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BizReport : Ecommerce archives : April 22, 2010

Survey: Grocery shoppers are influenced online

When it comes to consumer packaged goods (CPG) or food purchases, many shoppers are influences by ads and information found online. A new survey from Burst Media found that online ads, coupons and sales promotions influence how and when consumers shop for products like food, books and CPG items.

by Kristina Knight

burstmedia.gifResearchers surveyed more than 3,000 US adults over age 18. They found that about 70% of purchase decisions were influenced by online ads. A few specifics: 65% of canned/boxed grocery product purchases were influenced by online ads, 60% of baked goods purchases and 59% of frozen goods purchases were influenced by online advertising.

"Online grocery shoppers are incredibly valuable consumers," said Mark Kaefer, Marketing Director at Burst Media. "And these consumers are heavily driven by price and quality, giving advertisers a distinct opportunity to target price-based incentives and leverage capabilities of web-based advertising to run special geographic, demographic and behavioral-based promotions."

What ad types or offers are most likely to capture shoppers' attention?

• 22% of shoppers said price impacted their purchases
• 21% of shoppers are looking for better quality
• 12% want to save time by shopping online
• 33% of female shoppers redeemed online coupons when shopping
• 57% of women between ages 55 and 64 use online coupons when shopping

But online grocery shopping only appeals to a small segment of the population? Actually, online grocery shopping is growing in popularity as consumers look for ways to squeeze more time into their day. A survey of shoppers between ages 18 and 24 found that one-quarter have shopped for groceries online at least once. For the overall population, about 44% report they are considering online grocery shopping in the future.

Tags: advertising, Burst Media, coupon advertising, coupons, ecommerce, online shopping

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