A REPORT ON THE PROPOSED INTERACTIVE ELEMENTS OF COOKED, 2012

Submitted: 4 June 2012

Prepared by: A WILLIAMS

Executive Summary
The purpose of this report is to explore market potential of a new online platform for the distribution of food and drink content on behalf of Australian publishers, and make key recommendations on the specific interactive elements and features that will be well-suited to the target market. The report analyses current attitudes towards food and drink content, cooking practices and online consumer behaviour, and projects the adoption potential of interactive content consumption by the target market. This report has found that there is a market for this product, and specific interactive features can be implemented in the development stages of Cooked to ensure this product establishes itself as the best destination to access food and drink content and purchase cookery books online. The key recommendations of the report are to create of compelling interactive online features that will optimise digital consumption of the food and drink content and improve the user experience of Cooked.

Interactive elements
Ability to search recipes based on ingredients users currently have in their house, meals that cost a certain amount, take a certain amount of time to prepare, nutritional values, or are the most popular and shared. Recipes from the most popular celebrity chefs in Australia and overseas Recipes should include preparation and cooking times, nutritional values, photos Ability to adjust ingredients and edit the recipes with alternative flavours and ingredients to save and share Include embedded videos of how to make the recipes and also links to videos on how to perform difficult cooking tasks Ability for users to enter their own recipes in the Cooked interface, and share these with their connections on Cooked Log of user utensils, equipment, and food supplies to determine suitable recipes for the user A wide range of recipes with new ones being added constantly Ability to share experiences with the recipes with other users Adoption of external social media integration on the website, and the ability to log in using a Facebook account Enable consumers to connect with existing Facebook friends within the confines of the Cooked interface Opportunity to purchase tangible cookbooks at a discounted price online Introduce game mechanics to the online experience of Cooked

Marketing strategy
Exclusive offers during key promotional periods (on both subscriptions and books) Explain value for money of a subscription to Cooked in relative terms The website should feature a regularly updated blog to ensure maximum saturation of search terms The full range of recipes should be searchable to ensure they turn up in search engines The overall web design and aesthetics of Cooked should include photos of food, a light coloured display, informative headings and feature popular authors Creation of digital application for smartphones and tablets (both on the iOS and android operating systems)

New business models and opportunities

Develop relationships with developers of smart kitchen appliances Develop relationships with grocery stores such as Coles or Woolworths to effectively implement full grocery shopping list and online shopping functions i

Table of Contents
1. Introduction ..............................................................................................................................1 1.1 Authorisation ............................................................................................................................................. 1 1.2 Purpose ....................................................................................................................................................... 1 1.3 Scope of the Report .................................................................................................................................. 1 1.4 Limitations .................................................................................................................................................. 1 1.5 Impact of online on the publishing industry......................................................................................... 1 1.6 Cooked: A new platform and business model for food and drink content ....................................... 1 2. Method ..................................................................................................................................... 2 3. Results: Analysis and discussion.............................................................................................. 3 3.1 Purchasing cookbooks.............................................................................................................................. 3 3.2 Choosing a cookbook ............................................................................................................................... 3 3.3 Cooking attitudes and behaviours .......................................................................................................... 4 3.4 Using cookbooks ....................................................................................................................................... 5 3.5 About consumers that access food and drink content online............................................................ 6 3.6 Online behaviour of people who access food and drink content online ......................................... 6 3.7 The impact of online food and drink content on cookbook sales .................................................... 6 3.8 Gamification............................................................................................................................................... 7 3.9 SEO ............................................................................................................................................................. 7 3.10 Changing business models and new relationships ............................................................................. 7 4. Conclusions .............................................................................................................................. 8 5. Recommendations ................................................................................................................... 8 5.1 Interactive feature recommendations..................................................................................................... 8 5.2 Other recommendations .......................................................................................................................... 9 5.3 Develop relationships ............................................................................................................................... 9 References ................................................................................................................................... 10 Appendices .................................................................................................................................. 11 Appendix 1: Summary of survey results..................................................................................................... 11

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1. Introduction
1.1 Authorisation
This report was commissioned by Hardie Grant to assess the viability of the proposed new online platform, Cooked, based on current consumer food and drink content attitudes and behaviour.

1.2 Purpose
The purpose of the report is to make recommendations on the potential interactive functions that would be best suited to this product.

1.3 Scope of the Report

This report covers the overall interactive content strategy of the Cooked website, and assesses its unique selling point, the target market and their attitudes and behaviour. It then recommends interactive elements that will be beneficial to the users of Cooked, and other audience considerations.

