Seventy-eight percent of European shoppers believe Internet, mobile technology could improve their food shopping experience; 69% of smartphone or tablet owners say they would like promotions sent to their devices based on items they would like to buy

LONDON , May 9, 2012 (press release) – Eight out of ten (78% of) European shoppers believe internet and mobile technology could improve their food shopping experience in the future, according to new research published today (Wednesday) by IGD.

The Spanish and French are the most keen on digital innovations and while the Germans and Dutch are less convinced, they still regard it as important:

Source: IGD ShopperVista, 'The Connected Shopper', Base: All main shoppers with internet access

Joanne Denney-Finch, chief executive, IGD, said: “Technology is increasingly shaping how Europeans do their food shopping.

“They will expect more personalisation, with promotions and deals adapted to their individual needs. Seven out of ten (69% of) European shoppers, who own a smartphone or tablet, told us they would like promotions sent to their mobiles based on the items they tend to buy. They would prefer this personalisation, even if it means fewer promotions overall.

“But as European markets are at different stages in their use of internet and mobile technologies, food companies need to create specific digital strategies for the different countries they operate in and types of consumers. Nine in ten (94% of) Dutch shoppers, for example, have internet access compared to 64% of those in Spain.

“Technology is moving fast and while it is important not to be left behind, firms need to focus on the digital areas that shoppers want: helping them secure the best value and making their shopping quicker and easier.”

ENDS

Notes to editors:

For purposes of this research IGD’s ShopperVista only sampled shoppers with internet access (whether through a PC, tablet or smartphone)
Between 1 and 16 March 2012, IGD ShopperVista conducted the following interviews across six European countries:
1,013 interviews in Britain
1,019 interviews in France
1,014 interviews in Germany
1,002 interviews in the Netherlands
1,008 interviews in Spain
1,003 interview in Sweden
IGD ShopperVista talks to shoppers to provide insight on their attitudes, motivators and barriers to food and grocery shopping, and what they expect to be doing in the future
The internet usage figures in Holland and Spain are from Eurostat data (2011)

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