Mealtime Goes Mobile, Study Shows

The Interactive Advertising Bureau (IAB), in partnership with Viggle, has released a research report entitled Mealtime Goes Mobile: Mobile Screens’ Impact on Ordering Takeout and Delivery, which looking at the impact of mobile on ordering food for pick-up or delivery.

The study found that over two-thirds of participants had placed orders using a mobile device. 50 per cent said that they had downloaded at least one restaurant-specific app, and 55 per cent claimed to have at least one multi-restaurant app. 44 per cent said they regularly used mobile devices to find restaurant phone numbers, 39 per cent to see the menu, and 38 per cent to find a restaurant location. 26 per cent of those polled had already planned to order take-out or delivery during the Super Bowl using a mobile device.

Additionally, the study showed that loyalty rewards and promotions play a key role in mobile adoption; 78 per cent of respondents said that discounts would make them more likely to order, and 64 per cent nominated loyalty points as a further incentive.

“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, VP and GM of 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.”