According to figures from the IAB and PwC's online ad expenditure study, FMCG spend has doubled in the last three years, reflecting changing attitudes to digital display as a branding tool in its own right. So why this change of heart? Insight from Kantar Media's TGI Clickstream survey can help explain.
TGI Clickstream reveals that three-fifths of those who source information about their grocery shopping online and agree that the internet allows them to better understand the advantages of a brand are women. They are 70% more likely than other UK adults to be a full time housewife and 40% more likely to have children under 15 years old. Their mean family income is 11% higher than the national average and nearly three-quarters of them are the household's main shopper - all in all a key group to target for many FMCG brands.
This internet-savvy group are a quarter more likely to agree that product reviews online influence their purchase decisions than the average internet user. They are also 30% more likely to post reviews about household products making them a particularly significant group to track, influence and exploit from a word-of-mouth perspective.
Those who research their grocery shop online also use the internet to look for a bargain. TGI Clickstream insight shows that they are two-thirds more likely to visit coupon search sites than the average internet user.