Dive Summary:
- Clicks & Cravings: The Impact of Social Technology on Food Culture, a new study by the Hartman Group, measures the impact of social media on consumer interaction with food brands.
- According to the study, 49% of online adults reported learning about food through social networks while 40% gained awareness through websites, apps or blogs; 9% of respondents downloaded a mobile food app in the last year while 5% scanned a quick response (QR) code in the last month.
- While 29% of respondents used Facebook or Twitter while eating and/or texted about a meal, 47% of Millenials, the much-desired youth demographic, reported that they did so.
From the article:
"... For Millenials, online media resources have overtaken print and even food TV shows in terms of their most valued sources of food inspiration. Many online consumers are there for the deals, the report found. 47 percent say they have searched for online/digital coupons/specials. They’re also searching for recipes. ..."
