Nielsen’s survey finds that 61 percent of global respondents indicated using the Internet for grocery shopping research in the past month, such as checking prices or reading a consumer review. Forty-five percent used the Internet to get information about a grocery product, 43 percent searched for deals, 33 percent read a grocery retailer’s promotional circular/flyer, 33 percent looked for coupons, 26 percent browsed a manufacturer website, 18 percent provided feedback through social media and 11 percent used a digital shopping list.
“Online shopping delivers key attributes shoppers demand, such as convenience, value and choice,” said Burbank. “However, the Internet and more specifically e-commerce, will be successful to varying degrees of impact on consumer packaged goods depending on the product category. For these CPG categories, shoppers are more likely to adopt a multi-channel approach, where online shopping becomes a supplement to traditional brick-and-mortar retailing.”
Respondents from countries in Asia-Pacific said they used the Internet to conduct research (70%), compare prices (48%) and provide feedback through social media (26%). Latin American respondents were the most active deal seekers (64%) and manufacturer website browsers (41%) while more North Americans looked for coupons online (43%) than respondents in any other region.
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