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Consumers don't visit QSR Web sites
March 29, 2006
SAN CLEMENTE, Calif.— According to a new report from Sandelman & Associates, "Usage of Restaurant Chain Web Sites," QSR users not only have never visited a restaurant chain website — they have little interest in ever doing so.
Only 24 percent of QSR users reported ever visiting a restaurant chain Web site, with incidence slightly higher among females.
The overwhelming reason for visiting, amongst both heavy and all QRS users, was to find a location, followed by getting either menu or nutritional information and to find out about promotional offers.
The survey found that 75 percent of the respondents had never visited a restaurant Web site, and fully 95 percent had no plans to do so within the next month.
The scant traffic on restaurant chain websites is not for lack of Internet access or usage by fast-food customers. The Sandelman report found that the vast majority of QSR users (over 70 percent) are Internet users. About one-third of QSR users spend an average of one hour a day or more (seven or more hours a week) on the Internet, while almost half spend three hours a week or less.
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