Research Shows Guests Are Influenced More By Online Media

Ad-ology Research study finds a majority of Americans tried a ‘new-to-them’ restaurant in the past year

Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers.  The Ad-ology Research study also found 61 percent of U.S. consumers surveyed said they had visited “a restaurant they had not visited before” in the last year.

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Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28 percent of consumers overall and more than 36 percent of 35 to 44 year olds influenced by direct mail.  Quality ingredients and fast delivery time were the biggest factor in pizza delivery.

Online media influenced 40 percent of recent restaurant visitors, with restaurant Web sites having the most influence.  Traditional media proved more effective than social media for these consumers.  Twenty-seven percent were influenced by newspaper, and 25.4 percent said the same for direct mail. Read More