6. HRSR 04-04-2011 - Laserfiche WebLink

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consumers (frequent users of at least one social media tool, including Facebook, Twitter, mobile phone applications such as Foursquare or Urban Spoon, or online review sites such as Yelp) are more active in the restaurant community. These individuals dine out more frequently than the general public: 92 percent eat a meal at a sit-down restaurant at least once a month (compared with 84 percent of all adults) and 87 percent purchase a meal or snack quickservice restaurant or carry-out place at least once a month (versus 83 percent of all adults). In addition, 51 percent of social media savvy individuals say restaurants are an essential part of their lifestyle, while among all consumers that number is 43 percent. This demographic is also much more likely to use in-store technology like electronic ordering and payment systems at the table, self-service kiosks, online ordering and mobile phone applications for placing orders. Not surprisingly, social media savvy individuals are also more likely to connect with restaurants on Facebook, MySpace or YouTube (29 percent, compared with 16 percent of all consumers), and post or read reviews on consumer-driven websites such as Yelp (30 percent, compared with 19 percent). Restaurant operators are also picking up on this trend, and more than eight out of 10 say social media will become a more important marketing tool in the future. More than half also say they are likely to incorporate Facebook, online review sites, Twitter and blogs into their marketing mix in the next two years. Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises 960,000 restaurant and foodservice outlets and a work force of nearly 13 million employees. Together with the National Restaurant Association Educational Foundation, the Association works to lead America's restaurant industry into a new era of prosperity, prominence, and participation, enhancing the quality of life for all we serve. For more information, visit our Web site at www.restaurant.or~. SOURCE: National Restaurant Association