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IRCenter Digital cooking Czechs Babel Camp 2014 Brno

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Culinary potential in social media - who, what, when and how looks for or discuss recipes in the internet.

Recipe websites and tablets in our kitchens have become one of the most visible digital customs among common users. Also, there is emerging market of online FMCG stores, both in mature and emerging markets. In our presentation we will cover the most important outcomes from the research performed among Poles and Czechs in 2014 regarding the issue on how digital channels affect culinary behavior. We will present the information on: how Social Media affects cooking and eating, what are the most important sources of recipes in social media, who are the people who already use mobile solutions for FMCG and buy FMCG products online.

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IRCenter Digital cooking Czechs Babel Camp 2014 Brno

  1. 1. I m p a c t o f d i g i t a l o n c o o k i n g a n d e a t i n g p r e f e r e n c e s Polska kulinarnie 2014 S e p t e m b e r 2 0 1 4
  2. 2. D i g i t a l m a r k e t i n g p o t e n t i a l i n e a t i n g & c o o k i n g Eating & Cooking The most engaging consumer trend in digital apart from social media and new technologies Brings new technologies in everyday life FMCG business is wider than technology and new media markets Is still constrained to traditional KPI’s
  3. 3. D a t a s o u r c e s Culinary Digital Czechs CAWI – questionnaire conducted among Czech Internet users, performed by Mindbridge Scan of social media (monitoring) Search behavior analysis Mobile aps usage
  4. 4. W h o w e a r e IRCenter is an agency specializing in research and consulting regarding digital and interactive media. Our key areas are: • marketing and social research • analysis of search and mobile technologies and services • developing strategy in social, local and mobile media • analysis of the potential of new technologies The objective of our consulting services is the client’s success. Whether it is a professional career development of a partner within a company structure, or profit and protection of a client’s long-term competitive advantage based on market information.
  5. 5. W h a t w e w i l l t a l k a b o u t Eating & Cooking That end-clients have to either… or… keep reasonable internet KPI’s integrate digital with the rest of media mix We know so much about the consumers, that we only have to make marketing sandbox
  6. 6. i n t e g r a t e d d i g i t a l m a r k e t i n g SEM What they are interested in Content Touchpoint Web forums & blogs Everyday habits Trends in recipes Facebook & Pinterest & Instagram Brand engagement Mobile Everyday cooking Display Awareness & traffic to LP Mailing Engagement & Sales
  7. 7. W h o t h e y a r e ? Czech Internet users looking for cooking inspiration at least 1 time a month: 60% 45% 43% Where do you look for cooking 32% 26% 24% 22% 18% 16% inspirations? 10% 10% 5% 4% Cookbooks Culinary websites with recipes Recommendations of friends/… Web forums Press and printed magazines TV culinary shows It’s my spontaneous decisions Culinary blogs Calendars with recipes Facebook Youtube Mobile applications with… Digital channels Traditionals chanels Mobiles channels 7 N=1000
  8. 8. W h o t h e y a r e ? Those who looking for inspiration through each channel *: 43% 32% 26% 22% 16% 5% Culinary websites with recipes Recommendations of friends/ family Web forums TV culinary shows Culinary blogs Youtube Sex Male Female Age 24- y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55-64 y.o. 65+ City under 499 500 - 1999 2000 - 4999 5000 - 19 999 20 000 - 99 999 100 000 nebo více 35% 51% 53% 49% 39% 39% 32% 32% 52% 41% 46% 46% 38% 45% 23% 41% 34% 35% 32% 31% 23% 43% 27% 33% 32% 33% 30% 35% 24% 27% 29% 32% 26% 13% 22% 29% 29% 28% 25% 28% 23% 26% 17% 26% 20% 24% 19% 21% 21% 36% 13% 19% 23% 22% 23% 22% 12% 20% 29% 22% 10% 7% 7% 7% 11% 18% 14% 16% 16% 17% 5% 5% 4% 7% 7% 3% 3% 1% 4% 4% 5% 4% 3% 5% ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! !
  9. 9. We b p o r t a l s Website Estimated monthly visits by vareni.cz 1 900 000 recepty.cz 1 400 000 toprecepty.cz 1 400 000 mnamkyrecepty.sk 780 000 labuznik.cz 610 000 apetitonline.cz 580 000 receptyonline.cz 470 000 mamincinyrecepty.cz 210 000 tradicnirecepty.cz 190 000 ekucharka.net 170 000 Big interest in culinary web portals showhs, that they are still an important place of looking for information about cooking. TOP10 most popular culinary web portals TOP10 web portals (in terms of 51.4% number of publications) Number of publications from web portals N=70 805 6.2% 3.9% 3.5% 3.3% 2.5% 2.5% 2.4% 1.9% 1.9% toprecepty.cz svetreceptu.cz linkuj.cz ekucharka.net recepty.vareni.cz tradicnirecepty.cz prozeny.cz marianne.cz prozeny.cz zena-in.cz
