Supermarket apps are new retail battleground

Mobile data platform Ogury has announced a new study which uses data analysis from mobile phones to show the increasing importance of mobile apps for UK supermarkets.

As expected, Ogury point out that there is a significant difference between the most engaging apps and websites. It says that M&S has the most engaging app, actively engaging with 56 per cent of its users. Aldi comes a close second with 55 per cent of user engagement. Asda comes third with 45 per cent of grocery shoppers with the app engaging with it actively; however the average session duration is higher than the top two products with an average time of 6.5 minutes per visit.

On the other hand, Tesco has the most engaging website. It engages 71% of UK online grocery shoppers – significantly higher than any of the other top UK supermarket websites. However, the Tesco app only engages 36% of its app owners, much less than the most popular supermarket apps.

“It’s clear that both low and high priced sellers are getting good traction online – on apps and on websites,” says Ogury. “M&S comes second after Tesco for website shopping, with 26% of online shoppers visiting M&S’s website for groceries, whilst M&S and Aldi – the two most used shopping apps – clearly represent the two ends of the spectrum (low and high priced goods).”

Photo Caption: Aldi has the second most popular supermarket app.

Photo Credit: Aldi

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