News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
More than two-thirds of consumers satisfy munchies with mobile
Mobile has wheedled its way into almost all aspects of day to day life including, as a new survey from Viggle reveals, satisfying appetites.
More than two-thirds of consumers (69%) have ordered food and drink using a mobile device at least once, found a study by the Interactive Advertising Bureau (IAB) and interactive TV service Viggle.
"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, IAB vice president and general manager of the Mobile Marketing Center of Excellence.
Of the 600 respondents picked at random from Viggle's userbase of 2 million, 72% said they order pizza using a mobile device, the most popular food ordered via mobile. The next largest category of foods ordered via mobile were burgers/sandwiches and Chinese, both with 31%, followed by wings (24%) and Mexican (15%).
While 2% of respondents reported ordering a takeout meal or delivery every single day, this is far from the norm. So, what would encourage consumers to order more meals by mobile?
According to the IAB/Viggle study (see infographic):
- 74% would order more if order discounts were given;
- 64% would order more if loyalty points were available;
- 54% would like an easier way to enter an order;
- 37% want an easier way to find a restaurant to order from;
- 36% want past orders to be made available to them.
Mobile apps are helping mobile users with the munchies get their fix. Half of mobile users surveyed have downloaded an app for their favorite restaurant such as McDonald's or Pizza Hut. Similarly, multi-restaurant apps have been downloaded by 55%, with Yelp the most popular (37%) followed by Urbanspoon (24%) and Zagat (9%).
"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."
- Report reveals men's emerging role in household supermarket shopping chore
- How data will impact businesses in 2014
- Report: Social pushing coupon search, use
- Platforms enhance mobile experience
- Few marketers plan for social media negativity
- Report highlights mobile's role in hotel customer experience
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
Featured White Papers
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....