Online Media Top Influencer on Restaurant Choice
Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers.
-- Chain Leader, 10/28/2009 8:37:00 AM
PRESS RELEASE: WESTERVILLE, Ohio--(BUSINESS WIRE)--Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers. The Ad-ology Research study also found 61 percent of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.
Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28 percent of consumers overall and more than 36 percent of 35 to 44 year olds influenced by direct mail. Quality ingredients and fast delivery time were the biggest factor in pizza delivery.
Online media influenced 40 percent of recent restaurant visitors, with restaurant Web sites having the most influence. Traditional media proved more effective than social media for these consumers. Twenty-seven percent were influenced by newspaper, and 25.4 percent said the same for direct mail.
“People are still eating out and ordering out, but want to make sure they’re spending their money wisely,” said C. Lee Smith, president and CEO of Ad-ology Research. “Restaurant Web sites can really drive traffic by providing menus and prices, plus details like hours and location so consumers feel like they have all the information they need,” Smith said.
Other key findings:
* 14% of restaurant visitors said they were influenced by search results
* Half of consumers over 55 said senior discount programs are important as they chose a restaurant
* Cleanliness was the most important overall factor in restaurant choice; quality of ingredients was most important in pizza delivery choice
The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.
Both reports: Media Influence on Consumer Choice: Restaurants and Media Influence on Consumer Choice: Pizza Delivery are available for purchase and immediate download through Ad-ology.com. Each report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.
About Ad-ology Research
Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
Methodology
Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner that is 98% representative of the adult population of the United States from July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage points.
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