Since the beginning of the COVID-19 pandemic, people have dramatically changed the way they work, shop, and eat. As restaurants are forced to limit their capacity and institute social distancing requirements, consumers have increasingly relied on food delivery platforms for their meals.
So, which apps have gained traction across 2020?
At Verto Analytics, we uncover valuable insights on how people spend their time online. We do this by collecting behavioral data (activity across all the devices people own and regularly use among smartphones, PCs, and tablets), and then project that data via our Audience Metrics product. That way, we are able to build metrics encompassing the pandemic’s impact on food delivery platforms such as DoorDash, Uber Eats, and Grubhub.
How Has the COVID-19 Lockdown Affected Major Food Delivery Platforms?
Below, we compare the total unique visitors from January 2020 (pre-lockdown) through August 2020 for selected food delivery services:
As shown in the chart, there was an uptick in unique visitors for DoorDash, Grubhub, and UberEats from January 2020 (before COVID-19 lockdowns) through April 2020 (after lockdowns). DoorDash and Uber Eats had the largest increases in unique visitors (at +1.8X each), with DoorDash gaining the largest number of absolute unique visitors (+17 million). In fact, compared to the beginning of the year, by May 2020 DoorDash sales were up 110%.
How Have the Demographics of the Top Food Delivery Platforms Changed During the Pandemic?
While DoorDash observed the largest increase in absolute unique visitors among top food delivery services, who drove that change? To answer this question, we spliced the key metrics of users and sessions by age.
While people 18-34 comprise the highest share of DoorDash’s unique visitors both pre- and post-lockdown, this age group’s share decreased post-lockdown. This means DoorDash’s user base is more evenly distributed across all age groups, with people 35-54 and 55+ comprising 36% and 22% of DoorDash’s unique visitor share, respectively. The same can be said regarding engagement, where a higher proportion of DoorDash sessions are coming from people 35+. This shows that, as the pandemic-induced lockdowns progressed, Doordash was not a tool for just younger people but became a more broadly accessed service—contributing to its success and market share dominance.
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