What Leads Consumers to Shop for Groceries Digitally? - eMarketer

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What Leads Consumers to Shop for Groceries Digitally?

Promotions are persuasive

May 19, 2016

Nearly a third of US grocery buyers said they would shop for more groceries digitally if the prices were better than they were in-store. But the same April 2016 research also found that almost a quarter of respondents said they would never shop online for groceries digitally.

Factors that Would Lead US Grocery Buyers to Shop for More Groceries Digitally, by Demographic, April 2016 (% of respondents in each group)

Market Track surveyed 1,000 US primary household shoppers ages 21 and older. Better prices drew more potential grocery buyers to the digital channel than any other potential advantage.

About one in five respondents said the convenience of delivery would lead them to shop for more groceries digitally. Convenience of delivery was persuasive to just 6% of all respondents, but was more of a factor for younger grocery buyers than it was for older buyers.

Frequency with Which US Grocery Buyers Shop at a Specific Grocery Store due to Promotions*, Feb 2016 (% of respondents)

Special promotions that were available only online would get 12 % of grocery buyers to shop for products digitally. However, it was only half as attractive to respondents ages 21 to 29 as it was to those over 60.

Separate data from Market Force Information found that many grocery buyers shop frequently at specific grocery retailers because of promotions. Indeed, more than half of respondents shop at a store frequently because of these offers.

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