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BizReport : Ecommerce archives : December 15, 2010

Over 60% of mothers head online to shop for groceries

If you had the choice of your child having a tantrum in the aisle of a packed supermarket, or in the lounge of your home, I'm betting you'd choose the latter. It's not surprising, therefore, that mothers are taking the less stressful route and doing their weekly grocery shop from home.

by Helen Leggatt

According to an online survey for Microsoft Advertising into the online behavior of mothers, they are making the most of the Internet and using it to make their busy lives easier.

The ability to research, shop, compare, relax and even find emotional support online makes the Internet a valuable resource for today mothers. In fact, many of the 800 online mothers that took part in the survey said they viewed their online time as valuable "me time".

"The Internet features prominently in their everyday lives, giving advertisers a huge opportunity to forge real emotional connections with mums through advertising that is relevant, trustworthy and offers clear benefits to them," said Julie Forey, head of research, data and analytics at Microsoft Advertising.

When it comes to doing the dreaded weekly grocery shop, 61% are now choosing to forego the queues at the checkout and dragging disinterested children around the store and instead shop online.

It's not just mothers that are heading online to grab grub. The latest IGD Grocery Retail Outlook report found 7% of shoppers in the U.K. are now buying all their regular groceries online and 13% intend to use the Internet to do more grocery shopping in the coming year.

Tags: moms, online advertising, online behavior, online shopping

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