In this report we look into who the mobile grocery shopper is and what are they buying via mobile, what is the grocery shopper’s mobile path-to-purchase, and how mobile coupons and ads influence shopper behavior.

1. Mapping the Grocery Shopper’s
Mobile Path-to-Purchase

2. Mobile is used throughout a shopper’s journey
How do consumers use mobile to save time, effort, and money?

3. Mobile is proving to be a crucial shopping companion
What mobile tools help shoppers improve their experience?
Digital Lists Mobile Coupons Mobile Ads

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Who are the mobile grocery shoppers?
1
Mobile grocery shopping, though limited to less than a fifth of all
shoppers, is a growing trend having surpassed desktop grocery shopping.
Young, urban and affluent shoppers drive the mobile grocery-shopping
trend. Smartphones are the primary device of choice among mobile
grocery shoppers ahead of tablets.

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Mobile grocery shoppers: Young, Urban & Affluent
% US consumers who have bought groceries using their mobile device by demographic
US consumer mobile grocery shoppers by demographic
35% 65%
Have bought groceries using mobile device
Have not bought groceries using mobile device
20%
41%
21%
18%
8%
23%
69%
22%
37%
41%
43%
57%Men
Women
18-33
34-55
56+
Urban
Suburban
Rural
<$50K
$51K - $99K
$100K - $149K
$150K+
• Mobile grocery shoppers are most likely to be Millennials (41%) followed by Generation X (37%).
• Mobile grocery shopping is more prominent among urbanites (69%) compared to suburban (23%) and rural (8%) residents.
• More than three in five (61%) of mobile grocery shoppers are affluent consumers making above $100K a year.

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Smartphones drive online grocery shopping
81%
19%
Have bought groceries online
Have not bought groceries online
% US consumers who have bought groceries online by device type
27%
35%
38%Smartphones
Desktop
Tablet
US consumer online grocery shoppers by device type
• Just under one in five (19%) shoppers purchased grocery online in 2014 – up from less than one in ten (9%) in 2013.
• Mobile devices account for more than three in five (65%) online grocery shoppers, with smartphones (38%) ahead of tablets (27%).

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Millennials & Gen Z drive home delivery of grocery
% US grocery shoppers who use mobile for grocery shopping by age group
US grocery shopper mobile shopping methods by demographic
• Young mobile grocery shoppers drive home delivery of grocery orders – Generation Z (28%) and Millennials (30%).
• Generation Z (20%) and Millennials (19%) most likely to use subscription services to get their weekly or monthly groceries.
2%
2%
5%
9%
6%
4%
6%
17%
10%
10%
11%
22%
17%
18%
19%
30%
14%
14%
20%
28%
Gen Z (15-20)
Millennials (21-34)
Generation X (35-49)
Baby Boomers (50-64)
Silent Generation (65+)
Order via mobile for
home delivery
Use online automatic
subscription service
Use a virtual
supermarket
Order online and pick
up inside store

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What’s in the mobile grocery shopper’s basket?
2
Mobile grocery shoppers purchase everything from fresh and frozen food to diapers and
pet food using their handheld devices. Surprisingly consumers are more willing to buy fresh
vegetables than frozen food. They are also willing to try out new products especially pantry
foods like spreads, jams, oil, snacks and dips. Consumers also buy personal care,
household supplies, baby care and pet care products in bulk for the convenience of not
having to visit stores as well as for a lower price.

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The mobile food basket includes fresh & frozen
% US consumers who have bought groceries on mobile by product category and purchase intent
US mobile grocery basket for regular usage food items
• Consumers using mobile to purchase food for regular usage are most likely to add fresh vegetables (36%) to their basket.
• Mobile grocery shoppers buy frozen products due to their long shelf lives – dessert (30%), seafood (28%), & vegetables (26%).
Purchase Intent: Regular usage
14%
16%
21%
26%
28%
30%
36%Fresh vegetables
Frozen dessert
Frozen seafood
Frozen vegetables
Frozen appetizers
Fresh fruit
Fresh baked goods

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Mobile shoppers get pantry items for trial
% US consumers who have bought groceries on mobile by product category and purchase intent
US mobile grocery basket for trial usage food items
• Consumers using mobile to try out new products are most likely to buy spreads & jams (21%), followed by oil (20%).
• Mobile grocery shoppers’ trail basket includes comfort food such as snacks & chips (18%), and dressings & dips (15%)
Purchase Intent: Trial new product
10%
11%
13%
15%
18%
20%
21%Spreads and jam
Oil
Snacks and chips
Dressings and dips
Frozen ethnic food
Deli meat
Specialty bread

