Executive Briefings

Food for Thought: Millennials Especially Favor Apps for Grocery Shopping

Mobile app use for grocery shopping is growing quickly, particularly among millennials. Roughly 43 percent of shoppers in this group say they use some kind of mobile app to grocery shop, according to a recent Shopper STAT study by Progressive Grocer.

Food for Thought: Millennials Especially Favor Apps for Grocery Shopping

Grocery app users are more likely to be female by 5 percent and are more likely to have a bachelor's degree or higher compared to non-app users (38 percent vs. 31 percent). They are also more likely to be in a committed relationship.

App use is not relegated to a retailer's own, but includes third-party apps. Ibotta ranks high in popularity among survey participants who appreciated earning rewards for interacting with brands. Ibotta currently works with more than 150,000 U.S. stores and claims to have delivered more than $25m in cash rebates to shoppers.

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Grocery app users are more likely to be female by 5 percent and are more likely to have a bachelor's degree or higher compared to non-app users (38 percent vs. 31 percent). They are also more likely to be in a committed relationship.

App use is not relegated to a retailer's own, but includes third-party apps. Ibotta ranks high in popularity among survey participants who appreciated earning rewards for interacting with brands. Ibotta currently works with more than 150,000 U.S. stores and claims to have delivered more than $25m in cash rebates to shoppers.

Read Full Article

Food for Thought: Millennials Especially Favor Apps for Grocery Shopping