1.4 Limitations
The cross-sectional consumer survey conducted provides a snapshot of current consumer behaviour, attitudes and practices. However, as new information consumption trends are constantly changing in the current era of technological advancement, a longitudinal trend study could be useful in the future to identify the behavioural impact of new technology and exposure to new consumer opportunities, such as the launch of Cooked. This future research could contribute to the ongoing development of content and interactive elements that are suited to the concerns and needs of consumers, and help Hardie Grant establish itself as the front runner in the online food and drink content market.

1.5 Impact of online on the publishing industry

In an industry report of book publishing in Australia, Nigel Fitzpatrick argues that the increasing availability of free online content presents both a threat and an opportunity to book publishing (2012). Fitzpatrick says that while on the one hand the available leisure time and household budget for book consumption is being reduced by the growing popularity of new technologies, computer games and an increasing number of TV channels, on the other hand the rate of real growth in consumer spending and availability of books on new platforms will result in an increased demand for books in the next five years (ibid). This is supported by an industry report into book retailing, in which Claudia Burgio-Ficca links the rise in disposable income with a higher demand for books in general which will be aided in the 2012/13 financial year by falling unemployment and wages growth (2012). In a market analysis of the Australian book industry, PriceWaterhouseCoopers (2011) recommends that publishers should experiment with new ways of delivering and charging for content. Fitzpatrick (2012) suggests that there is an increased opportunity for publishers to adapt their business models, and recommends that publishers adopt new technology to offer services that complement books, and offer interactive features that arent available in printed content. Fitzpatrick (ibid) identifies that one of the most important key success factors for a business in the publishing industry is having access to the latest available and most efficient technology and techniques.

1.6 Cooked: A new platform and business model for food and drink content
Cooked is a website Hardie Grant are developing based on the concept of sublicensing food and drink content in a commercial environment on behalf of Australian publishers. The proposed business model involves getting the license to use food and drink content from other publishers on the website, with a HG-Publisher revenue split of 50-50 pro rata of content consumption.

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Preliminary research has involved looking at existing food and drink content websites, and developing a hybrid with social elements that connect the consumer with the content. The point of difference would be that the content is credible tried and tested recipes from trusted sources. Users would pay a subscription to the service that offered over 10,000 published recipes, and also have the opportunity to purchase cookbooks at 20% off effectively also functioning as an online book retailer. Some of the social and interactive elements of the website would include the ability to share and annotate recipes, search recipes by author and save favourite recipes. The website would also be available as a digital application, and technological opportunities include voice activation (so people wouldnt get their digital devices dirty in the kitchen) and the function to split the recipe in two separate processes to help people cook efficiently in pairs. Steph Little, the Online Marketing Manager and Nick Atkinson, the Head of Digital at Hardie Grant are geared towards establishing Cooked as the best destination to access food and drink content and purchase cookery books online. People who currently access food and drink content online were identified as the target audience of Cooked. The viability of the proposed aspects of Cooked was assessed based on the current online behaviour and consumption of food and drink content of people who access recipes online.

2. Method
The facts of this report were obtained through primary research of Australian consumers of food and drink content in an independent survey. The questionnaire survey was carried out from 20-31 May 2012, and included questions on their demographics, their online behaviour and their use of cookbooks and attitudes towards cooking. The questionnaires were distributed to a total of 85 Australian consumers of food and drink content through an online survey. The results of the survey form the basis of recommendations on interactive elements that are well suited to the Cooked online platform.

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3. Results: Analysis and discussion

The following section outlines the results of the survey, and analyses these behaviours, attitudes and trends to make relevant recommendations of compelling interactive online features that will optimise digital consumption of the food and drink content and improve the user experience.

3.1 Purchasing cookbooks

The consumer survey found that 80% of respondents have bought a cookbook for themselves or someone else in the past 12 months. In this time, respondents bought on average 2.8 cookbooks for Reasonably Priced, 51% themselves and 1.6 cookbooks as gifts. The retailers that people Too Expensive, 32% shopped the most for cookbooks Not Sure, 15% were DDS (32%), Chain stores (29%), supermarkets (28%), online Cheap, 2% (19%). Only 13% of respondents had bought a book from an independent book store and 5% from a food and drink retailer in the past 12 months. Most respondents thought that the price of cookbooks were reasonably priced (51%), with 32% feeling that they are too expensive. 15% of respondents werent sure, and only 2% thought they were cheap. In the past 12 months, respondents more often purchased cookbooks for females (43%), family members (35%) and friends (21%), and more often on the occasion of birthdays (37%), Christmas (28%) and Mothers Day (15%). Seventy two per cent of respondents would like to receive a cookbook as a gift. The ability to gift a subscription and having exclusive offers during key promotional periods (on both subscriptions and books) will be well suited to Cooked.

