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UK Retail : Rising Role of Mobile for
Modern Grocery Buyers
Vertical Insights Retail Grocery
August 2014
1. Research Objectives
2. Modern Grocery Buyer’s Profile
3. The Role of Mobile in Shopping
- Mobile media consumption
4. Mo...
InMobi Vertical Insights series helps brand
advertisers understand how consumers
use mobile media to research and shop
for...
RESEARCH OBJECTIVES
2
Profile of grocery buyers on mobile
•  Who are grocery buyers on mobile?
•  What types of groceries are they purchasing?
• ...
Respondents recruited via InMobi mobile ad
network in the UK
Results targeted and weighted to be
representative of UK mobi...
MODERN GROCERY BUYERS PROFILE
2
Base: UK respondent; n = 505
95% of UK mobile users
on InMobi’s network
plan to buy groceries in
the next 90 days
are in the UK market to purchase
groceries within the next 90 days
92% of 99% ofand
MGBs: Modern Grocery Buyers are
mobile...
Frozen Food
74%
Household
Products
Fresh Groceries
86%
Pet Food or
Accessories
36%
Baked goods
72% Baby Formula
and Food
1...
76%
53%
49%
34%
30%
18%
15% 14%
Prices Store
Locations
Deals and
Promotions
Product
Selection
Customer
Service
Loyalty
Pro...
72% of
Modern Grocery
Buyers who have
heard of retail grocery
store loyalty programs
are members
Q) Are you a member of a ...
THE ROLE OF MOBILE IN SHOPPING
Games Social media Weather News Entertainment Shopping Sports Finance
72% 61% 47% 42% 40% 36% 23% 9%
!  Modern Grocery Buy...
60%
37%
24%
23%
23%
12%
8%
Modern Grocery Buyers Mobile Surf For Grocery Purchases
Maximize Brand Awareness: Mobile
comple...
2 Out Of 3 Modern Grocery Buyers Use Mobile Specifically
For Cost Savings & Smart Grocery Shopping
Prices
Promotions
& Disc...
29% of Modern Grocery Buyers who use their mobile
while shopping look for better prices elsewhere
*note: numbers may not a...
1 Out Of 3 Modern Grocery Buyers Have
Downloaded An Official Retail Grocery Store App
61% of Modern Grocery Buyers
who have ...
55% of Modern Grocery Buyers who are
aware of mobile discounts and offers use
these promotions through their devices
Levera...
MOBILE AD EFFECTIVENESS
2
UK Consumers Are Highly Receptive To
Mobile Ads
62%
of UK consumers
are equally or
more
comfortable with
mobile ads than
online or TV ads
Source: InMobi Mobile Media Cons...
91% Of UK Consumers Recall
Seeing Ads On Mobile Devices
56%
49%
34%
25%
21%
In an app
On a search engine
On a video websit...
Offer special deals or promotions. . . .
Feature the latest products and prices. . . .
Highlight tips and recipes. . . .
Pr...
SUMMARY & RECOMMENDATIONS
2
!  Retail grocery buyers use mobile at all
stages throughout the purchase
process – during pre-shopping activities
and whi...
Use Mobile to…
Drive retail grocery buyers to
your store
Entice them to buy your
products
Keep them coming back
1Create an immersive
cross-media experience
2Identify target
consumers on mobile
3Design dynamic and
engaging creatives
4G...
Create an immersive cross-media experience,
leveraging the mobile media multiplier
99% of MGBs shop at grocery stores. Dri...
OWN THE PATH TO PURCHASE
4
5
6
MGBs most frequent game, social media and
weather applications. Generate brand awareness
by...
Utilize InMobi’s range of product suites to target
and engage Modern Grocery Buyers on mobile
For more information, visit:...
Leverage InMobi’s world-class teams of
expert professionals to propel your
campaigns to the next level
•  Collaborate with...
For more information:
www.inmobi.com/insights
insights@inmobi.com
Thank You!
Female
Male
Mobile Phone
Online
(Desktop/ Laptop)
Tablet
Television
Print
(Magazine/ Newspaper)
Social MediaOutdoor
(Billb...
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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

  1. 1. UK Retail : Rising Role of Mobile for Modern Grocery Buyers Vertical Insights Retail Grocery August 2014
  2. 2. 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
  3. 3. 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
  4. 4. RESEARCH OBJECTIVES 2
  5. 5. 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?
