Digital Tools Support Shopping Plans

supermarketnews.com DATAPOINTS June 24, 2013 DIGITAL TOOLS SUPPORT SHOPPING PLANS Shoppers are increasingly using digital tools to research their grocery purchases before and during their trips to a store, according to a new survey of 570 consumers from KSC Kreate, Hollywood, Fla. Before going to the store, 36% of consumers research grocery purchases online, most often to find coupons, competitor pricing and recipe ideas. One in three grocery shoppers use a mobile device in-store to look up recipe ideas, coupons and other info. SOURCE: KSC Kreate Research Purchases Online Time Spent Coupons Top Online Searches Researching Online (Consumers ranked from 1 to 5, most searched for, to least searched for) Always Coupons 1.8 (in minutes) Less than 5......22.2% Competitor Pricing 2.4 33.1% 63.9% 5-10... 36.7% Recipe Ideas 2.5 Sometimes Never 11-20... .24.2% Nutritional Information 3.8 21-30 11.6% Recipe Videos 4.2 31-45. .3.9% 75% 75 More than 45.....1.4% 43.1% of shoppers make a list before going to a grocery store of shoppers watch recipe videos once every few months Mobile Devices Used In-Store 1.2% 1.7% Tablet Both 33.8% Mobile Phone 63.2% Recipe Ideas Top Mobile Searches Neither (Info most sought on mobile in-store) 76H% 37.0% 24.2% of shoppers purchase Online Recipes Are Most Used Source 19.4% 18.0% (Consumers ranked from 1 to 5, most used to least used in researching dishes/ingredients.) between one and Look Up Recipes Online 2.0 five items not on Look Through Pantry 2.3 their list Browse Through Cookbook. .2.7 Visit Food Blogs. 3.6 1.4% Watch Chef Videos Online. .4.2 "Grocery shoppers are online savvy, and it's important for brands to provide compelling content on the channels they are using." DIANA UDEL, executive producer, KSC Kreate suodnog Competitor seapi adıpay Product Photos or Videos Nutritional Information