The Digital Shopping report looks at how these technologies are being adopted by shoppers. Specifically, we will look at: Online grocery shopping (primarily on a smartphone): Who does it, when, why and how; Who doesn’t do it and why; What devices are used and how. Apps: Which retailer apps shoppers have and how often they use them Contactless payment: Awareness; Bank cards and mobile Wallets; Ownership and use; Drivers & barriers; Occasions of use Social media: How shoppers interact with retailers and brands on various social media platforms Smartphones: Awareness and usage of using smartphones for various grocery shopping related activities e.g. creating lists, scanning items and ‘checking out’

1. www.evolution-insights.com
Shoppers Usage of Smartphones
and Digital Devices
2013
Essential Shopper Insight into the use of
Digital Media & Mobile Commerce
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
1

2. • Evolution offer a range of products & services for
clients in the field of shopper research:-
• Off-the-shelf research
– Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
regular shopper research projects in
advance of publication, tailoring the
scope to suit your needs
• Bespoke Consulting
– As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
– helping to better inform and shape
any further research requirements.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Further information is available at our
website http://www.evolution-
insights.com
About Evolution Insights
2
As a leading publisher of shopper
research, we are ideally placed to
offer your business actionable
shopper insight.
Our research and analysis helps
clients develop targeted shopper
marketing initiatives designed to
influence shoppers at the point of
purchase.
We use a range of research
methodologies to discover genuine
insights. Our research incorporates
a broad spectrum of robust
qualitative and quantitative
research techniques.
www.evolution-insights.com

3. Contents
www.evolution-insights.com 3
Key findings and executive summary 6 Retailer Apps Ownership & Usage: Waitrose 34
Report Introduction 7 Retailer Apps Ownership & Usage: Morrisons, Aldi & MySupermarket 35
Key Findings and Executive Summary – Use of Smartphones
& Digital Devices
8 Driver & Barriers
Mobile Website vs. Mobile Apps
36
37
Key Findings and Executive Summary – Online (Mobile)
Shopping
9 Online (Mobile) Shopping: Summary 38
Social Media 39
Smartphones & Tablet Stats 10 Social Media in Action - Facebook 41
Smartphone/Tablet Stats – Introduction 11 Fans & Followers 42
PC/Laptop Ownership & Usage 12 Social Media in Action - Twitter 43
Tablet Ownership & Usage 13 Examples beyond Facebook & Twitter 44
Smartphone Ownership Year on Year 14 Platform Usage 45
Smartphone Ownership Demographics 15 Interaction with Retailers 46
Level of Smartphone Usage 16 Benefits of Interacting with Retailers 47
M-Commerce & T-Commerce Stats 17 Shoppers Sharing Content Online 48
Social Media Stats 18 Why Shoppers Follow Brands/Retailers 49
Smartphone & Tablets Summary 19 Why Shoppers Stop Following Brands/Retailers 50
Social Media - Summary 51
Online (Mobile) Shopping 20
Introduction 21 Contactless Payment 52
F&G Smartphone Penetration 22 Introduction 53
Drivers of Mobile Shopping 23 Who’s Ready to deploy NFC Payments 54
Location of Mobile Grocery Shops 24 NFC Worldwide Engagement 55
Platform Usage 25 Current Examples M&S 56
Reasons Shoppers Haven’t Conducted Mobile Shops
Shoppers Interest in Scanning Barcodes
Trends & Drivers
Examples of Current Apps
Retailer Apps Ownership & Usage
Retailer Apps Ownership & Usage: ASDA
Retailer Apps Ownership & Usage: Sainsbury
Retailer Apps Ownership & Usage: Ocado
26
27
28
29
30
31
32
33
NFC Payments & Retailers
What Shoppers Know About NFC Payments
Have Shoppers Used it? Is it of Interest?
Reasons Shoppers Haven't Used Contactless Payments
What Would Encourage Shoppers To Use Contactless Payments
Reasons for Usage
What Shoppers Bought Using Contactless Payments
NFC & Mobile Payments - Summary
57
58
59
60
61
62
63
64

4. Contents
www.evolution-insights.com 4
Digital Vouchers & Coupons 65 Using a Smartphone – Locating Items In-store 96
Digital Vouchers & Coupons – Introduction
The Latest Trends
66
68
Using a Smartphone – Checking Out Items
Other Smartphone Usage – Summary
97
99
Digital Vouchers & Coupons Around the World 69
Examples & Current Apps 70 Methodology 99
Why People Don’t Use Vouchers 71
Device Usage 72
Digital Vouchers – Shoppers Opinion 73
Frequency of Use 74
Shoppers Awareness 75
Digital Vouchers & Coupons – Summary 76
QR Codes 77
QR Code Usage - Demographics 79
Frequency of Use - Demographics 80
Barriers to Use 81
Reader App Ownership 82
QR Codes - Summary 83
Other Smartphone Usage 84
Receiving Marketing Messages 86
Using a Smartphone – Online Shopping 87
Using a Smartphone – Scanning Items 88
Using a Smartphone – Searching Recipes 89
Using a Smartphone – Vouchers & Coupons
Using a Smartphone – Loyalty Points
90
91
Using a Smartphone – Checking Points 92
Using a Smartphone – Redeeming Points 93
Using a Smartphone – Comparing Prices 94
Using a Smartphone – Creating Lists 95

5. This Report…
Please note…
All of the information provided is in relation to
primary household food & grocery shoppers
who own smartphones!!
www.evolution-insights.com 5

6. What This Report Will Include…
This report will:
www.evolution-insights.com 6
We examine the growth of social media and how shoppers
are using it to interact with brands and retailers.
We also look at shoppers preferred methods of receiving
marketing messages.
We look at the penetration of retailer apps along with new
technologies retailers are attempting to adopt to encourage
mobile engagement.
Give you an understanding of online digital shopping and
smartphone penetration. We look at who owns
smartphones and how shoppers use them.
Provide an overview of how new technology is affecting
smartphones and how shoppers use the devices at home
and in-store.
We reveal what activities smartphones are used for. We also
look at the pros and cons for using your smartphone to
conduct an online grocery shop.
Highlight issues and concerns with using smartphones for
online shopping and contactless payments.

7. Use regularly for an
increasing number
of tasks
It is interesting to understand the ownership and usage of other types of technology. Here we can see that the vast
majority of shoppers have a computer at home.
Smartphone/Tablet Stats: PC/Laptop Ownership & Usage
www.evolution-insights.com
Don’t own and not
considering
Only use for basic tasks
Use frequently
Don’t own but
would like
3%
7
Here’s last years
figures…
Ownership and usage of PC/Laptop:
1268
21
8

8. Smartphone ownership is seeing a steep increase year-on-year. We expect this trend to continue as tariffs become
cheaper and contracts come up for renewal.
Smartphone/Tablet Stats: Ownership of Smartphones – Year-on-year Change
www.evolution-insights.com 8
2010 2011 2012
Smartphone ownership: Year-on-year changes*
*who are primary food & grocery shoppers
2013
37% of
shoppers
own a
smart-
phone
47% of
shoppers
own a
smart-
phone
60% of
shoppers
own a
smart-
phone
67% of
shoppers
own a
smart-
phone

9. This presentation is a Sample
Extract. Full Report 102 Pages.
For Details on the full report please
contact dale.henry@evolution-
insights.com
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
SAMPLE EXTRACT