quick serve diner digital media habits research findings

November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 1

November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 1

QSR customersand digital mediausage

QSR research study



We wanted to understand QSRcustomers’ digital media usage, howthey make decisions about where toeat, and how digital media have impactedconsideration and purchasing behaviors

Our objectives



We surveyed 200 consumers aged21 - 49 who had eaten at a QSR at leastthree times in the past month, and whohad broadband internet access athome or work

Online survey conducted August, 2008



Responses were analyzed based on cohort

Gen YAge 21-24No/anychildren

Young Gen XAge 25-29No/infantchildren

EstablishedGen XAge 30-44No/olderchildren

BoomersAge 45-49No/anychildren



QSR marketers can reach Gen Ysimultaneously through multiple media:tv, online video and mobile

Gen Y participates less in media currently usedby QSRs to drive traffic: coupons, and to alesser extent, email newsletters

Gen Y have embraced SMS and social networksto make dining plans

Key findings



SURF THE WEB WHILE WATCHING TV ATLEAST ONCE A WEEK S

ourc

e: T

HIK

e-m

ail s

urve

y of

200

adu

lts, 1

8 - -

49, A

ugus

t 200

8

Role of digital media in the media repertoire



WATCH TV LESS THAN BEFORE THEYHAD INTERNET S

ourc

e: T

HIK

e-m

ail s

urve

y of

200

adu

lts, 1

8 - -

49, A

ugus

t 200

8




WATCH TV PROGRAMS ONLINE ATLEAST ONCE A WEEK

Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008




USE EMAIL TO MAKE PLANS TO EAT WITHFRIENDS OR FAMILY AT LEAST ONCE A WEEK S

ourc

e: T

HIK

e-m

ail s

urve

y of

200

adu

lts, 1

8 - -

49, A

ugus

t 200

8

Connecting around food



USE A SOCIAL NETWORK TO MAKE PLANS TOEAT WITH FRIENDS OR FAMILY MORE THANONCE A WEEK S

ourc

e: T

HIK

e-m

ail s

urve

y of

200

adu

lts, 1

8 - -

49, A

ugus

t 200

8




SEND A TEXT MESSAGE TO MAKE PLANS TOEAT WITH FRIENDS OR FAMILY AT LEASTONCE A WEEK S

ourc

e: T

HIK

e-m

ail s

urve

y of

200

adu

lts, 1

8 - -

49, A

ugus

t 200

8




Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008

Participating with brands and content

LEAVE COMMENTS OR RATINGS ONLINE MORETHAN ONCE PER WEEK



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008


SUBMIT A COMPLAINT ONLINE MORETHAN ONCE A YEAR



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008


SUBMIT A PRODUCT IDEA ONLINE MORETHAN ONCE A YEAR



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008

Purchasing

PRINT COUPONS ONLINE MORE THANONCE PER MONTH



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008

Purchasing

PURCHASE A PRODUCT MORE THAN ONCE AMONTH THAT THEYFIRST HEARD ABOUT ONLINE



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008

Purchasing

ACTIVELY SEEK BEST PRICES ONFREQUENT PURCHASES MORE THANBEFORE THEY HAD INTERNET



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008

Interactions with marketing media

VISIT A WEB SITE BASED ON A TV ADAT LEAST ONCE A WEEK



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008


SIGN UP FOR EMAIL NEWSLETTER AT LEASTSEVERAL TIMES A YEAR



Sou

rce:

TH

IK e

-mai

l sur

vey

of 2

00 a

dults

, 18

- -49

, Aug

ust 2

008


ENTER A SWEEPSTAKES ONCE A MONTHOR MORE



Questions?

Robert DavisDirector of Strategic ServicesTHINK Interactive

[email protected]

quick serve diner digital media habits research findings

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