Here at Resturant.com we like to keep up on the latest trends in the industry, especially those that concern consumer spending trends. A new research article published in an American Express Market Brief about restaurant trends contains some surprising facts about consumer’s online habits as relates to eating out. One thing that was readily evident was that although many people are using the Internet to interact with restaurants on the Web, far fewer of them have gotten used to the practice of actually making restaurant reservations online.
Nearly three-quarters (73%) of consumers surveyed indicated they used social media on the Internet within the previous 30 days, and of those users, about a third (30%) used the net to find or follow a restaurant. The report also stated that about half (51%) of the consumers following restaurants online did so to find out about deals and coupons. Over a third said they went online to read restaurant reviews. Despite all the online activity available to connect restaurants with their customers these days, only 14% of respondents said they had actually used the Internet to make restaurant reservations online.
That only 14% of consumers have made online reservations is a pretty low figure considering the technical revolution has been in place for a few decades now. In an era of ubiquitous “intelligent” hand-held devices that are a cross between cell phones and laptops, one would think online restaurant reservations would be de rigueur by now.
The only logical conclusion is to assume that only a few people have gotten used to online restaurant reservation services so far because the technology is so very new and might be intimidating at first. The few consumers who do currently utilize online restaurant reservations services seem to be taking advantage of the convenience it offers as well as the at-any-hour services, instead of being restricted to calling only when the restaurant is open for business.
In this light it is easy to see that online restaurant reservation systems are likely to continue to grow in popularity and consumer usage due to the convenience and time-savings they offer. If your favorite restaurant is not yet open to online ordering, you might mention to them the next time you’re in. Any new way to bring in new customers and added revenue is always a great idea.
Comments on this entry are closed.