Digital Food Orders Dominated by Mobile in the UK - eMarketer

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Digital Food Orders Dominated by Mobile in the UK

Mobile becoming the common way to order takeaway

May 12, 2016

When people in the UK decide to have takeaway for dinner, the vast majority still reach for the phone and call in the order. However, while ordering online is becoming increasingly popular, even here, the phone—in this case of the mobile variety—is incredibly influential.

Unique Visitor Share for Select UK Food Delivery Properties, by Device, March 2016 (% of total)

Recent research from comScore MMX Multi-Platform found that 17% of the UK’s total digital population visited one of the top three food delivery sites via PC, smartphone or tablet during the month of March 2016.

Most striking, though, was the fact that across the top UK food delivery properties, most visits were made on mobile devices—around three-quarters in all cases, in fact.

Factors that Influence Takeaway/Food Delivery Service Decisions According to UK Internet Users, Oct 2015 (% of respondents)

These proportions included tablet visits, but suffice to say, the convenience offered by smartphones will have played a role in boosting these numbers.

Indeed, October 2015 polling from Exterion Media found that convenience was the single biggest factor in influencing takeaway/food delivery service decisions among UK internet users. Mobile, it seems is the new way to takeaway.

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