COLORADO SPRINGS – The mobile phenomenon is picking up speed and the food industry needs to give priority to this trend, said Lisa Sharples, president, AllRecipes.com, a website with a large database of recipes and tips for home cooks.
In an interview with SN after her presentation at the Grocery Manufacturers Association Executive Conference here, Sharples offered data that underscored the rapidly growing impact of mobile devices.
A little over two years ago, less than one percent of AllRecipes.com’s web traffic came from mobile devices, she said. Today, 35% comes from mobile, and the company is forecasting that number will be 45% to 50% by this December.
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Meanwhile, of the 35% of users accessing the AllRecipes.com site through mobile devices, some 50% are doing it from within grocery stores.
“All of us have to reexamine our businesses to think about mobile first,” she said. “Consumers are using these devices at the point of purchase, so you have to be there. It’s a platform in which consumers are currently ahead of brands and retailers.”
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AllRecipes.com recently launched a version of its site optimized for mobile devices, which also allows users to turn the recipes into shopping lists.
Sharples was part of a GMA presentation that also included John Caron, vice president of marketing, Catalina, and Doug Rozen, senior vice president, general manager, MXM Mobility, The Hyperfactory.
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