InMobi Vertical Insights series helps brand advertisers understand how consumers use mobile media to research and shop for products and services, and how mobile complements other channels throughout the purchase process.

1. Insights
RISING ROLE OF MOBILE FOR
MODERN GROCERY BUYERS
Modern Grocery Buyers - 95% of mobile users in the UK intend to
Age Group
Gender
99%
Women
92%
Men
purchase groceries in next 90 days
18%
49% Loyalty
34%
76% 20.1
Prices
74%
72%
Promotions and
Discounts
86%
Fresh Groceries
Store Location
35+ 20-34 15-19
97% 96% 86%
Male n = 232 Female n = 245
What Are Modern Grocery Buyers Shopping For ?
70%
30%
Product Info
or Availability
66%
36%
Loyalty
Programme
46%
35%
28%
17%
14%
60%
Latest
products
and prices
29%
19% 12% 9%
34%
Special
deals or
promotions
2 out of 3
Modern grocery
buyers use
mobile specifically
for cost savings
& smart shopping
RARELY OFTEN ALWAYS
31%
Detailed
product
information
27%
Showcase
pictures
and videos
27%
Highlight
tips and
recipies
14%
Loyalty
programme
ot rewards
What Drives Modern Grocery Buyers To Stores
Modern Grocery Buyers Are Heavy In-Store Mobile Surfers
70% of grocery buyers use mobile while they
are shopping in retail grocery stores
SPECIAL
OFFER
What Do Modern Grocery Buyers Surf For On Mobile
Mobile Ads That Modern Grocery Buyers Prefer
Frozen Food
Baked Goods
Household Products
Packaged or Canned Food
Pet Food and Accesorries
20.1
Deals and
Promotions
Programme
Customer
Service
Prices
53%
Sale
1234 6666 88
PAY HERE
Product Selection
Store
Location
SOMETIMES
VERTICAL INSIGHTS : RETAIL GROCERY
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Average
Monthy
Income
3406