MERCADEO Versión en español
Brands can cook up their way to reach millennials through culinary experiences
Manuela Walfenzao| 1 de julio de 2015
Entre las 10 búsquedas más realizadas en YouTube se encuentra cómo cocinar algo
A new study from Think in alliance with McGarrybowen and Kraft Foods revealed that 59% of people between 25 and 34 go in the kitchen with a smartphone or a tablet, which they use for cooking tips, because young people are increasingly concerned about food.Through secondary research we have noticed that millennials are cooking more and more”, said Anna Conroy, planning director for mcgarrybowen. “It isn´t so much a task than a skill to create new experiences”.Many millennials use their mobile devices in the kitchen to look for recipes. 31% of those surveyed said the decision on what to cook is the least fun part of the process. For 25%, the most important part is adding a personal touch to their recipes. In YouTube the search for best recipes increases up to 48% each year and how to cook that is among the 10 most popular how to searches on the platform. There are also web celebrities like CrazyRussianHacker, whose Food Life Hacks videos have more than 555,000 views.This represents a great opportunity for brands that can make the most of this interest millennials have, by offering them specific and fun cooking ideas. The aim is to turn the cooking experience into a fun journey. 92% confessed they felt satisfied with their dishes, even when it had mistakes.
