Table of Contents
Overview
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- What you need to know
- Report definition
Executive Summary
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- The issues
- A divide exists between social media exploration and trendsetting
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- Figure 1: Social media cluster demographic breakdowns, June 2017
- Young consumers still value face-to-face conversations
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- Figure 2: Social media behavior, any agree, “Prefer to discuss content in person instead of online,” by age, June 2017
- Restaurants can only do so much to encourage social media posts
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- Figure 3: Barriers for posting online, by age, June 2017
- The opportunities
- The power of Facebook
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- Figure 4: At least daily social media visitation, by generation and living location, June 2017
- Social media users more likely to share a positive dining experience online
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- Figure 5: Content sharing on social media, by social media users, June 2017
- iGens represent a key social media demographic
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- Figure 6: Content sharing on social media, by generation, June 2017
- What it means
The Market – What You Need to Know
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- 93% of consumers are social media users
- As younger consumers cut the cord, new forms of media consumption take center stage
- When social media goes too far…
Market Factors
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- Social media usage by demographics
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- Figure 7: Social media users, any use, June 2017
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- Figure 8: At least daily social media visitation, June 2017
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- Figure 9: At least daily social media visitation, by generation and area, June 2017
- Social media provides a local and personal touch to marketing
- A new era of media consumption
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- Figure 10: Methods of viewing content, by generations, May 2016
- The backlash against a digital world
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- Figure 11: Teen and adult iGens views on social media, March 2017
Key Trends – What You Need to Know
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- Collaboration over competition
- Social media overload
- Going live
What’s Working?
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- The impact of social media on menu innovation and presentation
- Social media collaboration
- Social media and travel
What’s Struggling?
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- Social media platform overload and privacy
What’s Next?
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- Seamless integration
- Screenless technology
- Social media on air
Deep Dive – Blogging and Social Media Influencers
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- Timeline of blogger and social media influence and the impact on foodservice sectors
- Early 2000s: Food blogging takes form
- 2010 – 2015: The business side of blogging
- 2015 to today: Bloggers build upon personal connections in a complex landscape
The Consumer – What You Need to Know
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- Consumers are craving more functionality from social media and apps
- The “social” side of social media
- Young women are a key target for signature cocktails
Restaurant Visitation
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- QSRs maintain mass appeal, while other segments note a divide
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- Figure 12: Restaurant visitation, by social media users and non-users, June 2017
- Coffee shops focus on Instagram presentation
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- Figure 13: Social media posts for unicorn frappuccino, April 17, 2017-April 30, 2017
- Bars and breweries look beyond beer to create a social media experience
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- Figure 14: Bar/brewery visitation, by generation, June 2017
- Social media users dine out more frequently
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- Figure 15: Restaurant visitation frequency, by social media users and non-users, June 2017
- Urban restaurants cater to social media trends
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- Figure 16: Restaurant visitation frequency, dine out weekly, June 2017
Social Media Content Opportunities
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- Consumers crave digital loyalty programs
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- Figure 17: Social media content interest, by social media users, June 2017
- Women crave nutritional data
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- Figure 18: Social media content interest, by gender, June 2017
- Parents show an increased interest toward digital content
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- Figure 19: Social media content interest, by parents and non-parents, June 2017
- Younger consumers have an expectation for social media to provide a functional use
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- Figure 20: Social media content interest, by generation, June 2017
- Hispanics value transparency in pictures and nutritional content
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- Figure 21: Social media content interest, by Hispanic millennials and Hispanic non-Millennials, June 2017
- Don’t ignore the South for social media foodie trends
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- Figure 22: Social media content interest, by region, June 2017
Social Media Sharing
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- Consumers prefer to share positive dining experiences online
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- Figure 23: Content sharing on social media, by social media users, June 2017
- Frose anyone?
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- Figure 24: Content sharing on social media, unique cocktails, by gender and age, June 2017
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- Figure 25: Social media posts for #Roseallday, January 2016-June 2017
- Women showcase the social dining experience online
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- Figure 26: Content sharing on social media, a picture with family and friends, by gender, June 2017
- Black consumers showcase dining experiences with a purpose
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- Figure 27: Content sharing on social media, by race, June 2017
- The influential iGens
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- Figure 28: Content sharing on social media, by generation, June 2017
- Parents more likely than nonparents to share the dining experience online
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- Figure 29: Content sharing on social media, by parents and nonparents, June 2017
Barriers for Posting Online
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- Social media doesn’t always portray an accurate experience
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- Figure 30: Barriers for posting online, June 2017
- Women have an increased interest in an interruption-free dining experience
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- Figure 31: Barriers for posting online, by gender, June 2017
- The social media overload impact
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- Figure 32: Barriers for posting online, by age, June 2017
- Urban Millennials value privacy
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- Figure 33: Barriers for posting online, by suburban and urban millennials, June 2017
Consumers Perspectives toward Social Media
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- iGens and Millennials are more accustomed to social media food trends
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- Figure 34: Social media statement agreement, by social media users and generations, June 2017
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- Figure 35: Social media channel distribution of image based content, July 2016-July 2017
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- Figure 36: Social media statement agreement, by urban, suburban and rural, June 2017
Social Media Behaviors
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- The discovery aspect of social media is valuable
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- Figure 37: Social media behavior by social media users, any agree, June 2017
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- Figure 38: Social media behavior, by generation, any agree, June 2017
- Face to face conversations are not obsolete
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- Figure 39: Social media behavior, any agree, “Prefer to discuss content in person instead of online,” by age, June 2017
- The Northeast demonstrates a wide range of social media habits
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- Figure 40: Social media behavior, by region, any agree, June 2017
Social Media Profiles – Cluster Analysis
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- Figure 41: Social media cluster demographic breakdowns, June 2017
- Group 1: The Social Media Explorer
- Demographics:
- Characteristics
- Opportunities
- Group 2: The Traditionalist
- Demographics
- Characteristics
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- Figure 42: Social media cluster demographics by behavior, any agree, June 2017
- Opportunities
- Group 3: The Social Media Foodie
- Demographics
- Characteristics
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- Figure 43: Social media cluster demographics by behavior, any agree, June 2017
- Opportunities
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix- Cluster Analysis
Appendix- Rival IQ and Infegy
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- Methodology – Rival IQ
- Methodology – Infegy
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