  6. 6. Respondents recruited via InMobi mobile ad network in the UK Results targeted and weighted to be representative of UK mobile population Sample of n=505 UK mobile users on InMobi ad network On-device survey conducted over Decision Fuel mobile platform Research Methodology
  7. 7. MODERN GROCERY BUYERS PROFILE 2
  8. 8. Base: UK respondent; n = 505 95% of UK mobile users on InMobi’s network plan to buy groceries in the next 90 days
  9. 9. 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 86% 96% 97% 15 - 19 20 - 34 35+ % 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
  10. 10. 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 = 487 MGBs: Modern Grocery Buyers
  11. 11. 76% 53% 49% 34% 30% 18% 15% 14% Prices Store Locations Deals and Promotions Product Selection Customer Service Loyalty Programs Store Layout Product Availability Factors Modern Grocery Buyers Consider When Determining Where To Shop For Groceries Q) When determining which grocery store to shop at, what are the most important factors? (top 3 factors) Modern Grocery Buyers Are Digital Window Shoppers Base: UK MGBs, n = 487 MGBs: Modern Grocery Buyers
  12. 12. 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 = 487 MGBs: Modern Grocery Buyers 85% of Modern Grocery Buyers who are members take advantage of their rewards programs often or sometimes
  13. 13. THE ROLE OF MOBILE IN SHOPPING
  14. 14. Games Social media Weather News Entertainment Shopping Sports Finance 72% 61% 47% 42% 40% 36% 23% 9% !  Modern Grocery Buyers enjoy playing mobile games, browsing social media sites and apps, and checking the weather and news !  Engage grocery buyers through multiple mobile touch points Modern Grocery Buyers Are Embracing Mobile In Everyday Life Q) What type of applications or web content do you access regularly on your mobile? Base: UK MGBs, n = 306 MGBs: Modern Grocery Buyers
  15. 15. 60% 37% 24% 23% 23% 12% 8% Modern Grocery Buyers Mobile Surf For Grocery Purchases Maximize Brand Awareness: Mobile complements other media channels. Create dynamic cross-media campaigns that leverage multiple media sources Modern Grocery Buyers Research Information On Mobile After Seeing Ads On Other Media Channels Q) Have you searched for information about retail grocery stores or products on your mobile phone after seeing/hearing advertisements of the following types? Base: UK MGBs, n = 468 MGBs: Modern Grocery Buyers
  16. 16. 2 Out Of 3 Modern Grocery Buyers Use Mobile Specifically For Cost Savings & Smart Grocery Shopping Prices Promotions & Discounts Store Locations Loyalty Programs Product Info or Availability 46% 35% 28% 17% 14% Retail Grocery Information Modern Grocery Buyers Research On Mobile Q) Have you searched any of the following types of information related to retail grocery stores or products on your mobile device? Base: UK MGBs, n = 487 MGBs: Modern Grocery Buyers
  17. 17. 29% of Modern Grocery Buyers who use their mobile while shopping look for better prices elsewhere *note: numbers may not add up due to rounding ALWAYS 9% 12% 29% 19% OFTEN SOMETIMES RARELY Q) While shopping at retail grocery stores I use my mobile device… Q) While shopping at retail grocery stores, I use my mobile device to find better prices elsewhere. Frequency Of Modern Grocery Buyers In-Store Mobile Use 70% Of Modern Grocery Buyers Use Mobile While They Are Shopping Base: UK MGBs, n = 311 MGBs: Modern Grocery Buyers
  18. 18. 1 Out Of 3 Modern Grocery Buyers Have Downloaded An Official Retail Grocery Store App 61% of Modern Grocery Buyers who have downloaded a store app use it regularly or sometimes Q) Have you downloaded an official retail grocery store app? Base: UK MGBs, n = 300 MGBs: Modern Grocery Buyers
  19. 19. 55% of Modern Grocery Buyers who are aware of mobile discounts and offers use these promotions through their devices Leverage mobile to provide special deals to consumers. Target mobile coupon ads to consumers and include promotions within store mobile apps. 20% 19% 15% Frequently Sometimes At least once Modern Grocery Buyers Mobile Couponing Usage Q) Have you ever used a special promotion such as a discount or multi-buy offer through your mobile device? Base: UK MGBs, n = 487 MGBs: Modern Grocery Buyers
  20. 20. MOBILE AD EFFECTIVENESS 2
  21. 21. UK Consumers Are Highly Receptive To Mobile Ads
