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Industry News - November 29th 2014



80 Percent of Mobile Restaurant Searchers Make a Purchase

IWith the number (19 million*) of U.K. consumers eating out at least once a week reaching an all-time high, new xAd/Telmetrics Mobile Path-to-Purchase research findings show the increasingly dominant role that mobile plays in U.K. restaurant research. Mobile is the only media used by half of mobile restaurant searchers (49 percent), and 50 percent say mobile devices are the most important media source for their restaurant research. Restaurant marketers have a short window of opportunity to influence this high conversion category as most (78 percent) mobile-driven U.K. restaurant searches result in a purchase/booking and 59 percent want to make a decision the same day. The research, from the Restaurant category of the U.K. Mobile Path-to-Purchase study, was commissioned by xAd, a leading mobile-location based advertising network, and Telmetrics, the top mobile call measurement provider, and conducted by Nielsen.
xAd/Telmetrics U.K. Restaurants Mobile Path-to-Purchase Infographic

Location Crucial to Mobile Restaurant Searchers
Mobile advertisers need to ensure their campaigns are locally relevant as location proximity is a key purchase influencer. For smartphone restaurant researchers, of which half are using their device on the go, nearly 3 out of 4 expect the restaurant to be within five miles, including a quarter who expect it to be within walking distance. Looking up locations is the most popular restaurant search activity (69 percent) and map/navigational apps/sites are 36 percent more popular for restaurant searches than the other categories studied (Auto and Travel). Location is also important to tablet searchers as 60 percent expect restaurant locations to be within five miles.

Restaurant Searchers Make Quick Purchase Decisions So Contact Info Key
Timing is everything and, across the three categories studied, restaurant searchers have the fastest purchase times with 60 percent of mobile searchers looking to make a decision the same day. This includes 1 out of 3 smartphone searchers making a decision within the hour. Also, half of mobile restaurant searches involve looking for contact info such as location, directions and phone numbers, which often indicates a high conversion prospect in this category.  Ultimately, 1 out of 3 U.K. smartphone searchers made a call to the restaurant.

Star Impact: Diner Reviews Aid Restaurant Searchers’ Decisions
User reviews are the most important mobile restaurant research feature and 58 percent of mobile searchers use reviews in their purchase decisions. Restaurants that fare well on review sites and/or include menus as well as reputably sourced reviews on their mobile websites will likely see more business/bookings. Reviews are the top search activity for tablet searchers who also use their devices more heavily for researching menu options. Overall, the top three most important features for mobile restaurant searchers are: online reviews, location proximity and an optimized website. A mobile-optimized site is key for monetizing mobile traffic as most restaurant searchers use mobile websites rather than apps

SumAll, MasterCard Partner to Deliver Connected Online/Mobile Payments Data to Users

SumAll, provider of connected data analytics, has announced a partnership with Simplify Commerce by MasterCard that makes it easy for merchants to accept e-commerce and mobile commerce payments, regardless of payment brand, in a matter of minutes.
SumAll's data visualization service is unique in the world of SaaS (Software as a Service) and now serves more than 100,000 companies from small and medium-sized businesses to Fortune 500 companies. At its heart, SumAll connects data to provide real-time correlations as to what is driving revenue and marketing efforts. The service lets operators leverage their data to make better business decisions, improve sales, increase customer service and maximize their profitability.
SumAll measures multiple channels including ecommerce platforms, revenue, digital marketing efforts, even social efforts and web analytics – in one chart. Seeing all of this data in one place, instead of scattered across each tool's homepage, helps users see new insights and business strategies. SumAll makes data manageable, interactive and useful to businesses through its free, real-time data dashboard. It enables the integration of multiple data sources into one intuitive, interactive chart. SumAll can be viewed on a Web browser, tablet or mobile phone.
Adding Simplify Commerce™ by MasterCard to SumAll's services offers a new dimension to the company's powerful range of online and offline data partners that, when analyzed together, allow SumAll users to gain unparalleled marketing and business insights.
Launched earlier this year, Simplify Commerce by MasterCard streamlines the process of integrating and accepting electronic payments from all major brands. In minutes, merchants can open an account with Simplify Commerce (www.simplify.com) and begin accepting electronic payments on their online site or mobile device.

