Shopper Apps 2013

© Evolution Insights Ltd. All rights reserved

Shopping Apps 2013: Retailers, Recipes, Lists & Vouchers

Evolution Insights Ltd Prospect House

32 Sovereign Street Leeds

LS1 4BJ Tel: 0113 389 1038

http://www.evolution-insights.com

Evolution Insights: Shopper Insight Series

• Evolution offer a range of products & services for clients in the field of shopper research:-

• Off-the-shelf research

– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

• Insight Plus

– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

• Bespoke Consulting

– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

Further information is available at our website http://www.evolution-insights.com

Visit and sign up for Reflections, our free quarterly newsletter offering analysis and commentary on topical issues

About Evolution Insights

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.


Contents


Key Findings and Summary 5 Ownership of Retailer Apps, by Demographics 39 Ownership of Example Apps 40

Introduction to Smartphone Apps 8 Summary 44 Ownership of Smartphones 9 Usage of Smartphones 10 Apps: Shopping Lists 45 Ownership of Tablets 11 Examples of Current Apps 46 App Stores Current Figures 12 Ownership of Retailer Apps, by Demographics 47 The Current UK App Market 13 Ownership of Example Apps 48 Smartphone App Facts 14 Summary 51 Discovering New Apps 16 Relevance 17 Apps: Shoppers Ideas 52

Food & Grocery App Features 53 Apps: Grocery Shopping 18 Examples of Current Apps 19 Methodology 55 Ownership of Retailer Apps, by Demographics 20 Ownership of Example Apps 21 Glossary 58 Summary 27

Apps: Recipe Ideas 28 Examples of Current Apps 29 Ownership of Retailer Apps, by Demographics 30 Ownership of Example Apps 31 Summary 33

Apps: Digital Vouchers 34 Examples of Current Apps 35 Digital Redemption of Smartphone Vouchers 36 Benefits 37 Disadvantages and Issues 38

This Report…

All of the information provided is in relation to primary household food & grocery shoppers who own a smartphone!


85

63

54

66 58

22

0

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20

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90

Majority of shoppers (85%) use their smartphones for text messaging regularly.

Smartphones are regularly used for emails (62.9%) but less than in 2011. Irregular use is however more common now (25.4%) compared to last year (13.5%).

Using the internet on a smartphone is increasingly popular, 56.6% say they use it regularly.

Just over half of shoppers (53.8%) say they use social networking accounts on smartphones regularly.

Almost half of shoppers (44.6%) say they never use their smartphones for accessing discount vouchers / coupons.

Majority of smartphone owners use their mobile device on internet-based activities regularly, such as reading and sending emails and using the internet on their smartphone. Text messaging is however still used most regularly out of the activities listed.

Introduction: Usage of Smartphones


Which features shoppers use on their smartphones:

*graph taken from Digital Vouchers & Coupons 2012

Tablets are becoming increasingly popular with technology lovers. Here we can see that less than a third of smartphone owners don’t either have or want a tablet.

Introduction: Ownership of Tablets


Ownership and usage of Tablets by smartphone owners:

Dixons reported that on the run up to Christmas 2012, they sold 5 tablets per second!

17.4mn tablets were activated

worldwide on Christmas day 2012, that’s almost two for every turkey roasted in the UK that day

Introduction: Discovering New Apps


How can I find out about new apps

available?

31% hear

about apps from the media

39% find out

about apps from other

people

38% actively search for

new apps from the app store on their smartphone

26% say they

don’t download apps

There are still some issues regarding the digital redemption of vouchers and coupons.

Digital Vouchers: Disadvantages and Issues


Technology: Approximately half of shoppers still don’t have smartphones which means that using digital coupons alone isn’t profitable for a retailer.

Know-how: Lack of knowledge of how to redeem digital vouchers

Awareness: Shoppers aren’t necessarily aware of vouchers being also digitally redeemable even if they have the technology, i.e. a smartphone required.

Data security: Shoppers may still feel reluctant to give their personal details or don’t feel like they benefit enough from the trade off. Signing up with a voucher site or registration on a retailer site may not seem worth the effort.

Internet connection required: Network coverage issues are possible when internet connection is required for redemption of digital vouchers.

Technical issues: Problems in scanning vouchers can cause delays and frustration

Shopping Lists: Ownership of Retailer Apps, by Demographics


7%

3%

6 9

4 4 0 0

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

Age

%

19%

5% 4%

1%

2%

0%

2%

2%

3%

1%

2

2

5

8

D/E

C2

C1

A/B

SEG

5% of online shoppers that own a smartphone have a

shopping list app on their phone. Here we can see how this splits over different groups…

%

Secondary and desk research

Preliminary quantitative survey

Focus groups Main quantitative

survey

Insights

Evolution carried out a preliminary survey of 100 shoppers , to test questions for the main survey.

Detailed secondary and desk research was conducted to define the digital shopper marketing landscape, macro drivers and trends, scope and examples of initiatives to date.

Initial insights gained were used to help further design the main survey.

The main survey was completed by 1031 UK adults who said they regularly shop for food & grocery and own a smartphone.

Comprehensive and detailed assessment of all the data received was then used to discover insights.

Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers.

Methodology


Evolution’s methodology

Detailed shopper insights were gained from a survey of 1031 UK adults who say they regularly shop for food and grocery and own a smartphone. The samples were fully representative of the UK population.

The survey contained 8 questions relating to technology ownership and app usage & awareness, – in addition to standard demographic profiling questions.

The questions were designed to give maximum insight into shoppers perspective on their awareness, usage and appeal of apps in food and grocery.

The survey was carried out online during January 2013.

Methodology: quantitative survey


Themes including discovering new apps, disclosure of information, and creating an ideal app

Ownership of Shopping List apps

Ownership of Voucher apps

Ownership of Recipe apps

Ownership of Retailer apps

Ownership and usage of technology

Demographic profiling

Topics of questions in quantitative survey

This presentation is a Sample Extract. Full Report 60 pages. For Details on the full report please contact [email protected]

Evolution Insights Ltd Prospect House

32 Sovereign Street Leeds

LS1 4BJ Tel: 0113 389 1038

http://www.evolution-insights.com

Evolution Insights: Shopper Insight Series

SAMPLE EXTRACT

mailto:[email protected]



Contact us

Evolution Insights Ltd

Prospect House 32 Sovereign Street

Leeds LS1 4BJ

Telephone: 0113 336 6035

e-mail: [email protected]

Web: http://www.evolution-insights.com

Company No. 07006001

Country of Incorporation: United Kingdom


Shopper Apps 2013

Technology

Transcript of Shopper Apps 2013