More consumers are using their phones in the course of their grocery shopping.
And that phone usage is happening to research and select products, check prices and get coupons along the way, based on a new study.
Cashing in those coupons also is more likely to be via mobile, with more than half (69%) of consumers saving coupons on mobile rather than printing them, according to NinthDecimal Mobile Audience Insight Report.
The study aimed at researching how mobile impacts the consumer’s path to purchase within the consumer packaged goods industry. It comprised a survey of 1,200 mobile users who opted in to answer questions.
The involvement of mobile is all along the way, with more than half (59%) using their mobile device for their shopping lists.
More than half (57%) of survey respondents were male and 43% female.
The majority (68%) of consumers use their mobile devices to discover products in the following ways:
The study found that most (86%) consumers use their mobile devices for getting ready for their shopping trip in the following ways:
During the actual shopping trip, more than half (59%) of consumers use their mobile device while shopping, an increase of 16% from a year ago, according to the study. This is what they do while they shop:
The number of shoppers using mobile for grocery seemed a bit high compared to other research, but company president David Staas suggested that it may be due to the opt-in nature of the survey respondents as well as them being a bit more mobile savvy than the entire marketplace.
However, as a potential indicator of a trend, the increases in mobile usage from a year ago are relatively large across the board.
So while this may involve some consumers a little more mobile active than others, it can be an indication of what’s ahead for the grocery-shopping masses.