A new study by The Hartman Group and Publicis Consultants, Clicks & Cravings: The Impact of Social Technology on Food Culture, quantifies all that tweeting that happens when people are eating.
Twenty nine percent of online consumers polled for the study have used a social networking site while eating and drinking in the last month (they were polled in December 2011). Among Millennials (18-32 years old), the percentage jumps up to 47%. Millennials also turn toward online media resources more readily than print or television sources when it comes to recipes or restaurant recommendations.
“Digital food selection is less of a sensory experience and more of a visual and rational process: What’s on the label? What’s in the recipe? Show me the picture,” said Laurie Demeritt, president and COO at The Hartman Group in a press release emailed to The Huffington Post.
Consumers aren't taking food advice from just anyone though -- the study found that people look toward stylish people -- not stylish brands -- when it comes to seeking recommendations.
“The ‘table for one’ rarely exists anymore, even among single people eating alone at home,” said Demeritt. “If you are eating alone, chances are you are also texting friends who live miles away or posting food photos to a review site."
Interestingly enough, lunch is the most commonly shared meal.