Grocery shoppers are turning to smartphones ahead of tablets in the shift towards mobile technology, according to data collected by the BRC and Google in the second quarter of 2014.

Smartphones lead the way in online grocery retail searches

Grocery searches on smartphones were up 94% by volume compared with 28% growth on tablets.

Smartphone searches for ‘organic and natural foods’ outpaced all other grocery categories for the second quarter. ‘Special & restricted diet foods’, ‘meat & poultry’ and ‘French cuisine’ were the three fastest growing categories on tablet devices.

Read more about the findings here.