Commentary

Mobile Makes Sense For Younger Shoppers

Hard as it may be for aging consumers to understand, mobile tech has some extremely practical applications.

Take couponing among Millennials: A full 43% said they “clip mobile coupons” and “browse weekly ads” on their smartphones before grocery shopping, according to new research from Retale.

And, once Millennials enter a grocery store, 58% say they use their device while shopping, the location-based mobile ad platform finds.

This behavior is actually more prevalent among older Millennials, or those ages 26 to 34. Among this group, 64% report using their mobile device while shopping, compared to 47% of younger Millennials.

Pat Dermody, president of Retale, speculates that older Millennials are more cost-conscious because they were harder hit by the Great Recession.

Across age demographics, “Mobile is … increasingly seen as a key tool to drive store savings,” according to Dermody.

Among those consumers who report using their mobile device in-store, 40% said they did so “to find coupons and compare prices.”

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Respondents also used mobile in-store to “consult shopping lists” (29%), “call or text another member of their household for information or recommendations” (15%) or “to find a recipe” (11%).

When asked to identify what would most enhance their grocery shopping experience, 41% said they would like “offers, like coupons, sent to their smartphone when they enter a store.”

About one in five (18%) said they want “more self-serve checkout”; 14% want “in-store kiosks that offer product information or coupons”; 12% cited “the ability to scan an item on my mobile device to get more information about it”; and 10% said “mobile pay options at checkout.”

 

1 comment about "Mobile Makes Sense For Younger Shoppers".
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  1. Matt Lillig from SimpleSavr, July 27, 2016 at 5:52 p.m.

    Hey Gavin,

    Thanks for the coupon data.  I'm always adding this type of data to my @SimpleSavr Twitter feed.  We've taken an approach to blending mobile couponing with traditional print couponing by creating an app that will turn coupons (print or online) into mobile coupons on the fly.  This allows the user to always have coupons with them.  The app works like a mobile wallet to store all of their scanned offers and then alerts them when their coupons are about to expire, helping push a call-to-action (redeem).

    We like traditional coupons still because thy're still redeemed the most (with 300B coupons being distributed each year).  The problem is that print redemptions are about 1%.  Mobile however, drives coupon redemptions up by 10x (based on research data).  So we decided to combine the best of both worlds.   

    In your research for the article, do you think Millennials would go for something like this?  

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