Grocery app users are more likely to be female by 5 percent and are more likely to have a bachelor's degree or higher compared to non-app users (38 percent vs. 31 percent). They are also more likely to be in a committed relationship.

App use is not relegated to a retailer's own, but includes third-party apps. Ibotta ranks high in popularity among survey participants who appreciated earning rewards for interacting with brands. Ibotta currently works with more than 150,000 U.S. stores and claims to have delivered more than $25m in cash rebates to shoppers.

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