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The Biggest Social Media Trends to Know in 2019

With 2018 swiftly wrapping up, all eyes are on the crucial trends for the year ahead. As always, social media is a topic on every brand’s mind – and for good reason.

The term “internet user” is synonymous with “social networker” in many markets, and the average internet user now has accounts across 8.5 different social media and messaging platforms.

While this omni-presence offers a wealth of opportunities for brands to engage their target audience, anyone looking to have an efficient strategy needs to keep up with changing social media behaviors.

Here are the latest trends we’ll be seeing more of in 2019.

Mobiles are now the primary social device.

Internet users are most likely to be accessing social media via their mobiles, with the device having seen a sharp increase in engagement over the past few years.

Although it’s still true that the majority of users access social platforms via computers at least some of the time, PC/laptops are declining as social devices.

What this means for brands: While PCs and laptops are still widely used, any social media strategy must now have a primary focus on mobile behaviors and experiences in order to meet consumer expectations.

Different age groups use social media for different reasons.

Social media is now equally as likely to be used for keeping up with the news as to stay in touch with friends.

But not everyone uses social media for the same reason.

If we hone in on 16-24s we can see they primarily use it to fill up spare time and find funny or entertaining content, meaning anyone looking to engage these users would do well to supply this sort of content on their channels of choice.

What this means for brands: It’s crucial to know not only what social media platforms are most popular, but why and for whom. When you know this, you can focus your efforts on the channels that really matter.

More than 4 in 10 use social networks to research new brands or products.

Social media is now the second-most prevalent channel for brand and product research, once again proving the importance of offering the right content for users.

For 16-24s, social media is now the most important research channel overall, having overtaken search engines towards the end of 2017.

And good word-of-mouth on social media goes a long way; a quarter of 16-24s and 25-34s say that seeing a brand/product has lots of likes would encourage them to buy something.

What this means for brands: Consumers are already using social media to conduct their research – make sure they find what they’re looking for. Have your brand story and products readily available, and ensure you’re pushing the right content, in the right place, at the right time.

1 in 4 follow brands they’re thinking of making a purchase from.

It’s great news for any retailer with a strong focus on social that 1 in 4 social media users follow brands while considering a purchase. It shows the potential for social commerce is still relevant, despite not having great uptake in Western markets.

At the moment, social media plays a big role in the purchase journey right up to the point of purchase, but the appetite to complete a final purchase within the platform remains low. Most users still move to retail sites when moving to the actual purchase.

What this means for brands: While social commerce has yet to take hold in the Western world, brands should remember that their social media presence is still a crucial part of the purchase journey. Great content on the right channels could be the final push for a consumer when trying to make the decision to buy.

While Facebook has the most users, YouTube has the most visitors.

It’s easy to assume that having the most members means having the highest engagement rates – but this isn’t the case.

While Facebook retains the highest membership volume with 85% of internet users outside China having an account, it falls behind YouTube in terms of weekly visitors.

YouTube has fewer registered members, but its visitor rates are 6% higher than its membership, making the video giant unique in this sense.

What this means for brands: Membership numbers don’t necessarily paint the true story. To know what platforms actually have the best engagement, and, crucially, where your target consumers spend their time, you must look deeper.

Video is an essential asset.

28% of users of the four major social platforms (not including China) engage with live streams on social media every month. Facebook has the highest engagement rates with live video.

But it doesn’t stop with live streams.

59% of internet users now consume video on social, and 27% create or share them.

What this means for brands: Video is no longer a nice-to-have – it’s a must. Any brand looking to make the most of their social media strategy should look to creating the kind of social video content their target audience will respond to, be it live or pre-made.

Social media success story: Iceland – ‘Rang-tan’

In April 2018, affordable food retailer Iceland became the first major UK supermarket to ban the use of palm oil in its own-brand products.

So it came as no surprise when the brand’s 2018 Christmas campaign continued its focus on spreading awareness and promoting reduced usage of palm oil.

The Insight

A survey of more than 5,000 UK consumers found about a third weren’t sure what palm oil was. But when they were told about the effects it has on the environment, 85% said they didn’t think it should be used in food products.

Palm oil production is thought to be responsible for around 8% of the world’s deforestation between 1990 and 2008, leading to disastrous results for the local wildlife – particularly orangutans.

An estimated 25 of the already endangered orangutan die every day as a result of this deforestation in Southeast Asia.

