Location, Location, Location Drives Mobile Searchers to Restaurants - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Location, Location, Location Drives Mobile Searchers to Restaurants

Tablet users more concerned with reviews

October 9, 2012

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.

Leading Mobile Restaurant Search Activities Among US Smartphone/Tablet Users, June 2012 (% of respondents)

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.

Leading Reasons for Visiting a Restaurant After Using an App/Website According to US Smartphone vs. Tablet Users, June 2012 (% of respondents)

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.

Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.

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


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.