More consumers around the world are using the Internet to research and buy food and beverages, says a new study.
Global consumers’ intent to buy consumables online increased 44% in two years, with more than one-quarter (26%) of respondents to a survey by Nielsen reporting they planned to buy food and beverage products by way of a device with Internet access, such as a computer, mobile phone or tablet, in the next three to six months.
The survey found that six of ten global respondents (61%) turned to the Internet to research grocery shopping, such as checking prices or reading a consumer review. Specifically:
- Forty-five percent used the Internet to get information about a grocery product
- Forty-three percent searched for deals
- A third (33%) read a grocery retailer’s promotional circular/flyer
- A third (33%) looked for coupons
- A quarter (26%) browsed a manufacturer website
- Eighteen percent provided feedback through social media
- Eleven percent used a digital shopping list.
“Online shopping delivers key attributes shoppers demand, such as convenience, value and choice,” said John Burbank, president, Strategic Initiatives, Nielsen. “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.
According to the survey, nearly half (47%) of respondents reported spending at least a quarter of their total research time for grocery shopping-related activities on a connected device. Twenty-three percent indicated spending at least half their research time on the Internet.