How people feel about the price of cookbooks

3.2 Choosing a cookbook

Twenty eight per cent of respondents find it difficult deciding which cookbook to buy. Respondents rated the most important factors when choosing a cookbook to purchase were the price, availability, recommendation from friends/family, having photos for every recipe, degree of difficulty of recipes, access to equipment required to make recipes and the availability of food and produce required to make recipes being readily available. Respondents said that that the publication location, having new and innovative recipes, book format, bestselling status, profile of author and retail service were not important factors that influenced their decision. Including the ability to search recipes based on these important factors and cooking advice specifically catered to the individual user (such as what they can cook with ingredients they currently have in their house) will be beneficial to users of Cooked. Other options include searching meals that cost a certain amount, take a certain amount of time to prepare, or are the most popular and shared. In the past 12 months, 32% of respondents had bought or been given as a gift a cookbook by Jamie Oliver, and 26% a cookbook by Donna Hay. The favourite celebrity chef amongst respondents was Jamie Oliver, with 30% naming him as their favourite. 19% did not have a favourite celebrity chef. Including recipes from the most popular celebrity chefs will increase the profile of Cooked. The top 20 bestselling cookbooks from June 2011-May 2012 were:

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Position Title 1 Jamie's 30-Minute Meals 2 Simple Dinners:140+ New Recipes, Clever Ideas and Speedy Solutions for 3 4 Ingredients Kids 4 Heart of the Home,The 5 MasterChef Australia:The Cookbook (Series 3) 6 Zumbo 7 Jamie's Great Britain 8 Delicious.:Simply the Best 9 AWW Children's Birthday Cake Book 10 Fast Fresh Simple 11 Cook's Guide,A 12 No Excuses Cookbook,The:Weight-loss Recipes for Everyday Life 13 Crunch Time Cookbook:100 Knockout Recipes for Rapid Weight Loss 14 4 Ingredients Christmas 15 Country Women's Association Classics 16 James Halliday Australian Wine Companion 2012 17 Food Intolerance Management Plan 18 Dukan Diet Recipe Book,The 19 MasterChef Australia:The Cookbook (Volume 2) 20 4 Ingredients:Fast, Fresh and Healthy

Author Publisher Group Volume Oliver, Jamie Penguin Books Grp 176864 Hay, Donna HarperCollins Publishers Group 97532 McCosker, Kim & Bermingham, Rachael4 Ingredients Grp 56484 Goodwin, Julie Random House Grp 35757 HarperCollins Publishers Group 33154 Zumbo, Adriano Murdoch Grp 33097 Oliver, Jamie Penguin Books Grp 30162 Little, Valli HarperCollins Publishers Group 29317 ACP Magazines 28899 Hay, Donna HarperCollins Publishers Group 27683 Hay, Donna HarperCollins Publishers Group 24532 Bridges, Michelle Penguin Books Grp 23263 Bridges, Michelle Penguin Books Grp 20641 McCosker, Kim 4 Ingredients Grp 19918 Penguin Books Grp 17738 Halliday, James Hardie Grant Grp 17045 Shepherd, Sue & Gibson, Peter Penguin Books Grp 16479 Dukan, Pierre Hachette Hodder Grp 16290 HarperCollins Publishers Group 14996 McCosker, Kim & Bermingham, RachaelHay & Ch House Inc 13441

The average Recommended Retail price for these bestselling titles was $37.08, and the average selling price was $24.77. Value for money of a subscription to Cooked should be explained in relative terms to those that are used to buying tangible books. Survey respondents think that the best cookbook covers have pictures of food, bright colours and a relevant title. In a qualitative analysis of the covers of the top 20 bestselling titles in the past year: 65% use an image of food or drink 65% have a lightly coloured background 50% feature the authors name prominently 50% use text on more than half of the cover 45% feature the colour blue 45% use a branded heading 35% feature the colour red 35% feature cakes and sweets 30% focus on simple meals 30% use a handwriting style font 25% have a picture of the author 20% focus on healthy food

The overall web design and aesthetics of Cooked should appeal to what consumers find appealing about food and drink content, including photos of food, a light coloured display, informative headings and featuring popular authors.

