Commentary

The Millennial Kitchen Goes Digital

Top Fourth of July recipes, summer salads, and thirst-quenching drinks are some of the top searches on mobile devices these days.

The searches are not just being done by women -- Millennial men are joining their significant others in the kitchen as more of this generation cooks at home to either experiment with foods or save money.                                                                           

Through research with mcgarrybowen and Kraft Foods, Google found that people age 35 and older are more likely to print out a recipe, and 59% of 25- to 34-year-olds cook with either their smartphones or tablets handy. In my kitchen it's easier to search for "the top recipes" for any item.

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In fact, 59% of 25- 24-year-olds head to the kitchen with either their smartphones or tablets. The top two items on Google's list of best recipe searches looks like mine. Best chocolate-chip cookies took No. 1 in searches, followed by banana bread, but the remaining I've got down. Three through 10, respectively, are meatloaf, pancakes, lasagna, mac and cheese, burger, chili, margarita, and pork chops.

Some 39% of consumers report having made a purchase of some kind from their kitchen, and 75% of the growth in viewership of food channels on YouTube is coming from mobile devices. How-to content related to food on YouTube had 419 million views last year, and "how to cook that" is one of the top "how-to" searches on YouTube

Google is tracking trends in more than just food-related searches on smartphones. As Millennial dads become more involved with their children's daily activities, sites like BabyCenter for expectant parents are digging into search data to find out what dads between the ages of 18 and 34 want.

The data reveals that 88% of Millennial dads feel it's at least somewhat important to be the perfect dad -- a higher percentage than Millennial moms, per BabyCenter's research from June 2015. About 62% of Millennial dads also seek videos about parenting tips; 59% about baby health tips; 55%, product reviews; and 46% on the mother's pregnancy and baby development.

The research from BabyCenter shows that seven in 10 Millennial dads go online to search and research information and 59% use their smartphone.

These need-to-know moments in a dad's day continue to drive up searches on smartphones. In fact, mobile searches for baby-related terms grew by 52% year-over-year (YoY), per Google's data. Some of those searches are fueled by anxiety in expectant fathers wanting answers related to their first born. Google also cites online parenting resource Fatherly, which reports 75% of its traffic is from mobile.

 

 

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