The questionnaire was fielded with boththe BlogHer Visionaries Panel as well as a general U.S. onlinepopulation. BLOGHER SAMPLE TOTAL U.S. ONLINE POPSurvey fielded to BlogHer Visionaries Survey fielded in 7 U.S. marketsPanel including N.Y., Boston, Atlanta, Chicago, Dallas, Portland, San DiegoN= 949 women N= 817 women and 322 men Total: 1,139 TOTAL Combined Sample of 1,766 women, and 323 menSource: BlogHer Food Facts Study 2012 BlogHer

Our Food AspirationsPhoto credit: Blog: Steamy Kitchen. Blogger: Jaden Hair. BlogHer

Food is universal;The Internet is uniquely useful 92% 89% Go Online for Recipes 64% 70% Go Online for Restaurants TOTAL U.S. ONLINE POPBLOGHER SAMPLE 63% 36% Food Blog Reader 54% 29% Take Photos of Food and PostSource: BlogHer Food Facts Study 2012: “What is your involvement with food and recipes online?” © 2012 Social Media Matters BlogHer 4

The BlogHer food communityShares hands-on information BLOGHER SAMPLE 95% 46% 43% 41% 39% RECIPES RESTAURANT REVIEWS FOOD PRODUCT STORY TELLING ETHNIC/ REVIEWS REGIONAL FOODSource: BlogHer Food Study 2012, BlogHer: “What kinds of food topics do you write about?” BlogHer

What is your food personality? BLOGHER SAMPLE Food Label Percent Definition Family Chef 55% Finding creative ways to feed the family Food Adventurer 47% Love to try new restaurants, recipes and cuisines Confident Cook 40% Highly skilled, know my way around the kitchen Health Focused 31% Eat to live, don’t live to eat…but eat well! Nostalgia Fan 25% Family memories, cook more around the holidays Curious Cook 17% I’m a newbie to food who wants to learn more Vegan, organic, locavore…when it comes to food Activist 15% I’m on a mission Allergic 7% Looking for ways around food allergies Alternatives Nervous Nelly 5% The whole topic of food makes me anxiousSource: BlogHer Food Facts Study 2012; Most results mirrored in Gen Pop BlogHer

What would make you moreconfident in the kitchen? 70% 63% More time to experiment 54% 58% Better cooking equipment TOTAL U.S. ONLINE POPBLOGHER SAMPLE 53% 53% A better kitchen 48% 50% Some cooking classesSource: BlogHer Food Facts Study 2012 BlogHer 7

We believe in home cookingI cook dinner for my family: Cooking dinner every night isTop 2 box (all/most of the time) extremely/very important 95% 81% 81% 78% BLOGHER SAMPLE TOTAL U.S. ONLINE POPSource: BlogHer Food Facts Study 2012 BlogHer

Restaurants, take-out still have a placeQ “How often do you eat out or order in food instead of cooking” 58% 32% 29% 14% 55% 2% 9% 1% 1-2 3-4 5-7 Hardly ever nights a week nights a week nights a week Source: BlogHer Food Facts Study 2012 BlogHer

Trust, Influence, and Purchase BehaviorsPhoto credit: Blog: Steamy Kitchen. Blogger: Jaden Hair. BlogHer

Trust: Food sites rule the InternetQ Do you trust the food or recipe information you get from each of the following sources? [Not filtered for active usage of sites.] BLOGHER SAMPLE 94% TOTAL U.S. ONLINE POP 90% 91% 73% Food Blogs Online Recipe Sites Source: BlogHer Food Facts Study 2012 BlogHer

Trust: Food sites rule the InternetQ Do you trust the food or recipe information you get from each of the following sources? [Not filtered for active usage of sites.] BLOGHER SAMPLE 94% TOTAL U.S. ONLINE POP 90% 91% 73% 72% 72% 64% 62% 53% 46% 41% 33% Food Blogs Online Food Recipe Sites Mobile Apps Source: BlogHer Food Facts Study 2012 BlogHer

Conversion to action:Cooking recipes from these sources BLOGHER SAMPLE TOTAL U.S. ONLINE POP95% 87% 87% 65% 55% 50% 49% 43% 34% 21% 25% 13% Online Food Blogs FoodRecipe Sites Mobile AppsSource: BlogHer Food Facts Study 2012: “Have you ever cooked a recipe based on any of the following resources?” BlogHer

Conversion to purchase:Purchasing recommended products BLOGHER SAMPLE TOTAL U.S. ONLINE POP 84% 83% 83% 56% 58% 57% 54% 48% 23% 30% 28% 18% Online Food Blogs FoodRecipe Sites Mobile AppsSource: BlogHer Food Facts Study 2012:“Have you ever purchased a food product based on a recommendation from any of the following resources?” BlogHer

Young blog readers more likely to purchaseQ Have you ever made a food purchase based on a blog recommendation? 71% YES 60% YES 40% NO 29% NO AGE AGE 18-44 45+ Source: BlogHer Food Facts Study 2012; Total Combined BlogHer and Gen Pop Samples BlogHer

Food blogs trump traditional media for BlogHersPurchasing recommended products from… 83% 83% 80% 75% Food Blogs Print Cookbooks 59% Print Magazines 39% Food TV Show 23% (on set) Food TV Show 18% (on line) Online Magazines Food Cookbook on eReaderSource: BlogHer Food Facts Study 2012, BlogHer sample BlogHer

Who do we love?Photo credit: Blog : Pioneer Woman. Blogger : Ree Drummond. BlogHer

Top Five FavoriteFood PersonalitiesBlogHer Rank % Gen Pop Rank %Ina Garten, Rachel Ray #1 59% #1 40%The Barefoot ContessaRee Drummond, Bobby Flay #2 42% #2 39%The Pioneer WomanJaime Oliver #3 39% Emeril #3 41%Rachel Ray #4 38% Paula Deen #4 39%Alton Brown #5 37% Anthony Bourdain #5 35%Source: BlogHer Food Facts Study 2012. Respondents offered 21 food personality options. BlogHer

How Food Blogs Influence PurchasesA fellow blog buddy Because of the Rainy I frequent Pioneer I follow the blog Foodrecommended that I Day Gal blog I have Woman. I trust her Lush and always feeltry the new started purchasing opinions on products. confident in thePhiladelphia cream higher quality I read her comments writers suggestionscheese seasoning chocolate about the Blendtec for food products. Inthat you mix into your blender. I valued her particular, they havenoodles. It really opinion but also went had a couple ofhelped spice it up online to other posts that wereand I fell in love with bloggers. I eventually focused on foodthe garlic - it was so bought the blender products to buy atcreamy and flavorful. because it was highly Trader Joes and I recommended--first really liked those. by Ree and thenSource: BlogHer Food Facts Study 2012; BlogHer sample other bloggers. BlogHer

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Food study 060412 final_1

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