More Consumers Order Food Online Using a Smartphone or Tablet

About 69 percent of consumers order food online using a mobile device, according to a new study by the Interactive Advertising Bureau (IAB) and Viggle.

In the study, IAB and Viggle found that restaurant-specific app downloads are on the rise. The study found that users use their mobile device to find out restaurant locations, check out menus, and see other users’ reviews.

“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, IAB vice president and general manager of the Mobile Marketing Center of Excellence.

“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.”

The study found that 50 percent of consumers surveyed have downloaded a restaurant-branded app on their mobile device. Another 55 percent of those surveyed were found to have downloaded restaurant review apps.

According to the study, Yelp was the most popular restaurant review app. Survey respondents reported that 37 percent of them downloaded the Yelp app. Urbanspoon came in second to Yelp in the category. The survey found that 24 percent of those surveyed use the Urbanspoon app.

IAB’s and Viggle’s study comes in the run-up to this year’s Super Bowl on February 3. According to those surveyed, 28 percent of them will use a mobile device to order food online during the Super Bowl.

Those surveyed said that pizza was the favorite food to order on an online mobile device. About 72 percent of those surveyed said they order pizza online using a mobile device.

The second most popular foods to get through an Internet-connected mobile device were found to be burgers and Chinese food. The two food types tied to account for 31 percent of the study’s votes.

“Restaurant marketers should consider these insights when planning for future mobile campaigns. Mobile users are clearly looking for benefits to motivate them into transitioning their food ordering experience onto their smartphone or tablet,” said Greg Consiglio, Viggle president and chief operating officer.

“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.”

The study comes from a 573 member survey conducted on Viggle users. Viggle reports that the survey was fielded from January 7 to January 9 of this year.