QSR research study




QSR customers
and digital media
usage

  November 6, 2008  QSR Digital Media Habits Study © THINK ...
Our objectives




We wanted to understand QSR
customers’ digital media usage, how
they make decisions about where to
eat,...
Online survey conducted August, 2008




We surveyed 200 consumers aged
21 - 49 who had eaten at a QSR at least
three time...
Responses were analyzed based on cohort




  Gen Y                                Young Gen X                            ...
Key findings



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

Gen Y pa...
Role of digital media in the media repertoire




                                                                        ...
Role of digital media in the media repertoire




                                                                        ...
Role of digital media in the media repertoire




                                                                        ...
Connecting around food




                                                                                               ...
Connecting around food




                                                                                               ...
Connecting around food




                                                                                               ...
Participating with brands and content




                                                                                ...
Participating with brands and content




                                                                                ...
Participating with brands and content




                                                                                ...
Purchasing




                                                                                                           ...
Purchasing




                                                                                                           ...
Purchasing




                                                                                                           ...
Interactions with marketing media




                                                                                    ...
Interactions with marketing media




                                                                                    ...
Interactions with marketing media




                                                                                    ...
Questions?

Robert Davis
Director of Strategic Services
THINK Interactive

rdavis@thinkinc.com
www.thinkinc.com




   Nov...
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Quick Serve Diner Digital Media Habits Research Findings

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Findings from survey of 200 QSR diners, including analysis by generational cohort.

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Quick Serve Diner Digital Media Habits Research Findings

  1. 1. QSR research study QSR customers and digital media usage November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  1 Interactive, Inc. 1
  2. 2. Our objectives We wanted to understand QSR customers’ digital media usage, how they make decisions about where to eat, and how digital media have impacted consideration and purchasing behaviors November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  2 Interactive, Inc. 2
  3. 3. Online survey conducted August, 2008 We surveyed 200 consumers aged 21 - 49 who had eaten at a QSR at least three times in the past month, and who had broadband internet access at home or work November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  3 Interactive, Inc. 3
  4. 4. Responses were analyzed based on cohort Gen Y Young Gen X Established Boomers Age 21-24 Age 25-29 Gen X Age 45-49 No/any No/infant Age 30-44 No/any children children No/older children children November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  4 Interactive, Inc. 4
  5. 5. Key findings QSR marketers can reach Gen Y simultaneously through multiple media: tv, online video and mobile Gen Y participates less in media currently used by QSRs to drive traffic: coupons, and to a lesser extent, email newsletters Gen Y have embraced SMS and social networks to make dining plans November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  5 Interactive, Inc. 5
  6. 6. Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SURF THE WEB WHILE WATCHING TV AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  6 Interactive, Inc. 6
  7. 7. Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 WATCH TV LESS THAN BEFORE THEY HAD INTERNET November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  7 Interactive, Inc. 7
  8. 8. Role of digital media in the media repertoire Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 WATCH TV PROGRAMS ONLINE AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  8 Interactive, Inc. 8
  9. 9. Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 USE EMAIL TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  9 Interactive, Inc. 9
  10. 10. Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 USE A SOCIAL NETWORK TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY MORE THAN ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  10 Interactive, Inc. 10
  11. 11. Connecting around food Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SEND A TEXT MESSAGE TO MAKE PLANS TO EAT WITH FRIENDS OR FAMILY AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  11 Interactive, Inc. 11
  12. 12. Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 LEAVE COMMENTS OR RATINGS ONLINE MORE THAN ONCE PER WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  12 Interactive, Inc. 12
  13. 13. Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SUBMIT A COMPLAINT ONLINE MORE THAN ONCE A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  13 Interactive, Inc. 13
  14. 14. Participating with brands and content Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SUBMIT A PRODUCT IDEA ONLINE MORE THAN ONCE A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  14 Interactive, Inc. 14
  15. 15. Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 PRINT COUPONS ONLINE MORE THAN ONCE PER MONTH November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  15 Interactive, Inc. 15
  16. 16. Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 PURCHASE A PRODUCT MORE THAN ONCE A MONTH THAT THEY FIRST HEARD ABOUT ONLINE November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  16 Interactive, Inc. 16
  17. 17. Purchasing Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 ACTIVELY SEEK BEST PRICES ON FREQUENT PURCHASES MORE THAN BEFORE THEY HAD INTERNET November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  17 Interactive, Inc. 17
  18. 18. Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 VISIT A WEB SITE BASED ON A TV AD AT LEAST ONCE A WEEK November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  18 Interactive, Inc. 18
  19. 19. Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 SIGN UP FOR EMAIL NEWSLETTER AT LEAST SEVERAL TIMES A YEAR November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  19 Interactive, Inc. 19
  20. 20. Interactions with marketing media Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008 ENTER A SWEEPSTAKES ONCE A MONTH OR MORE November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  20 Interactive, Inc. 20
  21. 21. Questions? Robert Davis Director of Strategic Services THINK Interactive rdavis@thinkinc.com www.thinkinc.com November 6, 2008  QSR Digital Media Habits Study © THINK Interactive, Inc. QSR Digital Media Habits Study © THINK November 6, 2008  21 Interactive, Inc. 21
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