MORE ARE USING SOCIAL MEDIA TO LEARN ABOUT RESTAURANTS
In November 2009, only three out of 10 consumers (30%) reported that they used social media platforms such as Facebook, Twitter, Yelp, YouTube and MySpace to learn about restaurants. One year later, there has been a seven percentage-point gain in consumers who indicate that they use social media to learn about restaurants. Of those who follow or learn about restaurants via social media sites, two-thirds report that they do so in order to get promotional deals (67%) or to learn about new items (66%). Fewer consumers use social media to find out where free food is being offered by restaurants (37%), learn about new restaurant locations (29%) and check out new advertisements (25%). ONLINE REVIEWS ARE A TRUSTED SOURCE In both November 2009 and November 2010, approximately 40% of consumers indicated that they consulted online sources for restaurant reviews. Over the course of the past year, however, online reviews appear to have gained clout with consumers. In November 2009, approximately t...