Hungry Consumers Are Turning to Smartphones and Tablets to Place Online Orders

Hungry Consumers Are Turning to Smartphones and Tablets to Place Online Orders

More Than Two-Thirds of Mobile Users Have Placed Online Food Orders Via Their Smartphone or Tablet

NEW YORK, NY — Hungry consumers are turning to smartphones and tablets to place online orders for pick-up or delivery, with more than two-thirds of those polled saying they have placed food orders via mobile devices, according to new research from the Interactive Advertising Bureau (IAB). The research study, “Mealtime Goes Mobile: Mobile Screens’ Impact on Ordering Takeout and Delivery,” was developed in in partnership with Viggle, takes an exclusive look at mobile’s impact on ordering food.

Fifty percent of mobile device 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%).

“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.

“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.”

More Than 33 Million Americans Use Their Mobile Phone for Shopping-Related ActivitiesThe IAB-Viggle “Ordering Food Goes Mobile” survey was fielded January 7 – 9, 2013. To get the sample, Viggle emailed invites to a random sample of Viggle’s nearly two million registered users. These users completed the survey online (on either desktop, smartphone or tablet). Five hundred and ninety-nine respondents started the questionnaire, while 573 completed it.

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