The 2012 Nielsen Global Survey of Digital’s Influence on Grocery Shopping surveyed more than 28,000 Internet consumers in 56 countries.
In the UK, it reveals that saving money is a major factor why consumers go online for grocery shopping-almost half (48%) look for deals, 30% go to coupon websites and 25% compare prices. Among those looking for grocery coupons, more than a quarter (26%) do so on a daily basis.
Britons are more likely to use the Internet for saving money on groceries than Europeans as a whole; 43% of Europeans look for deals online, whilst 22% look for coupons. More than a quarter (27%) of online Britons intend to buy food and drink products online in the coming months-making groceries the third most popular category in the UK behind travel bookings (30 %) and books, newspapers and magazines (28%).
Two years ago, groceries were the seventh most popular category. Even today across Europe, groceries are still only the twelfth most popular category. Almost half (47%) of Britons online use the Internet for grocery research, such as checking a price or reading a consumer review. Among this group, one in five (21%) does this every day.
Nearly half (46%) of UK consumers who buy or research grocery shopping online say the Internet now accounts for at least one-quarter of their total online and offline grocery activity time; 27% say online now accounts for at least half their total grocery activity time.
Over the last year, the rise in food prices has been the biggest factor determining what grocery brands and products Britons have purchased. This is followed by increased transportation costs (27%), health reasons and retailer loyalty programmes (both 21%). The availability of self-service checkouts has had a major impact on the grocery choices of 18% of Britons online.
Source: Nielsen
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