M&S and Aldi most engaging apps for grocery shoppers - but Tesco most popular website  

Although Tesco is the most popular website

  •  56 per cent of UK grocery shoppers who own the M&S app use it actively meaning that M&S has the most engaged app users. The average time per visit is just over five minutes
  • 55 per cent of UK grocery shoppers who own the Aldi app use it actively, with an average of five minutes per session
  • 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 with an average time per visit of 6.5 minutes
  • 71 per cent of UK grocery shoppers who shop online use the Tesco website but its app only engages 36 per cent of its users actively

With the days of heading to the supermarket almost over for most Brits as they trade trolleys for home delivery, mobile data platform Ogury is today announcing its new study which analyses over 32,000 mobile devices for mobile web usage and over 1.4m app owners in the UK.

Both apps and online websites have become valuable tools for grocery shoppers, but there’s a significant difference between the most engaging apps and websites. M&S on the one hand, is the most engaging app, it actively engages 56 per cent of its users. Aldi comes close second with 55 per cent of user engagement.

On the other hand, Tesco is  the most engaging website. It engages 71 per cent of UK online grocery shoppers - significantly higher than any of the other top UK supermarket websites. However, the Tesco app only engages 36 per cent of its app owners, much less than most popular supermarket apps - M&S and Aldi.

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

About Ogury

Ogury’s mobile data platform provides the most comprehensive view of mobile user

behaviour globally. It delivers unrivalled monetisation, ad targeting, and analytics solutions for advertisers and publishers that greatly enhance the mobile consumer experience.

Ogury is the only data specialist offering a true and complete picture of the user journey on mobile devices – both in-app and mobile web. Ogury is integrated within thousands of apps, which enables it to build over 400 million mobile user profiles across more than 120 countries.

After obtaining explicit consent, Ogury collects raw data signals from mobile devices, across a huge range of data points, before translating them into meaningful data with proprietary machine learning technology.

Founded in 2014, Ogury has international offices in London, New York, Paris, Milan, Rome, Los Angeles, Chicago, Boston, Detroit and Madrid, and works with all major media agencies, along with the world’s leading premium brands and publishers.

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