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. UK Retail : Rising Role of Mobile for
Modern Grocery Buyers
Vertical Insights Retail Grocery
August 2014

2. 1. Research Objectives
2. Modern Grocery Buyer’s Profile
3. The Role of Mobile in Shopping
- Mobile media consumption
4. Mobile Ad Effectiveness
- Mobile ad preference
5. Summary & Recommendations
6. Appendix
Content

3. 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.
For more information visit:
www.inmobi.com/insights
About InMobi Vertical Insights

4. RESEARCH OBJECTIVES
2

5. Profile of grocery buyers on mobile
• Who are grocery buyers on mobile?
• What types of groceries are they purchasing?
• Where are they shopping?
• What factors do they consider when deciding where to
shop?
Mobile media consumption for grocery purchase
• What types of apps and mobile sites do they visit?
• How does mobile complement ads on other media
channels?
• What type of information are they consuming on
mobile?
• How do consumers use mobile to help them shop in
stores?
Receptiveness to mobile advertising
• How effective are mobile ads?
• How can advertisers optimise their ads to maximize
ROI?
• How can advertisers leverage discounts and promotions
on mobile devices?

6. Respondents recruited via InMobi mobile ad
network in the UK
Results targeted and weighted to be
representative of UK mobile population
Sample of n=505 UK mobile users on InMobi
ad network
On-device survey conducted over
Decision Fuel mobile platform
Research Methodology

7. MODERN GROCERY BUYERS PROFILE
2

8. Base: UK respondent; n = 505
95% of UK mobile users
on InMobi’s network
plan to buy groceries in
the next 90 days

9. are in the UK market to purchase
groceries within the next 90 days
92% of 99% ofand
MGBs: Modern Grocery Buyers are
mobile users who intend to purchase
groceries within the next 90 days
86%
96%
97%
15 - 19
20 - 34
35+
% of Age Group Who Are ‘Modern Grocery Buyers’
Base: UK male, n = 232; UK female, n = 245
Base: UK ages (15 – 19), n = 46; UK ages (20 – 34), n = 171; UK ages (35+), n = 250
Modern Grocery Buyers’
Average Monthly Income
£3406

10. Frozen Food
74%
Household
Products
Fresh Groceries
86%
Pet Food or
Accessories
36%
Baked goods
72% Baby Formula
and Food
10%
70%
Packaged or
Canned Food
66%
Q) Which of the following types of items do you shop for regularly?
What Types Of Groceries Are Modern Grocery Buyers
Shopping For ?
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers

11. 76%
53%
49%
34%
30%
18%
15% 14%
Prices Store
Locations
Deals and
Promotions
Product
Selection
Customer
Service
Loyalty
Programs
Store
Layout
Product
Availability
Factors Modern Grocery Buyers Consider When Determining
Where To Shop For Groceries
Q) When determining which grocery store to shop at, what are the most important factors? (top 3 factors)
Modern Grocery Buyers Are Digital Window Shoppers
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers

12. 72% of
Modern Grocery
Buyers who have
heard of retail grocery
store loyalty programs
are members
Q) Are you a member of a rewards card or loyalty scheme at a major retail store?
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers
85% of
Modern Grocery
Buyers who are
members take
advantage of their
rewards programs
often or sometimes

13. THE ROLE OF MOBILE IN SHOPPING

14. Games Social media Weather News Entertainment Shopping Sports Finance
72% 61% 47% 42% 40% 36% 23% 9%
! Modern Grocery Buyers enjoy playing
mobile games, browsing social media sites
and apps, and checking the weather and
news
! Engage grocery buyers through multiple
mobile touch points
Modern Grocery Buyers Are Embracing Mobile In Everyday Life
Q) What type of applications or web content do you access regularly on your mobile?
Base: UK MGBs, n = 306
MGBs: Modern Grocery Buyers

15. 60%
37%
24%
23%
23%
12%
8%
Modern Grocery Buyers Mobile Surf For Grocery Purchases
Maximize Brand Awareness: Mobile
complements other media channels.
Create dynamic cross-media campaigns
that leverage multiple media sources
Modern Grocery Buyers Research Information On Mobile After
Seeing Ads On Other Media Channels
Q) Have you searched for information about retail grocery stores or products on your mobile phone
after seeing/hearing advertisements of the following types?
Base: UK MGBs, n = 468
MGBs: Modern Grocery Buyers

16. 2 Out Of 3 Modern Grocery Buyers Use Mobile Specifically
For Cost Savings & Smart Grocery Shopping
Prices
Promotions
& Discounts
Store
Locations
Loyalty
Programs
Product Info
or Availability
46% 35% 28% 17% 14%
Retail Grocery Information Modern Grocery Buyers Research On Mobile
Q) Have you searched any of the following types of information related to retail grocery stores or products
on your mobile device?
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers

17. 29% of Modern Grocery Buyers who use their mobile
while shopping look for better prices elsewhere
*note: numbers may not add up due to rounding
ALWAYS 9% 12%
29% 19%
OFTEN
SOMETIMES RARELY
Q) While shopping at retail grocery stores I use my mobile device…
Q) While shopping at retail grocery stores, I use my mobile device to
find better prices elsewhere.
Frequency Of Modern Grocery Buyers
In-Store Mobile Use
70% Of Modern Grocery Buyers Use Mobile While They Are
Shopping
Base: UK MGBs, n = 311
MGBs: Modern Grocery Buyers