The Message

Iceland’s animated 2018 Christmas ad partnered with Greenpeace to raise awareness of this issue, focusing on baby orangutan Rang-tan and his story of losing his family and home in the rainforest as companies burn it down to produce palm oil.

Why it Worked

The emotionally-driven advert was controversially banned from being shown on TV, after Clearcast said it was in breach of the regulations around political advertising.

But instead of pulling the ad completely, Iceland saw an opportunity.

Knowing consumers are keen on environmentalism, the brand moved the campaign to social media. It chose to highlight the ban, encouraging people to watch it on YouTube and share it using the dedicated hashtag #NoPalmOilChristmas.

And with the likes of James Corden tweeting about the advert, it was a viral hit.

The ad has earned an accumulative 30m+ views so far, over 100,000 organic posts on Twitter, and over half a million shares on Facebook.

It’s proof of a brand that knows not only what its audience cares about, but how to adapt under difficult circumstances and use the right channels to ensure its message has impact.

Why We Grew Our Global Panel of Consumers to Over Half a Million

2018 was a year of change for everyone in the marketing and advertising arena.

The GDPR launched a much needed conversation around consumer privacy and data quality. More brands moved core skills like market research in-house. Across businesses, the insights function is gaining more momentum and authority as the focus shifts beyond behavioral data and analytics.

In line with these changes and the growing demand for fully opted-in, transparent data, we grew the annual interview base of our flagship survey by 90%. We now interview 550,000 internet users a year, with 100,000 of those respondents based in the U.S. – all of whom opt in and fully participate in the process.

This has helped us to solidify our stance as home of the world’s largest survey on the digital consumer.

On another level, it’s helping to change the way businesses leverage rich, robust consumer data. Here’s why.

Mass audiences are increasingly irrelevant.

It’s common knowledge that demographic data is no longer enough to effectively reach your audience. What’s changing is the way we think about the consumers we’re targeting.

Mass audiences of male, female, and age groups like 16-24s are increasingly irrelevant.

Instead, what brands need is a detailed understanding of micro-audiences that enable them to streamline their spend and drive more strategic marketing.

This is why we set about launching our new Hispanic dataset, which allows brands to fine-tune their targeting by looking closely at the dynamics of this vast group, dissected them into minute segments.

Deep survey data like this, that’s delivered at scale and in an agile timeframe, is the only sure way to understand the behaviors and motivations of today’s consumers.

Brands need globally consistent and comparable data.

When we ask our clients why they come to us, the need for globally consistent data (at both local and global level) always shines through.

This is especially true for our fast-growing client base of SMEs, who are more actively involved in marketing than they’ve ever been, but who need fast access to data of this kind in order to drive the best return.

Despite the wealth of data in existence today, it’s becoming ever more crucial for these brands and agencies to use a single source of data with a trusted and transparent methodology.

The fact that we’re expanding our reach so much means we can deliver this in a way that works for our clients – through a user-friendly, intuitive platform.

As Chris Daniele, VP and Director of Digital Analytics and Measurement Lead at BBDO puts it, “As insights professionals, our job is to put the science behind marketing, planning and strategy. GlobalWebIndex has the world’s strongest panel of online consumers and is our go-to and only source for global audience intelligence. We get a better pulse on the tried and true consumer of today. That’s the way the world is shifting and other vendors need to follow suit.”

We want to represent every internet user in the world.

Expanding the global reach of our research is always of vital importance. With Colombia, Denmark and Romania all being added to our data coverage map in 2018, we now collect insights from digital consumers across 45 countries, covering over 35,000 data points.

This provides marketers with a constantly growing source of insight that now represents over 2.5 billion internet users across 4,000 local regions.

We want to continue growing this in line with our goal of representing every connected consumer on the planet.

Looking to 2019.

The incredible growth we’ve seen in 2018 paints an exciting picture for the year ahead.

As we place more focus on growth, continuously expanding our reach across markets and developing insight that goes even deeper, we’re also looking to innovate in other ways.

This year saw the launch of our transformative new survey technology, Pollpass, enabling brands and agencies to generate bespoke data sets and insights within 24 hours. These engaging new surveys were created with the modern consumer in mind, with a chatbot-led interface that captures hard-to-reach, mobile-first audiences.

We’re making it our mission to transform market research as we know it by developing more solutions like this.

With new offices in Greece and LA, along with a whole host of new talent to help us achieve these goals, we’re very excited to see what 2019 will bring.

