Taste.com.au is the most popular Food/Recipes Website among Australians aged 14+ years, with an average of nearly 1.2 million visitors (6.4%), in an average 4 week period in 2011, according to the latest Roy Morgan Single Source data.
In recent years Food/Recipes Websites have shown huge increases in visitor numbers. For example, in the five years since 2006, the number of Australians 14+ who visited at least one of these Food/Recipe Websites – Taste.com.au, Allrecipes.com, Ninemsn Food, Cuisine.com.au, Gourmet Traveller – in the last four weeks increased almost ten-fold, from 138,000 in 2006 to nearly 1.51 million (8.1%) in 2011.
This growth has largely been driven by the huge growth recorded by Taste.com.au, which more than tripled its visitors in the three years from 2008 to 2011, as shown in the following chart.
are ‘Early Adopters’ (by selected category) Vs Australians 14+
Source: Roy Morgan Single Source, January-December 2011 (n = 18,935). ‘Food/Recipe Website visitors’ = visited Taste.com.au, Allrecipes.com, Ninemsn Food, Cuisine.com.au or the Gourmet Traveller website in the last four weeks.
Similarly, visitors to these Food/Recipe Websites are also more likely to be ‘Trusted Advisers’ (who give product/service advice and share recommendations with friends/family) in related categories, e.g.:
- 53% are Trusted Advisers on the subject of eating out at restaurants,
- 30% are Trusted Advisers on buying new food products,
- 30% are Trusted Advisers for information on health and nutrition.
An extensive range of detailed website visitor profiles incluswa Taste.com.au, Allrecipes.com and Ninemsn Recipe Finder (Food).
An extensive range of Media Profiles across internet, social media, television, pay TV, radio provides a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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