Mobile Search: Restaurants Rule the Roost

Source:  Marketing Charts, April 16, 2013 by MarketingCharts staff

CMBConstantContact-Restaurants-Mobile-Search-Apr2013

A survey of 1,497 smartphone owners, conducted by Chadwick Martin Bailey (CMB) and SinglePlatform at Constant Contact, reveals that respondents are more likely to search for restaurants than any other industry. The results align with prior research from YP showing that restaurants are the most queried, clicked, and called mobile local search category. Overall, the CMB and SinglePlatform study found that in the previous 6 months, 81% of respondents had searched for a restaurant via a mobile application, and 92% through a web browser.

The results of those searches have an impact on consumer behavior. Three-quarters of respondents reported that they often choose a restaurant based on search results. Having a mobile-friendly site helps, too: while 84% say they look at more than 1 online menu before choosing their dining destination, 62% report being less likely to choose a restaurant if they can’t read the menu on their device.

Other Findings:

  • iPhone owners prove more likely to conduct restaurant searches than other smartphone owners.
  • 8 in 10 smartphone owners think it’s important to see a menu before they dine at a restaurant, and 70% think it’s important to be able to read that menu on their device.

About the Data: The survey was conducted by CMB in conjunction with SinglePlatform from Constant Contact in December 2012 and January 2013.

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