Most Consumers Still Not Persuaded by Digital Grocery Shopping - eMarketer
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Most Consumers Still Not Persuaded by Digital Grocery Shopping

But current online grocery shoppers report high satisfaction with the services

August 27, 2015 | Retail & Ecommerce | CPG

Most US grocery shoppers buy very little of their food via digital means—even among the youngest groups of digital grocery shoppers. And according to AYTM Market Research, it's not clear that many people who aren't already buying groceries online have much interest in doing so.

Likelihood of US Internet Users to Purchase Groceries Online in the Next Few Years, Aug 2015 (% of respondents)

AYTM found in August 2015 that two-thirds of US internet users had never shopped for groceries online, and another 9.5% had done so just once. A tiny 5.0% share said they always bought groceries on the web, while the remaining one in five did so "sometimes."

Among those not yet on board with the practice, few expressed a desire to start buying food online. Less than 5% said they were at least "likely" to do so, and while a sizeable contingent was ambivalent about the practice, more than half indicated they were not likely to start.

That's the case even though current digital grocery shoppers appear to be very happy with the services they use. Fully 84.2% said they were at least somewhat satisfied with the ease of use of digital grocery shopping services. Nearly two-thirds felt the same way about price, and 68.5% were at least somewhat satisfied with the variety of items.

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