According to the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Viggle, consumers are turning to smartphones and tablets to place online orders for pick-up or delivery, with 69% of those polled saying they have placed food orders via mobile devices. 60% of Respondents Order Takeout or Delivery Weekly or MoreFrequence of Takeout% of Respondents Daily 2% 4-6 times a week 8 2-3 times a week 24 Once a week 26 Every other week 16 Once a month 11 Less than 1/month 10 Never 2 Source: Viggle-IAB, January 2013 50% of media savvy mobile users are so committed to their favorite destination for fast eats, that they have downloaded at least one restaurant-specific app. In addition, 55% of those polled have at least one “multi-restaurant” app, with Yelp the most popular at 37%, followed by Urbanspoon (24%) and Zagat (9%). 26% planned to order take-out or delivery to complement their Super Bowl viewing. While the survey didn’t ask about specific Super Bowl mobile dining plans, respondents were clear in their mobile internet ordering preferences, with pizza taking the top spot at 72%, followed by a tie between sandwiches/burgers and Chinese food at 31%. Wings (24%) and Mexican food (15%) rounded out the list. Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB, says “... the mobile internet is increasingly becoming a vital tool to help consumers navigate their everyday lives... when it comes to simple tasks such as ordering a pizza... Restaurant and fast-food chain marketers should... make (mobile offers) it a key part of their ad-buying strategy...” Consumers surveyed also use their mobile devices to research restaurants for delivery or take-out: