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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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