In Audience Measurement

Amazon’s recent 13.7 billion dollar acquisition of Whole Foods sparked increased interest in the food delivery market. Many companies are now exploring alternatives such as Instacart, in hopes of competing with the internet retail giant (we highlighted the growing competition in the grocery delivery sector in our latest Verto Index). This week, Verto looks at the food delivery app ecosystem in order to discover which app is most popular, who is the average user, and what time of day is most popular, among U.S. adults, ages 18 and over.

Rankings Report: Which app is most popular?

Monthly unique user numbers are an important basic criteria of which app is most popular. In October 2017, Grubhub’s app ranked the highest, with close to 7 million monthly unique users. UberEATS followed with 4.7 million monthly unique users, leveraging the app’s  access to Uber’s massive user base. Postmates and Seamless followed closely behind, with 1 million monthly unique users each. While the industry as a whole has grown at an alarming rate, it seems as though users are primarily coalesced in the two largest apps.

In addition to looking at monthly user numbers, we took a look at the demographic data for the most popular food delivery app, Grubhub. Women make up 64% of the user base, with men making up 36%. Grubhub’s app is particularly popular among adults in the 25-34-year old and 35-44-year old age groups;  32.3% of Grubhub users fall into each of these age ranges. Adults ages 55 and older make up 20.7% of all Grubhub users. And perhaps somewhat surprisingly, Grubhub has not developed a large user base among Generation Z consumers: only 5% of all Grubhub users are between the ages of 18-24.

What time do people use Grubhub most?

In order to identify which day part is most popular for online food ordering, we analyzed the traffic that Grubhub’s app receives on an average Monday in October. According to Verto Analytics data, hourly user numbers spiked during two specific timeframes:  between 2pm-4pm and 5pm-7pm, two timeframes that align with late lunchtime and typical dinner (and commute) times. These periods of increased user activity may also indicate that consumers engage with Grubhub in the mid-afternoon to browse dinner options in advance of placing an order.

The food delivery market, along with the online grocery delivery market, seems poised for more growth. For companies like GrubHub and its competitors, understanding granular subtleties in consumer behavior, such as hourly user activity, could help drive nuanced marketing campaigns that target users at precise points in the path to purchase or consumer journey. And that’s not just an advantage for food delivery companies; a more comprehensive understanding of consumer behavior is an asset to e-commerce companies, publishers, brands, and more.


This Chart of the Week was created using Verto Watch. Interested in the latest insights on user engagement and app properties? Sign up for our newsletter.

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