Smartphone penetration has surged over recent years, in particular since the launch of the Apple iPhone in 2007 and, even more so, since the start of 2009 when rival devices really started to take hold in the market and smartphone handset prices started to fall to mass market levels - with current penetration levels of smartphones sitting at 60%. Tablets are also becoming increasingly popular with technology lovers. 17.4mn tablets were activated worldwide on Christmas day 2012 – around five were sold every second at one retailer! According to new figures out at the start at January 2013, tablet revenue is quickly catching up to that of smartphones and is expected to overtake them in 2013. The UK app market is by far the biggest app market in Europe. It outnumbers its European neighbours in terms of revenue generated by app downloads and in-app advertisement as well as the sheer number of downloads and users. With well over 1million apps available from various app stores, we need to look at how they can be used to aid Food & Grocery retailing. This report will look at: -Current smartphone and tablet statistics (ownership and usage) -The app market in the UK and around the world -How shoppers find new apps -Apps currently available, and how many shoppers have them on their smartphone/tablet at this time in relation to UK grocery retailers, recipes, vouchers and shopping lists -See what features shoppers say they would like to have in a grocery shopping app

1. © Evolution Insights Ltd. All rights reserved
Shopping Apps 2013:
Retailers, Recipes, Lists & Vouchers
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

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
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About Evolution Insights
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.
© Evolution Insights Ltd. All rights reserved

3. Contents
© Evolution Insights Ltd. All rights reserved
Key Findings and Summary 5 Ownership of Retailer Apps, by Demographics 39
Ownership of Example Apps 40
Introduction to Smartphone Apps 8 Summary 44
Ownership of Smartphones 9
Usage of Smartphones 10 Apps: Shopping Lists 45
Ownership of Tablets 11 Examples of Current Apps 46
App Stores Current Figures 12 Ownership of Retailer Apps, by Demographics 47
The Current UK App Market 13 Ownership of Example Apps 48
Smartphone App Facts 14 Summary 51
Discovering New Apps 16
Relevance 17 Apps: Shoppers Ideas 52
Food & Grocery App Features 53
Apps: Grocery Shopping 18
Examples of Current Apps 19 Methodology 55
Ownership of Retailer Apps, by Demographics 20
Ownership of Example Apps 21 Glossary 58
Summary 27
Apps: Recipe Ideas 28
Examples of Current Apps 29
Ownership of Retailer Apps, by Demographics 30
Ownership of Example Apps 31
Summary 33
Apps: Digital Vouchers 34
Examples of Current Apps 35
Digital Redemption of Smartphone Vouchers 36
Benefits 37
Disadvantages and Issues 38

4. This Report…
All of the information provided is in relation to
primary household food & grocery shoppers
who own a smartphone!
© Evolution Insights Ltd. All rights reserved

5. 85
63
54
66
58
22
0
10
20
30
40
50
60
70
80
90
Majority of shoppers (85%) use their
smartphones for text messaging regularly.
Smartphones are regularly used for emails
(62.9%) but less than in 2011. Irregular use is
however more common now (25.4%)
compared to last year (13.5%).
Using the internet on a smartphone is
increasingly popular, 56.6% say they use it
regularly.
Just over half of shoppers (53.8%) say they
use social networking accounts on
smartphones regularly.
Almost half of shoppers (44.6%) say they
never use their smartphones for accessing
discount vouchers / coupons.
Majority of smartphone owners use their mobile device on internet-based activities regularly, such as reading and sending emails
and using the internet on their smartphone. Text messaging is however still used most regularly out of the activities listed.
Introduction: Usage of Smartphones
© Evolution Insights Ltd. All rights reserved
Which features shoppers use on their smartphones:
*graph taken from Digital Vouchers & Coupons 2012

6. Tablets are becoming increasingly popular with technology lovers. Here we can see that less than a third of smartphone
owners don’t either have or want a tablet.
Introduction: Ownership of Tablets
© Evolution Insights Ltd. All rights reserved
Ownership and usage of Tablets by
smartphone owners:
Dixons reported that on the
run up to Christmas 2012,
they sold 5 tablets per
second!
17.4mntablets were activated
worldwide on Christmas day 2012, that’s almost
two for every turkey roasted in the UK that day

7. Introduction: Discovering New Apps
© Evolution Insights Ltd. All rights reserved
How can I find out
about new apps
available?
31% hear
about apps
from the media
39% find out
about apps
from other
people
38% actively search for
new apps from the app
store on their smartphone
26% say they
don’t download
apps

8. There are still some issues regarding the digital redemption of vouchers and coupons.
Digital Vouchers: Disadvantages and Issues
© Evolution Insights Ltd. All rights reserved
Technology: Approximately half of shoppers
still don’t have smartphones which means that
using digital coupons alone isn’t profitable for
a retailer.
Know-how: Lack of knowledge
of how to redeem digital
vouchers
Awareness: Shoppers aren’t
necessarily aware of vouchers being
also digitally redeemable even if they
have the technology, i.e. a smartphone
required.
Data security: Shoppers may still feel
reluctant to give their personal details or
don’t feel like they benefit enough from the
trade off. Signing up with a voucher site or
registration on a retailer site may not seem
worth the effort.
Internet connection required: Network coverage
issues are possible when internet connection is
required for redemption of digital vouchers.
Technical issues:
Problems in scanning
vouchers can cause
delays and frustration

9. Shopping Lists: Ownership of Retailer Apps, by Demographics
© Evolution Insights Ltd. All rights reserved
7%
3%
6
9
4 4
0 0
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
Age
%
19%
5%4%
1%
2%
0%
2%
2%
3%
1%
2
2
5
8
D/E
C2
C1
A/B
SEG
5% of online shoppers that own a smartphone have a
shopping list app on their phone.
Here we can see how this splits over different groups…
%

10. Secondary and desk
research
Preliminary
quantitative survey
Focus groups
Main quantitative
survey
Insights
Evolution carried out a preliminary survey of
100 shoppers , to test questions for the main
survey.
Detailed secondary and desk research was
conducted to define the digital shopper
marketing landscape, macro drivers and
trends, scope and examples of initiatives to
date.
Initial insights gained were used to help
further design the main survey.
The main survey was completed by 1031 UK
adults who said they regularly shop for food
& grocery and own a smartphone.
Comprehensive and detailed assessment of
all the data received was then used to
discover insights.
Throughout this process, primary research
was supported by secondary research
drawing on Evolution’s proprietary
databases, national statistics, news and
industry resources.
Evolution’s consultants also maintain close
relationships with industry figures across
retailers and manufacturers.
Methodology
© Evolution Insights Ltd. All rights reserved
Evolution’s methodology

11. Detailed shopper insights were gained from
a survey of 1031 UK adults who say they
regularly shop for food and grocery and own
a smartphone. The samples were fully
representative of the UK population.
The survey contained 8 questions relating to
technology ownership and app usage &
awareness, – in addition to standard
demographic profiling questions.
The questions were designed to give
maximum insight into shoppers perspective
on their awareness, usage and appeal of
apps in food and grocery.
The survey was carried out online during
January 2013.
Methodology: quantitative survey
© Evolution Insights Ltd. All rights reserved
Themes including discovering new apps, disclosure of information, and creating an
ideal app
Ownership of Shopping List apps
Ownership of Voucher apps
Ownership of Recipe apps
Ownership of Retailer apps
Ownership and usage of technology
Demographic profiling
Topics of questions in quantitative survey

12. This presentation is a Sample
Extract. Full Report 60 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

13. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
© Evolution Insights Ltd. All rights reserved