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Mobile shoppers buy personal care items in bulk
% US consumers who have bought groceries on mobile by product category and purchase intent
US mobile grocery basket for stocking up non-food items
• Consumers use mobile to stock up on personal care products like body wash (33%), shampoo/conditioner (31%), and toothpaste (31%).
• Mobile grocery shoppers also stock up household supplies like laundry detergent (27%), dish soap (25%), and toilet paper (25%).
Purchase Intent: Stocking Up
25%
25%
27%
27%
31%
31%
33%Body Wash
Shampoo / Conditioner
Toothpaste
Cosmetics
Laundry Detergent
Dish Soap
Toilet Paper

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Mobile shoppers save on household supplies
% US consumers who have bought groceries on mobile by product category and purchase intent
US mobile grocery basket for bulk value purchase
• Mobile grocery shoppers’ value driven bulk buy includes baby care products like wipes/diapers (19%), baby food/formula (16%)
• Mobile shoppers also purchase dog food (19%) and cat food (17%) in bulk to save on the total price paid.
Purchase Intent: Save on bulk purchase
10%
12%
12%
16%
17%
19%
19%Baby wipes / Diapers
Dog Food (Dry)
Cat Food (Dry)
Baby food / Formula
Pet accessories
Baby accessories
Maternity products

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How do grocery buyers use mobile for shopping?
3
Mobile grocery shoppers prefer using mobile apps – specifically from retailers compared to
those from CPG brands. Young consumers below the age of 34 make up most of the
mobile app users. These consumers want their grocery apps to include editable and
shareable shopping lists that sync across devices as well as help them look up recipes, scan
barcodes and locate stores.

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Grocery shopping apps used by majority of shoppers
% US smartphone owners who have downloaded a shopping app for groceries
US consumer grocery shopping app download trend
• Mobile grocery shopping app penetration increased from 43% in 2013 to more than half the smartphone user base (58%) in 2014.
• By the end of 2015, an estimated 78% of smartphone owners will have downloaded grocery-shopping apps.
78%
58%
43%
26%
2012 2013 2014 2015

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Mobile grocery shoppers prefer apps to browser
% US consumers who have used mobile for grocery shopping
US mobile grocery shopping app users by demographic
• Mobile grocery shoppers prefer using apps (58%) to the mobile browser (22%) for shopping purposes.
• Millennials (18-33 year olds) make up for more than half (56%) of grocery shopping app users.
22%
20%
58%
Downloaded and used a grocery shopping app
Downloaded but haven't used a grocery shopping app
Use mobile browser for grocery shopping
8%
23%
69%
9%
35%
56%
43%
57%Men
Women
18-33
34-55
56+
Urban
Suburban
Rural

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Shoppers prefer apps from retailers over CPG brands
% US smartphone owners who use a grocery app by app type
US consumer most popular types of grocery apps by usage
• Mobile grocery shoppers prefer to download apps from retailers (57%) compare to those from CPG brands (30%).
• More than a quarter (26%) of mobile grocer shoppers prefer digital coupon apps.
12%
22%
26%
30%
57%Grocery retailer app
CPG brand app
Digital coupons app
Food/recipe app
Fitness/Nutrition app

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Shoppers want features relevant before store visit
App feature index in comparison to all features average
US consumer most valued grocery app feature
• Consumers most requested feature from grocery shopping app is an editable and shareable shopping list.
• Consumers also want to use grocery shopping apps to search and review recipes, scan barcodes, and locate nearby stores.
3.0
4.5
5.1
5.4
5.9
6.7
Edit/share shopping
list
Recipe search/
reviews
Sync shopping lists
from multiple places
Barcode scanner
Store locator
Save frequently
purchased item
Index value above 1 represents high value placed
on app feature compared to other features

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What’s the role of mobile in path-to-purchase?
4
Grocery shoppers use mobile before a store visit to find information on products and
brands via lists or other apps. Inside a store they use mobile to review information before
making a final purchase decision. In addition to shopping lists, mobile ads and coupons
play a key role throughout the shopper path-to-purchase.

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Awareness Influence Conversion
Activity
Collect information at the category
and product levels.
Objective
Discover all possible options
available in the market.
Activity
Sift through information and narrow
choices down to fewer options.
Objective
Arm self with information and tools
in preparation for the store visit.
Activity
Visit store and check products to
review information.
Objective
Make best possible purchase
decision with information at hand.
Stage 1 Stage 2 Stage 3

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% US consumers who have use mobile during the purchase journey
US grocery shopper mobile usage - Awareness Stage
32% 68%
Use mobile in awarenss stage
Do not use mobile in awareness stage
• Nearly seven in ten (68%) of mobile grocery shoppers have used the device in the awareness stage to collect information.
• Grocery shoppers use mobile to look up nutritional info (42%), brand / product info (37%), and watch product videos (28%).
28%
37%
42%
Research
nutritional info
Research brand
or product info
Watch product
videos
Shoppers use mobile to collect informationAwareness