5 Global Consumer Trends Every Brand Should Know Ahead of 2019

Last month saw the release of the Global Media Intelligence Report, offering a detailed overview of digital behaviors and trends across 40 countries.

Put together by GlobalWebIndex, Starcom and eMarketer, the report is powered by our data and is jam-packed with essential media consumption, device and social media stats and analysis.

Here are five of the biggest talking points from the report.

1. Multi-networking is thriving.

The vast reach of social is a recurring theme in the report, and in many markets it’s now accurate to see the term “internet user” as synonymous with “social networker”.

But while we’ve all long known about the impressive reach of platforms like Facebook and YouTube, it’s easy to underestimate just how diverse the social landscape has become.

Globally, the average internet user now has accounts across eight different social media and messaging services. Each month, they’re actively engaging with about five of them.

We’ve talked before about the increasing specialization of social behaviors, with people using certain platforms for chat, others for photo-sharing, some for research, and so on; but what’s striking is the sheer number of social channels through which you can now engage your audience.

The global picture masks some particularly intense pockets of multi-networking, with some parts of Asia Pacific and LatAm having internet users maintaining accounts on more than 10 different platforms.

2. Social media beats search engines across some markets and demographics.

Ask people where they’re most likely to go to find out more information about a product or service and search engines are still hugely influential. But there are already a number of countries where the average internet user is more likely to head to a social media platform.

All of these are fast-growth markets, concentrated in the MENA (Saudi Arabia, UAE, Egypt), LatAm (Mexico, Colombia, Brazil) and South-East Asia (Indonesia, Malaysia, Vietnam, Thailand, Philippines).

This makes sense if you think about the sheer reach of social media, but it becomes more dramatic if you focus solely on 16-24 year-olds. Ask this age group where they go for online product research and you see a pretty clean division between fast-growth markets (where social media wins) and mature markets across North America and Europe (where search engines still come first).

In fact, there’s not a single country in Asia Pacific, MEA or Latin America where 16-24s are more likely to favor search over social.

Even in Europe, 16-24s in Spain and Portugal have flipped to social too.

As social media continue to pervade more and more areas of our online lives, we can expect the remaining strongholds in Europe and North America to make the same transition. In a sense, social media platforms have become pseudo-search engines in themselves.

3. It’s all about mobile.

Mobile’s dominant role in terms of the connected devices we own and use has long been recognized. Ask people to select the most important device in their day-to-day life and mobile phones come in first place in 39 of the 40 countries featured in the Global Media Intelligence report.

It’s only in Germany where PCs and laptops still manage to top the table, but even there the margin is a very slim one.

Nevertheless, age and geographical trends are once again vital here. If you look at 45-64 year-olds, there are a number of North American, Australasian and Western European countries where PCs and laptops take top position.

The U.S. and 4 of the EU5 are in that group, underlining the influence that these devices continue to yield over older consumers who have fully adopted mobiles but who nevertheless first came online via the traditional, larger devices.

It’s also in Western Europe and North America where people are most likely to have the greatest number of devices; in Spain, the U.S. and UK, for instance, over a fifth of internet users have 6+ connected devices.

In part, that’s driven for the enduring fondness of tablets among older sections of the population within these regions. But just as we need to recognize internet users as being multi-networkers, we need to understand that they remain multi-device too, even if mobiles are the most powerful device within that mix.

4. Not all behaviors are mobile-first.

With certain behaviors, a particular device type will always have a strong pull. For consuming content, for example, you might think most people with a choice would opt for larger screens on devices such as laptops.

Similarly, the on-the-go nature of checking maps/directions will obviously favor mobiles (something our data confirms: in all 40 markets, internet users are most likely to do this on a phone).

The picture does however remain more divided for certain behaviors than you might expect. Social networking is one of them; the very nature of it would surely best lend itself to mobile, and yet there are 10 of the 40 countries where people are still more likely to do this on a PC or laptop.

That the countries are all in Europe (Austria, Belgium, France, Germany, Poland, Russia, Switzerland), North America (Canada, USA) or Australasia (New Zealand) means the more balanced age profiles of internet populations are a strong influencer over this.

It’s the same for online banking, with Europe (Austria, Belgium, Denmark, France, Germany, Italy, Poland, Portugal, Spain, Switzerland) and North America (Canada) being the only regions where there are still countries more likely to favor a PC/laptop over a mobile.

It’s a reminder to look beyond the global story of mobile dominance to understand the local trends in each market.

