Browse Deeper

Allrecipes Demographics

		% Composition Unique Visitors	Composition Index
Food and Beverage \| Searched Internet for information in last 30 days	Recipes/cookbooks (searched for info/online/last 30 days)	26.1	206
Age	25-54 yrs old	69.7	101
Gender	Male	35.0	70
Gender	Female	65.0	130
Marital Status	Married	72.1	125
Primary grocery shopper for HH	Myself - Primary shopper/groceries	62.4	114
Bought online in last 30 days	Groceries/food staples (bought/online/last 30 days)	1.9	141
Searched Internet for information in last 30 days	Groceries/food staples (searched for info/online/last 30 days)	6.2	133
Total online grocery spending in last 30 days	Light spending (CPG/online/last 30 days)	1.0	306
Leisure activities participated in last 6 months	Cooking for fun (leisure activity/last 6 mo)	40.1	170

Source: MediaMetrix ComScore

58% of Allrecipes cooks visit the grocery store within 48 hours of site visit
9 out of 10 would refer site to a friend
75% use printed recipes or shopping lists as shopping guides
85% consider Allrecipes important to meal planning
80% rated the site “Very Good” or “Outstanding”
82% agree that high-quality products/services are advertised on Allrecipes
68% agree that advertised brands are more relevant on Allrecipes

Source: Allrecipes Readership Survey 2007

Profiles

Day after day, millions of Americans turn to Allrecipes as their one-stop destination for everyday and holiday cooking. To better understand the Allrecipes user, select any of the following user profiles:

Shelby

Age 25-34, Shelby is a single, working professional whose mom perhaps didn’t impart every one of her kitchen secrets. Thankfully Allrecipes provides Shelby with delicious recipes that allow her to cook for friends—or even to impress dear mom when she visits.

Age: 25-34
Gender: Female
Education: Recent College Graduate
Marital Status: Single
Online Activities: Email, Photos, Meal Planning, Shopping Online
Offline Activities: Reads Books, Enjoys Movies & Spending Time with Friends

Michelle

Age 35-45, Michelle is a married, working “soccer mom” who has perfected the balance of career and family—thanks to the Internet. While at work, Michelle receives her Allrecipes newsletter or visits the site to solve the age-old riddle—“Mom, what’s for dinner?” The result: Michelle has more time for family and has become the envy of all the other mothers on her son’s team.

Age: 35-44
Gender: Female
Education: Some College/College Graduate
Marital Status: Married
Online Activities: Seeks Advice, Email, Shopping, Meal Planning, News & Research
Offline Activities: Movies, Entertaining, Gourmet Cooking, Home Repair/Renovation, Movies & Outdoor Activities

Richard

Age 35+, Richard is the integral part of the millennial family—he’ll not only bring home the bacon, but he’ll cook it too! This Superman has gladly picked up responsibilities when his wife returned to work after raising their children. Richard is a savvy internet user, which is why he specifically visits Allrecipes for its powerful search functionality that provides him with the right recipe, right on time.

Age: 35+
Gender: Male
Education: Some College/College Graduate
Marital Status: Married
Online Activities: Pays Bills Online, Email, News, Gaming, Research & Shopping Online
Offline Activities: Gourmet Cooking, Home Repair, Gardening, Outdoor Sports and Movies

Ruth

Age 45+, Ruth is an “empty nester”. Ruth’s children have moved out of the house to start families of their own, and she refers to herself as either a homemaker or retired. Ruth has recently begun using the Internet to stay in touch with her family. Along the way, she heard about Allrecipes and has since become a loyal user. Ruth never believed that her golden years could taste this good!

Age: 45+
Gender: Female
Education: Some College
Marital Status: Married
Online Activities: Email, Newsletters, Recipes, Research for Home Products & Personal Health
Offline Activities: Crafts, Gardening, Gourmet Cooking, Volunteering, Games, Reading & Walking

Join the Club!

Allrecipes invites you to contact our Advertising Sales Department for additional rates and information. Thank you in advance for your interest in Allrecipes!

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Online Advertising/Sponsorship Sales:
integratedadvertising@allrecipes.com
206.436.7488

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Demographics