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Published: January 23, 2018
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Two consumer behaviors are driving brands’ ability to gain insights into purchase behavior: the rise of pre-shopping research on products, and the adoption of ecommerce. Even as in-store buying remains far and away the preferred method to purchase groceries, the insights gained through digital touchpoints are helping consumer packaged goods (CPG) brands shape the new customer journey.
"Nearly 90% of US internet users are researching CPG products at least some of the time before making purchases, whether online or in-store."
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Frequency with Which US Internet Users Research CPG Products Before Making a Purchase, June 2017 (% of respondents)
US Digital Grocery Sales, 2013-2022 (billions)
Primary Location/Channel Used by US Digital Buyers to Purchase Products, by Category, Aug 2017 (% of respondents)
Frequency with Which US Digital Grocery Buyers Purchase Groceries Digitally, 2016 & 2017 (% of respondents)
Brand/Product Research Channels Used by US Internet Users, July 2017 (% of respondents)
Sources that Influence US Digital Buyers' Purchase Decisions, by Product Category, Aug 2017 (% of respondents)
Amazon Leads Grocery Ecommerce, but Others Are Gaining
Sites Used by US Digital Grocery Shoppers to Purchase Groceries Digitally, Jan-Dec 2016 (% of respondents)
Primary Channel Used by US Households* to Digitally Purchase Groceries, May 2017 (% of respondents)
Share of Digital Grocery Spending Among US Internet Users, by Retailer Type, May 2017 (% of total)
Keeping Content Fresh Challenges Brands
Social Media Platforms that Influence US Internet Users' Purchases, by Product Category, April 2017 (% of respondents)
US Internet Users Who Research Products In-Store, by Product Category, Sep 2016 (% of respondents)
Ways in Which US Grocery Buyers Use Their Mobile Phone at the Grocery Store, July 2017 (% of respondents)
Grocery Mobile App Activities Conducted by US Grocery Mobile App Users, March 2017 (% of respondents)
Shopping-Related Activities that US Smartphone Users Conduct via Smartphone, by Product Category, March 2017 (% of respondents)
US Internet Users Who Prefer vs. Don't Prefer to See Personalized Ads, by Age, Feb 2017 (% of respondents in each group)
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