Italians people of cooks online. Even more on the stove in the last year. The Food Publishing sector has been particularly lively in the last 12 months, registering some accelerations related to the pandemic and the lockdown. Observing the penetration of the “Food” category on the Total Digital Population in Italy, the Comscore data show an increase equal to 9 percentage points over the last two years, in which it has gone from a reach of 64% to 73% in January 2021 ; a value higher than those recorded in the most digitally advanced countries such as the USA and UK (respectively at 66% and 65%) or more similar to us from a socio-demographic point of view such as Spain and France (respectively at 55% and 42%).
The boost of March 2020
After the boost in March 2020 coinciding with the first lockdown, the Food category of sites maintained the high levels of reach with the peak of December 2020, the month in which almost 8 out of 10 Italians online visited a recipe site. Along with audiences, time spent also increased with a surge to 26 minutes per visitor last April.
Giallozafferano leader: enters the world TOP TEN of Food sites by number of visitors
In the analysis of the individual properties, the performance of GialloZafferano stands out, reaching 24.1 million visitors in January 2021 equal to 59% of the Italian population online and on which almost half (48%) of the time spent in the Food and Lifestyle category is concentrated .
Penetration values significantly higher than those of the leading properties in their respective domestic markets – CafeMedia Food in the US with 39% and BBCGoodFood in the UK with 34% – and which allow GialloZafferano to enter the world TOP TEN of Food sites by number of visitors whose first positions are occupied by sites of English-speaking countries.
“The use of the contents of the Food category is among those that are growing the most internationally and the pandemic has done nothing but accelerate the structural trends already underway” commented Fabrizio Angelini, CEO of Sensemakers – Comscore Italy. “The fact that digital realities with dimensions and internationalization prospects capable of exporting Made in Italy to the world are emerging in areas of excellence such as the quality of life and nutrition in the world seems to us to be absolutely positive”.