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One-Third of Shoppers Use Mobile in Stores: Study

HOLLYWOOD, Fla.— One in three grocery shoppers use a mobile device while in a store to look up recipe ideas, coupons, nutritional information or competitor pricing, according to a new study from KSC Kreate, a creative production studio specializing in visual content.

The 2013 Grocery Shopping Habits study is based on a survey of more than 570 consumers on grocery shopping behaviors and preferences.

Before going to the store, 36% of surveyed consumers research grocery purchases online, most often to search for coupons, competitor pricing and recipe ideas. In addition, more than half (52%) of consumers have visited a grocer’s web or mobile site, and the most popular destination is the “recipe and meals” section.

“Grocery shoppers are online savvy and it’s important for brands to provide compelling content on the channels they are using,” said Diana Udel, executive producer at KSC Kreate, in a statement. 

“We found that online recipe and meal sections are very popular among consumers and play a big role in purchasing decisions,” added Udel. “Grocers, consumer packaged goods companies and private label brand owners should be highlighting their products across channels with exceptional content and branded recipes.”   

In other findings:

  • Three out of four consumers make a list before going to the grocery store, and 61% spend five to 20 minutes researching and making their lists.
  • Even though most consumers make a list before going to the store, they rarely stick to it – 76% buy an average of one to five extra items that are not on their original list each shopping trip. Most often this is because a product is on sale, they forgot to put it on their list or because they decide they want the product while they are at the store.
  • Only 13% of respondents make purchases at the grocery store because of loyalty to a brand.


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