5. Online TV continues to soar.

Estimated time spent watching online TV and streaming continues to trend upwards each year, with the global figure now standing at just over an hour a day. Meanwhile, daily time spent watching traditional / broadcast / linear TV remains on a very gentle decline – sitting at 1 hour 54 minutes (versus 2 hours 15 minutes in 2012).

So, traditional TV viewing is hardly in freefall, and continues to occupy a hugely significant portion of our daily media consumption (capturing about twice as much time as online TV).

Even so, there’s one county among the 40 where online TV now grabs more time than traditional TV – China. The gap is a very small one, but it’s a significant milestone nonetheless.

Equally telling is that online TV scores particularly strong figures across the whole of the Americas region. The fact that this region has especially rich libraries on content available to viewers on services such as Netflix is a major factor behind this, and is a sign for what we’ll see elsewhere as other countries gain better and better OTT services. In short, build the content and they will come.

How Brands Can Engage Video Creators on Social Media

The pivot to video has been a huge trend in media, advertising and publishing landscapes over the past few years. It’s been driven by a perception that video – especially mobile video in short-form – is the heartland of digital content.

The entertainment-first social media landscape.

It’s long been our opinion that this is part of a greater tilt toward an entertainment-first social media landscape. Social media motivations like wanting to network, keep up with friends, and other measures of sociability are flatlining as videos, sports, and gaming gain significance.

Messaging apps are making social media less social.

Our latest wave of research conducted on 113,000 internet users reveals that 59% have watched some form of video content on either Facebook, Twitter, Instagram or Snapchat. This share is up from approximately 45% two years ago.

Who are social video creators?

A large share of consumers, however, are straddling these two trends – the pivot to video, and ‘desocialization’ of social media — the so-called social video creators.

These aren’t paid influencers — the 27% categorized as social video creators are people who upload and share videos, use their apps’ live functions, and so on. They’re not just liking and retweeting, but publishing video content that they create themselves.

We can see some definite patterns that set these consumers apart from others who for whatever reason choose not to share videos. For one, it’s attitudes that come through – especially opinions that reflect a degree of expressiveness.

They use social media to share their opinions, details about their day-to-day lives, and support causes at much higher rates than other internet users.

They’re also 15% more likely to be in the top 10% income group and 15% more likely to have postgraduate degrees. We find that interest in topics like urban and modern art, entrepreneurship and business is much higher than the global internet users in general.

They’re also around 40% more likely to say they’re interested in keeping up with fashion or tech trends – which is one of the reasons brands should be aware of them.

Their other main demographic differentiator is geographic — as we see across a range of metrics, internet users in the Asia-Pacific region and Latin America are a lot more inclined to use social media and adopt new technologies.

Niche social platforms have an edge.

Interestingly, even though we identified social video creators based on actions they’d taken on the major social media platforms, it’s actually the smaller, more purpose-built platforms that are doing better among this audience. Bearing in mind that this covers any active contribution, we can pick out some key themes.

Professional platforms (Viadeo, Yammer, Slack) are big, reflecting the combination of higher socioeconomic status and youth in the audience.

Naturally, we have visual-first sites: Imgur and Tumblr, which have seen much less content professionalization than many of their larger competitors. Reddit fits in here well as a particularly user-generated social platform.

By sheer volume, classic social media platforms like Snapchat, Facebook and Twitter attract the highest share of contributors, but they’re underperforming relative to the smaller platforms. YouTube (not listed), which 42% engaged actively with in some way (e.g. by posting a comment or liking, not necessarily uploading a video), is barely more popular than with internet users at large.

Six ways brands can engage.

People who share video content are both more open to marketing, more keen on new tech and products, and more likely to tell friends and family about products.

They’re an audience that brands will want to engage at the point where influencer collaboration bleeds into digital word-of-mouth and virality.

20% of social video creators said they’d shared a post from a brand on a social network within the past month – almost twice (1.8x) the average rate.

20% have also uploaded videos or pictures to a brand’s social page.

Thanks to their comfort and openness with brands, these consumers show a better response to competitions, direct outreach from vloggers, celebrity campaigns, and similar direct calls-to-action than others might.

This alone makes them an interesting audience, well-worth the extra attention.

5 Things to Know about Internet Users in Denmark

Denmark is one of the latest countries to be added to our quarterly research into the attitudes and behaviors of global internet users, bringing our total markets to 45.

