Dive Brief:

• Nearly two-thirds (65%) of mobile gamers said they order takeout food from quick-service restaurants (QSRs) via apps and websites more than they did a year ago, per AdColony's Mobile Trends in QSR report released today (Nov. 4). The report measured how smartphones are impacting consumers' fast food choices and included a survey of 1,044 mobile gamers for data on the period between April 2020 to April 2021.
• More than a third (35%) of mobile gamers eat fast food at least once a week, 22% eat it more frequently and only 2% never eat it, per the report. Additionally, those who consume fast food at least weekly more frequently participate in most forms of brand interaction — including engaging with a product's ad and following a brand on social media — compared with mobile gamers overall.
• The insights from the AdColony report shed light on how mobile usage continues to impact the QSR space, specifically among the gamer community.

Dive Insight:

As QSRs double down on efforts to reach digital audiences, appealing to gamers has become a top priority given that 80% of mobile users play mobile games at least once a month, with more than half playing weekly or more frequently than that, per AdColony's 2020 Mobile Gaming report. As shown in the researcher's latest report, the large number of these gamers ordering takeout through apps and websites could be especially pertinent to brands looking to build out their online presences and loyalty programs. Recent efforts that draw attention to such apps and services include Chipotle's virtual maze on Roblox and Burger King's crypto tie-up with Robinhood.

"The positive user experience coupled with the convenience of app ordering leads us to believe that we are just at the beginning of a shift that will become more pronounced in the future," the report said.

More broadly, mobile gamers have shown a committed interest in fast food, with a combined 57% eating it at least once per week. Since only 2% report never eating fast food, QSRs have reason to continue engaging with the community, especially if they want to increase the amount of fast food consumption for the remaining 41%, which covers those currently eating it less than once a week, less than once a month and less often than that.

The gender breakdown of these differences in interest is also notable. Female gamers make up the majority in nearly every frequency area (once a week, once every two weeks, once a month, less often, never), with the exception of those reporting to eat fast food more than once a week (46%). While these breakdowns suggest male gamers are more interested in fast food, the finding that female gamers own weekly consumption (53%) as well as remain close behind in higher consumption could give reason for brands to continue marketing to the cohort.

The statistics on brand interaction support the notion that those who consume more fast food will also be more interested in the brands from which they're buying. Compared to mobile gamers overall, the only area that mobile gamers who eat fast food weekly did not outscore in brand interaction was clicking on ads, which was equal for both groups (34%).