Smartphones Lead Diners to Restaurants - eMarketer

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Smartphones Lead Diners to Restaurants

Finding restaurants and browsing menus lead dining-related mobile activities

May 26, 2016

Smartphones are a key part of the dining experience for many internet users, even before they head to a restaurant. According to April 2016 research, about half of diners use their device to find a restaurant location or browse a menu.

Smartphone Activities Conducted by US Internet Users Before Dining, April 2016 (% of respondents)

Indeed, data from RetailMeNot revealed that a majority of respondents had used their smartphone to find a restaurant location. And 49% had used it to browse a menu.

Researching new restaurants was less common, and around a third of respondents had placed an order for pickup or delivery.

Because consumers are spending so much time on mobile, restaurants are investing in technology to meet their needs. Separate January 2016 research from Edgell Knowledge Network found that most US restaurant IT decision-makers plan to invest in technology to improve operational efficiency.

While 87% of respondents said they plan to invest in restaurant technology to improve process efficiency, more than half said they’re doing it to improve customer engagement.


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