Readers are big digital shoppers

Newspaper readers are moving seamlessly towards online grocery shopping.

Web-based shopping continues to grow quickly with two out of five consumers spending money online in the past month.

Grocery shopping online is booming, according to emma data.

The numbers of customers purchasing food from either the Woolworths or Coles sites has shown steady quarterly growth as 28,000 more shoppers went online between Q3 and Q4 of 2013.

This coincides with customers becoming increasingly comfortable with making purchases on their smartphones.

Woolworths has responded to this emerging trend by producing a smartphone app, while Coles has invested more resources into its Click and Collect service.

Some 55% of the newspaper mobile audience who own a smartphone have shopped online in the last month, according to emma. This is 10 per cent more than smartphone owners as a whole.

More than a third (35%) of the newspaper mobile audience is comfortable using smartphones to pay for items in-store, showing a higher propensity than smartphone owners in general (27%).

A report – “The Future Shopper” by Kantar Retail – identifies location-based shopping as another key retail trend. It finds shoppers are becoming more willing to allow their phone to share their location in exchange for perks such as mobile coupons.

The newspaper media audience is also receptive to location based promotional activity.

Some 40 per cent use location-based services compared to 31% of all smartphone owners, and this makes them an ideal target for real-time advertising while they shop.

Read more about how “Mobile Keeps Shoppers Moving” here.

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