Mobile and Social Grab Spots in Moms' Grocery Carts - eMarketer

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Mobile and Social Grab Spots in Moms' Grocery Carts

Female smartphone owners use their devices more for grocery shopping than they did a year ago

February 14, 2013

Mobile food apps and social platforms like Pinterest are affecting mealtime more than ever before. According to a December study of female smartphone owners surveyed by from among the and Meredith Digital community, not only are women consulting their devices while in grocery stores, they are also turning to them for inspiration on what to buy.

Nearly half of respondents reported using their smartphone more often while grocery shopping, and of those, 47% said they were doing so because apps were easy and quick to use in-store. Moreover, 36% said they sometimes used mobile apps to help decide what items to purchase for a meal.

Reasons that US Female Smartphone Owners Are Using Their Device More Often* While Grocery Shopping, Dec 2012 (% of respondents)

For meal inspiration and menu planning, female grocery shoppers are also consulting social sites like Pinterest before even leaving for the store.

Among those surveyed who used Pinterest, three-quarters said they had tried new dishes inspired by what they had seen on the lifestyle-focused social network.

And Pinterest is becoming a bigger part of everyday life for female internet users. Thirty percent of those surveyed from the entire and Meredith pool reported using Pinterest at least once a week.

Ways that Pinterest Has Inspired US Female Pinterest Users, Dec 2012 (% of respondents)

Although Pinterest may be getting more popular, a September study by Fleishman-Hillard and The Motherhood Inc. indicated that websites were still king in terms of recipe sources US mom internet users accessed. However, Pinterest was not far behind. Seventy-eight percent of US mom internet users surveyed who looked for recipes online or off went to websites vs. 66% who said they’d used Pinterest.

Top Recipe Sources Among US Mom Internet Users, Sep 2012 (% of respondents)

These mobile and social tools may present new opportunities for food and CPG marketers looking to reach moms during their shopping excursions. Not only are moms showing they are open to new meal ideas, they are often making decisions while using their smartphones in the shopping aisle.

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Check out today’s other articles, “Small Businesses Bet Bigger on Content Marketing” and “YouTube Launches Local Sites in Select Nordic Countries.”


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