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The Digital Shopping report looks at how these technologies are being adopted by shoppers. Specifically, we will look at: Online grocery shopping (primarily on a smartphone): Who does it, when, why and how; Who doesn’t do it and why; What devices are used and how. Apps: Which retailer apps shoppers have and how often they use them Contactless payment: Awareness; Bank cards and mobile Wallets; Ownership and use; Drivers & barriers; Occasions of use Social media: How shoppers interact with retailers and brands on various social media platforms Smartphones: Awareness and usage of using smartphones for various grocery shopping related activities e.g. creating lists, scanning items and ‘checking out’
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www.evolution-insights.com
Shoppers Usage of Smartphones and Digital Devices 2013 Essential Shopper Insight into the use of Digital Media & Mobile Commerce
Evolution Insights Ltd Prospect House
32 Sovereign Street Leeds
LS1 4BJ Tel: 0113 389 1038
http://www.evolution-insights.com
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• Evolution offer a range of products & services for clients in the field of shopper research:-
• Off-the-shelf research
– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery
• Insight Plus
– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs
• Bespoke Consulting
– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.
Further information is available at our website http://www.evolution-insights.com
About Evolution Insights
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As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.
Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.
We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
www.evolution-insights.com
Contents
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Key findings and executive summary 6 Retailer Apps Ownership & Usage: Waitrose 34
Report Introduction 7 Retailer Apps Ownership & Usage: Morrisons, Aldi & MySupermarket 35
Key Findings and Executive Summary – Use of Smartphones & Digital Devices
8 Driver & Barriers Mobile Website vs. Mobile Apps
36 37
Key Findings and Executive Summary – Online (Mobile) Shopping
9 Online (Mobile) Shopping: Summary 38
Social Media 39
Smartphones & Tablet Stats 10 Social Media in Action - Facebook 41
Smartphone/Tablet Stats – Introduction 11 Fans & Followers 42
PC/Laptop Ownership & Usage 12 Social Media in Action - Twitter 43
Tablet Ownership & Usage 13 Examples beyond Facebook & Twitter 44
Smartphone Ownership Year on Year 14 Platform Usage 45
Smartphone Ownership Demographics 15 Interaction with Retailers 46 Level of Smartphone Usage 16 Benefits of Interacting with Retailers 47 M-Commerce & T-Commerce Stats 17 Shoppers Sharing Content Online 48 Social Media Stats 18 Why Shoppers Follow Brands/Retailers 49 Smartphone & Tablets Summary 19 Why Shoppers Stop Following Brands/Retailers 50
Social Media - Summary 51
Online (Mobile) Shopping 20
Introduction 21 Contactless Payment 52
F&G Smartphone Penetration 22 Introduction 53
Drivers of Mobile Shopping 23 Who’s Ready to deploy NFC Payments 54
Location of Mobile Grocery Shops 24 NFC Worldwide Engagement 55
Platform Usage 25 Current Examples M&S 56
Reasons Shoppers Haven’t Conducted Mobile Shops Shoppers Interest in Scanning Barcodes Trends & Drivers Examples of Current Apps Retailer Apps Ownership & Usage Retailer Apps Ownership & Usage: ASDA Retailer Apps Ownership & Usage: Sainsbury Retailer Apps Ownership & Usage: Ocado
26 27 28 29 30 31 32 33
NFC Payments & Retailers What Shoppers Know About NFC Payments Have Shoppers Used it? Is it of Interest? Reasons Shoppers Haven't Used Contactless Payments What Would Encourage Shoppers To Use Contactless Payments Reasons for Usage What Shoppers Bought Using Contactless Payments NFC & Mobile Payments - Summary
57 58 59 60 61 62 63 64
Contents
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Digital Vouchers & Coupons 65 Using a Smartphone – Locating Items In-store 96 Digital Vouchers & Coupons – Introduction The Latest Trends
66 68
Using a Smartphone – Checking Out Items Other Smartphone Usage – Summary
97 99
Digital Vouchers & Coupons Around the World 69 Examples & Current Apps 70 Methodology 99 Why People Don’t Use Vouchers 71 Device Usage 72 Digital Vouchers – Shoppers Opinion 73 Frequency of Use 74 Shoppers Awareness 75
Digital Vouchers & Coupons – Summary
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QR Codes 77 QR Code Usage - Demographics 79 Frequency of Use - Demographics 80 Barriers to Use 81 Reader App Ownership 82 QR Codes - Summary 83
Other Smartphone Usage 84 Receiving Marketing Messages
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Using a Smartphone – Online Shopping 87 Using a Smartphone – Scanning Items 88 Using a Smartphone – Searching Recipes 89 Using a Smartphone – Vouchers & Coupons Using a Smartphone – Loyalty Points
90 91
Using a Smartphone – Checking Points 92 Using a Smartphone – Redeeming Points 93 Using a Smartphone – Comparing Prices 94 Using a Smartphone – Creating Lists 95
This Report…
Please note…
All of the information provided is in relation to primary household food & grocery shoppers who own smartphones!!
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What This Report Will Include…
This report will:
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We examine the growth of social media and how shoppers are using it to interact with brands and retailers.
We also look at shoppers preferred methods of receiving marketing messages.
We look at the penetration of retailer apps along with new technologies retailers are attempting to adopt to encourage
mobile engagement.
Give you an understanding of online digital shopping and smartphone penetration. We look at who owns
smartphones and how shoppers use them.
Provide an overview of how new technology is affecting smartphones and how shoppers use the devices at home
and in-store.
We reveal what activities smartphones are used for. We also look at the pros and cons for using your smartphone to
conduct an online grocery shop.
Highlight issues and concerns with using smartphones for online shopping and contactless payments.
Use regularly for an increasing number
of tasks
It is interesting to understand the ownership and usage of other types of technology. Here we can see that the vast majority of shoppers have a computer at home.
Smartphone/Tablet Stats: PC/Laptop Ownership & Usage
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Don’t own and not considering
Only use for basic tasks
Use frequently
Don’t own but would like
3%
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Here’s last years figures…
Ownership and usage of PC/Laptop:
1 2 68
21
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Smartphone ownership is seeing a steep increase year-on-year. We expect this trend to continue as tariffs become cheaper and contracts come up for renewal.
Smartphone/Tablet Stats: Ownership of Smartphones – Year-on-year Change
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2010 2011 2012
Smartphone ownership: Year-on-year changes*
*who are primary food & grocery shoppers
2013
37% of
shoppers own a smart-phone
47% of
shoppers own a smart-phone
60% of
shoppers own a smart-phone
67% of
shoppers own a smart-phone
This presentation is a Sample Extract. Full Report 102 Pages. For Details on the full report please contact [email protected]
Evolution Insights Ltd Prospect House
32 Sovereign Street Leeds
LS1 4BJ Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
SAMPLE EXTRACT
