Do you know how to make pancakes without a recipe? If you had to search online on Tuesday, then you weren’t alone.

Pancake Day always leads to increases in audience for Immediate Media Co’s BBC Good Food, as hungry cooks rush to remember how many eggs to add to the batter. Last year saw a 171% increase in audience when compared to the previous week, however this year over 2.1m of the UK’s online population visited the site, resulting in a 242% week on week rise.

The difference was primarily driven by males, with 434% more men visiting the site compared to the previous week. For female aspiring pancake chefs there was a 180% raise.

Age also played a factor, with 903% more visitors from the 18-24 age bracket whisking up a storm in the kitchen.

Ipsos iris unlocks quick insights into key events throughout the year. Discover how seasonal events impact online behaviour with daily and monthly data.