  22. 22. 62% of UK consumers are equally or more comfortable with mobile ads than online or TV ads Source: InMobi Mobile Media Consumption Wave 3 UK, February 2014
  23. 23. 91% Of UK Consumers Recall Seeing Ads On Mobile Devices 56% 49% 34% 25% 21% In an app On a search engine On a video website On a retailer website Other Source: InMobi Mobile Media Consumption Wave 3 UK, February 2014
  24. 24. Offer special deals or promotions. . . . Feature the latest products and prices. . . . Highlight tips and recipes. . . . Provide detailed product information. . . . Offer loyalty programs or rewards. . . . Showcase pictures, sounds or videos. . . . 64% 51% 27% 25% 20% 16% Q) Which of the following types of ads related to retail grocery stores would be most helpful to see on your mobile device? Base: UK MGBs, n = 487 MGBs: Modern Grocery Buyers Modern Grocery Buyers Prefer Mobile Ads That…
  25. 25. SUMMARY & RECOMMENDATIONS 2
  26. 26. !  Retail grocery buyers use mobile at all stages throughout the purchase process – during pre-shopping activities and while in stores to research store and product information, use store apps, and utilize mobile discounts !  Retail grocery buyers are highly receptive to mobile ads – they prefer ads that feature the latest products and prices Key Takeaways
  27. 27. Use Mobile to… Drive retail grocery buyers to your store Entice them to buy your products Keep them coming back
  28. 28. 1Create an immersive cross-media experience 2Identify target consumers on mobile 3Design dynamic and engaging creatives 4Generate brand awareness on mobile apps and sites consumers frequent 5Hyper-target campaigns using InMobi Ad Tracker 6Connect consumers directly with grocery stores 7Optimise campaigns to maximize ROI Pave The Path To Purchase
  29. 29. Create an immersive cross-media experience, leveraging the mobile media multiplier 99% of MGBs shop at grocery stores. Drive them into your store by utilizing multiple media sources. MGBs turn to more mobile for information about grocery stores and products after seeing ads on other channels. Understand who your target consumers are and what factors MGBs use to decide which grocery stores to shop at 3 out of 4 MGBs cite “price” as being the heaviest influencer of grocery store choice. Store location and promotions are also considered. Design dynamic and engaging mobile experiences that introduce consumers to new products, showcase product features, offer promotions, and connect them with nearby retail providers. DRIVE MGBs into YOUR STORES 1 2 3
  30. 30. OWN THE PATH TO PURCHASE 4 5 6 MGBs most frequent game, social media and weather applications. Generate brand awareness by targeting ads to these mobile properties and other sites they frequent. About 2 out of 3 MGBs use mobile while they are shopping in stores. They look for better prices elsewhere, access mobile coupons, and participate in loyalty rewards programs. Hyper- target campaigns based on user location and context. Connect consumers directly with nearby retail grocery stores. Include links to mobile sites or include map functionality directing buyers to nearby retail stores. Optimise campaigns using InMobi Ad Tracker and real-time reporting analytics to maximize ROI. Work with your dedicated and knowledgeable support team to realize your campaign’s full potential.7
  31. 31. Utilize InMobi’s range of product suites to target and engage Modern Grocery Buyers on mobile For more information, visit: http://www.inmobi.com/products/ Global Reach and Scale Behavioral Targeting Technical Targeting Frequency Capping Detailed Reports Real-time Analytics Benefit from:
  32. 32. Leverage InMobi’s world-class teams of expert professionals to propel your campaigns to the next level •  Collaborate with InMobi’s award-winning Creative Services team to design dynamic and engaging creatives •  Optimise your campaigns with InMobi’s dedicated and knowledgeable support team to realize your campaign’s full potential •  Gain deeper insight into the success of your campaigns with custom-tailored research by InMobi’s award-winning Global Insights Team
  33. 33. For more information: www.inmobi.com/insights insights@inmobi.com Thank You!
  34. 34. Female Male Mobile Phone Online (Desktop/ Laptop) Tablet Television Print (Magazine/ Newspaper) Social MediaOutdoor (Billboard/ Sign) ICON GLOSSARY

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