18. 1 Out Of 3 Modern Grocery Buyers Have
Downloaded An Official Retail Grocery Store App
61% of Modern Grocery Buyers
who have downloaded a store app
use it regularly or sometimes
Q) Have you downloaded an official retail grocery store app?
Base: UK MGBs, n = 300
MGBs: Modern Grocery Buyers

19. 55% of Modern Grocery Buyers who are
aware of mobile discounts and offers use
these promotions through their devices
Leverage mobile to provide special
deals to consumers. Target mobile
coupon ads to consumers and
include promotions within store
mobile apps.
20%
19%
15%
Frequently
Sometimes
At least once
Modern Grocery Buyers
Mobile Couponing Usage
Q) Have you ever used a special promotion such as a
discount or multi-buy offer through your mobile device?
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers

20. MOBILE AD EFFECTIVENESS
2

21. UK Consumers Are Highly Receptive To
Mobile Ads

22. 62%
of UK consumers
are equally or
more
comfortable with
mobile ads than
online or TV ads
Source: InMobi Mobile Media Consumption Wave 3 UK, February 2014

23. 91% Of UK Consumers Recall
Seeing Ads On Mobile Devices
56%
49%
34%
25%
21%
In an app
On a search engine
On a video website
On a retailer website
Other
Source: InMobi Mobile Media Consumption Wave 3 UK, February 2014

24. Offer special deals or promotions. . . .
Feature the latest products and prices. . . .
Highlight tips and recipes. . . .
Provide detailed product information. . . .
Offer loyalty programs or rewards. . . .
Showcase pictures, sounds or videos. . . .
64%
51%
27%
25%
20%
16%
Q) Which of the following types of ads related to retail grocery stores would be most helpful to see on your mobile device?
Base: UK MGBs, n = 487
MGBs: Modern Grocery Buyers
Modern Grocery Buyers Prefer Mobile Ads That…

25. SUMMARY & RECOMMENDATIONS
2

26. ! Retail grocery buyers use mobile at all
stages throughout the purchase
process – during pre-shopping activities
and while in stores to research store and
product information, use store apps, and
utilize mobile discounts
! Retail grocery buyers are highly
receptive to mobile ads – they prefer
ads that feature the latest products and
prices
Key Takeaways

27. Use Mobile to…
Drive retail grocery buyers to
your store
Entice them to buy your
products
Keep them coming back

28. 1Create an immersive
cross-media experience
2Identify target
consumers on mobile
3Design dynamic and
engaging creatives
4Generate brand awareness
on mobile apps and sites
consumers frequent
5Hyper-target campaigns
using InMobi Ad Tracker
6Connect consumers
directly with grocery stores
7Optimise campaigns
to maximize ROI
Pave The Path To Purchase

29. Create an immersive cross-media experience,
leveraging the mobile media multiplier
99% of MGBs shop at grocery stores. Drive them
into your store by utilizing multiple media
sources. MGBs turn to more mobile for
information about grocery stores and products
after seeing ads on other channels.
Understand who your target consumers are and
what factors MGBs use to decide which grocery
stores to shop at
3 out of 4 MGBs cite “price” as being the heaviest
influencer of grocery store choice. Store location
and promotions are also considered.
Design dynamic and engaging mobile experiences
that introduce consumers to new products,
showcase product features, offer promotions, and
connect them with nearby retail providers.
DRIVE MGBs into YOUR STORES
1
2
3

30. OWN THE PATH TO PURCHASE
4
5
6
MGBs most frequent game, social media and
weather applications. Generate brand awareness
by targeting ads to these mobile properties and
other sites they frequent.
About 2 out of 3 MGBs use mobile while they are
shopping in stores. They look for better prices
elsewhere, access mobile coupons, and
participate in loyalty rewards programs. Hyper-
target campaigns based on user location and
context.
Connect consumers directly with nearby retail
grocery stores. Include links to mobile sites or
include map functionality directing buyers to
nearby retail stores.
Optimise campaigns using InMobi Ad Tracker and
real-time reporting analytics to maximize ROI.
Work with your dedicated and knowledgeable
support team to realize your campaign’s full
potential.7

31. Utilize InMobi’s range of product suites to target
and engage Modern Grocery Buyers on mobile
For more information, visit:
http://www.inmobi.com/products/
Global Reach and Scale
Behavioral Targeting
Technical Targeting
Frequency Capping
Detailed Reports
Real-time Analytics
Benefit from:

32. Leverage InMobi’s world-class teams of
expert professionals to propel your
campaigns to the next level
• Collaborate with InMobi’s award-winning
Creative Services team to design dynamic
and engaging creatives
• Optimise your campaigns with InMobi’s
dedicated and knowledgeable support team
to realize your campaign’s full potential
• Gain deeper insight into the success of your
campaigns with custom-tailored research by
InMobi’s award-winning Global Insights
Team

33. For more information:
www.inmobi.com/insights
insights@inmobi.com
Thank You!

34. Female
Male
Mobile Phone
Online
(Desktop/ Laptop)
Tablet
Television
Print
(Magazine/ Newspaper)
Social MediaOutdoor
(Billboard/ Sign)
ICON GLOSSARY