Social media’s connection to consumers’ choices about where to eat and drink is in important one, according to new research from Deloitte in its Taste The Nation survey.
It reports that 37% of consumers use social media in their decisions regarding going out. Within the 18 to 34-year-old bracket, the percentage is 61%.
The survey also explored attitudes to review sites, with a third of those surveyed trusting those sites to be accurate, while 55% were indifferent. These sites were used more than networking sites when making decisions about where to go out. Where networking sites were used, Facebook and Eatout were listed as the most influential.
“In this fast-paced digital revolution, it is important for operators to keep up to speed with how consumers use technology and not lose out on market share,” said Sam Roddick, lead for Deloitte Digital EMEA.