Forget cooking with gas (no, not really) millennials are cooking with mobile devices, according to Google research.
And not as a cooking appliance, mind you, but as an assistant to adventures in kitchen.
“Through research with mcgarrybowen and Kraft Foods, we found that, while people over 35 are more likely to print out a recipe, 59% of 25- to 34-year-olds cook with either their smartphones or tablets handy,” according to Think with Google.
“The smartphone is becoming the ultimate sous-chef for millennials who are taking an I-want-to-do attitude into the kitchen. Our research indicates that online 25- to 34-year-olds (how we’re defining millennials here) prefer the culinary process as much as the finished dish: They want to dive into everything, experiment with new recipes, and learn new skills.”
And while Google points out the active mobile device use for millennials in the kitchen, it didn’t necessarily find haute cuisine in the research.
“The cooking journey starts with a spark—a curiosity about what to cook,” Google explains. “These what-do-I-make moments can be confusing to millennials, with 31% of them saying that choosing what to cook was the least enjoyable part of the cooking process.
“They turn to search for help, and the top 100 food search terms tend to be broad in nature (‘dinner ideas,’ ‘healthy recipes,’ and ‘slow cooker recipes,’ for example). Search interest for best recipes on YouTube is up 48% year over year.”
Google suggests, quite naturally, brands can tap into millennials’ cooking-with-mobile moments by advertising or blogging about recipes or, maybe, posting about healthy recipes in some way or another – even if not a food company. Given what Google reports as the top Fourth of July 2015 searches, healthy recipes might – or might not – garner some attention.
With a menu selected, Google says millennials stay on mobile devices to learn how to make the dish they’ve selected.
“Millennials have subscribed en masse to food channels on YouTube and 75% of the growth in viewership is coming from mobile devices,” Google boasts. “How-to content related to food on YouTube is incredibly popular, with 419M views in 2014. ‘How to Cook That’ is one of the ten most popular how-to searches on YouTube (behind ‘how to draw, ‘how to kiss,’ and how to tie a tie’).”
You just can’t make up this stuff. And, okay, so the Google research doesn’t necessarily point toward superior skills among those surveyed, it does suggest cookbook publishers might want to take notice. (“How to make best” searches: baked potatoes, quesadillas. Seriously?)