Mobile Is Consumers' Preferred Source of Information for Dining Decisions 117% Over Online
SAN FRANCISCO, CA--(Marketwired - Feb 13, 2014) - JiWire, the leading location-powered mobile advertising and data platform, today released its quarterly "Mobile Audience Insights Report." This quarter's report focuses on the quick service (QSR) and casual dining restaurant industry and examines how mobile is significantly influencing consumers' path to purchase. One compelling discovery is that mobile devices have emerged as consumers' method of choice in deciding when and where to eat, try new menu items and read restaurant reviews.
A key advertising objective for restaurant brands is driving consumers into their locations. To measure the effectiveness of mobile advertising within this vertical, we benchmarked overall Q4 2013 performance using JiWire's Location Conversion Index™, the industry standard drive-to-location mobile ROI measurement solution. The Q4 2013 report found that consumers exposed to QSR or casual dining-specific ads visited the restaurant 35% more than those who did not see the ad, and that consumers are more likely to respond to ads that feature menu information and special offers.
Additional key findings from the report revealed:
"We are seeing firsthand how mobile is reshaping the way QSR brands engage with consumers," said David Staas, president, JiWire. "The great news for QSR brands is that because of mobile, the opportunity to influence consumers during the path-to-purchase cycle and provide a new level of engagement has skyrocketed."
Consumers Use Mobile Devices to Discover Information on QSRs
JiWire's research shows the vital role mobile devices play in consumer research and dining behavior throughout the path to purchase:
Purchase Decisions Most Influenced by Menu Information, Coupons & Proximity
Brands are constantly trying to identify the most effective mobile advertising to influence their audience's purchase decisions, and for QSR the most influential mobile ads include menu information and special offers, which were the primary ad creative executions in Q4. JiWire's research also revealed:
About JiWire's Mobile Audience Insights Report
JiWire's Mobile Audience Insights Report highlights recent mobile audience usage trends, offering advertisers invaluable insights that can be applied to their mobile strategies and campaigns. This quarter focused on understanding how mobile impacts consumers' path-to-purchase behaviors specifically for quick service restaurant (QSR) and casual dining establishments. Research is based on data compiled from a survey of 2,260 randomly selected mobile users, as well as the billions of data points from JiWire's proprietary Wi-Fi and mobile advertising technology platform.
About JiWire
JiWire is the leading location-powered mobile advertising and data platform. Used by major retailers and marquee brands across verticals, JiWire leverages proprietary historical- and present-location data to engage advertisers' desired audience across all mobile devices at scale. Its ROI-driven approach and unique data platform leverage both Wi-Fi and mobile location big data to deliver true one-to-one mobile audience targeting at four times higher performance over traditional mobile targeting or geofencing.
With the launch of Location Conversion Index™, JiWire offers marketers the ability to measure the ROI of their mobile spend by providing the actual increase of in-store visits directly attributed to their mobile ad campaign.
JiWire has been recognized for its innovation with various awards. Headquartered in San Francisco, JiWire also has offices in New York City, Chicago and Silicon Valley. Follow us on Twitter (@jiwire) and check out our Facebook page. Learn more at JiWire or Location Conversion Index™.
Contact Information:
JiWire Media Contacts:
Kimberly Breslin
JiWire
415-821-8609
Brigit Valencia
BOCA Communications
415-738-7718