Marriott Boosts Property Wide Cell Service

Harris Communications was contacted by the Portland, Oregon Marriott Hotel because they lacked reliable cellular reception in the administrative and staff offices, banquet rooms as well as some hallways.  In this particular case the area experiencing poor coverage was limited to one section of the hotel on the first floor.  The main concern for Marriott staff is that they were not able to communicate and ensure guest satisfaction from an administrative standpoint as well as when parties and business engagements were being held in the banquet rooms.  An ancillary issue was that guests were not able to use their cell phones when in those areas as well.
Harris Communications designed a copper solution that covered the area most in need of cellular enhancement.  In this particular case, the hotel was a Green Building, which commonly attributes to poor cellular coverage.  The design and installation was for a multi-carrier solution and was cost effective as it covered the pre-determined area as opposed to the hotel in its entirety. 
The Hotel now has reliable cellular reception in the administrative offices as well as the banquet rooms.  This ensures that the staff can communicate internally which will result in greater guest satisfaction.  As an added bonus, groups that book events in the banquet rooms will benefit from cellular service as well.  The guaranteed reception aligns with the customer service and event planning that Marriott strives to offer guests.

Four in Five Travelers Fear Mobile Use of Unsecured Public Wi-Fi

A striking number of U.S. travelers, while aware of the risks, are not taking the necessary steps to protect themselves on public Wi-Fi and are exposing their data and personal information to cyber criminals and hackers, according to research released today by AnchorFree, the global leader in consumer security, privacy and Internet freedom.
The PhoCusWright Traveler Technology Survey 2014 polled 2,200 U.S. travelers over the age of 18 revealing new insights into travelers’ online behavior and their understanding of cyber risks.
It is estimated that 89 percent of Wi-Fi hotspots globally are not secure. The increased use of smartphones and tablets to access unsecured public Wi-Fi hotspots has dramatically increased the risk of threats. Travelers were three times more likely to use a smartphone or tablet than a laptop to access an unsecured hotspot in a shopping mall or tourist attraction, two times more likely in a restaurant or coffee shop and one and a half times more likely at the airport.
While most travelers are concerned about online hacking, very few know how, or care enough, to protect themselves. Looming threats — from cyber thieves to malware and snoopers — are skyrocketing on public Wi-Fi and travelers need to be vigilant in protecting themselves.
Further to this point, a striking 82 percent of travelers surveyed reported that they suspect their personal information is not safe while browsing on public Wi-Fi, yet nearly 84 percent of travelers do not take the necessary precautions to protect themselves online. The top three concerns cited when using public Wi-Fi are the possibility of someone stealing personal information when engaging in banking or financial sites (51 percent), making online purchases that require a credit or debit card (51 percent) and making purchases using an account that has payment information stored (45 percent). Travelers were less concerned about using email or messaging services on public Wi-Fi (18 percent).
Cyber-security threats are not the only issues people face while traveling. Thirty-seven percent of international travelers —which equates to 10 million U.S. travelers annually— encountered blocked, censored or filtered content including social networks (40 percent) such as Facebook, Twitter and Instagram during their trip. Top websites that were also blocked include video and music websites such as Hulu and YouTube (37 percent), streaming services such as Pandora and Spotify (35 percent), email (30 percent) as well as messaging sites such as Skype and Viber (27 percent).
To avoid the threat of hacking and cyber attacks, more than half of travelers (54 percent) try not to engage in online activities that involve personally sensitive information while one in five (22 percent) avoid using public Wi-Fi altogether because they believe their personal information is at risk. Only 16 percent reported using a VPN such as Hotspot Shield.

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