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BizReport : Mobile Marketing : November 28, 2013

Research highlights dominant role of mobile in restaurant searches

New research reveals the high conversion rate of mobile-driven restaurant searches in the UK and the crucial role mobile now plays in the path to purchase.

by Helen Leggatt

The role of mobile in restaurant searches can not be underestimated. Earlier this year, research from SinglePlatform at Constant Contact found that restaurants lead the way for mobile searches. A whopping 81% of mobile consumers were found to have conducted a search for a restaurant via their mobile device in the six months preceding the survey (Jan 2013). Furthermore, three-quarters of those searchers made dining decisions based on those mobile search results and 80% said it was important that they could view menu information.

New Mobile Path-to-Purchase research in the UK from xAd/Telmetrics (infographic) also underlines the dominant role of mobile in consumer restaurant research. That study has revealed that, for 49% of mobile searchers, mobile is the only media they use to find a restaurant while 50% say mobile devices are the most important media source for their restaurant research.

Also highlighted in the research was the short window of time restaurant marketers have to influence this high conversion category of prospective diners (78% of mobile-driven restaurant searches in the UK result in a purchase/booking). Over half (52%) of tablet users and 66% of smartphone users make a restaurant purchase decision with a day of searching, while 1 in 3 mobile users overall make a decision within the hour.

Telmetrics-Logo.jpg"With holiday celebrations commencing and Christmas and New Year dining reservations creating a peak in activity, restaurant marketers have an opportunity to impact consumers' purchase decisions," said Bill Dinan, president of Telmetrics. "Marketers can help capture and monetize the large number of mobile restaurant searchers that ultimately book a reservation or visit the restaurant with well-targeted mobile ad campaigns that are locally relevant and offer upfront contact info."

Restaurant owners must also ensure they provide as much information as possible to mobile searchers to enable them to make a quick dining decision. Menu information, location, opening hours and a contact number are all important elements needed for consumers to make a purchase decision on-the-go.

Adding a click-to-call feature will also motivate diners to make reservations. Earlier this year, research from Google and Ipsos found that a significant number (70%) of mobile searchers used click-to-call directly from Google's search results, whether it appeared within paid or organic results.

Businesses that don't have a click-to-call button on search results risk sending searchers to the competition. One in 4 (41%) of mobile searchers will check out other businesses in the event their chosen brand has no click-to-call.

Image via Shutterstock

Tags: location targeting, mobile search, restaurant trends, search marketing

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