UKOM: Grocery reward apps see increase in usage

Posted on Tuesday 14 November 2023 | IAB UK

The latest market overview from UKOM examines the online behaviours of the UK population in September

Amidst a cost-of-living squeeze, grocery reward apps added to their audience size as brands push for loyalty and consumers seek out the best deals. Costa Coffee Club, My Morrisons and ASDA Rewards all saw an increase between June and September this year. The uptick comes as many retailers double down on loyalty schemes to support growing media propositions. 

Key insights from September also include:

  • The average time spent online increased by 7 minutes vs June, with 3 hours, 47 minutes spent across devices, the vast majority of which is on smartphones. Young people spend the most time on their phones, while over 65s are more evenly split across smartphones and tablets.
  • Social media is delivering a strong combination of high reach and high engagement, with gaming and entertainment also showing above-average scores.
  • Vinted, with an audience of 10.9 million people in September, overtook Shein to become the no.1 fashion, style and beauty retailer. Temu’s audience size dipped slightly, but visitors to the Chinese online marketplace are spending much longer on the platform.
  • The Monday after the Russell Brand story broke (18 September) attracted the biggest audience to the online newspaper category.

You can download the full report here

Written by



Related content

Glastonbury & Taylor Swift tour draw online audiences in June

Learn more

UKOM: March 2023 Digital Market Overview

Learn more
CTV in a Christmas decor living room

UKOM: Smartphones account for 74% of time spent online

Learn more
Person using games controller

UKOM: Explore the UK's digital habits in September 2022

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.