UK diners are creating a ‘fast dining’ culture with two in five (41%) diners now booking restaurants through tablets or mobiles, compared to 7% in 2011, according to new research.
The study, from Booktable, indicates that women are leading the rise of this trend, accounting for 61 per cent of bookings from smart devices, compared to 39% from men.
The research, based on over 850,000 Bookatable users, was carried out in conjunction with the launch of the new Bookatable app to better understand the dining and restaurant booking behaviour of Britons.
Based on a survey of 850,000 British diners, Bookatable have found that:
• UK diners are creating a ‘fast dining’ culture with two in five (41 per cent) now booking restaurants through mobiles and tablets
• Women are leading the trend, accounting for 61 per cent of bookings from smart devices, compared to just 39 per cent of men
• Two fifths (44 per cent) make reservations to a new restaurant for the first time through a mobile device
• Brits spend an average of 11 minutes browsing the website before making their booking
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The findings reveal the dominance of smart booking habits, particularly among women, as consumers search for instant gastronomic gratification. For mobile and tablet users, restaurant searches spike at 7.07pm as their hunger pangs kick in, compared to 12.21pm on desktop. These tech savvy diners spend an average of 11 minutes hunting for a venue before booking; drawing on this demand for instant bookings, the new Bookatable app enables users to seek inspiration, book and browse without fuss.
Despite their spontaneous habits, mobile and tablet diners are revealed to be thriftier than their desktop booking counterparts. Desktop diners were found to spend up to 37 per cent more, parting with an average of £37.78 per person compared to the £27.63 bill which ‘fast diners’ rack up.
Although less willing to splash the cash, mobile and tablet diners are shown to be interested in discovering new dining locations while on the go, with two fifths (44 per cent) making reservations to a new restaurant for the first time through a mobile device.
The Bookatable app makes it easy it explore, discover and book restaurants where ever you are and whenever you want to. Consumers can take full advantage of real time restaurant availability meaning that they can find a table at a moment’s notice. Other features include the exclusive ‘Star Deal’ and ‘book now, pay later’ promotions, with mobile users also gaining primary access to deals a day earlier than everyone else.
Joe Steele, CEO, Bookatable, commented: “This significant increase in restaurant booking through smartphone and tablet devices indicates a major shift in the marketplace and shows that consumers are no longer making these kinds of decisions from a static position. Indeed, as people increasingly rely on connected devices, the more they are using them to purchase products and make reservations on the move. It is simply more convenient for diners and in a world of instant gratification we expect no less from our restaurant booking experiences. ”
Source: www.Bookatable.com
