restaurant booking apps india - consumer preference

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A consumer survey inside the Grapes’ Establishment was conducted to map out consumer App Usage Patterns No of respondents (n) = 91 Consumer Demographics Gender Male = 69 Female = 22 Age Below 18 = 1 18-25 = 32 25-30 = 48 30-40 = 10 Above 40 = 0 1 Grapes Digital Survey 24.2% 75.8%

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Page 1: Restaurant Booking Apps India - Consumer Preference

1

A consumer survey inside the Grapes’ Establishment was conducted to map out consumer App Usage Patterns

No of respondents (n) = 91

Consumer Demographics

GenderMale = 69Female = 22

AgeBelow 18 = 1 18-25 = 3225-30 = 4830-40 = 10Above 40 = 0

Grapes Digital Survey

24.2%

75.8%

Page 2: Restaurant Booking Apps India - Consumer Preference

2

Which Apps do people prefer and how do they download them ?

Restaurant & Casual Dining : Consumer Insights

App Landscape

App Discovery Sources

Factors Influencing App Download

Page 3: Restaurant Booking Apps India - Consumer Preference

3

RESTAURANT & CASUAL DINING : CONSUMER INSIGHTS

Page 4: Restaurant Booking Apps India - Consumer Preference

Consumer Dining Frequency

Frequent restaurant visits evince bright prospects

• 1 in every 3 respondent visits a Restaurant Weekly

• 1 in every 3 respondents visits a Restaurant for dining every fortnight

• Only around 10% of the people visit a restaurant once in 3 months

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q3. How often do you go out for dining ?

Page 5: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q5. What do you prioritize before going to a restaurant?

• Restaurant reviews are sacrosanct. People rely more on Reviews rather than word of mouth

• Distance from home comes before restaurant pricing for consumers

Discounting is not Paramount ! ! !

Available Discounts

Word of Mouth

Price

Distance from Home

Review

0% 10% 20% 30% 40% 50% 60% 70%

15.38%

36.26%

40.66%

54.95%

59.34%

Restaurant Booking Priority

Page 6: Restaurant Booking Apps India - Consumer Preference

Zomato is the go to App for Food Reviews

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q11. Which food Review/Ordering App does your phone has? Q 12. Do you use any Apps or Websites for reviews or discounts before going to a restaurant?

NightOwl

Swiggy

FoodPanda

Zomato

0% 10% 20% 30% 40% 50% 60% 70%

2.20%

9.89%

27.47%

60.44%• 2 out of 3 people use restaurant/food reviews before going to a restaurant

• Restaurant reviews are influential in terms of I-want-to-buy moments for customers

• Foodpanda is gaining traction because of is heavy discounting and offers

Page 7: Restaurant Booking Apps India - Consumer Preference

7

APP LANDSCAPE

Page 8: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q8. Which Messaging Apps do you have?

WhatsApp and Facebook Messenger have total monopoly

• Every respondent used WhatsApp

• 3 out of 4 users used Facebook Messenger

Telegram

Line

WeChat

Viber

Hike

Facebook Messenger

WhatsApp

0% 20% 40% 60% 80% 100% 120%

1.10%

3.30%

4.40%

7.69%

10.99%

73.63%

100.00%

Page 9: Restaurant Booking Apps India - Consumer Preference

Private Bank Apps are popular than Government Bank Apps

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q9. Which banking Apps do you have?

Yes Bank

IndusInd

Citibank

HDFC

Axis

ICICI

SBI

Kotak

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

3.30%

3.30%

4.40%

8.79%

8.79%

9.89%

20.88%

46.15%

• Kotak is the most used Banking App

• SBI is the only leading Government Banking App

Page 10: Restaurant Booking Apps India - Consumer Preference

Consumers say a big NO to Grocery Apps ! !

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 12. Which Grocery Apps does you phone has?

Grofers

Big Basket

None

0% 10% 20% 30% 40% 50% 60% 70%

9.89%

24.18%

59.34%

• More than half of the users do not use any Food Grocery Apps

• Only Big Basket has some prominence viz a viz other Food Grocery Apps

Page 11: Restaurant Booking Apps India - Consumer Preference

Consumers are hooked to Transportation Apps

Meru

Ryde

Uber

Ola

0% 10% 20% 30% 40% 50% 60% 70% 80%

2.20%

2.20%

61.54%

71.43%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 14. Which Transportation Apps does your phone has?

• 7 out of 10 respondents used a Transportation App

• Ola and Uber share duopoly when it comes to Transportation Apps

Page 12: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 15. Which Music Apps does your phone has?

YouTube is preferred for listening to music but. .

Hungama

Wynk

Saavan

Gaana

YouTube

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

4.40%

14.29%

19.78%

27.47%

76.92%

Huge Competition for 2nd Slot

• Gaana, Savan and Wynk are almost neck to neck in terms of user preference for music streaming Apps

Page 13: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 16. Which Entertainment Apps does your phone have?

