Mapping the Grocery Shopper's Mobile Path-to-Purchase

What you get

• 25+ charts in PowerPoint and Keynote format that you can edit
  
• 40+ pages of data driven in-depth analysis in Word & PDF format
  

About the report

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.

Table of Contents

Introduction

List of charts

Who are mobile grocery shoppers?

• Smartphones drive online grocery shopping trend
  
• Mobile grocery shoppers are young, urban and affluent consumers
  
• Millennials and generation z drive home delivery of grocery
  

What’s in the mobile grocery shopper’s basket?

• The mobile food basket includes both fresh, frozen and more
  
• Mobile shoppers buy household supplies in bulk to stock up and save
  

What mobile apps do grocery shoppers prefer to use?

• Mobile grocery shoppers prefer apps to mobile browser
  
• Retailer apps are the most popular grocery shopping app
  
• Consumers want app features that improve pre-purchase experience
  

How do grocery shoppers use mobile in their path-to-purchase?

The Awareness Stage

• Shoppers use mobile to collect information during awareness stage
  
• Retailers can engage shoppers via ads, websites and loyalty programs
  

The Influence Stage

• Shoppers use mobile for coupons and list management in influence stage
  
• Shoppers use emails and apps to manage mobile coupons
  
• Shoppers prefer using mobile devices to create shopping lists
  

The Conversion Stage

• Shoppers use mobile in-store to review and finalize purchase decisions
  
• Millennials and moms drive in-store mobile usage in conversion stage
  
• Millennials and moms most likely to engage with retailer post-purchase
  

How do mobile coupons impact shopper path-to-purchase?

• Gen X women lead mobile coupon use food, beverage & household
  
• Mobile coupon users shop more often and spend more per basket
  
• Mobile coupons add value at all stages in the path-to-purchase
  
• Mobile coupon users create word of mouth online and offline
  
• Coupon users want better discovery, storage & redemption experience
  

How do mobile ads impact shopper path-to-purchase?

• Viewing mobile ads can motivate grocery shoppers to visit stores
  
• Mobile ads drive purchase for food and personal care products
  
• Mobile ads influence generation x women shoppers the most
  

List of Charts

• US consumer online grocery shoppers by device type
  
• US consumer mobile grocery shoppers by demographic
  
• US grocery shopper mobile shopping methods by demographic
  
• US mobile grocery basket for regular usage food items
  
• US mobile grocery basket for trial usage food items
  
• US mobile grocery basket for stocking up non-food items
  
• US mobile grocery basket for bulk value purchase
  
• US consumer grocery shopping app download trend
  
• US mobile grocery shopping app users by demographic
  
• US consumer most popular types of grocery apps by usage
  
• US consumer most valued grocery app feature
  
• US grocery shopper mobile usage - Awareness Stage
  
• US shoppers’ retailer related mobile activity - Awareness Stage
  
• US grocery shopper mobile usage - Influence Stage
  
• US consumer coupon saving behavior - Influence Stage
  
• US consumer shopping list behavior - Influence Stage
  
• US grocery shopper mobile usage - Conversion Stage
  
• US grocery shopper in-store mobile usage - Conversion Stage
  
• US grocery shopper post purchase mobile usage while in store
  
• US grocery shopper mobile coupon redemption trends
  
• US shopper metrics comparison for mobile coupon users
  
• US consumer mobile coupon attitude and behavior
  
• US mobile coupon user word of mouth behavior post purchase
  
• US consumer mobile coupon improvement demands
  
• US consumer lift in store visit as a result of mobile ads
  
• US consumer products purchased as a result of mobile ads
  
• US consumer mobile ad driven grocery shoppers by category