Survey explores industry’s online audienceSurvey explores industry’s online audience

Fern Glazer

When consumers ask themselves the question, “Where am I going to eat out today?” more of them are finding answers on social media sites.


According to a new online survey from market research firm The NPD Group, sites such as Facebook, Groupon and LocalEats are wielding a powerful influence on consumers’ dining-out decisions, connecting them with brands, inspiring them to try new concepts and getting them to spend more money per visit.


According to the NPD data, in August 2011 nearly 3 percent of restaurant customers were influenced by a digital marketing application. This group represents more than 116 million visits.


The data is from a one-off survey conducted by NPD. Last month, the Port Washington, N.Y., firm began regular...