quick serve diner digital media habits research findings
DESCRIPTION
Findings from survey of 200 QSR diners, including analysis by generational cohort.TRANSCRIPT
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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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 2
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 2
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 3
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 3
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 4
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 4
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 5
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 5
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 6
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 6
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 7
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 7
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
Role of digital media in the media repertoire
![Page 8: Quick Serve Diner Digital Media Habits Research Findings](https://reader033.vdocuments.site/reader033/viewer/2022060107/554bb034b4c905ae618b5866/html5/thumbnails/8.jpg)
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 8
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 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
Role of digital media in the media repertoire
![Page 9: Quick Serve Diner Digital Media Habits Research Findings](https://reader033.vdocuments.site/reader033/viewer/2022060107/554bb034b4c905ae618b5866/html5/thumbnails/9.jpg)
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 9
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 9
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 10
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 10
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
Connecting around food
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 11
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 11
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
Connecting around food
![Page 12: Quick Serve Diner Digital Media Habits Research Findings](https://reader033.vdocuments.site/reader033/viewer/2022060107/554bb034b4c905ae618b5866/html5/thumbnails/12.jpg)
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 12
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 12
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 13
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 13
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
SUBMIT A COMPLAINT ONLINE MORETHAN ONCE A YEAR
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 14
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 14
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
SUBMIT A PRODUCT IDEA ONLINE MORETHAN ONCE A YEAR
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 15
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 15
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 16
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 16
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 17
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 17
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 18
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 18
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
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 19
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 19
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Interactions with marketing media
SIGN UP FOR EMAIL NEWSLETTER AT LEASTSEVERAL TIMES A YEAR
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 20
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 20
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Interactions with marketing media
ENTER A SWEEPSTAKES ONCE A MONTHOR MORE
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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 21
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 21
Questions?
Robert DavisDirector of Strategic ServicesTHINK Interactive