3.3 Cooking attitudes and behaviours

The most important factors when respondents are deciding what to cook are choosing something everyone will like, time required and nutrition. Seventy four per cent of respondents showed interest in new and innovative kitchen appliances. Including a feature on the preparation and cooking times and nutritional values of recipes (if not already in the printed version) will be valuable to users of 4|Page

Cooked, and could even be used as a search function based on how much time the user has or
their nutritional requirements. There could also be a pantry function which logs exactly what is in the users pantry and fridge and then searches meals that use only items that the consumer already have at home so they dont have to go to the shops. Respondents favourite cuisines were Italian (36%) and Asian (30%). In the past 12 months, the most popular types of food/cuisines that respondents used recipes to cook were desserts/cakes (55%), entertaining (50%), healthy/diet (45%), recipes by celebrity chefs (25%), equipment specific recipes (such as barbecues, tagines and slow cookers, 22%) and vegetarian (20%). An ongoing understanding of current popular trends will help shape the direction of marketing activities including email and social media content strategies. Fifty three per cent of respondents alter recipes to experiment with new flavours, and 27% alter them because they dont have the same ingredients as the recipe. 12% of respondents never tried to alter recipes, and 8% dont because it never turns out. Thirty eight per cent of respondents have notes and annotations in their cookbooks. Having the ability to adjust ingredients and edit the recipes with their own alternative flavours and ingredients to save and share on Cooked will be a feature suited to users of Cooked. Forty two per cent of respondents think that their cooking skills are competent, 38% think they are good and 13% think they are excellent, with an overall 93% of respondents feeling positive about their ability to cook. The website could address users who dont feel like they are good at cooking by including embedded videos of how to make the recipes and also links to videos on how to perform basic cooking tasks explained in the video (such as how to boil an egg before you prepare a Caesar salad). The majority of respondents (77%) prefer to try a new recipe only if it has a photo. Cooked users will be more likely to try new recipes online if there are photos for each recipe in this regard, some work may need to be done on each publishers part to produce new images for recipes from their cookbooks that they dont already have.

3.4 Using cookbooks

Nine per cent of respondents did not have a cookbook at home, 29% had 1-10, 24% had 11-20 and 37% had more than 20. Twenty five per cent of respondents did not have a new cookbook in the past 12 months. Of those that did, 19% had never used it, 48% had cooked less than 10% of the recipes and 27% had only cooked 11-25% of the recipes. The key for users here will be the value for money because they are buying access to recipes to meet their individual needs, instead of cookbooks which are quite broad and may not appeal to users in their entirety. In other words, users wont feel guilty that they are wasting or not using a book, because they will be using individual recipes. Sharing cookbooks is not common among respondents, with 68% of respondents reporting that they have not borrowed a cookbook from someone in the past 12 months. Sharing recipes is still common, with 86% of respondents saying that they share recipes. The most popular method of sharing recipes are photocopying (24%), emailing it to them (20%) and writing it down (17%). Having the ability to enter their own recipes in the Cooked interface, and share these with their connections on Cooked will facilitate the sharing of recipes. The ability to enter their own recipes will help users identify Cooked as their own personal hub of cooking information, and this can also be strengthened by integration of user utensils, equipment, and food supplies into the user experience.

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3.5 About consumers that access food and drink content online
Sixty five per cent of people surveyed already access recipes online. Respondents who access recipes online spend on average 1 hour and 25 minutes cooking dinner - including buying ingredients, preparation and cooking time, and cook on average of three people. Compared to people who dont access recipes online, they are twice as likely to use a new recipe and more likely to alter recipes. This behaviour indicates features that will be well suited to Cooked include a wide range of recipes with new ones being added constantly and the ability to share alterations they made of the recipes on each recipe page with other users. The general use of imperial measurements, Fahrenheit temperatures and unfamiliar products and brands may also create problems for our target market. The point of difference that will encourage them to continue to access our brand will be the use of the metric system, identifiable branded products, and Australian terminology. Respondents who access recipes online are more likely to have tried a recipe that did not work out. This indicates that the standard of some recipes available online may not be tried and tested and guaranteed to work. Almost all (97%) of the emotions felt by respondents when recipes didnt work out were negative, the most common being annoyed, disappointed, sad and frustrated. The benefit of Cooked is the perception that the food and drink content would be of a high standard because it has already been published and tested by real chefs. The additional ability of users to share experiences with the recipes would help build trust among users and reinforce this key benefit of the content.

