The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Viggle, have released the "Mealtime Goes Mobile: Mobile Screens' Impact on Ordering Takeout and Delivery" report, focusing on consumers' use of mobile food orders. Of those polled, more than two-thirds (69 percent) said they have placed a food order via a mobile device.
Additionally, 50 percent of mobile users say they have downloaded at least one restaurant-specific app, such as Chili’s, McDonald’s or Pizza Hut. And, 55 percent of those polled have at least one "multi-restaurant" app, with Yelp the most popular at 37 percent, followed by Urbanspoon (24 percent) and Zagat (9 percent).
"This research highlights the fact that the mobile internet is increasingly becoming a vital tool to help consumers navigate their everyday lives — even when it comes to simple tasks such as ordering a pizza," said Anna Bager, vice president and general manager, Mobile Marketing Center of Excellence, IAB. "Restaurant and fast food chain marketers should pay close attention to this trend and take advantage of the opportunities that mobile offers, making it a key part of their ad-buying strategy."
Other highlights from the report include:
- 44 percent of those surveyed use smartphones or tablets regularly to find restaurant phone numbers;
- 39 percent do so to see the menu;
- 38 percent use their mobile devices to find a restaurant location;
- 78 percent said discounts will make them more likely to place an order; and
- 64 percent said loyalty points will make them more likely to place an order.
"Restaurant marketers should consider these insights when planning for future mobile campaigns," said Greg Consiglio, president and COO, Viggle. "Mobile users are clearly looking for benefits to motivate them into transitioning their food ordering experience onto their smartphone or tablet. Dining establishments and fast food giants continue to leverage new incentive-based platforms for ordering via mobile devices, providing their customers with the easiest possible way to place an order."
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