UK Retail - Rising Role Of Mobile For Modern Grocery Buyers
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Transcript of UK Retail - Rising Role Of Mobile For Modern Grocery Buyers
UK Retail : Rising Role of Mobile for Modern Grocery Buyers
Vertical Insights Retail Grocery
August 2014
1. Research Objectives
2. Modern Grocery Buyer’s Profile
3. The Role of Mobile in Shopping
- Mobile media consumption
4. Mobile Ad Effectiveness
- Mobile ad preference
5. Summary & Recommendations
6. Appendix
Content
InMobi Vertical Insights series helps brand
advertisers understand how consumers
use mobile media to research and shop for
products and services, and how mobile
complements other channels throughout
the purchase process.
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RESEARCH OBJECTIVES
2
Profile of grocery buyers on mobile • Who are grocery buyers on mobile? • What types of groceries are they purchasing? • Where are they shopping? • What factors do they consider when deciding where to
shop? !
Mobile media consumption for grocery purchase • What types of apps and mobile sites do they visit? • How does mobile complement ads on other media
channels? • What type of information are they consuming on
mobile? • How do consumers use mobile to help them shop in
stores? !
Receptiveness to mobile advertising • How effective are mobile ads? • How can advertisers optimise their ads to maximize
ROI? • How can advertisers leverage discounts and promotions
on mobile devices?
!
MODERN GROCERY BUYERS PROFILE
2
are in the UK market to purchase groceries within the next 90 days
92% of 99% ofand
MGBs: Modern Grocery Buyers are mobile users who intend to purchase groceries within the next 90 days
15 - 19
20 - 34
35+ 0.9705
0.9578
0.8623
% of Age Group Who Are ‘Modern Grocery Buyers’
Base: UK male, n = 232; UK female, n = 245
Base: UK ages (15 – 19), n = 46; UK ages (20 – 34), n = 171; UK ages (35+), n = 250
Modern Grocery Buyers’ Average Monthly Income
£3406
Frozen Food
74%
Household Products
Fresh Groceries
86%
Pet Food or Accessories
36%
Baked goods
72% Baby Formula and Food
10%
70%
Packaged or Canned Food
66%
Q) Which of the following types of items do you shop for regularly?
What Types Of Groceries Are Modern Grocery Buyers Shopping For ?
Base: UK MGBs, n = 487MGBs: Modern Grocery Buyers
72% of
Modern Grocery Buyers who have heard of retail grocery store loyalty programs are members
Q) Are you a member of a rewards card or loyalty scheme at a major retail store?
Base: UK MGBs, n = 487MGBs: Modern Grocery Buyers
85% of
Modern Grocery Buyers who are members take advantage of their rewards programs often or sometimes
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