Today we reveal the key findings from our Q4 Mobile Audience Insights Report, which focused on the QSR and casual dining vertical and how mobile influences consumers’ path-to-purchase behaviors and decisions — from research to determining where to dine.
The results are fascinating and show the integral role smartphones & mobile advertising play in delivering patrons to QSR & casual dining restaurants. For example, did you know that consumers prefer mobile over online by 117% as their source for informing dining decisions?
A few additional key findings:
- 75% of consumers are likely to try a new menu item after seeing a mobile ad.
- Menu information (33%), special offers (24%) & location (21%) were the most influential ads for driving patrons to restaurants. This info offers marketers an opportunity to increase engagement & ROI by optimizing based on consumer behavior.
- Mobile ad campaigns delivered 37% lift in drive-to-location for all client campaigns in the 2H 2013; and 35% lift in visits to QSR & casual dining establishments vs. consumers not exposed to the ads.
Learn more about mobile’s growing influence in consumers’ QSR & casual dining decisions in our full Q4 Mobile Insights Report. How do you engage with fast food and casual dining restaurants? Tweet us at @jiwire and let us know!