Mobile app use for grocery shopping is growing quickly, particularly among millennials. Roughly 43 percent of shoppers in this group say they use some kind of mobile app to grocery shop, according to a recent Shopper STAT study by Progressive Grocer.
Grocery app users are more likely to be female by 5 percent and are more likely to have a bachelor's degree or higher compared to non-app users (38 percent vs. 31 percent). They are also more likely to be in a committed relationship.
App use is not relegated to a retailer's own, but includes third-party apps. Ibotta ranks high in popularity among survey participants who appreciated earning rewards for interacting with brands. Ibotta currently works with more than 150,000 U.S. stores and claims to have delivered more than $25 million in cash rebates to shoppers.
In-store price comparison and coupon hunting are among the most common activities by app users. Nearly 40% of consumers search for coupons using mobile apps, according to a study by RetailMeNot and Placed.
Retailers are investing heavily in mobile technology. Apps and integrated mobile services, including curbside pickup and home delivery, have been fueled by rapid adoption rates among millennials.
- see this Progressive Grocer story
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