Ordering Food Goes Mobile, According to Super Bowl Snacks Research from IAB and Viggle

  Ordering Food Goes Mobile, According to Super Bowl Snacks Research from IAB
  and Viggle

   More Than Two-Thirds of Media-Savvy Mobile Users Have Placed Online Food
         Orders Via Their Smartphone or Tablet, With Half Downloading
                           Restaurant-Specific Apps

                Pizza Dominates Mobile Internet Food Ordering

Business Wire

NEW YORK -- January 28, 2013

With Super Bowl Sunday fast approaching, along with game day snacking on
wings, nachos and more, the Interactive Advertising Bureau (IAB) and its
Mobile Marketing Center of Excellence, in partnership with Viggle, today
released "MealtimeGoes Mobile: Mobile Screens' Impact on Ordering Takeout and
Delivery,” exclusive research looking at mobile’s impact on ordering food.
Hungry consumers are turning to smartphones and tablets to place online orders
forpick-up or delivery, with more than two-thirds (69%) of those polled
saying they have placed food orders via mobile devices.

Fifty percent of media savvy mobile users are so committed to their favorite
destination for fast eats, that they have downloaded at least one
restaurant-specific app, such as Chili’s, McDonald’s or Pizza Hut. In
addition, 55 percent of those polled have at least one “multi-restaurant” app,
with Yelp the most popular at 37 percent, followed by Urbanspoon (24%) and
Zagat (9%).

When it comes to the big game itself, 26 percent are already planning to order
take-out or delivery to complement their Super Bowl viewing. While the survey
didn’t ask about specific Super Bowl mobile dining plans, respondents were
clear in their general mobile internet ordering preferences, with pizza taking
the top snacking spot at 72 percent, followed by a tie between
sandwiches/burgers and Chinese food (31%). Wings (24%), and Mexican food
rounded out the list (15%).

“This research highlights the fact that the mobile internet is increasingly
becoming a vital tool to help consumers navigate their everyday lives – even
when it comes to simple tasks such as ordering a pizza,” said Anna Bager, Vice
President and General Manager, Mobile Marketing Center of Excellence, IAB.
“Restaurant and fast-food chain marketers should pay close attention to this
trend and take advantage of the opportunities that mobile offers, making it a
key part of their ad-buying strategy.”

A great number of those surveyed also use their mobile devices to research
restaurants for delivery or take-out:

  *44 percent of those surveyed use smartphones or tablets regularly to find
    restaurant phone numbers
  *39 percent do so to see the menu
  *38 percent use their mobile devices to find a restaurant location

The research also unveiled that financial or other rewards are the most likely
path to driving short-term adoption of mobile online ordering. Most
respondents (78%) said discounts would make them more likely to order, and
nearly two-thirds (64%) said loyalty points would have this impact.

“Restaurant marketers should consider these insights when planning for future
mobile campaigns,” said Greg Consiglio, President and COO, Viggle. “Mobile
users are clearly looking for benefits to motivate them into transitioning
their food ordering experience onto their smartphone or tablet. Dining
establishments and fast-food giants continue to leverage new incentive-based
platforms for ordering via mobile devices, providing their customers with the
easiest possible way to place an order.”

To view the entire "MealtimeGoes Mobile: Mobile Screens' Impact on Ordering
Takeout and Delivery" report, please visit www.iab.net/mobilemeals.

Methodology

The IAB-Viggle “Ordering Food Goes Mobile” survey was fielded January 7 – 9,
2013. To get the sample, Viggle emailed invites to a random sample of Viggle’s
nearly two million registered users. These users completed the survey online
(on either desktop, smartphone, or tablet). Five hundred and ninety-nine
respondents started the questionnaire, while 573 completed it.

About Viggle

Launched January 2012 Viggle is a Second Screen media platform that rewards
its members for watching their favorite TV shows.Viggle enhances TV with
interactive games like Viggle LIVE, and the first ever real-time fantasy
sports game MyGuy.Viggle members get rewarded for their TV time from places
like Best Buy, Papa John's, Fandango, Hulu Plus and Groupon, among
others.Viggle also allows like-minded fans of their favorite shows to connect
through Viggle Chatter features.Viggle'saudio verification technology
recognizes shows on TV and allows members to check into live, DVR’d and online
TV content from more than 170 of the most popular broadcast and cable
channels.

For more information, visithttp://www.viggle.com, follow us on Twitter
@Viggle or like us on Facebook.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is
dedicated to the growth of the interactive advertising marketplace, of
interactive’s share of total marketing spend, and of its members’ share of
total marketing spend. The IAB educates marketers, agencies, media companies
and the wider business community about the value of interactive advertising.
Working with its member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive advertising. Founded
in 1996, the IAB is headquartered in New York City with a Public Policy office
in Washington, D.C. For more information, please visit www.iab.net.

Contact:

IAB
Laura Goldberg, 347-683-1859
laura.goldberg@iab.net
 
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