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November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 1
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 1
QSR customersand digital mediausage
QSR research study
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 2
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 2
We wanted to understand QSRcustomers’ digital media usage, howthey make decisions about where toeat, and how digital media have impactedconsideration and purchasing behaviors
Our objectives
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 3
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 3
We surveyed 200 consumers aged21 - 49 who had eaten at a QSR at leastthree times in the past month, and whohad broadband internet access athome or work
Online survey conducted August, 2008
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 4
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 4
Responses were analyzed based on cohort
Gen YAge 21-24No/anychildren
Young Gen XAge 25-29No/infantchildren
EstablishedGen XAge 30-44No/olderchildren
BoomersAge 45-49No/anychildren
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 5
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 5
QSR marketers can reach Gen Ysimultaneously through multiple media:tv, online video and mobile
Gen Y participates less in media currently usedby QSRs to drive traffic: coupons, and to alesser extent, email newsletters
Gen Y have embraced SMS and social networksto make dining plans
Key findings
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 6
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 6
SURF THE WEB WHILE WATCHING TV ATLEAST ONCE A WEEK S
ourc
e: T
HIK
e-m
ail s
urve
y of
200
adu
lts, 1
8 - -
49, A
ugus
t 200
8
Role of digital media in the media repertoire
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 7
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 7
WATCH TV LESS THAN BEFORE THEYHAD INTERNET S
ourc
e: T
HIK
e-m
ail s
urve
y of
200
adu
lts, 1
8 - -
49, A
ugus
t 200
8
Role of digital media in the media repertoire
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 8
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 8
WATCH TV PROGRAMS ONLINE ATLEAST ONCE A WEEK
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Role of digital media in the media repertoire
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 9
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 9
USE EMAIL TO MAKE PLANS TO EAT WITHFRIENDS OR FAMILY AT LEAST ONCE A WEEK S
ourc
e: T
HIK
e-m
ail s
urve
y of
200
adu
lts, 1
8 - -
49, A
ugus
t 200
8
Connecting around food
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 10
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 10
USE A SOCIAL NETWORK TO MAKE PLANS TOEAT WITH FRIENDS OR FAMILY MORE THANONCE A WEEK S
ourc
e: T
HIK
e-m
ail s
urve
y of
200
adu
lts, 1
8 - -
49, A
ugus
t 200
8
Connecting around food
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 11
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 11
SEND A TEXT MESSAGE TO MAKE PLANS TOEAT WITH FRIENDS OR FAMILY AT LEASTONCE A WEEK S
ourc
e: T
HIK
e-m
ail s
urve
y of
200
adu
lts, 1
8 - -
49, A
ugus
t 200
8
Connecting around food
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 12
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 12
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Participating with brands and content
LEAVE COMMENTS OR RATINGS ONLINE MORETHAN ONCE PER WEEK
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 13
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 13
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Participating with brands and content
SUBMIT A COMPLAINT ONLINE MORETHAN ONCE A YEAR
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 14
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 14
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Participating with brands and content
SUBMIT A PRODUCT IDEA ONLINE MORETHAN ONCE A YEAR
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 15
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 15
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Purchasing
PRINT COUPONS ONLINE MORE THANONCE PER MONTH
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 16
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 16
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Purchasing
PURCHASE A PRODUCT MORE THAN ONCE AMONTH THAT THEYFIRST HEARD ABOUT ONLINE
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 17
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 17
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Purchasing
ACTIVELY SEEK BEST PRICES ONFREQUENT PURCHASES MORE THANBEFORE THEY HAD INTERNET
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 18
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 18
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Interactions with marketing media
VISIT A WEB SITE BASED ON A TV ADAT LEAST ONCE A WEEK
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 19
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 19
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Interactions with marketing media
SIGN UP FOR EMAIL NEWSLETTER AT LEASTSEVERAL TIMES A YEAR
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 20
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 20
Sou
rce:
TH
IK e
-mai
l sur
vey
of 2
00 a
dults
, 18
- -49
, Aug
ust 2
008
Interactions with marketing media
ENTER A SWEEPSTAKES ONCE A MONTHOR MORE
November 6, 2008 QSR Digital Media Habits Study © THINKInteractive, Inc. 21
November 6, 2008 QSR Digital Media Habits Study © THINK Interactive, Inc. 21
Questions?
Robert DavisDirector of Strategic ServicesTHINK Interactive