Mobile is making inroads in grocery

Shoppers are increasingly using mobile devices before and during grocery shopping trips, and mobile messaging is proving to impact purchases.

Mobile use is the greatest during the planning stages of the shopping trip, with 86 percent of shoppers now using devices before heading to the store, according to a new report from NinthDecimal. According to the report, 59 percent of consumers use their mobile devices for their shopping list, and 69 percent prefer to use mobile devices to find, save and redeem coupons—a 25 percent increase from 2013.

But mobile's influence extends into the aisles, as 59 percent of shoppers now use a device while in stores, where favorite activities include reviewing shopping lists (42 percent), searching for promotions or discounts (37 percent) and browsing recipes (35 percent).

The two most active groups, moms and millennials, over index in these in-store engagements with more than 50 percent reviewing shopping lists and 67 percent of moms searching for discounts or promotions. In addition, 69 percent of shoppers redeemed coupons via their mobile device, and 58 percent of consumers reported downloading a grocery store app–a 16 percent increase over 2013.

Coupons or other forms of mobile discounts are among the most popular reasons for mobile shoppers to access apps or other accounts, but retailers can't rule out other forms of activity. Engagement and activity is changing at a rapid rate, as evidenced by both the NinthDecimal survey and a recent report by Cisco that found a whopping 55 percent of shoppers said they will use a retailer's app for or while shopping and 34 percent claimed to use a third-party app for the same.

And grocery chains are implementing mobile technology in droves, with many retailers adding in-store beacon networks. Marsh Supermarkets is even prepping to be one of the first retailers to implement an Apple Watch-ready beacon rollout across all of the chain's 63 stores this spring.

For more:
-See this NinthDecimal report

Related stories:
Mobile app use jumps, 55% use retail apps in-store
Grocery delivery special report : The future of food retailing
Mobile shopping revenue still rising, but in-store is a mixed bag
How to plan for explosive and unpredictable mobile commerce growth
Mobile growing three times faster than e-commerce

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