Acumen Insights

Millennials Use Mobile to Get Cookin’

By November 30, 2015 No Comments

Think With Google says 59 percent of 25-34 year olds cook with either their smartphones or tablets on hand, whereas people over 35 are more likely to print out a recipe. Once the evening’s menu is set, Millennials use their devices to look for help. Questions like “What temperature to bake chicken?” are increasingly asked from mobile devices and 68 percent of millennial moms said they watch cooking videos while preparing food. And if hands are occupied, voice search becomes indispensable with 23 percent of adults using it while cooking. Yet Millennials aren’t necessarily cooking alone; 27 percent said they were likely to be sharing the experience with a spouse, friend, or child.This means Millennials see cooking as an opportunity to spend quality time with family and friends, not as a chore.

Millennials also have subscribed en masse to food channels on YouTube, and 75 percent of the growth in viewership is coming from mobile devices.