PRESS RELEASE
Lenovo's U300s is the perfect ‘ultrabook' for ‘e-cooking' and much more
Hook, UK, Friday 23rd December, 2011: A study released today reveals that 83% of Brits are using their laptops to assist them when cooking in the kitchen. With half of people regularly using websites to find menu suggestions, rather than trawling through old recipe books.
The study conducted by PC manufacturer Lenovo reveals that over a third (39%) of Brits have increasingly been using laptops to search for recipes online over the past two years. Almost one in four also said that they think that cookbooks will be obsolete in the future and only one in 10 currently use traditional style recipe books for their everyday cooking.
A top reason for using a laptop as a culinary assistant is cost with six out of 10 people choosing to use their computer as opposed to cookbooks as the recipes are free. The study also uncovered the British public's creative side - 37% of respondents described themselves as experimental cooks who like to try new things. This is further echoed by the fact that 44% enjoy using a laptop to find new recipes as they can type in the ingredients they have and generate tasty ideas.
The research, which marks the launch of Lenovo's newest form of laptop, the U300s Ultrabook, a stylish, ultra-thin tablet, also reveals the reasons behind why some may avoid using their computers in the kitchen. Almost half (47%) worry about spillages while 52% are concerned with sticky fingers on the screen. The U300s is stylish, productive and practical; at just 0.6 inches (14.9mm) thick, it has also been sandblasted to create a perfect, scratch-resistant coating, making it the perfect kitchen companion.
Elif Nergiz UK Consumer & Retail Marketing Manager, Lenovo said "The results of the study give great insight into how people's cooking habits are changing in the digital age. A laptop or tablet can make a stylish addition to your kitchen and eradicates the need for cluttering up your home with unnecessary recipe books. The U300s' long life battery and fast bootup time means you'll never be caught short when you get that flash of inspiration for a new dish."
Nick Filleul, managing director of Nicholas James Design Ltd, said "The kitchen has always been the heart of the home but it is now becoming the heart of the digital home too - with clients requesting dedicated space for laptops within their new kitchen design. We have moved on from home-owners wanting a study area or computer work space in the kitchen to one of the top requirements being a home for a laptop - ie an area where the laptop can live day-to- day and be used for reading news, catching up on TV, viewing photos etc but can be brought actively into the traditional kitchen activity of cooking. I only see this trend growing over time as laptops become sleeker and sexier in design and sit happily alongside other must-have kitchen accessories."
Other key findings:
- Brits love to follow a recipe with over nine out of ten having occasion to use them
- One in 10 people only own one recipe book and the average Brit owns between two and five
- Those aged 25-34 are the biggest celebratory chef fans and are most likely to visit a well known chef's website to find new recipe ideas
- One in five claim to be organised in the kitchen, planning menus weekly in advance
- When using a laptop/tablet for recipes most will do internet searches and/or visit cookery/food websites with the most favoured being general cooking sites (64%) and TV show websites (56%)
- Younger respondents are almost three times as likely to think that laptops/tablets will make traditional cooks books obsolete compared to those over 55
- Almost half (46%) of those who often use their laptop/tablet to find recipes are more likely to be experimental cooks who like to try new things
- Of the 17% who never use a laptop/tablet to find recipes this is simply because they do not have access to one (62%)
Top five ways Brits are using laptops in the kitchen:
|
1 |
For an internet search to find a recipe |
|
2 |
Visit cookery/food websites |
|
3 |
Have friends/family email recipes |
|
4 |
Visit blogs / forums/ Facebook/ Twitter etc for ideas |
|
5 |
Download a recipe eBook |
What Brits like about cooking with their laptops:
|
1 |
Recipes are free |
|
2 |
You can type in ingredients and generate ideas |
|
3 |
You can read reviews before you try something new |
|
4 |
You can convert grams to ounces easily |
|
5 |
You can file / index your favourite recipes for next time |
[1] Source: Research conducted by Redshift Research in October 2011. Sample size of 1,000 adults
ABOUT LENOVO
Lenovo (HKSE:992) 9ADR:LNVGY) is a $US21 billion personal technology company - and the second largest PC company in the world, serving customers in more than 160 countries. Dedicated to building exceptionally engineered PCs and mobile internet devices, Lenovo's business is built on product innovation, a highly-efficient global supply chain and strong strategic execution. Formed by Lenovo Group's acquisition of the former IBM Personal Computing Division, the company develops, manufactures and markets reliable, high-quality, secure and easy-to-use technology products and services. Its product lines include legendary Think-branded commercial PCs and Idea-branded consumer PCs, as well as servers, workstations, and a family of mobile internet devices, including tablets and smart phones. Lenovo has major research centers in Yamato, Japan; Beijing, China; and Raleigh, North Carolina. For more information, see www.lenovo.com.
