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Location, Location, Location Drives Mobile Searchers to Restaurants

Tablet users more concerned with reviews

Mobile users seeking restaurant information seem to belong overwhelmingly to one group: hungry people looking for good food, right now.

Many commerce-related searches conducted on mobile devices are not so urgent—such as those made to check prices and comparison-shop. But for restaurant info, actionability is key on mobile.

June 2012 research from call tracking solutions provider Telmetrics and mobile-local ad network xAd found that looking up location was the No. 1 mobile restaurant search activity among smartphone and tablet users in the US, followed closely by looking up directions to that location.

And what got the majority of smartphone searchers in the door was finding the “food I was looking for” or a nearby location, at 78% and 65%, respectively. Good reviews were less than half as important as location, and price was a major factor for less than half of those surveyed.

There were some notable differences between the factors that drove smartphone users to restaurants, vs. those that persuaded tablet owners to stop by and grab a bite. Tablet users, who are more likely to be conducting “mobile” searches from the comfort of their own homes, were 13 percentage points less likely to be swayed by a nearby location—though the type of food was still their No. 1 concern. Instead, they put more focus on reviews, which approached price and location in importance, as users likely had more time—and screen space—to read and consider the opinions of other restaurant-goers.

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Check out today’s other articles, “Tablet Owners Like the News, but Not Ads” and “Google+, Twitter Make Headway in Latin America.”

APR

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