3.6 Online behaviour of people who access food and drink content online
Respondents who access recipes online are more likely to buy products online than not, and downloaded Seventy per cent of respondents twice as many smartphone apps than those who didnt access recipes surveyed own a smart phone online. Seventy seven per cent of survey respondents owned a smart phone, with an additional 6% planning to get a smart phone the next time they need an upgrade. Most people surveyed connect to the internet with a laptop (74%) or smart phone (72%), with 55% of respondents connecting with a desktop computer and 23% connecting with a tablet (such as an iPad). The use of tablets is expected to rise, with Nielsens Australian Online Consumer Landscape report forecasting that 39% of Australian households will have a tablet computer in 2012, up from 18% in 2011 (2012). Suitable platforms for Cooked should include a digital application for smartphones and tablets (both on the iOS and android operating systems). Respondents who access recipes online spend on average 3.5 hours more on social networking websites than those that dont access recipes online, have on average 100 more friends on social networking websites, and favoured Facebook over any other social media 81% of the time. This behaviour indicates that the adoption of external social media integration on the website, and the ability to log in using a Facebook account would be a good option for Cooked. This also will enable consumers to connect with existing Facebook friends within the confines of the Cooked interface.

3.7 The impact of online food and drink content on cookbook sales
Respondents who access recipes online were less likely to buy cookbooks for themselves and as gifts than respondents who didnt access recipes online. This could be due to the fact that 39% of respondents who access recipes online felt that the prices of cookbooks are too expensive, compared to only 19% for people who didnt access recipes online. Despite these sentiments about the price of cookbooks, 6|Page

respondents who had ten or more cookbooks at home were two times as likely to use the internet to find recipes than people who had less than 10 or no cookbooks at all, and respondents who access recipes online were more likely to receive a cookbook as a gift, and more likely to want to receive a cookbook as a gift. This means that the consumption of food and drink content is becoming multi-platform, with people accessing content from both cookbooks and online sources. The chance to purchase tangible cookbooks at a discounted price online would be well suited to the consumers of digital content on Cooked. Respondents who accessed recipes online rated their cooking abilities higher than those that didnt find recipes online. People who think they are good at cooking have been given as gifts double as many cookbooks as those who thought they were not good. The more cookbooks respondents have, the better they regarded their ability to cook. Additionally, the better someone thinks they are at cooking, the more likely they are to buy a cookbook for themselves and for other people. The consumption of online food and drink content on Cooked will not cannibalise the cookbook market, but will instead be an opportunity to increase profits because it provides a new platform for the publisher to retail directly with the consumer.

3.8 Gamification
Gamification is the use of game mechanics and rewards for non-game applications to increase engagement and loyalty. Respondents who accessed recipes online were more likely to use gaming apps than those who didnt access recipes online on their phones (72% vs. 52%), and were four times more likely to play games online. The introduction of game mechanics to the online experience of Cooked would be well suited to the online behaviour of potential users Implementing game mechanics in the user experience of Cooked that make people feel like they are getting better as they progress through stages will foster positive attitudes of consumer cooking abilities, and can improve consumer sentiment of the website. People who thought they were good or excellent at cooking were more likely to show their friends photos of the food they have made, and display their cookbooks in their home than people who thought they were not good or terrible at cooking. Making people feel good about their cooking abilities, teamed with the ability to both internally and externally share cooking photos and cooking interests will result in increased exposure and online buzz of Cooked.

3.9 SEO
The website should have a white-hat Search Engine Optimisation strategy to reach the core demographic that regularly search recipes online. Essentially, the copy should include key search terms such as What to cook with , What to make for dinner in 15 minutes, Cheap dinner recipe, Quick food, Weekly meal plan, Popular dinner ideas, How to make and other key search terms including the words cheap, affordable, quick, fast, dinner, breakfast, lunch, food, idea, recipe, cook, meal and author names. The website should feature a regularly updated blog to ensure maximum saturation of search terms and also because Google places websites higher if they are updated regularly. The full range of recipes should be searchable to ensure they turn up in search engines.

3.10 Changing business models and new relationships

Publishers should consider new opportunities in how and with whom they market their food and drink content, such as cross promotions and product placement. Respondents who think they are good at cooking are more likely to access recipes online, be interested in cooking appliances, and have more say about purchasing decisions at home. The better respondents felt they were at cooking, the more interested they were in new and innovative kitchen appliances. Of the 7|Page

