Wednesday, April 18, 2012

Who is buying grocery online in India?

Targeting the right audience / decision makers is critical for all brands, however, there has been limited empirical data related to online shopping behavior. The recently released State of Online Grocery Shopping report addresses the gap.

During the current report period it has been noticed that buyers from the age group of 18 to 24 years have started buying online. 18 to 24 years age group makes for approximately 24% of the total buyers. Conversely, for both the sexes, 24 years and above still constitute over 75% of the actual online grocery buyers. Therefore, the purchase pattern still suggests that consumers who are above 24 year of age are doing the bulk of grocery buying.
This is inline with results in our last report that suggested that grocery buying is not a “youth” activity (unlike most other web shopping across other product categories) and is rather restricted to the working professionals and mature family environment. 

Download the State of Online Grocery Shopping Report : India from here

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