Digital savings platform RetailMeNot released a new report, which analyzed how mobile devices have impacted the dining habits of more than 1,000 U.S. adults. The report analyzed data from two separate surveys (one about digital and mobile coupon use at restaurants, and one about general dining out habits), and it showed that 32 percent of respondents have used a deal they found online or on their mobile device at a restaurant in the past three months.
Of the diners surveyed, one in four had at least one restaurant-specific application on their smartphone.
In terms of finding new restaurants, 13 percent of respondents said they learn about them through food and dining apps such as Yelp and OpenTable, among others. Overall, the report showed respondents aged 25 through 34 were more likely to research new restaurants on their smartphone than any other age group.
Elsewhere, the report showed that 53 percent of respondents had used their phone to find a restaurant location, while 49 percent had done so to browse a restaurant’s menu. In addition, 35 percent of respondents had used their phone to place an order for pick-up or delivery, and 25 percent had made a dining reservation with their phone.
The report also revealed some users are comfortable using their phones while they’re at a restaurant. Specifically, 32 percent of respondents said they had taken a photo with their phone while dining, while 19 percent had checked in on social media while in a restaurant. The report also showed 19 percent of respondents had used their phone to search for online deals while dining, and 8 percent had used their phone to pay for a meal.
In a statement, Marissa Tarleton, chief marketing officer, North America at RetailMeNot, commented:
As consumers are increasingly turning to their mobile devices for help with their dining choices, it is imperative that restaurants market to diners via mobile. 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’s full report is available here.