Now, mobile devices are changing the way Internet users perform their searches.
According to a newly released study by SinglePlatform and Chadwick Martin Bailey, 81 percent of consumers have searched for a restaurant on a mobile app in the last six months. Additionally, 75 percent say that they often decide on a place to eat based on their search results.
(Check out: “Food and Restaurant Review Sites You Should Know About”)
Entitled “5 Bites: What Restaurants Need to Know About How Consumers Find a Great Place to Eat,” the study shows a positive trend in mobile device usage, and further demonstrates how critical it is for restaurant owners and managers to ensure visibility on mobile platforms, including mobile-based review aggregators, discovery engines, and location-based apps like Yelp, Foursquare, YP, and OpenTable.
Here are some of the other highlights of the study:
- iPhone owners search for restaurants more frequently than do other smartphone owners.
- 80 percent of respondents said that it’s important to see a menu before choosing to dine at a restaurant. (That’s why you have to check out our post on where you can post online menus.)
- 84 percent of consumers look at more than one restaurant before making a decision on where to eat.
- 62 percent of respondents said that they’re less likely to choose a restaurant if they can’t read that given restaurant’s menu on their mobile devices.
“Searching for restaurants via traditional Web browsers has simply been around longer and is a bit more established than searching via mobile devices,” said SinglePlatform GM Wiley Cerilli in a Street Fight Mag article. “However, we actually view the results of the survey as a significant increase in the amount of consumers searching for restaurants in mobile apps and we expect this number to continue its upward trend as we move through 2013.”
Cerilli added that, because of online restaurant review aggregators, it’s more important than ever for restaurateurs to ensure that their menus, product, and service information are all available and accurate across various online and mobile platforms.
“Business owners that manage and update their mobile and online listings effectively and efficiently are poised to benefit from repeat business and long-term success,” he said.