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% US consumers who have used mobile during the purchase journey
US shoppers’ retailer related mobile activity - Awareness Stage
• Millennials are more likely than all other shoppers to view mobile ads (38%), to visit websites (35%), and to check loyalty
programs, coupons, offers (35%) in the awareness stage.
Mobile touch points: Ads, Websites,Apps & Emails
30%
35%
35%
38%
19%
23%
24%
27%
All grocery shoppers Millennials
View mobile ads
from retailers
Visit retailer
websites
Check app for
loyalty status /
coupons / offers
Read retailer emails
Awareness

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% US consumers who have use mobile during the purchase journey
US grocery shopper mobile usage - Influence Stage
• More than four in five (86%) of mobile grocery shoppers have used the device in the influence stage to narrow down their choices.
• Grocery shoppers use mobile to find and save coupons (69%), create shopping lists (59%), and browse recipes (35%).
Shopper use mobile for coupons and listsInfluence
14% 86%
Use mobile in influence stage
Do not use mobile in influence stage
35%
59%
69%
Find and save
coupons
Create shopping
lists
Browse recipes

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% US consumers who have use mobile during the purchase journey
US consumer coupon saving behavior - Influence Stage
• Nearly seven in ten (69%) of mobile grocery shoppers use mobile coupons.
• Mobile grocery shoppers save their mobile coupons in emails (24%), apps (20%), and digital grocery cards (15%).
Emails and apps used to store and sort couponsInfluence
10%
15%
20%
24%
31%Non mobile coupons
Save in email on
mobile device
Save in app
Save to digital
grocery card
Save to mobile
wallet
69%
use mobile coupons

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% US smartphone owners who made a mobile shopping list
US consumer shopping list behavior - Influence Stage
• Shoppers are more likely to make a shopping list on mobile (59%) compared to pen and paper (31%).
• Grocery shoppers create shopping lists on mobile note apps (47%), productivity apps (32%), and emails (15%).
Shoppers prefer mobile to create shopping listsInfluence
10%
31%
59%
Create shopping list on mobile
Create shopping list on paper
Do not use a shopping list
6%
15%
32%
47%As a mobile note
In a list making
productivity app
Emailed to
themselves
Other

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% US consumers who have use mobile during the purchase journey
US grocery shopper mobile usage - Conversion Stage
• Nearly three in five (59%) mobile grocery shoppers use the device during conversion stage to make final purchase decision.
• Grocery shoppers use mobile in-store to review shopping lists (42%), search for discounts (37%), and get competitor pricing (27%)
Shoppers use mobile in-store to finalize purchaseConversion
41% 59%
Use mobile in conversion stage
Do not use mobile in conversion stage
27%
37%
42%
Review shopping
lists
Search for
discount/promos
Get competitor
pricing

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% US grocery shoppers who use mobile in-store
US grocery shopper in-store mobile usage - Conversion Stage
• Millennial shoppers use mobile in-store to call friends & family (29%), scan QR codes (28%), and watch product videos (24%).
• Moms use mobile in-store to search for discounts/promos (67%), get competitor pricing (54%), and look up information (39%).
Millennials & Moms drive in-store mobile usageConversion
16%
26%
25%
35%
39%
54%
67%
50%
24%
28%
29%
35%
29%
43%
39%
56%
12%
13%
14%
22%
25%
27%
37%
42%
All shoppers Millennials Moms
Review shopping list
Search for discounts/promos
Get competitor pricing
Look up product/brand info
Browse recipes
Call friends and family about
product
Scan QR code or product for
info/deals
Watch product videos

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% US grocery shoppers who use mobile after completing purchase inside a store
US grocery shopper in-store mobile usage - Post Purchase
• Shoppers also use mobile inside stores post-purchase to log onto store’s loyalty program (22%), complete a survey (19%), sign up
for contests (18%), and share coupon on social media (14%).
Millennials & Moms engage post-purchaseConversion
33%
22%
31%
36%
29%
28%
28%
32%
14%
18%
19%
22%
All shoppers Millennials Moms
Log onto store’s loyalty
program
Complete store’s
satisfaction survey
Sign up for a store contest
or game
Share coupons with friends
or family via social media

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How do mobile coupons impact shopper path-to-purchase?
5
Consumers use mobile coupons throughout the path-to-purchase. In awareness stage it helps them collect
information on products related to price. In the influence stage they store mobile coupons via apps and
email in preparation for a store visit. In the conversion they redeem coupons as well as go onto share their
experience with friends and family both online and offline.

