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The Role of Mobile in Hispanics’ Dining Experience

By Peter Filiaci, VP - Strategy and Insights

Restaurants Infographic_Mobile

 

According to an article in Nation’s Restaurant News, “mobile devices have become ubiquitous, and dependence on them to inform decision making is growing.” This especially holds true for Hispanics— 54% say they use their cell phones in many ways to get the information they need vs. 49% of non-Hispanics. And that also applies to their dining out experiences. Here’s why restaurant operators should keep these mobile-first consumers in mind.

From checking ratings to making reservations, our 2014 Casual Dining Restaurants Landscape Study revealed that Hispanics overindex on restaurant mobile usage compared to non-Hispanics—23% downloaded a restaurant app on a smartphone vs. 10% of NH, and 22% used an app to check-in to a restaurant vs. 11% of NH. The story remains strong when you compare Hispanic vs. non-Hispanic millennials. For example, 28% of Hispanic millennials vs. 16% of NH millennials downloaded a restaurant app on a smart phone. They’re more socially engaged, too—37% of Hispanic millennials said they’ve become a Facebook fan of a restaurant vs. 24% of non-Hispanic millennials, and they’re more likely to check in to a restaurant through sites like Foursquare (27% vs. 18%).

The restaurant industry is digitizing and that opens up a world of marketing opportunities with Hispanics, who are early adopters, avid users of technology and love to eat out. If you want more fans, downloads, social buzz and — most importantly — sales, then you know where to turn.

Source: Burke, Casual Dining Restaurants Landscape Research 2014. Experian Marketing Services, Fall 2014 NHCS Adult Study 12-month, Base: Non-Hispanic Adults 18+ and Hispanic Adults 18+)

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