advertisement

Quick Serve Diner Digital Media Habits Research Findings

50 %
50 %
advertisement
Information about Quick Serve Diner Digital Media Habits Research Findings
Business & Mgmt

Published on December 12, 2008

Author: thinkinc

Source: slideshare.net

Description

Findings from survey of 200 QSR diners, including analysis by generational cohort.
advertisement

QSR research study QSR customers and digital media usage November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  1 Interactive, Inc. 1

Our objectives We wanted to understand QSR customers’ digital media usage, how they make decisions about where to eat, and how digital media have impacted consideration and purchasing behaviors November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  2 Interactive, Inc. 2

Online survey conducted August, 2008 We surveyed 200 consumers aged 21 - 49 who had eaten at a QSR at least three times in the past month, and who had broadband internet access at home or work November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  3 Interactive, Inc. 3

Responses were analyzed based on cohort Gen Y Young Gen X Established Boomers Age 21-24 Age 25-29 Gen X Age 45-49 No/any No/infant Age 30-44 No/any children children No/older children children November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  4 Interactive, Inc. 4

Key findings QSR marketers can reach Gen Y simultaneously through multiple media: tv, online video and mobile Gen Y participates less in media currently used by QSRs to drive traffic: coupons, and to a lesser extent, email newsletters Gen Y have embraced SMS and social networks to make dining plans November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  5 Interactive, Inc. 5

Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SURF THE WEB WHILE WATCHING TV AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  6 Interactive, Inc. 6

Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 WATCH TV LESS THAN BEFORE THEY HAD INTERNET November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  7 Interactive, Inc. 7

Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 WATCH TV PROGRAMS ONLINE AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  8 Interactive, Inc. 8

Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 USE EMAIL TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  9 Interactive, Inc. 9

Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 USE A SOCIAL NETWORK TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY MORE THAN ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  10 Interactive, Inc. 10

Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SEND A TEXT MESSAGE TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  11 Interactive, Inc. 11

Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 LEAVE COMMENTS OR RATINGS ONLINE MORE THAN ONCE PER WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  12 Interactive, Inc. 12

Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SUBMIT A COMPLAINT ONLINE MORE THAN ONCE A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  13 Interactive, Inc. 13

Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SUBMIT A PRODUCT IDEA ONLINE MORE THAN ONCE A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  14 Interactive, Inc. 14

Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 PRINT COUPONS ONLINE MORE THAN ONCE PER MONTH November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  15 Interactive, Inc. 15

Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 PURCHASE A PRODUCT MORE THAN ONCE A MONTH THAT THEY FIRST HEARD ABOUT ONLINE November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  16 Interactive, Inc. 16

Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 ACTIVELY SEEK BEST PRICES ON FREQUENT PURCHASES MORE THAN BEFORE THEY HAD INTERNET November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  17 Interactive, Inc. 17

Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 VISIT A WEB SITE BASED ON A TV AD AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  18 Interactive, Inc. 18

Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SIGN UP FOR EMAIL NEWSLETTER AT LEAST SEVERAL TIMES A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  19 Interactive, Inc. 19

Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 ENTER A SWEEPSTAKES ONCE A MONTH OR MORE November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  20 Interactive, Inc. 20

Questions? Robert Davis Director of Strategic Services THINK Interactive rdavis@thinkinc.com www.thinkinc.com November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  21 Interactive, Inc. 21

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Survey Reveals Eating Habits by Cuisine, City - Restaurant ...

Survey Reveals Eating Habits ... habits, more Capitol City diners said ... in the top 20 media markets (DMAs) by Mandala Research, ...
Read more

How Teens Do Research in the Digital World | Pew Research ...

... finds that teens' research habits are changing in the digital ... Do Research in the Digital ... main findings of an online survey of ...
Read more

Healthy Surroundings - Quick-Service and Fast Casual ...

Healthy Surroundings ... music contribute to healthier dining habits. ... but also help quick serves make even more money while doing it,” he says.
Read more

Market Research Surveys: Questions & Templates | SurveyMonkey

Make better decisions with market research surveys. ... Study buying habits, ... market research surveys give you a quick, ...
Read more

Technology Is Changing How Students Learn, Teachers Say ...

Technology Changing How Students Learn, Teachers ... that their findings represent the subjective views ... changed student research habits.
Read more

Food choice - Wikipedia, the free encyclopedia

Food choice is the subject of research in nutrition, ... larger bowls and spoons can also cause people to serve and ... different eating habits can be ...
Read more

Main findings: Teens, technology, and human potential in ...

Those who grow up with immediate access to media, quick response to email ... technology, and human potential ... demographic research, media content ...
Read more

The Elements of an Effective Cause Marketing Campaign

How do you get people to stop bad habits, ... Despite the importance of digital media, ... Our third step was to validate our findings from the first two ...
Read more

State of the Asian American Consumer - Worldwide | Nielsen

The report focuses on media consumption habits and ... Nielsen Media Research ... preferences and shopping patterns of the Asian American consumer is ...
Read more