The study - conducted online in July - examined the online behaviors, attitudes and a priorities of Home Cooks overall, exploring how this group uses online resources for researching and preparing meals. Additionally, the study discovered what kinds of online grocery ads are most engaging for consumers.
Evan Minskoff, vice president, marketing, the About Group, says "... Real Cooks are increasingly looking... to online advertisements in particular, to learn about new recipes and new products... (they) shop for groceries regularly, and frequently replenish cooking supplies... "
For online food advertisements, the most appealing grocery ads are ads with:
As a result of seeing packaged goods ads on About.com:
Nearly 40% of respondents cook every day. On average, Real Cooks prepare a variety of foods, ranging from quick and easy meals to comfort foods to healthy and nutritious foods from scratch five times a week. Benefits from this creative process, cited by Real Cooks, include a boost in self-esteem, opportunities for self-expression, a sense of community and connectedness to family and cultural traditions.
The top influencer for grocery purchases is "healthy ingredients," ranking higher than both taste and price. Additionally, while budget is a consideration, preferences for name brands are up 32% from one year ago.
Study results also revealed that Real Cooks actively use online resources to expand their repertoires and stretch their families' palates. More than half search for recipes once a week or more frequently. Seventy-one% of study respondents use a search engine to look for recipes, while 56% go directly to specific sites.
Other findings include:
More from About.com may be found here.