Evolution Insights

Shopper interest in mobile marketing set to reach tipping point in food and grocery

Press Release   •   Nov 08, 2010 20:18 GMT

In a survey of 1,319 UK shoppers Evolution found that 37.4% of mobile phone owners find the idea of adding items to a shopping list on their mobile by scanning items with their mobile phone appealing.   And when looking only at shoppers that own a smartphone like an iPhone the proportion rises to over 50%.

While many might assume that interest in such technology would be confined only to so-called Generation Y – the tech-savvy age group in their late teens and early twenties – Evolution’s research finds that appeal among 25-44 year olds is already high (over 40%) and around one-third of 45-54 year olds say that the concept appeals to them.  Crucially the research suggests it is not necessarily age which is the major barrier but the current lack of smartphone ownership.  “As shoppers increasingly abandon their ageing mobile phone handsets in favour of new smartphones, we expect the appeal of these technologies will really start to take off.  We know from our research that once shoppers start using smartphones they are keen to find new apps and new ways to use their phones” commented Alastair Lockhart, lead analyst at Evolution Insights.

“This presents unprecedented opportunities for retailers and manufacturers alike.  For the first time marketers can target shoppers directly with relevant promotions and product suggestions as shoppers add items to their virtual shopping lists or online baskets”, Lockhart adds.

The research evaluated shopper interest of many digital shopper marketing initiatives spanning everything from using a PC to compare food prices to using a smartphone as a substitute for traditional loyalty cards.  Full findings are presented in Evolution Insight’s latest publication Digital Shopper Marketing 2010.

Evolution Insights is a research led consultancy specialising in shopper marketing. We deliver original research, analysis and insight into shopper motivations and behaviour for manufacturers, retailers and agencies.

At Evolution Insights we balance first rate shopper research with creative flair, intellectual rigor and the latest in industry perspectives from leading retailers and manufacturers.

Our 360 degree outlook ideally places us to help your organisation leverage the evolution in shopper marketing.