Most mobile searches seek restaurants, study says

Restaurants are the most searched industry by consumers through both mobile applications and browsers, according to a new study from SinglePlatform at Constant Contact and research firm Chadwick Martin Bailey.

The study found that 81 percent of consumers have searched for a restaurant via a mobile app and 92 percent through a Web browser in the last six months, outperforming other highly searched industries, such as entertainment, retail outlets, hotels and personal services.

Additionally, 75 percent said they often choose a restaurant to dine at based on those search results.

"The results of this survey clearly indicate the need for restaurants to ensure that their menu information is up to date across all online platforms," said Wiley Cerilli, vice president and general manager, SinglePlatform. "When you take into consideration that 80 percent of consumers think it's important to see a menu before they dine at a restaurant, restaurants stand to tremendously benefit in managing their menus wherever consumers see them."

Key findings from the study include:

• 81 percent of consumers have searched for a restaurant on a mobile app in the last six months;
• 92 percent of consumers have searched for a restaurant on a web browser in the last six months;
• 75 percent of consumers often choose a restaurant to dine at based on search results;
• iPhone owners are more likely to search for a restaurant than other smartphone owners;
• 80 percent of consumers think it's important to see a menu before they dine at a restaurant;
• 84 percent of consumers are likely to look at more than one restaurant before choosing where to dine;
• 70 percent of consumers think it is important to be able to read the menu of a restaurant on a mobile device; and
• 62 percent of consumers are less likely to choose a restaurant if they can't read the menu on a mobile device.

"The math is simple — it's no longer okay to ignore your online and mobile presence. If a restaurant's online menu is updated and available on mobile, it has a distinct step-up over competition in terms of conversion," said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey.

"What we are seeing with the results of this survey is that online menus are essential in bolstering a restaurant's ability to attract new patrons," Cerilli added.

The study was compiled through the feedback from 1,497 consumers who own a smartphone.