Netflix is catching up with users in India . .

Fame

Voot

SonyLiv

NetFlix

HotStar

YouTube

0% 10% 20% 30% 40% 50% 60% 70% 80%

1.10%

1.10%

6.59%

10.99%

19.78%

71.43%

• In conjunction with the global trends YouTube has the highest traction in India

• HotStar has high penetration amongst users with 1 out of 5 respondent using the App

• Netflix is also catching up with Indian users because of their content

Page 14: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 17. Which News Apps does your phone has?

TOI is the leader in News Apps but. .

FirstPost

NBT

BBC News

Huffington Post

Livemint

Hindu

HT

Economic Times

NDTV

Twitter

Google News

TOI

0% 5% 10% 15% 20% 25% 30% 35% 40%

1.10%

2.20%

2.20%

2.20%

2.20%

4.40%

5.49%

6.59%

14.29%

23.08%

27.47%

35.16%

• 23% of the users used Twitter for consuming News

• Google News is the most followed App for news consumption after TOI

• Inshorts a relatively new age content curated news provider is more popular than biggies like First Post, Huffington & ABP

Page 15: Restaurant Booking Apps India - Consumer Preference

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 18. Which Bill payment Apps does your phone has?

Pockets

Citrus Cash

Pay Zap

PayUMoney

Oxigen

Mobikwik

Freecharge

PAYTM

0% 10% 20% 30% 40% 50% 60% 70% 80%

0.00%

0.00%

2.20%

2.20%

3.30%

15.38%

17.58%

71.43%

• 7 out of 10 respondents used PAYTM as their Bill Payment App

• 1 out of 6 respondents used Freecharge

• Mobikwik is catching up with Freecharge in terms of penetration

PAYTM is used for Bill Payments

Page 16: Restaurant Booking Apps India - Consumer Preference

16

APP DISCOVERY SOURCES

Page 17: Restaurant Booking Apps India - Consumer Preference

0.00%20.00%40.00%60.00%80.00%

80.22%

40.66% 37.36%28.57% 27.47%

17.58%7.69% 4.40%

“Word of Mouth“ is the most important source for App Awareness

Offline Influences are the most important source of App Awareness Web based Digital Media influences play a crucial role in Mobile App discoverability App Store suggestions are also a prime source of App awareness App discovery is heavily influenced by

a) Word of Mouthb) Social Media Adsc) Search Engine Adsd) App Store Suggestions

Page 18: Restaurant Booking Apps India - Consumer Preference

Apps are often discovered outside the App Store

80% 29%

40%

38%

28%

Friends, Relatives & Colleagues Search Engine

TV & Radio

Social Media Ads

App Store Suggestion

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 19. What are the sources of awareness of these apps?

Page 19: Restaurant Booking Apps India - Consumer Preference

19

FACTORS INFLUENCING APP DOWNLOAD

Page 20: Restaurant Booking Apps India - Consumer Preference

Apps are downloaded because they Sound Fun & Interesting

Sounds Interesting & Fun Recommended by Others Discounts/ Rewards Familiarity with Brands0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00% 56.04%

49.45%

43.96%

38.46%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 20. What are the Top reasons that you download these Apps?

Page 21: Restaurant Booking Apps India - Consumer Preference

Social Media & Search Ads are effective in driving App Downloads

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 21. What types of Ads prompt App Download ?

In App Notification

Banner / Graphic Ads

Video Ads

Search Ads

Social Media Ads

0% 10% 20% 30% 40% 50% 60% 70%

17.58%

29.67%

29.67%

32.97%

64.84%

• Social Media Ads are a primary source of App awareness and prompt App downloads

• Search Ads are also an effective way to improve visibility for Apps

• Video Ads are also a source that prompt App downloads for users

Page 22: Restaurant Booking Apps India - Consumer Preference

“Simplifying Life” is the major driver that Boosts App Usage

Brand Connect ( I love the brand )

Great Content

Great Design & Aesthetics

My friends-family connection

Ease of Usage

Makes my life/ task easier

0% 10% 20% 30% 40% 50% 60% 70% 80%

14.29%

19.78%

19.78%

20.88%

47.25%

73.63%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 22. What prompts you to use the App again & again?

• An overwhelming 74% of the respondents feel that making their life simpler & helping them in doing their tasks is the most important reason why they use App again & again

• Great content & App aesthetics take precedence over Brand Connect

Page 23: Restaurant Booking Apps India - Consumer Preference

• App content & App features have to be updated otherwise users lose interest in the App• Offers and Discounts are the least important reason for a user to switch their allegiance over to other Apps

Found a Better App Found the App no longer useful Lost Interest No offer is there0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

58.24%53.85%

42.86%

30.77%

Better App displaces brand loyalty amongst Users

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 24. What are the top reasons for not using an app?