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UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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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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UK Retail : Rising Role of Mobile for Modern Grocery Buyers Vertical Insights Retail Grocery August 2014
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Page 1: 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

Page 2: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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

Page 3: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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.

!!!For more information visit:

www.inmobi.com/insights

About InMobi Vertical Insights

Page 4: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

RESEARCH OBJECTIVES

2

Page 5: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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?

!

Page 6: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

MODERN GROCERY BUYERS PROFILE

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Page 7: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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

Page 8: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

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

Page 9: UK Retail - Rising Role Of Mobile For 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

Page 11: UK Retail - Rising Role Of Mobile For Modern Grocery Buyers

For more information: www.inmobi.com/insights [email protected]

!

Thank You!


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