Hey Friend,
Three-quarters 74% of UK consumers use the
internet for household grocery shopping activity according to a study
released today.
The 2012 Nielsen Global Survey of Digital’s Influence on Grocery
Shopping surveyed more than 28,000 Internet consumers in 56 countries.
In the UK, it reveals that saving money is a major factor why
consumers go online for grocery shopping – almost half (48 percent) look
for deals, 30 percent go to coupon websites and 25 percent compare
prices. Among those looking for grocery coupons, more than a quarter (26
percent) do so on a daily basis.
Britons are more likely to use the Internet for saving money on
groceries than Europeans as a whole; 43 percent of Europeans look for
deals online, whilst 22 percent look for coupons.
More than a quarter (27 percent) of online Britons intend to buy food
and drink products online in the coming months – making groceries the
third most popular category in the UK behind travel bookings (30
percent) and books, newspapers and magazines (28 percent). Two years
ago, groceries were the seventh most popular category. Even today across
Europe, groceries are still only the twelfth most popular category.
Almost half (47 percent) of Britons online use the internet for
grocery research, such as checking a price or reading a consumer
review. Among this group, one in five (21 percent) does this every day.
Nielsen UK Head of Retailer Insight, Mike Watkins: “Grocery shopping
and the internet go together like bread and butter for three-quarters of
Brits. It shows just how aware supermarkets and brands need to be about
how it impacts their bottom line – not just in what products people
buy, but the prices they pay and where they get them from.
“One in every 10 Brits online uses the web for grocery shopping
research every day, while eight percent visit a coupon site daily for
grocery deals. The growth in smartphones and apps makes this easier than
ever. Retailers cannot ignore trends such as that.”
Nearly half (46 per cent) of UK consumers who buy or research grocery
shopping online say that the internet now accounts for at least
one-quarter of their total online and offline grocery activity time; 27
percent say online now accounts for at least half their total grocery
activity time.
Over the last year, the rise in food prices has been the biggest
factor determining what grocery brands and products Britons have
purchased. This is followed by increased transportation costs (27
percent), health reasons and retailer loyalty programmes (both 21
percent). The availability of self-service checkouts has had a major
impact on the grocery choices of 18 percent of Britons online.
Watkins continues: “Three of the four biggest factors impacting what
people have bought over the last year relate to cost, which reinforces
the price sensitivity of Britons when it comes to grocery shopping.
"So, while much has been made about fitness and wellbeing in this, an
Olympic year, British shoppers are as likely to make purchase decisions
based on retailer loyalty programmes and the use of coupons and
vouchers - available online or via their smartphones - as they are on
what’s best for their health.”
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