Grocery searches soar across mobile devices

Shoppers searched for groceries on their smartphones 11% more in Q3 2016 compared to the previous quarter, according to Google and the British Retail Consortium (BRC).

Figures indicated that online search volumes for groceries have risen by 29% compared to last year.

The BRC believed that the rise in smartphones, combined with good weather, has contributed to the increase in mobile traffic.

Helen Dickinson, BRC chief executive, said: “Holidays, summer sun and sporting success put consumers in the mood for eating and drinking.

“There were no surprises that barbecues, meat and poultry were the most popular categories searched for on smartphones over the summer months, although Prosecco and coconut oil proved to be the most popular search terms. This quarter also underlined the rapid rise of smartphones as the device of choice for online searching, being a popular choice for consumers searching for all things food and drink.”

Supermarkets are leaning towards the online market after Tesco announced that it would launch a mobile payment service at the end of the year.

Google retail director Martijn Bertisen, said: “Again, we’re seeing a steady growth in the food and groceries category driven by smartphone penetration. With almost everyone carrying a supercomputer in their pocket, we can see an even distribution of searches from mobile across the UK. This means the industry can tap into a more immediate and rich dataset of intention and adjust their mobile strategies to respond to an ever-connected consumer.”

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