NEWS COPY
Millions of adults are seeking cooking inspiration from social media – with 71 per cent ‘going digital’ in the kitchen.
A study of 2,000 adults found 23 per cent now get their cooking ideas from Facebook and 21 per cent rely on Instagram.
More than one in 10 even use rapidfire video app TikTok to plan their meals, with others turning to YouTube (24 per cent) and Twitter (10 per cent).
Despite 48 per cent using traditional cookbooks - proving they are still popular - four in 10 adults will turn to online videos to make sure they are doing things correctly.
The research, commissioned by Samsung KX (King's Cross, London), found 26 per cent follow foodie influencers on social media, with 12 per cent admitting social stars have 'taught' them how to cook.
But more than a third of Brits find it easier to cook food at home now as a result of technology, with 71 per cent using gadgets such as smart fridges to give them a helping hand in the kitchen.
And while just 49 per cent consider themselves a ‘good cook’, a third admit they are now more confident in the kitchen thanks to the use of technology that is available.
The tech giant has also launched a scheme called 'Taste of Tomorrow' looking at the future of cooking.
Tanya Weller, director of Samsung Showcase KX, said: “It’s incredible to see how the role of technology has changed our approach to cooking and the way we work in the kitchen.
"Taste of Tomorrow is another great initiative that fuses together the nation’s passion to elevate their culinary skills, powered by Samsung innovation.”
The study also found 43 per cent cook because they find it rewarding while 41 per cent enjoy trying something new.
Others cook to pass the time (22 per cent), relax (32 per cent) or because they like to give themselves a challenge (23 per cent).
It also emerged 54 per cent of those polled grow their own food at home, with a third of those using technology or gadgets to do so.
Almost half (48 per cent) have used a smartphone to help them grow their own produce, while 31 per cent have used a smartwatch.
To showcase how this can be done, Samsung KX has become home to its very own Hydroponic Garden, all run and controlled by Samsung SmartThings.
But while more than half of those polled via OnePoll grow food at home because they find it rewarding, 41 per cent do it to help the environment.
And almost half of Brits aim to produce as little food waste as possible with the foods that they eat.
The tech giant's Taste of Tomorrow, hosted by Professor Green, shows the rapper learning smart ways to grow, cook and eat using the latest kitchen innovations.
To watch the content series and to learn more about the future of food at home visit: http://www.samsung.com/uk/kx
The Hydroponic Garden is on display exclusively at Samsung KX until 6th November.
ENDS