How does user engagement with cooking tutorials vary between different age groups on Likee?

User engagement with cooking tutorials varies significantly across different age groups, primarily due to differences in their comfort with technology, preferred content formats, and motivations for cooking.

Here's a breakdown by typical generational characteristics:

Young Adults (Gen Z / Younger Millennials)
Primary Platform: Highly engaged with social media platforms like TikTok, Instagram, and YouTube for food content. They are very digitally savvy.

Content Format: Prefer short-form, fast-paced videos (like TikToks or YouTube Shorts) that are entertaining and often feature "food hacks" or quick, visually appealing recipes. They also use social media to find viral food trends and explore new, often international or unique cuisines.

Engagement Style: They use their smartphones and tablets right in the kitchen while cooking. Their engagement often extends to social interaction, like posting photos of their food or discussing recipes online.

Motivation: Driven by a desire for convenience, experimentation, self-expression, and wellness. They often seek content for recreational interactions, inspiration, and to build an identity around food.

Established Adults (Older Millennials / Gen X)
Primary Platform: Use a mix of digital and traditional sources. YouTube, online recipe blogs, and traditional television cooking shows are popular.

Content Format: May seek slightly longer, more detailed "how-to" videos on YouTube for mastering specific techniques or cooking more complex, homemade meals. They also frequently rely on online search to find recipes.

Engagement Style: They may print out recipes but are also very likely to cook with a smartphone or tablet nearby. They appreciate content that helps them add a personal touch or make a recipe unique.

Motivation: Often motivated by cooking for their household or family, focusing on quality, fresh ingredients, and value. Gen X, in particular, often values "homemade" and traditional dining but is open to new flavors.

Older Adults (Baby Boomers / The Silent Generation)
Primary Platform: Tend to show higher preference for traditional media like television cooking shows, newspapers, and magazines for learning about cooking. However, many older adults are increasingly adopting platforms like YouTube as well.

Content Format: Prefer clear, step-by-step instructions, which can be found in text-based recipes or longer-form, structured videos.

Engagement Style: May be less inclined to engage with the content by posting or sharing but are interested in the practical application of the skills.

Motivation: Generally focus on learning how to prepare a wide range of meals and maintaining a healthy diet. They often prioritize the final quality and nutritional value of the food.