Fifty Seven Percent of EU5’s Total Digital Population Visited a Food-Related Site in September 2018.
Traditional food retailers feature in the list of top desktop sites. On the other hand, the list of top mobile apps consists of food delivery services such as Just Eat, and fast food click and collect services - such as McDonald's.
London, UK, November 20, 2018 – Comscore a trusted currency for planning, transacting and evaluating media across platforms, today announced the release of its 2018 “ Food in Europe” report. The report uses multi-platform data from five European countries (France, Germany, Italy, Spain and the UK - “EU5”) to highlight online trends impacting the food sector in Europe, and outlines key differences in consumers’ behavioural patterns.
Across EU5 countries, 130 million Individuals visited a food-related site in September 2018, or 57% of EU5's total digital population. 81% of them visited a food lifestyle site, which provided restaurant reviews, recipes, cooking tips and meal plans. 55% visited a food retail site where users could purchase or have groceries, food and beverage products delivered.
“Food is a core element of people’s lives, and retail is but one small aspect of it. On the other hand, food lifestyle sites, which provide information and guidance to consumers, are central to the digital consumers’ culinarian journey.” said Guido Fambach, senior vice president, EMEA at Comscore. “This report contrasts the audience profiles and behaviours of different food-related categories, thereby providing important clues to professionals in the food industry about how to reach consumers.”
Other insights in the report include:
- Content preferences of people who used food lifestyle sites differed from those who used food retail sites. For example, e-cards and cosmetics sites are where the concentration of food lifestyle audiences was highest. On the other hand, retail sites not focused on food are where the concentration of food retail audiences was highest.
- Over half of food audiences tended to be female and aged 35 and above. Importantly, while there are differences noted between countries, the differences tended to be more pronounced within countries between food lifestyle and food retail sites.
To download a copy of Comscore’s 2018 “Food in Europe” report please visit www.comscore.com/food-in-europe.
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit comscore.com.