That means we’ll be speaking to 5,000 Danes across the course of each year to place a spotlight on their digital lives and lifestyles – understanding everything from their social media, app and website usage to their media consumption, brand engagement and ecommerce behaviors.

To give you a sneak peek into the insights we’ll be gathering, here are five key things to know about the country’s internet users.

1. Danish teens love Snapchat.

When it comes to social media, Denmark’s internet users are most likely to be on Facebook and Facebook Messenger.

However, Snapchat posts very strong results, which is particularly clear if we look at teens (16-19s). Almost 9 in 10 of the country’s teenagers are on the messaging app, underlining its popularity in mature markets and in Scandinavia in particular.

2. Mobile is the top device, but PCs and laptops are still important.

Ask Danish internet users to pick the most important device in their day-to-day lives, and it’s the smartphone that takes pole position, on over 40%.

While that makes mobile the clear leader, it’s a figure that’s much lower than in many other countries.

This shows that devices like PCs and laptops still have a key role to play.

In fact, add up the figures for laptops (26%) and PCs (25%) and their combined total puts them ahead of mobiles.

There’s an obvious age effect at work here, with younger groups being the most likely to select mobile as their most important device. But even so, no campaign should be overlooking the role of other devices for Danish internet users.

3. Search engines are still the go-to for brand research.

In some countries we track, internet users are now most likely to say they turn to social media when looking for more information about a brand or product.

As in many other European markets, however, Danish internet users still gravitate towards more traditional sources.

Search engines retain pole position here – and by quite some distance. Following behind are price comparison websites and product/brand websites, with social media and consumer reviews rounding off the top five.

Age is once again a very strong influencer here. In fact, the figures for search engines rise in line with age, while the numbers for social media show a clear decrease as ages progress. So, while there’s little doubt that social media’s prominence will continue to increase, for now it’s the search engine that’s set to retain its dominance.

4. 1 in 5 use VPNs.

Compared to the other European markets we track, Denmark is one of the leaders for using Virtual Private Networks (VPNs).

About 1 in 5 internet users in Denmark say they have done this in the last month, with only Turkey and Switzerland scoring higher figures within Europe.

Among the many reasons that people might have for turning to VPNs, two stand out particularly clearly for Danish internet users: accessing better entertainment content and protecting their anonymity while browsing.

5. iPhone is the top mobile brand.

Danish internet users are most likely to own an iPhone, with the device having a 20-point lead over second-placed Samsung.

However, ask people which brand(s) would be their top choice when they next upgrade their handset or purchase a mobile and the competition becomes much closer. The iPhone retains pole position on over 45%, but Samsung is hot on its heels at 37%.

Denmark is quite different to a lot of the other markets we track in this respect; typically, the aspirational nature of the iPhone means that future purchase intention is (far) higher than current ownership.

In Denmark, the figures between iPhone ownership and future purchase intention are pretty even, and it’s actually rival Samsung which sees the big uplift.

5 Key Insights into Takeaway Food Delivery Apps and Services

The number of takeaway delivery services is rising, and it’s changing the way people in the UK and U.S. eat.

This rapid growth is down to several reasons such as widespread access to the internet, prevalent smartphone ownership, increased urbanization and a surge in the number of takeaway food options.

In a bespoke study, we surveyed over 1,500 UK and 1,000 U.S. takeaway lovers1 aged 16-64, and delved into their usage of takeaway food delivery apps/websites and takeaway food habits. Here are five of our key findings.

1. Ordering food through delivery apps/services is part their lifestyle.

Smartphone apps are making it easier than ever before to order food at anytime.

Our data shows that around 3 in 5 takeaway lovers order takeaway food via a food delivery app or website, instead of other channels.

The frequency of ordering takeaways through food delivery providers is also notably high, especially in the U.S.

More than 3 in 5 takeaway lovers in the U.S. order takeaway food once a week or more, while in the UK it’s around 2 in 5.

Takeaway lovers aged between 25-44 order takeaway food most often, and are a key target audience for food delivery services. Our data also shows while the majority of takeaway lovers get food delivered to their home, lunchtime takeaway delivery shows greater potential in the U.S (15%) than the UK (3%).

Takeaways clearly make up a significant amount of this audience’s eating habits, which presents extensive opportunities for both food delivery providers and restaurants.

2. Ordering and “eating in” is replacing “eating out” for younger audiences.

Our data demonstrates the impact the booming takeaway industry has on dining out. Almost 3 in 5 takeaway lovers in the UK and U.S. have reduced the amount of times they eat out at restaurants in the past 12 months because of the increased availability of takeaway/delivery options.

