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BizReport : Mobile Marketing : April 16, 2014


Shoppers don't care for social integration of mobile apps

What grocery shoppers want from a mobile application is very simple, according to new research from Catalina Marketing, and that's to remain relevant to the task at hand while saving them time and money.

by Helen Leggatt

Personalized digital media firm Catalina Marketing has released new research that reveals what grocery shoppers want from mobile apps. The findings highlight what shoppers armed with smartphones believe are the main attributes they seek in a mobile app and they are time and money saving features that make them smarter and more efficient shoppers.

The main take-out from the study is that shoppers want app features to remain relevant to the task at hand - and integrating social media was bottom of the list of those features.

By a large margin, respondents to Catalina's survey of 1,000 smartphone owners who are the main grocery buyers in a household, said that integrating mainstream social networking into a shopping app was less important than features such as digital coupons, real-time coupons, reminders of what's on shopping lists, and the ability to track spending.

The research also revealed that shoppers see grocery shopping as a largely private activity, and most respondents did not want their social networks to know where they were shopping or what they were buying.

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According to one survey respondent, "I'm not interested in sharing with the whole world what I am eating. If I did I would choose to post it myself and take pictures with my food like some people do. I don't see this app as contributing to the primary objective of a shopping app, which in my mind is to save money or make shopping easier."

Key findings from the study include:

- 45% use their smartphones frequently during shopping trips;

- 22% say they are not interested in using their phones while shopping;

- 54% of those surveyed can name two or more apps they use regularly for shopping.

"The data shows that a growing base of shoppers is looking for new and better tools to save them time and money and help them make better purchasing decisions," said Keith Anderson, vice president and senior analyst of RetailNet Group's Digital Advisory practice. "Retailers and brands that focus on the features shoppers find most helpful will improve their experiences, unlocking the potential for driving more impulse purchases, bigger baskets and greater loyalty."

Image via Shutterstock

Tags: mobile app, shopper trends, social media










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