Convenience topped the list of reasons why consumers shop online for their groceries, according to a recent report from Kantar Media Compete. The Online Shopper Intelligence Report sets out the following motives for doing the weekly food shop on the web.
The ability to shop at a time that suits you (60 per cent), having groceries delivered to your door (58 per cent), and being able to avoid carrying home the shopping (55 per cent) were the man reasons given by shoppers for buying food online. The research from Kantar Media Compete shows how consumer appreciate the flexibility and convenience of doing their food shopping on the Internet.
An average of 57 per cent of online grocery shoppers visit their list of ‘favourite’ or ‘last purchased’ products before completing their transaction; the figure rises to 71 per cent for Tesco shoppers and 66 per cent at Sainsbury’s. Shoppers also enjoy availing of a supermarket’s online recipes. Waitrose sees the highest number of visitors visiting its recipe pages (20 per cent), followed by Ocado (10 per cent) and Tesco (6 per cent). Click here to view the full Online Shopper Intelligence report.
© 2013 Profitero
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