respondents that use the internet to access recipes, 78.4% had a great deal of say in purchasing decisions at home. This research opens new opportunities for publishers to develop relationships with companies such as food grocers and kitchen equipment/appliance developers to integrate online shopping and user fridge and pantry contents on Cooked. In the consumer survey, respondents rated having access to equipment required to make recipes as one of the most important factors when choosing a cookbook to purchase. Relationships should be built with kitchen appliance and equipment companies to develop online promotions that will be beneficial for the consumer and the retailers. An appropriate online promotion could be Go in the draw to win a complete kitchen appliance set when you become a member of Cooked, which would be donated by an appliance company in return for using their appliances in cooking photos and videos. An alternative to this would be to offer a significant discount perhaps 30% - off these appliances when bought it conjunction with a book. In the consumer survey, respondents rated having food and produce required to make recipes being readily available as an important factor when choosing what to cook. Cross promotions with Woolworths or Coles could include an exclusive weekly food bag with all the ingredients needed to make a dinner from a Cooked featured recipe of the week. Full website integration could involve entering ingredients (perhaps what is in season and cheap, what the consumer feels like eating/cooking, or simply what they have in the fridge perhaps synched with a smart fridge) and outputting recipes that use these ingredients. The consumer can then select the ingredients that they dont already have at home, and create a shopping list (where consumers can choose items based on their value for money, popularity, or the specific brand they want). They could also create weekly meal plans (based on nutritional requirements, price, number of people or time required to prepare meals) and output weekly shopping lists. They can then save the shopping list to their phone, send it as a text message to the household member who will be doing the shopping, or click through to order the items online at Woolworths or Coles for delivery.

4. Conclusions
This report has identified the behaviours, attitudes and concerns of the target market for Cooked, and suggested interactive features that would be suitable for and likely to be adopted by the users. There is a niche in the market for interactive digital publishing of food and drink content, and based on industry recommendations to find new conduits and platforms for distributing content, we anticipate a fantastic consumer response to Cooked. The concerns of the market are implicitly addressed in the recommendation of key interactive features that would be well suited to the target audience.

5. Recommendations
Here are recommendations of compelling interactive online features that will optimise digital consumption of the food and drink content and improve the user experience of Cooked.

5.1 Interactive feature recommendations

Option to gift a subscription Ability to search recipes based on ingredients users currently have in their house, meals that cost a certain amount, take a certain amount of time to prepare, nutritional values, or are the most popular and shared. Recipes from the most popular celebrity chefs in Australia and overseas 8|Page

Recipes should include preparation and cooking times, nutritional values, photos Ability to adjust ingredients and edit the recipes with alternative flavours and ingredients to save and share Include embedded videos of how to make the recipes and also links to videos on how to perform difficult cooking tasks Ability for users to enter their own recipes in the Cooked interface, and share these with their connections on Cooked Log of user utensils, equipment, and food supplies to determine suitable recipes for the user A wide range of recipes with new ones being added constantly Ability to share experiences with the recipes with other users Adoption of external social media integration on the website, and the ability to log in using a Facebook account Enable consumers to connect with existing Facebook friends within the confines of the Cooked interface Opportunity to purchase tangible cookbooks at a discounted price online Introduce game mechanics to the online experience of Cooked

5.2 Other recommendations

Exclusive offers during key promotional periods (on both subscriptions and books) Explain value for money of a subscription to Cooked in relative terms The website should feature a regularly updated blog to ensure maximum saturation of search terms The full range of recipes should be searchable to ensure they turn up in search engines The overall web design and aesthetics of Cooked should include photos of food, a light coloured display, informative headings and feature popular authors Creation of digital application for smartphones and tablets (both on the iOS and android operating systems)

5.3 Develop relationships

As people become more connected in the future, it will be common that one will be able to connect their fridge contents with their digital devices, and synchronise these with their online communities. Smart kitchen appliances such as fridges are now beginning to be introduced to the Australian market, and now is a good time to develop relationships with these developers and establish new business models for content distribution. As we see people changing their purchasing habits to online spheres, it is important to make Cooked an integrated cooking experience and that includes shopping for ingredients. Developing relationships with grocery stores such as Coles or Woolworths to effectively implement full grocery shopping list and online shopping functions will be the key to establish Cooked as a fully integrated experience.

