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BizReport : Mobile Marketing : January 29, 2013

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.

by Helen Leggatt

iab.gifMore 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."

Tags: consumer behavior, food industry, mobile apps, mobile marketing

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