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2014-09-16 12:04

Net full of recipes

Websites featuring cooking recipes and tips are visited by nearly 6 million Polish internet users. Over the last two years, the number of people entering this type of sites has risen by nearly one-sixth. The e-cooks’ preferred online source for inspiration is Durszlak.pl – Gemius data show.

Even every second Pole enjoys preparing meals, and almost a third of them cooks daily (source: GfK Polonia “Polska na widelcu” 2011 report). Where does the Polish culinary inspiration come from? It turns out that the internet is the source. Gemius analysts decided to study the changes in the cooking websites interest among Polish internet users and identify the most popular ones.

It appears that the most popular website for ardent cooks is Durszlak.pl, which is a compilation of the latest cuisine blogs posts. The recipes it presents are used by over 5 per cent of Polish online audience.

One in four internet users cooks online

As the data shows, websites devoted to cooking recipes and hints enjoy an ever increasing demand among amateur chefs. In two years, the number of internet users recorded on cuisine fans websites increased by almost one-sixth (from 23 per cent in May 2012 to 27 per cent on May 2014).

Delving for ideas

It appears that the most popular website for ardent cooks is Durszlak.pl, which is a compilation of the latest cuisine blogs posts. The recipes it presents are used by over 5 per cent of Polish online audience (source: gemiusAudience, May 2014). Equally sought-after are Gotowanie.onet.pl and Smaker.pl (5 per cent each).

Who seeks recipes?

The analysis demonstrated that cooking websites are visited by more women than men. Every fourth visitor is an individual between the ages 25-34 years holding a secondary education diploma (source:gemiusAudience, May 2014).

The data quoted originates from an international internet study measurement (gemiusAudience) conducted by Gemius in more than 35 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web, audio and wideo content, as well as mobile applications. The study is perfomed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.

 

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Type of Content

analysis

Industry

FMCG

Country

Poland

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