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References
Burgio-Ficca, C. (2012). IBISWorld Industry Report G5243. Newspaper, Book and Stationery Retailing in Australia April 2012. Fitzpatrick, N. (2012). IBISWorld Industry Report C2423. Book and Telephone Directory Publishing in Australia April 2012. Nielsen. (2012). The Australian Online Consumer Landscape March 2012. PricewaterhouseCoopers. (2011). PwC Cover to Cover: A Market analysis on the Australian Book Industry. Williams, A. (2012). Survey: Australian Consumers on Food and Drink Content, https://www.surveymonkey.com/s/cookbooks, [25-31st May, 2012]

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Appendices
Appendix 1: Summary of survey results
The below is a summary of the results of the consumer survey of 85 Australian consumers of food and drink content from 20th-31st May, 2012. The full survey results can be accessed online here:
URL: https://www.surveymonkey.com/sr.aspx?sm=zRZ2JHhQSde7zA86Bz9ZWqayuGF_2f3Dw69ITyRmkT3kQ_3d Password: C00kb00Ks

Respondents who access recipes online:

Were more likely (86.6%) to buy products online than not. Spent on average 3.5 hours more on social networking websites than those that didnt access recipes online. Had on average 100 more friends on social networking websites than those who didnt access recipes online. Were more likely to use gaming apps (72%) than those who didnt access recipes online (52%) on their phones, and were four times more likely to play games online. Downloaded twice as many smartphone apps than those who didnt access recipes online Were less likely to buy cookbooks for themselves and other people than people who didnt access recipes online, but were more likely to receive a cookbook as a gift and more likely (76% vs 65%) to want to receive a cookbook as a gift. 39% of respondents who access recipes online felt that the prices of cookbooks were too expensive, compared to only 19% for people who didnt access recipes online. Favoured Facebook over any other social media 81% of the time Spend on average one hour and 25 minutes cooking dinner, including buying ingredients, preparation and cooking time Are twice more likely to use a new recipe than those that didnt access recipes online. Cook on average for three people Are less likely to make up their own recipes than people who do not access recipes online Are more likely to alter recipes than people who do not access recipes online Are more likely to have a recipe not work out than people who do not access recipes online The more say a respondent has in the purchasing decisions at home, the more likely they will access recipes online. Of the respondents that use the internet to access recipes, 78.4% had a great deal of say in purchasing decisions at home. New opportunity to link food buying w recipes. Rated their cooking abilities higher than those that didnt find recipes online (55% vs. 42% that thought they were good or excellent at cooking).

People who think they are good at cooking

The better people felt they were at cooking, the less inclined they were to choose a new recipe with a photo, except people who thought they were not good at cooking, who were the most likely to not try new recipes at all. The better people felt they were at cooking, the more interested they were in new and innovative kitchen appliances People who thought they were good or excellent at cooking were more likely to alter recipes to experiment with new flavours, whereas people who thought themselves as not good or terrible at cooking were more likely to not even try altering recipes. People who think they are good at cooking have been given as gifts double as many cookbooks as those who thought they were not good. The better someone thinks they are at cooking, the more likely they are to buy a cookbook for themselves and for other people People who thought they were good or excellent at cooking were more likely to show their friends photos of the food they have made, and display their cookbooks in their home than people who thought they were not good or terrible at cooking. While most respondents felt that cooking was a learned skill, people who thought they were better at cooking were more likely to think that cooking was a natural talent compared to people who thought they were only competent, or not good at cooking.

Cookbook ownership:
Respondents who had 10 or more cookbooks at home were two times as likely to use the internet to find recipes than people who had less than 10 or no cookbooks at all (67% vs. 33%). Respondents that did not own any cookbooks were the least likely to borrow a cook book from someone else The more cookbooks respondents have, the better they regarded their ability to cook.

General cookbook behaviour:

80% of respondents have bought a cookbook for themselves or someone else in the past 12 months Respondents favourite cuisines were Italian (36%) and Asian (30%). 9% of respondents did not have a cookbook at home, 29% had 1-10, 24% had 11-20 and 37% had more than 20. Respondents bought on average 2.8 cookbooks for themselves and 1.6 cookbooks as gifts in the past 12 months.

