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Shopper Apps 2013


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Smartphone penetration has surged over recent years, in particular since the launch of the Apple iPhone in 2007 and, even more so, since the start of 2009 when rival devices really started to take hold in the market and smartphone handset prices started to fall to mass market levels - with current penetration levels of smartphones sitting at 60%. Tablets are also becoming increasingly popular with technology lovers. 17.4mn tablets were activated worldwide on Christmas day 2012 – around five were sold every second at one retailer! According to new figures out at the start at January 2013, tablet revenue is quickly catching up to that of smartphones and is expected to overtake them in 2013.
The UK app market is by far the biggest app market in Europe. It outnumbers its European neighbours in terms of revenue generated by app downloads and in-app advertisement as well as the sheer number of downloads and users. With well over 1million apps available from various app stores, we need to look at how they can be used to aid Food & Grocery retailing.

This report will look at:
-Current smartphone and tablet statistics (ownership and usage)
-The app market in the UK and around the world
-How shoppers find new apps
-Apps currently available, and how many shoppers have them on their smartphone/tablet at this time in relation to UK grocery retailers, recipes, vouchers and shopping lists
-See what features shoppers say they would like to have in a grocery shopping app

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Shopper Apps 2013

  1. 1. © Evolution Insights Ltd. All rights reserved Shopping Apps 2013: Retailers, Recipes, Lists & Vouchers Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 Evolution Insights: Shopper Insight Series
  2. 2. • Evolution offer a range of products & services for clients in the field of shopper research:- • Off-the-shelf research – Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery • Insight Plus – Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs • Bespoke Consulting – As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements. Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Further information is available at our website http://www.evolution- Visit and sign up for Reflections, our free quarterly newsletter offering analysis and commentary on topical issues About Evolution Insights As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques. © Evolution Insights Ltd. All rights reserved
  3. 3. Contents © Evolution Insights Ltd. All rights reserved Key Findings and Summary 5 Ownership of Retailer Apps, by Demographics 39 Ownership of Example Apps 40 Introduction to Smartphone Apps 8 Summary 44 Ownership of Smartphones 9 Usage of Smartphones 10 Apps: Shopping Lists 45 Ownership of Tablets 11 Examples of Current Apps 46 App Stores Current Figures 12 Ownership of Retailer Apps, by Demographics 47 The Current UK App Market 13 Ownership of Example Apps 48 Smartphone App Facts 14 Summary 51 Discovering New Apps 16 Relevance 17 Apps: Shoppers Ideas 52 Food & Grocery App Features 53 Apps: Grocery Shopping 18 Examples of Current Apps 19 Methodology 55 Ownership of Retailer Apps, by Demographics 20 Ownership of Example Apps 21 Glossary 58 Summary 27 Apps: Recipe Ideas 28 Examples of Current Apps 29 Ownership of Retailer Apps, by Demographics 30 Ownership of Example Apps 31 Summary 33 Apps: Digital Vouchers 34 Examples of Current Apps 35 Digital Redemption of Smartphone Vouchers 36 Benefits 37 Disadvantages and Issues 38
  4. 4. This Report… All of the information provided is in relation to primary household food & grocery shoppers who own a smartphone! © Evolution Insights Ltd. All rights reserved
  5. 5. 85 63 54 66 58 22 0 10 20 30 40 50 60 70 80 90 Majority of shoppers (85%) use their smartphones for text messaging regularly. Smartphones are regularly used for emails (62.9%) but less than in 2011. Irregular use is however more common now (25.4%) compared to last year (13.5%). Using the internet on a smartphone is increasingly popular, 56.6% say they use it regularly. Just over half of shoppers (53.8%) say they use social networking accounts on smartphones regularly. Almost half of shoppers (44.6%) say they never use their smartphones for accessing discount vouchers / coupons. Majority of smartphone owners use their mobile device on internet-based activities regularly, such as reading and sending emails and using the internet on their smartphone. Text messaging is however still used most regularly out of the activities listed. Introduction: Usage of Smartphones © Evolution Insights Ltd. All rights reserved Which features shoppers use on their smartphones: *graph taken from Digital Vouchers & Coupons 2012
