usamp - supermarket shoppers profile via mobile
TRANSCRIPT
©2014 uSamp All Rights Reserved
What we did
• Ran a “take anywhere” mobile survey to understand to understand supermarket preferences and shopping habits.
• Ran a geofenced (geofencing all supermarkets in the UK) to ensure mobile panelists complete surveys inside the supermarkets.
©2014 uSamp All Rights Reserved
Results
• Within four to five days, 1010 “take anywhere” surveys were completed and 150 geofenced in-store surveys were completed.
• The stores at which respondents indicated they shop most often roughly parallel the UK grocery store market share numbers.
©2014 uSamp All Rights Reserved
4
Stores shopped
Take Anywhere GeofencedShop Most Often Shopped P30
DaysStore Shopped UK Market
Share*
35% 73% 35% 29.8
21% 53% 7% 17.5
16% 52% 10% 17.7
9% 38% 9% 11.5
7% 30% 4% 3.9
4% 39% 14% 6.3
3% 23% 1% 3.0
3% 16% 7% 4.8
* Source: Wikipedia
• The stores in which respondents indicated they shopped most often align fairly closely to market share estimates in the UK. The panel is representative of the marketplace.
• Though the stores at which the geofenced survey was completed vary slightly from the most often shopped stores, it should be noted that 1/3 of the geofenced survey respondents indicated that they were not in the store they shop most often.
For further information on the Supermarket Shopper Profiling Survey, please contact:
Ezekiel TaiwoAccount Director, End Client [email protected] 400 3528
5