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The most popular best-selling cookbooks that respondents currently own or had been given as a gift were Jamies 30 minute meals (44%) and 4 ingredients (44%). In the past 12 months, 32% of respondents had bought or been given as a gift a cookbook by Jamie Oliver, and 26% a cookbook by Donna Hay The retailers that people shopped the most for cookbooks were DDS (32%), Chain stores (29%), supermarkets (28%), online (19%). Only 13% of respondents had bought books from an independent book store and 5% from a food and drink retailer in the past 12 months. In the past 12 months, the most popular types of food/cuisines that respondents used recipes to cook were desserts/cakes (55%), entertaining (50%), healthy/diet (45%), recipes by celebrity chefs (25%), equipment specific recipes (such as barbecues, tagines and slow cookers, 22%), vegetarian (20%). Respondents rated the most important factors when choosing a cookbook to purchase were the price, availability, recommendation from friends/family, having photos for every recipe, degree of difficulty of recipes, access to equipment required to make recipes and the availability of food and produce required to make recipes being readily available. Respondents said that that the publication location, having new and innovative recipes, book format, bestselling status, profile of author and retail service were not important factors that influenced their decision. Sharing cookbooks is not common among respondents, with 68% of respondents reporting that they have not borrowed a cookbook from someone in the past 12 months. Sharing recipes is still common, with 86% of respondents saying that they share recipes. The most popular method of sharing recipes are photocopying (24%), emailing it to them (20%) and writing it down (17%) 77% of respondents will only try a new recipe if it has a photo most of the time or always. 58% of respondents have at least a few of their cookbooks on display in their homes. On a typical night, respondents are cooking dinner for 3 people on average, and spent about an hour and 45 minutes preparing dinner including buying ingredients, preparation and cooking time. One in ten respondents have bought groceries online in the past 12 months, but only one in forty buy groceries online more often than going to the supermarket. 74% of respondents showed interest in new and innovative kitchen appliances. Most respondents thought that the price of cookbooks were reasonably priced (51%), with 32% feeling that they are too expensive. 15% of respondents werent sure, and only 2% thought they were cheap. 72% of respondents would like to receive a cookbook as a gift In the past 12 months, respondents more often purchased cookbooks for females (43%), family members (35%) and friends (21%), and more often on the occasion of birthdays (37%), Christmas (28%) and mothers day (15%) 42% of respondents think that their cooking skills are competent, 38% think they are good and 13% think they are excellent, with an overall 93% of respondents feeling positive about their ability to cook. 72% of respondents felt that cooking was a learned skill, while 28% felt that cooking is a natural talent. The most important factors when respondents are deciding what to cook are choosing something everyone will like, time required and nutrition. Less important is the cost and having the right equipment. 25% of respondents did not have a new cookbook in the past 12 months. Of those that did, 19% had never used it, 48% had Cooked less than 10% of the recipes and 27% had only Cooked 11-25% of the recipes. The favourite celebrity chef amongst respondents was Jamie Oliver, with 30% naming him as their favourite. 19% did not have a favourite celebrity chef. 53% of respondents alter recipes to experiment with new flavours, and 27% alter them because they dont have the same ingredients as the recipe. 12% of respondents never tried to alter recipes, and 8% dont because it never turns out. 38% of respondents have notes and annotations in their cookbooks 70% of respondents have followed a recipe to a tee but had it not work out, and 97% felt a negative emotion when this happened, the most common feelings were feeling annoyed, disappointed, sad and frustrated. 28% of respondents find it difficult deciding which cookbook to buy Respondents feel that the best cookbook covers have pictures of food, bright colours and a relevant title.

General online behaviour:

80% of respondents buy products online often The most common methods of payment for online products were credit cards (48%), PayPal (28%) and debit cards (28%). Respondents spend on average 9 and a half hours using social networking websites every week, and only 14% of respondents were not at all likely to use social networking websites. Most respondents are at home when they use the internet (65%), but a significant proportion of respondents use the internet at work most often (31%). Respondents have on average 270 friends on social networking websites. Most people have used their social networking accounts to log on to other websites (58%) 95% of respondents spend less than half the time they are on social networking websites posting about themselves, with 40% spending no time at all posting about themselves. The highest proportion (40%) of respondents spend most of the time they use social networking websites looking at what other people have posted The most popular social network was Facebook, with an overwhelming 76% of respondents saying that if they could only use one social networking website, it would be Facebook. 12% chose Google+, 7% chose LinkedIn and the remaining 5% chose Twitter. The most popular applications on digital devices were Social networking apps (66%), game apps (65%) and productivity apps (59%).

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The reasons for using the internet was equally weighted, with 44% of respondents using the internet most often for personal reasons, 40% of respondents using the internet most often for work reasons, and 16% using the internet an equal amount for work and personal reasons. The most popular online activities were getting directions (77%), paying bills (68%), checking the weather (67%), using social networking websites (67%), purchasing products and services (66%) and finding recipes (64%). The most common social networking websites that respondents had accounts with was Facebook (80%), YouTube (40%), Twitter (37%), LinkedIn (35%), Google+ (28%) and Instagram (27%). Most people connect to the internet with a laptop (74%) or smart phone (72%), with 55% of respondents connecting with a desktop computer and 23% connecting with a tablet (such as an iPad). At least half or more of applications on respondents digital devices were free 86% of the time. 77% of respondents owned a smart phone, with an additional 6% planning to get a smart phone the next time they need an upgrade.

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