Findings from survey of 200 QSR diners, including analysis by generational cohort.

1. 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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2. 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
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3. 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
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4. 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
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5. 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
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. 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
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15. Purchasing
Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008
PRINT COUPONS ONLINE MORE THAN
ONCE PER MONTH
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16. 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
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17. 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
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18. 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
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19. 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
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20. Interactions with marketing media
Source: THIK e-mail survey of 200 adults, 18 - -49, August 2008
ENTER A SWEEPSTAKES ONCE A MONTH
OR MORE
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21. Questions?
Robert Davis
Director of Strategic Services
THINK Interactive
rdavis@thinkinc.com
www.thinkinc.com
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