Of the 37% of U.S. adults who report having eaten breakfast at a fast-food chain in the past month, nearly half (46%) report having patronized McDonald's for that meal, compared to 19% for Dunkin'
Donuts, 19% for Starbucks and 12% for Burger King, according to a new Scarborough Research analysis of the QSR breakfast market.
The study also sheds light on frequency of fast-food
breakfasting in key U.S. markets – and North Carolina appears to be the biggest hot spot.
Demographically, fast-food breakfast diners are more likely than average to be Gen Y, and
African-American or Hispanic. They have fit, active lifestyles, they're very active on the Internet and social media, and they love coupons, digital or otherwise.