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. What’s more, the report showed that nearly 20 percent of mothers do not use their smartphones for grocery shopping activities, giving more opportunities to businesses and grocery stores to sway their attention with a new app, new email offers, and more.

A recent study from Adroit Digital showed the success of mobile coupons and deals, with 91 percent of respondents saying they would be likely to spend more than they had initially planned when a store offered deals or discounts on products.

“Mothers are one of the most valuable consumer segments, with purchasing power and influence that exceeds any other demographic group,” said David Shim, Founder and CEO at Placed. “With 4 in 5 mobile moms turning to their smartphone as a grocery shopping resource, [consumer packaged goods] brands and retailers need to better understand the impact that mobile has on in-store visitation to reach this next generation of moms.”