30th July, 2012
by
Martin Crummy
More than a third of consumers use social media when deciding where to go out for a drink or food, according to the findings of the latest Taste of the Nation survey by Deloitte, the business advisory firm.
The survey of 3,000 consumers from across the UK reveals 61% of 18-34 year olds consult social media when deciding on their eating or drinking out destination.
While, this figure decreases into other age groups, a significant 31% of 35-54 year olds consult social media and 14% of those over 55 years.
In terms of what the consumer is looking for, 24% of survey respondents say the main reason for consulting a review site is to search for a discount.
Researching the suitability of the venue – 18%, getting ideas for where to go –17%, and booking a venue because of a review –15% were all identified by consumers as the most frequent activities on these sites.
Jon Lake, a director in the licensed retail group at Deloitte, said: “By understanding just how their customers are using social media and review sites when deciding on where to go out, operators can use this knowledge to direct their online marketing spend and consumer engagement strategies in the most effective way.
“Club operators in particular can benefit from targeted social media campaigns. Club sites are often visited by groups so events can gain momentum and amplification through networks, and promotions can easily go viral.
“Generation Y is the social media generation. However, as they mature and their socialising habits and tastes change, the big question is whether they will sustain the same level of social media engagement, transferring it to different destinations and activities. If so, operators will have to get ahead of the curve to anticipate this and engage with consumers at an early stage.”
Last week there was a warning that alcohol brands must take their social media marketing seriously or they could risk their reputations.