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Digital Data Discovery: Insights into In-Home Delivery Audiences

Today, Gathr Lab begins its “Digital Data Discovery” series of short blog posts highlighting important audience data, starting with a reflection on the impact the coronavirus pandemic is having on consumers and businesses alike. Panic buying and fear of contagion as a result of COVID-19 are driving many consumers to download a multitude of apps for in-home delivery in record numbers. Instacart, DoorDash and HelloFresh are among the most popular.

While all three have been solid performers within the in-home delivery industry which was already growing in popularity well before the pandemic, they provide very different services offerings. Instacart offers grocery-store delivery; DoorDash offers restaurant delivery, and Hello Fresh offers meal-kits delivery.

We open the series by studying the mobile audiences that use one of these three in-home delivery services through the examination of the other apps that hold their interest. Understanding the top apps on their devices will help determine other interests and behaviors for these consumers and offer digital marketers additional insights for targeting potentially new audiences.

We examined data from a sample size of an estimated 160 million devices that have been in the United States for the past 60 days, including both iOS and Android mobile devices. We then looked at the audiences that have each one of the apps listed above.

Here’s what we found:

Instacart users show interests in other food delivery services such as Postmates and Grubhub, while DoorDash enthusiasts have more of an interest in gaming apps such as Words with Friends and Adventure Capitalists. Not to mention that HelloFresh subscribers spend a lot of time sharing their lives and posting pics on Instagram and Facebook.

Additionally, we’ve found appetites (no pun intended) for these in-home delivery services varied by geographic regions. For example, Texas and New York were top states for both DoorDash and HelloFresh. However, when it came to Instacart, The Sunshine State dominated usage.

Data details can be found below:

Instacart 

iOS

  1. Instacart – 100%
  2. Pinterest – 58%
  3. Starbucks – 33%
  4. Grubhub – 31%
  5. Poshmark – 31%
  6. Airbnb – 26%
  7. Postmates – 26%
  8. Ticketmaster – 25%
  9. Tinder – 24%
  10. Amazon Music – 23%

Android

  1. Instacart – 100%
  2. Facebook – 60%
  3. Messenger – 55%
  4. Instagram – 50%
  5. Amazon Shopping – 47%
  6. Samsung Pay – 45%
  7. Netflix – 43%
  8. Pinterest – 41%
  9. Uber – 40%
  10. Yelp – 40%

Top States 

  1. Florida
  2. Texas
  3. New York
  4. Illinois
  5. Pennsylvania

DoorDash 

iOS

  1. DoorDash – 100%
  2. Pinterest – 38%
  3. Spotify – 18%
  4. Yelp – 16%
  5. Starbucks – 16%
  6. Amazon Music – 14%
  7. Poshmark – 14%
  8. Words with Friends – 14%
  9. Tinder – 13%
  10. Adventure Capitalist – 13%

Android

  1. DoorDash – 100%
  2. Facebook – 93%
  3. Messenger – 87%
  4. Instagram – 77%
  5. Amazon Shopping – 70%
  6. Netflix – 67%
  7. Snapchat – 63%
  8. Samsung Pay – 62%
  9. Uber – 62%
  10. Uber Eats – 51%

Top States 

  1. Texas
  2. New York
  3. Florida
  4. Illinois
  5. Pennsylvania

HelloFresh

iOS 

  1. Hello Fresh – 100%
  2. Pinterest – 39%
  3. Spotify – 19%
  4. Yelp – 16%
  5. Starbucks – 16%
  6. Solitaire – 14%
  7. Wheel of Fortune – 13%
  8. Poshmark – 13%
  9. Words with Friends – 13%
  10. Bike Race – 12%

Android

  1. Hello Fresh – 100%
  2. Facebook – 97%
  3. Messenger – 95%
  4. Instagram – 85% 
  5. Netflix – 77%
  6. Amazon Shopping – 75%
  7. Samsung Pay – 74%
  8. Snapchat – 74%
  9. Pinterest – 69%
  10. Uber – 64%

Top States

  1. Texas
  2. New York
  3. Florida
  4. Pennsylvania
  5. Illinois

Check back often as Gathr Lab continues to examine important data metrics that matter to retailers, brands, agencies and publishers during―and after―the coronavirus crisis. 

Digital Data Discovery: Insights into In-Home Delivery Audiences
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