Younger audiences are driving this behavior, with over 65% of those aged 16-34 saying they’ve been eating out less in the past 12 months.

This could be due to cost and convenience. Takeaways are generally cheaper than eating out at restaurants because people tend to save on alcohol and gratuity costs.

There are also many takeaway options available to match different budgets – consumers don’t need to splash out to get restaurant-level food.

To top it off, eating in is convenient because people don’t need to get dressed and travel to a specific restaurant. Instead, they get to relax in the comfort of their own home.

Overall, the oversaturation of the restaurant market, expensive overheads and economic uncertainty has resulted in several restaurant branch closures in the UK, such as Byron, Jamie’s Kitchen and Prezzo.

The boom in delivery apps has a mixed impact on restaurants. While it offers the potential of increased sales, it also restricts high-margin extras, like alcohol, that make up a key part of restaurants’ revenue. It can also add more operational complexities, such as ensuring there’s enough staff to meet demand.

3. Entertainment goes hand-in-hand with ordering via delivery apps or services.

When we look at what takeaway lovers usually do when they eat takeaway food, it’s clear that entertainment plays a central role.

Over half of takeaway lovers stream online TV, like Netflix and Amazon Prime, while eating, whereas 46% watch traditional TV.

Eating in is not an isolated activity. We know that for 28% of takeaway lovers, eating a takeaway is part of their night-in routine with their loved ones. It’s a way of connecting and spending quality time with people in their lives.

The big role TV plays for this audience presents great opportunities for advertisers and marketers to reach audiences, whether that’s through on-demand or traditional TV. It also opens up possible partnership avenues for entertainment and food delivery providers.

4. Takeaway lovers seek a treat above all else.

In today’s busy world, you might expect the biggest reason takeaway lovers order food is because they don’t have the time to cook. However, our data tells a slightly different story.

The biggest reason this audience orders takeaway food is to treat themselves by not cooking (47%)

This suggests that money isn’t a big obstacle and they’re willing to dig into their wallets. Other significant reasons are to get restaurant-quality food delivered without having to leave their home (41%) and to satisfy a specific craving that they wouldn’t usually cook at home (39%).

This shows the reasons for ordering takeaway food aren’t limited to time constraints. Takeaway delivery fulfils consumers’ needs of having a variety of fresh, restaurant-quality food delivered to their door, which may not have been possible before.

5. Loyalty comes from quality of food and service.

Getting the takeaway delivery experience just right isn’t an overnight win, especially with changing consumer demands. However, food delivery providers and restaurants need to focus on getting the basics right.

Our data shows that the biggest discourager of using a food/delivery app again is poor quality food (25%).

Other key discouragers are orders arriving with missing items or as the wrong order completely (for around 1 in 5 people), and 16% are discouraged if the food arrives cold.

With increasing choice of delivery providers and food options, these are fundamental requirements that need to be right in order to compete in this space and drive customer loyalty.

Aside from free and fast delivery, which are the most important motivators for consumers, there are many others at play that food delivery providers and restaurants can learn from.

One motivator for takeaway lovers is a transparent hygiene and customer ratings system.

While some delivery providers have customer ratings available, hygiene ratings are often not disclosed and transparency could be greatly improved.

From our data, we know that while over 25% of takeaway lovers trust the ratings of a delivery service, a significant amount remain undecided and just 3% say they don’t trust the ratings. Food delivery services and restaurants could use transparency of hygiene and customer ratings as an opportunity to gain consumers’ trust.

If restaurants and delivery providers work together to get the basic food quality, safety and service requirements nailed down, they can focus on other areas to delight consumers.

These include: offering healthy options (20%), including local/newer restaurants (26%) and a greater variety of restaurants/food options (36%) – all important motivators for consumers that could really increase loyalty and drive repeat custom.

Partnering with third-party delivery services or restaurants doesn’t come without its considerations.

Both restaurants and third-party delivery services need to ensure they listen to consumers’ needs and changing tastes and evolve with them, or risk falling behind.

Often when things go wrong, consumers aren’t shy to share how they feel, whether that’s through social media or word-of-mouth. Both of these can damage a brand’s reputation, regardless of whose fault it was in the first place.

1Takeaway lovers are defined as internet users aged 16-64 who say they order takeaway food from a food delivery service app or website.