According to the latest study from Constant Contact and research firm Chadwick Martin Bailey, restaurants are the most searched industry on smartphones by consumers through both mobile applications and mobile browsers. Statistics show that 81% of consumers have searched for a restaurant on a mobile app while 92% did so via a mobile browser in the last six months, outperforming other highly searched industries such as entertainment, retail outlets, hotels and personal services. Furthermore, 75% of consumers reveal that their choice of restaurants often depends on their search results.The results of the survey were compiled through the feedback of 1,497 smartphone owners.
The report also disclosed other key findings about consumer behavior that every restaurant owner should keep in mind when determining the extent of their online presence. Among the most important, consumers indicate the need for a readable and accurate menu that can be viewed on their mobile devices. 80% of customers express the importance of looking at a menu before dining at a restaurant while 62% are less likely to choose a restaurant if they are not able to view their menu on their mobile device.
“The results of this survey clearly indicate the need for restaurants to ensure that their menu information is up to date across all online platforms,” said Wiley Cerilli, vice president and general manager of SinglePlatform. “When you take into consideration that 80 percent of consumers think it’s important to see a menu before they dine at a restaurant, restaurants stand to tremendously benefit in managing their menus wherever consumers see them.”
“The math is simple – it’s no longer okay to ignore your online and mobile presence. If a restaurant’s online menu is updated and available on mobile, it has a distinct step-up over competition in terms of conversion,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey.
Today’s consumer power is greater than ever since consumers are surrounded with endless resources that are within reach. In cases when a potential customers wants to see what a restaurant serves, and the quality of the food that they serve, they can gain instant access to accurate information on their mobile phones. Online menus are essential in attracting new patrons to the restaurant location, owners must manage their online mobile presence to keep up with the ever-growing trend. As Cerilli said, “Those that are able manage and update online menus in an effective and efficient manner are poised to benefit from repeat business and long-term success.”