By Jackie Berg
Every day, more people are relying on only mobile devices to make purchase decisions – even when a PC is nearby. xAd, Telmetrics, and Nielsen recently tapped insights from over 8,000 Smartphone and Tablet users in the 2014 “Mobile Path to Purchase” study, which is a fascinating read. The study analyzes mobile purchase funnels and behavior across four key industries: telecom, restaurant, auto, and entertainment. Here are five key research insights foodservice operators will want to take note of:
1. The majority of your mobile customers are choosing where to eat without the help of a desktop. 60% of restaurant consumers in the study used only their mobile devices in making a purchase decision. Mobile-only usage for restaurants trumped all other categories in the study – the next closest being entertainment, where 40% reported using only mobile.
2. Most mobile users only have a general idea of what they’re looking for at the start of their search. Surprisingly, restaurant mobile users know exactly what they’re looking for just 25% of the time. Most claim to have just a general idea, leaving an open window for limited-time offers to push their cravings in a specific direction.
3. Device usage climbs steadily during the day and peaks during dinnertime. The dinner segment is an opportunity to explore options outside of a normal routine. Tablet usage has the steepest dinnertime climb, presumably after people return back home.
4. Dining decisions happen quickly on mobile. 64% of mobile users in the restaurant category (the highest studied category in terms of immediacy) are looking to complete their purchase and be on with their day within the hour. QSR and fast casual brands offering added conveniences of credit cards and favorite orders will have a better shot at staying top of mind with customers looking for a self-service experience.
5. A big segment of your customers are now spending more time on mobile than desktop. We’ve recently learned about how Smartphone sessions have eclipsed desktop sessions – the same is true, as it turns out, for the restaurant segment specifically. The restaurant segment also had the highest mobile conversion rate in the study, with 80% of restaurant users reporting a transaction.
These findings are a wake up call to brands investing millions in their web presence and still designing their mobile experience as a secondary, afterthought initiative. Read the full study at mobilepathtopurchase.com.