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% US consumers who redeemed mobile coupons by demographic group and category
US grocery shopper mobile coupon redemption trends
• Shoppers prefer mobile coupons (69%) to print.
• Mobile coupon redeemers are likely to be women (61%) and Generation X-ers (48%).
• Shoppers most likely to use mobile coupons when buying food & beverages (71%) followed by household products (53%).
Generation X women drive mobile coupon usage
31% 69%
Redeemed coupons via mobile device
Redeemed print coupons or did not redeem coupons at all
31%
53%
71%
12%
48%
40%
39%
61%Women
Men
18-33
34-55
56+
Food / beverages
Household products
Personal care products

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Index value in comparison to all grocery shoppers
US shopper metrics comparison for mobile coupon users
• Mobile coupon users are 2.75 times more valuable than the average grocery shopper over their lifetime.
• Mobile coupon users shop twice as often and spend 1.5 times more than the average grocery shopper.
Mobile coupon users: The most valuable segment
969490
151
200
275
100100100
All shoppers Mobile coupon users Non mobile coupon users
Consumer
Life Time Value
Shopping
frequency
Consumer
Spend per basket

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% US mobile grocery shoppers who have used mobile coupons
US consumer mobile coupon attitude and behavior
• Shoppers find mobile coupons relevant during product research (47%) and say it saves them time and effort (37%).
• Shopper either clip mobile coupons using an app (36%) or email it to self (14%) before a store visit.
• Shoppers report a positive experience using mobile coupons in store due to discount (84%) and a hassle free experience (60%).
Mobile coupons add value across path-to-purchase
14%
36%
37%
47%
60%
84%
Mobile coupons save me
money while shopping in store
Mobile coupons are easy to
use while paying in store
Mobile coupons are relevant for my
research before store visit
Mobile coupons save time while
searching for information
I clip mobile coupons before
a trip to the store
I email mobile coupons to myself
before a trip to the store
Conversion
Stage
Awareness
Stage
Influence
Stage

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% US smartphone owners who have used mobile coupons
US mobile coupon user word of mouth behavior post purchase
• Grocery shoppers who have a positive mobile coupon experience are more likely to create word of mouth (72%) than not.
• Shoppers use both online via social media (62%) and offline in-person (43%) interactions to create word of mouth.
Mobile coupon users create word of mouth
28% 72%
Tell others about my mobile coupon experience
Don't share my experience with others
43%
62%
Share experience
on social media or
messenger app
Tell others about it
in person

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% US mobile grocery shoppers who say they want given mobile coupon improvements
US shopper mobile coupon improvement demands
• Shoppers want a mobile coupon experience that is easy to find (38%), easy to store (47%), and easy to redeem (56%).
Mobile coupon users want a better experience
38%
47%
56%
No scanning at
checkout
Easier to save
coupon to my
mobile
Receive a coupon/
offer on my mobile
when I enter store

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How do mobile ads impact shopper path-to-purchase?
6
While CPG mobile ads are helpful for shoppers in the awareness stage because it enables them
to discover new products and brands, mobile ads also serve a purpose in the influence stage
where they drive shoppers to the retail store to check out products and promotions. Majority of
ad viewers, especially Generation X women, attribute their decision to buy groceries on the
mobile ad as well.

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Index value inc comparison to all shoppers
US consumer lift in store visit as a result of mobile ads
• Mobile ads resulted in a 36% increase in store visits Year-on-Year (2013-2014).
• CPG mobile ads drove a 75% increase in store visits compared to a control population with identical attributes.
Mobile ads motivate shoppers to visit stores
144
111100
General
Population
Control Group Exposed
Audience
Lift in store visits for 2013
CPG mobile ads
Lift in store visits for 2014
CPG mobile ads
196
112
100
General
Population
Control Group Exposed
Audience
29% lift
44% lift
75% lift
96% lift

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% US smartphone owners who have bought a product after viewing a mobile ad by category
US consumer products purchased as a result of mobile ads
• Viewing a CPG ad on their mobile devices converted seven in ten (70%) grocery shoppers in to buyers.
• Mobile ads drive purchase across food (51%), personal care (42%), household supplies (36%), and beverages (30%).
Mobile ads drive food and personal care purchase
30% 70%
Purchased product after seeing mobile ad
Haven't purchased product as a result of mobile ad
30%
36%
42%
51%
Food Personal Care Household
Supplies
Beverages

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% US smartphone owners who have bought a product after viewing a mobile ad by category
US consumer mobile ad driven grocery shoppers by category
• Mobile ads influence women more than men across food and beverage (55%), personal care (67%), and household supplies (57%).
• Generation X shoppers most likely to buy food/beverage (41%), and personal care products (46%) after viewing a mobile ad.
Mobile ads most effective on Gen-X women shoppers
55%45%
Male
Female
67%
33%
Male
Female
57%43%
Male
Female
21%
41%
38%18-33
34-55
56+ 25%
46%
29%
27%
36%
37%
Food/Beverage Ad Personal Care Ad Household Supplies Ad

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