Smartphone and tablet ownership has grown rapidly among grocery shoppers since 2012, accroding to IGD ShopperVista data.

A total of 76% of grocery shoppers claim they own a smartphone today versus 47% in 2012.

There has also been a significant increase in claimed ownership of tablet devices, rising from 15% in 2012 to 52% in 2016.

It is not just one age group these devices appeal to, younger shoppers are more likely to own a smartphone, whereas older shoppers are more likely to own tablet devices.

Understanding the levels of technology adoption among your shoppers is vital for future engagement, to continually showcase brand credentials across multiple touchpoints.

Source: IGD ShopperVista, March 2016