Research Reveals Two-Thirds of Mobile Users Place Online Food Orders

| February 05, 2013

The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Viggle, have released “Mealtime Goes Mobile: Mobile Screens’ Impact on Ordering Takeout and Delivery,” exclusive research looking at mobile’s impact on ordering food.
 
Hungry consumers are turning to smartphones and tablets to place online orders for pick-up or delivery, with more than two-thirds (69%) of those polled saying they have placed food orders via mobile devices.
 
Fifty percent of media savvy mobile users are so committed to their favorite destination for fast eats, that they have downloaded at least one restaurant-specific app, such as Chili’s, McDonald’s or Pizza Hut. In addition, 55 percent of those polled have at least one “multi-restaurant” app, with Yelp the most popular at 37 percent, followed by Urbanspoon (24%) and Zagat (9%).
 
When it comes to the big game itself, 26 percent are already planning to order take-out or delivery to complement their Super Bowl viewing. While the survey didn’t ask about specific Super Bowl mobile dining plans, respondents were clear in their general mobile internet ordering preferences, with pizza taking the top snacking spot at 72 percent, followed by a tie between sandwiches/burgers and Chinese food (31%). Wings (24%) and Mexican food rounded out the list (15%).
 
“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.”
 
A great number of those surveyed also use their mobile devices to research restaurants for delivery or take-out:
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
 
The research also unveiled that financial or other rewards are the most likely path to driving short-term adoption of mobile online ordering. Most respondents (78%) said discounts would make them more likely to order, and nearly two-thirds (64%) said loyalty points would have this impact.

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