• by Karlene Lukovitz  @KLmarketdaily, August 11, 2010

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.