SinglePlatform and Chadwick Martin Bailey Study: Restaurants the Most Searched Industry by Consumers on Mobile Devices
April 17 2013 - 9:00AM
Business Wire
According to the latest study from SinglePlatform at Constant Contact®, Inc. (NASDAQ: CTCT) and
research firm Chadwick Martin Bailey, restaurants are the most
searched industry by consumers through both mobile applications and
browsers. The study, compiled through the feedback from 1,497
consumers who own a smartphone, found that 81 percent of consumers
have searched for a restaurant on a mobile app and 92 percent
through a web browser in the last six months, outperforming other
highly searched industries, such as entertainment, retail outlets,
hotels, and personal services. Further, 75 percent say they often
choose a restaurant to dine at based on those search results.
“The results of this survey clearly indicate the need for
restaurants to ensure that their menu information is up to date
across all online platforms,” said Wiley Cerilli, vice president
and general manager, SinglePlatform. “Consumers are searching for
new restaurants more than they are any other industry. When you
take into consideration that 80 percent of consumers think it’s
important to see a menu before they dine at a restaurant,
restaurants stand to tremendously benefit in managing their menus
wherever consumers see them.”
Key findings include:
1) 81% of consumers have searched for a
restaurant on a mobile app in the last 6 months (tweet this)
2) 92% of consumers have searched for a
restaurant on a web browser in the last 6 months (tweet this)
3) 75% of consumers often choose a restaurant
to dine at based on search results (tweet this)
4) iPhone owners are more likely to search
for a restaurant than other smart phone owners (tweet this)
5) 80% of consumers think it’s important to
see a menu before they dine at a restaurant (tweet this)
6) 84% of consumers are likely to look at
more than one restaurant before choosing where to dine (tweet
this)
7) 70% of consumers think it is important to
be able to read the menu of a restaurant on a mobile device (tweet
this)
8) 62% of consumers are less likely to choose
a restaurant if they can’t read the menu on a mobile device (tweet
this)
“Eighty-four percent of smartphone owners look at more than one
online menu when they are making a dining decision. Moreover, 62
percent are less likely to choose a restaurant if they can’t read
the menu on their mobile device,” said Kristen Garvey, vice
president of marketing, Chadwick Martin Bailey. “The math is simple
– it’s no longer okay to ignore your online and mobile presence. If
a restaurant’s online menu is updated and available on mobile, it
has a distinct step-up over competition in terms of
conversion.”
“Consumers today are armed with so many resources – they don’t
have to make guesses on what any given restaurant might serve them
and they expect that the information they find will be accurate.
What we are seeing with the results of this survey is that online
menus are essential in bolstering a restaurant’s ability to attract
new patrons,” said Cerilli. “Those that are able manage and update
online menus in an effective and efficient manner are poised to
benefit from repeat business and long-term success.”
A Constant Contact product, SinglePlatform gives small
businesses a single place to update their critical business
information and delivers that information across its robust
publishing partner network, including sites such as Yelp, YP,
Foursquare, and others, as well as the business’s social media
profiles, website, and mobile site. It makes a business listing
more than an address and phone number by adding the rich content
that consumers want when they are searching for information – such
as digital menus, products, pricing, and services.
Resources
- For a full report, please
visit http://news.constantcontact.com/research
- Read and download previous reports on
consumer behavior from Constant Contact and Chadwick Martin Bailey:
- 10 Facts about Consumer Behavior on
Facebook
- 10 Facts about Consumer Behavior on
Twitter
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Honomichl 50 ranked custom market
research firm who works with many of the most successful companies
and best known brands in the world to help them acquire, maintain,
and grow their customer base. Founded in 1984 by John Martin and
Anne Bailey Berman, the company has corporate headquarters in
Boston, Massachusetts, serving clients in more than 30 countries
around the globe. Chadwick Martin Bailey focuses on using
leading-edge research techniques to collect and translate the data
into simple, business decision-focused deliverables.
About Constant Contact
Constant Contact wrote the book on Engagement Marketing™ –
the new marketing success formula that helps small organizations
create and grow customer relationships in today’s socially
connected world. More than half a million small businesses,
nonprofits and associations worldwide use the company’s online
marketing tools to generate new customers, repeat business, and
referrals through email marketing, social media marketing, event
marketing, local deals, digital storefronts, and online surveys.
Only Constant Contact offers the proven combination of affordable
tools and free KnowHow, including local seminars, personal coaching
and award-winning product support. The company further supports
small organizations through its extensive network of
consultants/resellers, technology providers, franchises and
national associations.
Constant Contact and the Constant Contact Logo are registered
trademarks of Constant Contact, Inc. All Constant Contact product
names and other brand names mentioned herein are trademarks or
registered trademarks of Constant Contact, Inc. All other company
and product names may be trademarks or service marks of their
respective owners.
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