Savvy has today announced the findings of its largest ever shopper insight project. The report examining online grocery shopper trends not only questioned 1,000+ online shoppers about their purchasing habits and attitudes, but also involved a programme of accompanied shops, each fully eye tracked and supported with in-depth interviews.
The report findings indicate that the online grocery market is amidst a period of substantial change. As a result Savvy expects to witness a new wave of market growth over the next few years shifting the way shoppers behave, not only online, but instore too.
Key findings:
Why do we shop online?
- A huge 74 percent of respondents cited convenience as their primary motivation to shop for groceries online, up from 55 percent in 2012.
- 19 percent stated it was for budgeting reasons.
- Three percent said it was to access larger ranges and four percent for other reasons.
How often do we shop online?
- 39 percent of shoppers shop for groceries online at least once every three months.
Which online retailers do we use?
- Tesco.com proved the most popular with 62 percent of respondents having used the shopping platform in the past 12 months.
- In second place, 41 percent had used Asda.com and the Sainsbury.co.uk platform attracted 34 percent of respondents.
- Ocado.com had been used by 12 percent whilst Morrisons.com and Waitrose.com had both been used by ten percent each
How do online grocery shoppers behave?
- Preparation – 59 percent write a list before shopping
- Location – 66 percent carry out their shopping from the living room, 20 percent from the kitchen and even six percent from the bedroom.
- Dual screening – 23 percent watch television whilst shopping.
- Social media – 73 percent of these shoppers use Facebook
- Mobile – 25 percent prefer to shop using a smartphone or tablet.
- 53 percent of these shoppers add to their baskets over multiple sessions too