  10. 10. C u l i n a r y w e b s i t e s w i t h r e c i p e s Deriving inspiration from culinary websites: 43% PURPOSE OF SEARCHING RECIPES ON 80% CULINARY WEBSITES:: 42% 22% 13% Inspirations to come up with a new dish Precise recipe od chosen dish Dish made of ingredients available in my shop Cheap dishes THE MOST KNOWN WEBSITES: 41% 21% 16% 21% N=432 N=432
  11. 11. We b p o r t a l s Top activities related to recipes 40.4% 38.3% 19.8% 1.3% 0.2% 0.1% FB Shares FB Likes FB Comments Pins +1s Tweets from web portals Recipes from web portals are most often visible on Facebook – internet users willingly share, like and comment them on this social platform. Recipes from toprecepty.cz were the most popular. N=98 707* The most engaging web portals (in terms of activities related to *Total number of activities for 1000 most enganging articles (with biggest numer of comments) N=98 707* What has happened with 1000 most engaging recipes? (in terms of comments’ number). 69.8% 14.5% 10.1% 4.0% 0.9% toprecepty.cz recepty.vareni.cz ekucharka.net tradicnirecepty.cz marianne.cz social platforms)
  12. 12. F a c e b o o k Fanpage Number of fans (27th August 2014) Type of fanpage ZDENĚK POHLREICH 329 244 Cooker Ano, šéfe! 269 586 Culinary programme Recepty do 30,- Kč 187 159 Fanpage with recipes Mňamky - recepty 156 498 Fanpage with recipes NAJLEPŠIE pozbierané RECEPTY 86 848 Fanpage with recipes ReceptyOnLine.cz 83 652 Fanpage with recipes Recepty a vaření 50 763 Fanpage with recipes Kuchařka ze Svatojánu 45 284 Blog Top-recepty 38 583 Blog Apetit 36 480 Culinary paper Culinary celebrity - Zdeněk Pohlreich really interest Facebook users (cooker’s fanpage, programme’s fanpage). Among fanpages with recipes, Recepty do 30,- Kč with cheap recipes is the most popular. TOP10 biggest culinary fanpages
  13. 13. B l o g o s p h e r e Blog TOP10 most engaging culinary blogs Number of publications related to recipes (also readers’ comments) Estimated monthly visits by babciny-recepty.blog.cz 1093 10 000 eatandrunandlove.blogspot.com 482 no data delicious-blog-lucie.blogspot.com 388 no data veruneecka.blog.cz 343 5 000 jedlikovo-vareni.blogspot.com 246 no data unasnakopecku.blogspot.com 231 no data fitfoodmanic.blogspot.com 221 no data fitnessgirl-lifestyle.blogspot.com 204 65 000 dona-gisele.blog.cz 200 7 000 delicious-blog-lucie.blogspot.cz 179 40 000
  14. 14. E m o t i o n a l d r i v e s 46% The most important features of a meal*: 29% 29% 22% 13% PLEASURE HEALTH AND BEAUTY CONVENIENCE ECOLOGY PRICE Eaten in a pleasant atmosphere Healthy Easy to prepare Made of natural and ecological ingredients Cheap Unconventional Dietetic Quick to prepare Made of fair trade products / ingredients Made of products offered in promotions What is important in the context of eating? *The percentage of people who chose 8-10 in question: How do you agree with the following statements on scale 1 (definitely disagree) to 10 (definitely agree): The meal should be ... The dish should be pleasant!
  15. 15. E m o t i o n a l d r i v e s a n d d i g i t a l p l a t f o r m s PLEASURE 60% 50% 40% 30% 20% 10% 0% For people who use Facebook as an inspiration to cooking the pleasure is more important then to others CONVENIENCE HEALTH AND BEAUTY PRICE ECOLOGY TOTAL Culinary blogs Facebook Culinary websites with recipes Youtube 15 N=1000 For people who use Facebook as an inspiration to cooking the price is more important then to others *The percentage of people who chose 8-10 in question: How do you agree with the following statements on scale 1 (definitely disagree) to 10 (definitely agree): The meal should be ...
  16. 16. H o w C z e c h I n t e r n e t u s e r s d i f f e r i n s c o p e o f e a t i n g & c o o k i n g 38% 39% 6% 17% Cooking couples Cooking for the family Non-cooking Culinary singles. The segments were distinguished based on the following variables • Who do you live with (alone, with family, with partner) • Who do you dining with? • Who do you like to eat with the most? • Who do you like to cook with the most? • The frequency of cooking
