It's not surprising that both Americans and Europeans show little desire to shop for groceries directly on their mobile devices. Remote food shopping has been a tough sell for the past 15 years on the Internet. But a new survey of both markets by Symphony EYC reveals that there is a substantial desire for mobile services around grocery shopping.
Only 5.6% of Americans and 8.7% of Europeans say they have actually purchased groceries on a mobile device. But almost everyone seems enthusiastic about the prospect of using the device while in the store. Among the 1000 U.S. grocery shoppers surveyed and over 3000 European users asked, 69.5% of Americans and 62.1% of Europeans cited price comparisons as their most desired mobile service. But it seems that shopping by mobile may be more appealing as an idea than as a practice.
Despite the small number of people who actually buy groceries on devices, we still see 40% of Americans and 56% of Europeans saying they would like to buy online and have products delivered to the home. Yeah — but when it comes down to having somebody else decide which apples to buy and which item represents the best value on a store shelf, I think most of us demur.
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