xAD/Telmetrics: 90% Conversion Rate for Mobile Restaurant Search
October 8, 2012 | Contributed by: Stephanie Hobbs
The study found that the restaurant category, as compared to others like auto and travel, is the most urgent and locally driven. Mobile restaurant search has a 90% conversion rate, with 64% of smartphone searchers converting immediately or within the hour.
Interestingly, search behavior varied by mobile device. Smartphone users, as on-the-go searchers, were more likely to look up locations using GPS, search for directions and call a restaurant, while tablet searchers, who generally search at home, were more likely to look at online ratings and reviews, find online promotions, and research menus.
xAD Inc’s VP of Marketing, Monica Ho, explained that due to possible issues with connectivity and device size, tablets are more likely to be used in-home in a more PC-like fashion, making smartphones the choice for finding local businesses right there and right now.
Another interesting tidbit is that 70% of time spent searching mobile restaurant content is done through apps. It’s imperative for local restaurants to make sure all info including their address, menu items, and hours are up-to-date and available on popular mobile apps like MenuPages, OpenTable, Yelp, and YP.
Check out the full installment for more on the study and take a look at a fantastic infographic on mobile restaurant behavior below by the xAD and Telmetrics teams.