1 in 3 Grocery Shoppers Use Mobile Devices in Store: Study

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1 in 3 Grocery Shoppers Use Mobile Devices in Store: Study


One-quarter of grocery shoppers use mobile devices while shopping in the store, according to a recent study by Hollywood, Fla.-based KSC Kreate, a creative production studio specializing in visual content.

According to KSC’s "2013 Grocery Shopping Habits" study, which surveyed more than 570 consumers on grocery shopping behaviors and preferences, these shoppers use their mobile devices to look up recipes and nutritional information, find coupons, or check out the prices of products at competing stores.

The vast majority of consumers (85 percent) visit a physical store for groceries at least once per week, with 42 percent of consumers going more than two times per week. Most consumers (62 percent) frequent large chains like Jewel-Osco or Publix, followed by mass retailers (SuperTarget, Walmart) or specialty stores (Whole Foods, Trader Joe’s). In addition, 84 percent of consumers spend $30 to $150 per trip.

The survey uncovered insight into how consumers research, shop and make purchasing decisions before and during their grocery trips. Before going to the store, 36 percent of consumers research grocery purchases online, most often to search for coupons, competitor pricing and recipe ideas. One in three grocery shoppers use a mobile device in store to look up recipe ideas, coupons, nutritional information or competitor pricing.

“Grocery shoppers are online savvy and it’s important for brands to provide compelling content on the channels they are using,” said Diana Udel, executive producer at KSC Kreate.

More than half (52 percent) of consumers have visited a grocer’s web or mobile site, and the most popular destination is the "recipe and meals" section. In fact, consumers are most likely to buy a product that's included in a recipe they want to try, or if it's on sale or the least expensive item.

“We found that online recipe and meal sections are very popular among consumers and play a big role in purchasing decisions,” added Udel. “Grocers, consumer packaged goods companies and private label brand owners should be highlighting their products across channels with exceptional content and branded recipes.”

Three out of four consumers make a list before going to the grocery store, and 61 percent of shoppers spend five to 20 minutes researching and making their lists. However, these shoppers rarely follow the list exactly – 76 percent buy an average of one to five extra items that are not on their original list each shopping trip. Most often because a product is on sale, they forgot to put it on their list or because they decide they want the product while they are at the store, the study found.

The survey also revealed consumers have limited brand loyalty when grocery shopping. Only 13 percent of respondents make purchases at the grocery store because of loyalty to a brand.

In addition, the study found that consumers shop and research differently when purchasing for special occasions -- such as a holiday dinner or party -- than when they go to the grocery store to replenish staples. When grocery shopping as part of a routine, the majority of consumers make grocery lists and purchasing decisions by looking through their pantry to see what items they need. On the other hand, browsing online recipes are the most popular research method among consumers for special occasion planning.

“Lack of loyalty and differences in occasion-based shopping habits present brands with an opportunity to increase sales with strong, mouth-watering imagery that captures consumer attention both online and offline,” said Udel. “Brands must remember to make their content accessible and appealing on multiple devices – smartphones, tablets and online – so they can reach consumers at every step of the shopping process.”

KSC Kreate completed this study to uncover trends and provide grocers and consumer packaged goods companies with an improved understanding of consumer behaviors and preferences.

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