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BREAKING NEWS & VIEWS
Smartphones Now Key to Foodie ContentFriday, August 10, 2012 Fifteen years ago cell phones were for Gordon Gecko types who needed to show off how busy they were. In fact even then, when the blockbuster Web brand AllRecipes debuted with a single Neopolitan Cookie recipe few people were referencing Web sites for recipes. Boy did that change in a hurry. In commemoration of its 15th anniversary the Meredith-owned site is releasing metrics that reflect both the brand’s own growth as well as the ways in which the Internet and now mobile devices have woven their way into everyday living. In its 15 years, AllRecipes has served up over 15 billion recipes viewed and had nearly 200 million pieces of content uploaded by users. The very popular mobile apps like Dinner Spinner have been downloaded 14 million times. And what, you may ask, after all of that activity, proved to be the most popular dish on the site? With 14 million views, the “world’s Best Lasagna” recipe has been referenced most often. It must be good. With 6,848 ratings on the site, it still carries a five star grade from users. But the next great transformative trend for AllRecipes, as it is for much of service-oriented Web content, is mobilization. According to the site, visits to AllRecipes.com from mobile devices has exploded from only 7% a year ago to now 26% of visits. They expect the activity to tip to 50% from mobile visits by the end of 2012. The reason for the radical shift in usage is apparent from the user survey also run by AllRecipes recently. The research shows that 35% of all home cooks used their phones to look up a recipe. And this metric does not refer just to people with phones or even smartphones. It encompasses the entire universe of home cooks. Also important to the mobile food category is user-generated content. Almost a third (39%) of cooks have used their phone to snap a picture of a dish they have prepared, and another 22% have snapped photos of dishes they had while eating out. The power of mobile is already clear to any retailer. According to a recent Nielsen survey 45% of smartphone owners regularly use a shopping app. But more specifically, AllRecipes finds, 23% of all cooks have looked up a recipe on their phone while in the store. As we argue in this week’s issue of min, content providers have an opportunity to put themselves and their advertisers into the lower parts of the product decision and purchase funnel with smart apps and partnerships. Aligning content and advertising with the use cases of mobile is the key to making media brands matter on this platform.  If you have breaking news to share please contact min’s editors.
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