Lists, Deals Favored Grocery Shopping Use Cases for Smartphone Moms

Placed logoPlaced released a new report about smartphone moms and grocery store preferences. The findings come from its panel of more than 125,000 opted-in smartphone app users and roughly 5,000 survey responses.

Moms in the aggregate are highly bargain conscious, which makes sense. They heavily use smartphones, frequent discount retailers and look for coupons both before and during store visits.

Placed Grocery Store Visits Data

The chart above is the list of most popular grocers based on the Placed data. Note that premium-priced Whole Foods is at the bottom of the list. It’s more often shopped by single women than moms on a tighter budget.

Interestingly, Placed found some meaningful differences in behavior and shopping habits by ethnic group:

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In terms of specific smartphone usage, shopping lists were the most popular use case. That was followed by coupons searching and looking up recipes. The chart below reads like a set of feature recommendations for grocery store app developers.

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Placed reported that Moms were more likely to look for coupons prior to heading to the store (it thus recommends behavioral targeting, but this is also an email marketing recommendation). For those Moms looking for coupons in store, coupon sites and grocery store apps were preferred to CPG sites/apps.

Placed coupon usage

Placed found:

  • Moms were 11% more likely to access coupons on their smartphone prior to grocery shopping instead of while in store
  • Just 5% of smartphone couponing moms prefer to access CPG sites while in stores, with coupon and grocer websites preferences 5X larger

All of this makes sense and is relatively intuitive. What’s most interesting to me are the clear takeaways for app developers that emerge from this data.

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  1. Grocery Stores on Vanguard of Indoor Location Adoption | Internet2Go: Place-Based Marketing says at

    […] lists are the most common in-store smartphone use case in grocery stores. The second most common is seeking coupons (often from grocery store apps). […]

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