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.
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.
"People are still eating out and ordering out, but want to make sure they`re
spending their money wisely," said C. Lee Smith, president and CEO of Ad-ology
Research. "Restaurant Web sites can really drive traffic by providing menus and
prices, plus details like hours and location so consumers feel like they have
all the information they need," Smith said.
Other key findings:
* 14% of restaurant visitors said they were influenced by search results
* Half of consumers over 55 said senior discount programs are important as they
chose a restaurant
* Cleanliness was the most important overall factor in restaurant choice;
quality of ingredients was most important in pizza delivery choice
The Media Influence on Consumer Choice survey is conducted throughout the year
by Ad-ology Research to study online, traditional, and social media influence on
Both reports: Media Influence on Consumer Choice: Restaurants and Media
Influence on Consumer Choice: Pizza Delivery are available for purchase and
immediate download through Ad-ology.com. Each report includes 24 data charts,
consumer-spending estimates by market, and additional marketing insights.
About Ad-ology Research
Ad-ology Research analyzes key marketing and advertising trends in over 440
industries and what motivates end-customers. The company`s research is used by
over 2,000 advertising agencies, media properties and product marketing
departments across the United States. Ad-ology Research is a division of Sales
Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
Ad-ology Research surveyed an online consumer panel of 1,154 adults in a manner
that is 98% representative of the adult population of the United States from
July 17-18, 2009. The margin of error for this survey is +/- 2.9 percentage