56% Of Social Searches Are Related To Food

Sites include roamz.com . Published on October 12th, 2012. Written by Anthony West.

Social search is a relatively new part of the growing social media landscape but already a few trends are emerging. These trends are particularly useful for marketers looking to extract valuable intelligence form the social graph and helping them is Roamz, a mobile application platform that lets users search their social graph for local items and things to do.

The developers behind the app recently conducted a study which sought to quantify the things that people search for within their social circles and the biggest surprise was the amount of searches that are made for food. According to Roamz, 56% of social searches are related in some way to food.

Coffee headed the list with 11.5% of all social searches while beer ranked lowest with 2.1% of all social searches. Hard core food rankings were also quite telling; among social searches pizza ranked number 1, with Sushi and Burgers ranking number 2 and 3 respectively.

When it comes to cuisines, Italian food is king (or queen depending on your perspective); Indian food is the second most searched cuisine with Mexican, Thai, Chinese and Japanese rounding out the top 5.

Geography also paints a vivid picture of what types of foods people like around the world (naturally, but with some surprises). 16.7% of all social searches in Australia are for coffee, while 14% of all searches in Beijing are for ice-cream (there’s the surprise).

The Roamz study is much food for thought for brands and advertisers looking to capitalize on the growth of social media.