Food study 060412 final_1

BlogHer

Food Facts:

The 2012

BlogHer Study

Photo credit: Blog: MADE. Blogger: Dana Willard

BlogHer Source: BlogHer Food Facts Study 2012

In May 2012, BlogHer fielded a study about the influence that online information and content creators have on food-related decisions. The questionnaire was fielded with both the BlogHer Visionaries Panel as well as a general U.S. online population.

Survey fielded to BlogHer Visionaries

Panel

N= 949 women

TOTAL Combined Sample of 1,766 women, and 323 men

Survey fielded in 7 U.S. markets

including N.Y., Boston, Atlanta,

Chicago, Dallas, Portland, San Diego

N= 817 women and 322 men

Total: 1,139

BLOGHER SAMPLE TOTAL U.S. ONLINE POP

BlogHer

Our Food Aspirations

Photo credit: Blog: Steamy Kitchen. Blogger: Jaden Hair.

BlogHer

Food is universal; The Internet is uniquely useful

© 2012 Social Media Matters 4 Source: BlogHer Food Facts Study 2012: “What is your involvement with food and recipes online?”


Go Online for Recipes

Go Online for Restaurants

Food Blog Reader

Take Photos of Food and Post

92% 89%

70% 64%

63%

54%

36%

29%

BlogHer

The BlogHer food community Shares hands-on information

Source: BlogHer Food Study 2012, BlogHer: “What kinds of food topics do you write about?”

BLOGHER SAMPLE

95% 46% 43% 41% 39%

RECIPES RESTAURANT REVIEWS FOOD PRODUCT

REVIEWS

STORY TELLING ETHNIC/

REGIONAL FOOD

BlogHer

What is your food personality?

Source: BlogHer Food Facts Study 2012; Most results mirrored in Gen Pop

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

Activist 15% Vegan, organic, locavore…when it comes to food I’m on a mission

Allergic Alternatives

7% Looking for ways around food allergies

Nervous Nelly 5% The whole topic of food makes me anxious

BLOGHER SAMPLE

BlogHer

What would make you more confident in the kitchen?

7 Source: BlogHer Food Facts Study 2012


More time to experiment

Better cooking equipment

A better kitchen

Some cooking classes

70% 63%

58% 54%

53%

48% 50%

53%

BlogHer

81% 78%

We believe in home cooking

Source: BlogHer Food Facts Study 2012

I cook dinner for my family:

Top 2 box (all/most of the time)

Cooking dinner every night is

extremely/very important

95% 81%


BlogHer

Q

Restaurants, take-out still have a place

“How often do you eat out or order in food instead of cooking”


55%

58%

14%

9% 29% 32% 2%

1%

1-2

nights a week

3-4

nights a week

5-7

nights a week Hardly ever

BlogHer

Trust, Influence, and Purchase Behaviors

Photo credit: Blog: Steamy Kitchen. Blogger: Jaden Hair.

BlogHer

Q

73%

Trust: Food sites rule the Internet

Do you trust the food or recipe information you get from each of the following sources? [Not filtered for active usage of sites.]


90% 91%

94%

Online Recipe Sites

Food Blogs

BLOGHER SAMPLE

TOTAL U.S. ONLINE POP

BlogHer

Q

73%

Trust: Food sites rule the Internet

Do you trust the food or recipe information you get from each of the following sources? [Not filtered for active usage of sites.]


90% 91%

94%

72%

41%

64% 72%

62% 53%

46% 33%

Online Recipe Sites

Food Blogs Food Mobile Apps

BLOGHER SAMPLE


BlogHer

Food Mobile Apps

55%

Conversion to action: Cooking recipes from these sources

Source: BlogHer Food Facts Study 2012: “Have you ever cooked a recipe based on any of the following resources?”

95% 87% 87%

65%

21%

50%

43% 49%

25% 13%

Online Recipe Sites

Food Blogs

34%

BLOGHER SAMPLE


BlogHer

Food Mobile Apps

56%

Conversion to purchase: Purchasing recommended products

Source: BlogHer Food Facts Study 2012:

“Have you ever purchased a food product based on a recommendation from any of the following resources?”

84% 83%

58%

23%

57% 54%

18%

48%

Online Recipe Sites

Food Blogs

30%

BLOGHER SAMPLE


83%

28%

BlogHer

Q

Young blog readers more likely to purchase

Source: BlogHer Food Facts Study 2012; Total Combined BlogHer and Gen Pop Samples

Have you ever made a food purchase based on a blog recommendation?

29% NO

71% YES

AGE

18-44

40% NO 60% YES

AGE

45+

BlogHer

Food blogs trump traditional media for BlogHers

Purchasing recommended products from…

Source: BlogHer Food Facts Study 2012, BlogHer sample

Food Blogs

Print Cookbooks

Print Magazines

Food TV Show

(on line)

83%

Food TV Show

(on set)

Online

Magazines Food Cookbook

on eReader

80%

75%

39%

59%

23%

18%

83%

BlogHer

Who do we love?

Photo credit: Blog : Pioneer Woman. Blogger : Ree Drummond.

BlogHer

Top Five Favorite Food Personalities

Source: BlogHer Food Facts Study 2012. Respondents offered 21 food personality options.

BlogHer Rank %

Ina Garten, The Barefoot Contessa

#1 40%

Ree Drummond, The Pioneer Woman

#2 39%

Jaime Oliver #3 39%

Rachel Ray #4 38%

Alton Brown #5 37%

Gen Pop Rank %

Rachel Ray #1 59%

Bobby Flay #2 42%

Emeril #3 41%

Paula Deen #4 39%

Anthony Bourdain #5 35%

BlogHer

How Food Blogs Influence Purchases

Source: BlogHer Food Facts Study 2012; BlogHer sample

A fellow blog buddy

recommended that I try the new

Philadelphia cream cheese seasoning that you mix into your noodles. It really helped spice it up

and I fell in love with the garlic - it was so creamy and flavorful.

Because of the Rainy

Day Gal blog I have started purchasing

higher quality chocolate

I frequent Pioneer

Woman. I trust her opinions on products. I read her comments about the Blendtec blender. I valued her opinion but also went online to other

bloggers. I eventually bought the blender because it was highly recommended--first by Ree and then other bloggers.

I follow the blog Food

Lush and always feel confident in the writers' suggestions for food products. In particular, they have had a couple of posts that were

focused on food products to buy at Trader Joe's and I really liked those.

Food study 060412 final_1

Self Improvement

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