  17. 17. D i s c u s s i o n s & S e a r c h 26,055 27,688 22,404 39,529 32,095 37,962 32,481 30,128 28,989 40,254 95,629 55,194 120000 100000 80000 60000 40000 20000 0 August 2013 September 2013 October 2013 November 2013 December 2013 January 2014 February 2014 March 2014 April 2014 May 2014 June 2014 July 2014 Number of publications Recipes in social media 150 140 130 120 110 100 90 80 Interest in recipes (Google): searches Recipes in Google Trends: searches Recipes’ popularity in social media is not so seasonal, as intuition says. Recipes’ visibility has growned since May 2014. However, the biggest interest in recipes was observed during and before Christmas and Easter.
  18. 18. T O P S e a r c h e s i n G o o g l e Recept Recipe Average monthly searches tiramisu recipe tiramisu recept 4400 cake recipe bábovka recept 1600 Christmas cake recipe vánočka recept 1300 gingerbread recipe perníčky recept 1000 cake recipe mazanec recept 1000
  19. 19. D y n a m i c s o f s e a r c h e s i n G o o g l e 14000 12000 10000 8000 6000 4000 2000 0 August 2013 September 2013 October 2013 November 2013 December 2013 January 2014 February Recipes with average, monthly number of searches at least 1000. Source of data: 2014 During Holidays we observe bigger interest in seasonal recipes. Popularity of the most popular recipe – Tiramisu grows. March 2014 April 2014 May 2014 June 2014 July 2014 Average number of searches per month Seasonality of most popular recipes* (SEO) Tiramisu recipe Cake recipe Christmas cake recipe Gingerbread recipe Easter cake recipe Tomato sauce recipe Duck recipe Coconut cookies recipe
  20. 20. D y n a m i c s o n d i s c u s s i o n o n r e c i p e s 2500 2000 1500 1000 500 0 August 2013 September 2013 October 2013 November 2013 December 2013 January 2014 February 2014 March 2014 April 2014 May 2014 June 2014 July 2014 Average number of searches per month Publications on recipes Cake Duck Coconut cookies Easter cake Gingerbread Tomato sauce Tiramisu Christmas cake Recipes in social media Source of data: Social media As was to be expected, time of Holidays is dominated by specific recipes (Christmas cake, Easter cake, gingerbread). Like in SEO, Tiramisu popularity grows. In July recipes for cakes were the most popular.
  21. 21. S p a c e o f d i s c u s s i o n s o n r e c i p e s 71% 15% 8% 4% 1% 1% 0% 0% 0% Facebook Web portals Web forums Blogosphere YouTube Epinion sites Twitter Instagram Google+ Space of discussion about recipes Number of all publications N=468 408 Types of fanpages Blog Recipes Recipes Culinary paper Web portal Brand Blog Brand Blog Culinary paper Big potential: among branded fanpages, only Unilever participates in discussions about recipes. TOP10 fanpages (in terms of publications’ 6% 4% 3% 2% 2% 2% 1% 1% 1% 1% Number of publications from Facebook N=331 277 Mňamky - recepty Recepty do 30 kc Recepty k mání Recepty a vaření tn.cz Recepty na každý… Kuchařka ze… Pečení je radost Dobré rady a… Apetit number)
  22. 22. M o b i l e c u l i n a r y a p p s a m o n g C z e c h s Most frequently stated names of used mobile apps Users of culinary mobile apps 35% 2% 22% 9% 9% 9% Recepty doma Apetit online Vaření Česká kuchařka Jamie Oliver
  23. 23. D e m o g r a p h y o f m o b i l e c u l i n a r y a p p s u s e r s Sex Male 66% Female 34% Age 24- y.o. 34% 25-34 y.o. 37% 35-44 y.o. 14% 45-54 y.o. 6% 55-64 y.o. 9% 65+ 0% City under 499 6% 500 - 1999 14% 2000 - 4999 11% 5000 - 19 999 14% 20 000 - 99 999 26% 100 000 nebo více 29%
  24. 24. W h e n m o b i l e a p p s a r e u s e d ? 49% 37% 37% 37% 34% Before cooking – in order to find inspirations Before cooking – in order to make a shopping list During the cooking, so as to have precise and detailed instructions (stop by step) During the cooking, so as to know general guidelines on how to cook a dish (just to have an idea on what to do) I generally like to read new recipes
  25. 25. W h e r e d o t h e s e m e n l o o k ? Men look at points which are colourfull and sticky, not functionalities
  26. 26. W h e r e d o t h e s e m e n c l i c k ? They also click on icons which drive their attention – not their interests
  27. 27. W h y C z e c h d o n ’ t u s e m o b i l e a p p s So far people who cook (women) do not feel the urge to use mobile apps 40% 36% 24% 4% Other sources of recipes are sufficient In general I don’t use mobile applications I don’t know that they exist Available mobile applications with recipes do not offer any interesting content
  28. 28. D e s t i n a t i o n Choice Mobile Facebook CRM all about declarations accessible data Scan in social media Search Mobile usage
  29. 29. L e t ’ s c o o p e r a t e IRCenter 61/164 Jana Pawła II Av. 01-031 Warsaw Poland Albert Hupa hupa.albert@ircenter.com +48 696 435 672

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