A new smartphone consumer survey, sponsored by ConstantContact‘s SinglePlatform (n=1,497) found that 92% of mobile users have searched for a restaurant via a mobile browser and 81% though mobile apps during the past six months. Restaurants is by far the number one local search category on the PC and especially in mobile.
The survey also found that 75% of respondents said they make decisions on the basis of those search results. In addition 80% said that looking at a menu is important as part of their decision-making process. And “62% of consumers are less likely to choose a restaurant if they can’t read the menu on a mobile device.”
SinglePlatform syndicates restaurant menu data, among other types of local business information.
Research last year from xAd, Telmetrics and Nielsen found that 64% of restaurant searchers . . . covert either “immediately” or “within one hour.”
Beyond the specific promotion of menu content in mobile, what are we to take from this data (chiefly directed toward restaurant owners)? More content is better, provided it’s optimized for mobile. In addition, mobile users are very engaged and typically serious about making an-often-immediate purchasing decision, especially in the restaurants category.
There’s a great deal at stake for restaurants in getting mobile right. The vast majority of them, however, have sites that don’t work well in mobile. In addition they may not have claimed and enhanced their profiles on Google, Yelp and other top-tier restaurant apps/sites.