  6. 6. Tablets are becoming increasingly popular with technology lovers. Here we can see that less than a third of smartphone owners don’t either have or want a tablet. Introduction: Ownership of Tablets © Evolution Insights Ltd. All rights reserved Ownership and usage of Tablets by smartphone owners: Dixons reported that on the run up to Christmas 2012, they sold 5 tablets per second! 17.4mntablets were activated worldwide on Christmas day 2012, that’s almost two for every turkey roasted in the UK that day
  7. 7. Introduction: Discovering New Apps © Evolution Insights Ltd. All rights reserved How can I find out about new apps available? 31% hear about apps from the media 39% find out about apps from other people 38% actively search for new apps from the app store on their smartphone 26% say they don’t download apps
  8. 8. There are still some issues regarding the digital redemption of vouchers and coupons. Digital Vouchers: Disadvantages and Issues © Evolution Insights Ltd. All rights reserved Technology: Approximately half of shoppers still don’t have smartphones which means that using digital coupons alone isn’t profitable for a retailer. Know-how: Lack of knowledge of how to redeem digital vouchers Awareness: Shoppers aren’t necessarily aware of vouchers being also digitally redeemable even if they have the technology, i.e. a smartphone required. Data security: Shoppers may still feel reluctant to give their personal details or don’t feel like they benefit enough from the trade off. Signing up with a voucher site or registration on a retailer site may not seem worth the effort. Internet connection required: Network coverage issues are possible when internet connection is required for redemption of digital vouchers. Technical issues: Problems in scanning vouchers can cause delays and frustration
  9. 9. Shopping Lists: Ownership of Retailer Apps, by Demographics © Evolution Insights Ltd. All rights reserved 7% 3% 6 9 4 4 0 0 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ Age % 19% 5%4% 1% 2% 0% 2% 2% 3% 1% 2 2 5 8 D/E C2 C1 A/B SEG 5% of online shoppers that own a smartphone have a shopping list app on their phone. Here we can see how this splits over different groups… %
  10. 10. Secondary and desk research Preliminary quantitative survey Focus groups Main quantitative survey Insights Evolution carried out a preliminary survey of 100 shoppers , to test questions for the main survey. Detailed secondary and desk research was conducted to define the digital shopper marketing landscape, macro drivers and trends, scope and examples of initiatives to date. Initial insights gained were used to help further design the main survey. The main survey was completed by 1031 UK adults who said they regularly shop for food & grocery and own a smartphone. Comprehensive and detailed assessment of all the data received was then used to discover insights. Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers. Methodology © Evolution Insights Ltd. All rights reserved Evolution’s methodology
  11. 11. Detailed shopper insights were gained from a survey of 1031 UK adults who say they regularly shop for food and grocery and own a smartphone. The samples were fully representative of the UK population. The survey contained 8 questions relating to technology ownership and app usage & awareness, – in addition to standard demographic profiling questions. The questions were designed to give maximum insight into shoppers perspective on their awareness, usage and appeal of apps in food and grocery. The survey was carried out online during January 2013. Methodology: quantitative survey © Evolution Insights Ltd. All rights reserved Themes including discovering new apps, disclosure of information, and creating an ideal app Ownership of Shopping List apps Ownership of Voucher apps Ownership of Recipe apps Ownership of Retailer apps Ownership and usage of technology Demographic profiling Topics of questions in quantitative survey
  12. 12. This presentation is a Sample Extract. Full Report 60 pages. For Details on the full report please contact dale.henry@evolution- Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 Evolution Insights: Shopper Insight Series SAMPLE EXTRACT
  13. 13. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6035 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom © Evolution Insights Ltd. All rights reserved