Placed report studies the use of smartphones when grocery shopping

Analytics company Placed has released its newest report, measuring the growing use of smartphones while shopping, specifically when used by US mothers. The report gathered data from over 5,000 women, and found that 80 percent of respondents now use their smartphones to conduct “grocery shopping activities.”

Over 45 percent of women say they use their smartphones for making shopping or reference lists before they enter the store, with “finding coupons” ranking a close second. While the majority of smartphone use happens before entering the store, many respondents said they compare prices, look up recipes or simply research products while in the grocery aisle.

According to the report, 11 percent more of mothers were likely to find coupons on their smartphones before entering the store, which Placed says should incentivize brands to create targeted mobile campaigns to attract these users.

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