Three in four Britons use the Internet as an outlet for their grocery shopping, with saving money cited as the main incentive for opting for online purchases, a new report from market research firm Nielsen suggests.
The 2012 Nielsen Global Survey of Digital’s Influence on Grocery Shopping finds that almost half of those interviewed buy their household grocery online because they find better deals, with nearly one in three using coupon websites. Some 47% of UK consumers research grocery shopping online and one in five do so on a daily basis. A further one in four use the Internet for price comparison, the report also reveals.
Online shopping accounts for at least a quarter of the research done and total grocery purchases for nearly half of the UK consumers who buy food online and 27% rely on the Internet for at least half of their grocery shopping activity.
Over the next few months, 27% of UK consumers plan to buy food and drinks online. Travel bookings and books, newspapers and magazines are the only two more popular categories, with 30% and 28%, respectively. Nielsen finds that in 2010, food ranked only seventh in the most purchased categories.
For its survey, Nielsen interviewed over 28,000 consumers from 56 countries and found that Britons are more motivated by saving money when they shopped online than the average European, 43% of whom purchase groceries online to find deals and 26% to use coupons.
Source: M2 Bespoke News