Survey finds mobile a major influencer on dining choices

RetailMeNot, Inc. has released a new study titled “The Evolution of Dining in the Digital Age,” exploring digital savings and mobile habits among restaurant patrons, the company said.

The report indicates consumers are turning to their digital devices to help make dining out decisions easier, including searching for nearby locations and deals. A third of consumers (32 percent) have used a deal that they found online or on their mobile device at a restaurant in the past three months.

Convenience is a major factor for mobile consumers. Of the diners surveyed, one in four currently has at least one restaurant-specific mobile app on his or her smartphone. That number increases significantly the more diners eat out. Among people who dine out eight to 10 times a week, more than two-thirds (68 percent) use a restaurant-specific mobile app.

Consumers rely on their mobile devices for a variety of restaurant-related research prior to dining out. Topping the list is finding a restaurant location (53 percent), browsing a menu (49 percent) and researching new restaurants (37 percent).

RetailMeNot chief marketing officer, North America Marissa Tarleton said, “Mobile marketing technology is a powerful medium when it comes to serving up the right dining content, in the right location, at the right time. When done well, mobile has the ability to drive more diners through their doors and keep them coming back for more.”

RetailMeNot, Inc. is a digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store. During the 12 months ended March 31, 2016, RetailMeNot, Inc. experienced over 700 million visits to its websites. It also averaged 19.2 million mobile unique visitors per month during the three months ended March 31, 2016. RetailMeNot, Inc. estimates that approximately USD4.8 billion in retailer sales were attributable to consumer transactions from paid digital offers in its marketplace in 2015, more than USD600 million of which were attributable to its in-store solution.