Direct Mail vs. Digital Influence for Restaurants

Traditional media, even among younger demographics, outperforms digital media in several key restaurant industry metrics. The illustration below highlights how those who are deciding to eat/dine out depend on various media. This rate changes depending on their demographic profile. You can easily see how much more likely Adults 55+ are to use Traditional while Adults 18-34 are slightly more reliant on Digital.

Types of Traditional Media:

Direct Mail
Advertising Inserts
Coupons
Newspaper
Magazines
Radio
Cable TV
Outdoor Billboards
Word of Mouth
Read an Article

Types of Traditional Media:

Internet
Satellite Radio
Mobile Devices
Video on Mobile Device
Social Media
Email
Online Video Game Ads
Instant Messaging
Blogging
Web Radio
Text Messaging

Eating/Dining Out Influence

Traditional Media Notes:

• Print is strong across all demographics
• Adults 55+ use newspapers the most
• Coupons have the highest influence
• Adults 18-34 use the most coupons
• All (3) Adult age brackets (18-34; 35-54; 55+) use direct mail equally

Digital Media Notes:

• Digital is the third largest influence, behind print and branding
• Internet and blogging are more influential to young adults
• Adults 35+ are more likely to be influenced by email

More on Media Influences
Of the Adults 35-54 who said coupons influence their Eating Out purchase - What other media do they use for this decision?

Source: BIGinsight MBI 18, Dec 2011.

Adults 35-54 who use coupons are much more likely to be influenced by direct mail, ad inserts and broadcast TV.

Opening the Mail

In 46% of households, advertising mail is read by more than one person — both the person responsible for routine household purchase decisions, and their spouse or other adults in the home.In most households, advertising mail is sorted, and relevant material is set aside for later use.

Source: TNS Custom Studies, NFO WorldGroup, 1,228 respondents, July 2011.

Mail Facts:

• An astounding 91% of all households read advertising mail.
• On average, 76% consumers spend 9 minutes or less with their mail each day.
• 98% sort the mail the day it arrives
• 89% read the mail the moment they bring it inside
• 75% expect to get mailed advertising every day
• Women bring in the mail in 2/3 of all households

Sources: ¹TNS Custom Studies, NFO WorldGroup, February-March 2011, 2,472 respondents. ²USPS "Mail Moments" 2004, 1,502 respondents.