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BizReport : Research archives : January 08, 2014

Study: Moms prefer national chains, not specialty shops

When it comes to feeding the family, moms are more likely to hit the local WalMart or Kroger than Whole Foods or Trader Joe's. That according to new data out from Placed; the data also shows most moms are flipping to smartphones while in-aisle to check lists and coupons.

by Kristina Knight

"Mothers are one of the most valuable consumer segments, with purchasing power and influence that exceeds any other demographic group," said David Shim, Founder and CEO, Placed. "With 4 in 5 mobile moms turning to their smartphones as a grocery shopping resource, CPG brands and retailers need to better understand the impact that mobile has on in-store visitation to reach this next generation of moms."

Some interesting findings from the "Moms in the Grocery Aisle" report include:

• 13% of US moms hit a Kroger in November, making it the most visited
• 6.5% visited Aldi, the second most visited grocery chain
• Moms were 26% less likely to shop Trader Joe's and 41% less likely to shop Whole Foods
• Safeway, Publix and Food Lion ranked in the Top 5 for mom-visits
• 29% of moms prefer using general coupon sites/apps on their mobile devices

Meanwhile, while in-store, moms were most likely to access their smartphones for shopping lists or accessing coupons. However, most moms also access mobile coupons pre-visit, so CPG brands may get a lift from behaviorally targeting mobile moms. Moms are also checking recipe sites and comparing prices while in-store.

Image via Shutterstock

Tags: ecommerce, mobile commerce, mobile marketing, mom trends, Placed

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  • Allison King

    I would think that the results of this survey would be highly dependent on where the respondents are located. This article gives so little information - was this a national survey? Also, Whole Foods and Trader Joes are both chains, not "specialty shops." Sure, they are regional chains, not really "national" chains. But because the article gives so little information, the figures aren't interesting. For example, it states the % of "U.S. moms" that went to Kroger. Then it states what % are "less likely" to shop Whole Foods. Was this directly comparing a national chain to a regional chain? How do they figure that some is "41% less likely to shop" at Whole Foods? What does that mean? I really didn't like this article, as you can tell.



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