Local Markets Spotlight: Hungry for online diners research

Earlier this year, Google published research highlighting how the economic conditions had changed online buying behavior. Users are researching more online and looking for deals when it comes to purchasing products. Does the same hold true when it comes to dining?

To find out, we worked with Online Testing Exchange to survey patrons of both quick serve and casual dining restaurants. The results are in, and similar to online consumers, online diners are increasingly relying on the Internet for information and deals. Here's an overview of what we learned, and some tips on how to use this data to more effectively market your restaurant clients:

• Diners are online, are you?: 90% of users go online for restaurant information (a 32% increase from 2008!), 80% use search as part of the decision process (with 1/2 of searches coming from mobile devices), and 70% use the Internet to choose a restaurant.
• Tip: Ensure your restaurant clients have a strong online presence, whether it is in the organic search results, sponsored results, local business listings, or mobile ads. Check out Webmaster Central, the Local Business Center and Google Mobile Ads for helpful resources.
  

• Later in the day = more planning: As the day progresses, diners spend more time deciding where to eat. While only 20% of diners spend an hour or more planning where to have breakfast, 46% spend an hour or more planning where to have dinner.
• Tip: Optimize clients' accounts accordingly. For example, for breakfast goers, consider placing locations and promotions in the ads to help users make quick decisions. For dinner goers, experiment with ads directing to reviews and reservation pages.

• Lost or indecisive? Try your phone: Of the 37% of Internet users who go online via mobile devices, 63% research restaurant related activities, 46% research locations and 29% research menus/food items.
• Tip: Ensure sure your clients are easy to find through mobile search so diners can find them on the fly. In addition, local business listings, and in some cases local business ads, will also appear on Google Maps for mobile.

• Online diners aren't just eating out: 35% of online diners look for food for take-out or delivery, 22% join loyalty programs, 19% buy gift cards and 19% participate in contests.
• Tip: Do your clients offer take-out, delivery, gifts or promotions? Be sure to emphasize these unique offerings in ad text.

For additional solutions for local businesses, visit the Google Mobile blog and the Google LatLong blog.

Posted by Kate Keene, Classifieds & Local Marketing