Twenty-nine percent of U.S. consumers ages 45-49 purchasing food and beverage products online, more than any other age group, survey says
February 9, 2012
– Shoppers ages 50-54 lead the charge when it comes to purchasing health and beauty products online (52 percent), and shoppers ages 45-49 are purchasing more food and beverage products online (29 percent) than any other age group. This was revealed in the latest issue of The Checkout, an ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research.
All age groups show an increase in shopping online, with an overall increase in shopping in general—in contrast to The Checkout's results from last year that showed 73 percent of shoppers who were buying more online, were not shopping more, they were just shopping differently.
Last year, The Checkout also showed that Boomers were the largest group of shoppers purchasing consumer-packaged goods (CPG) products online (health, beauty, food, beverage). Both reports indicate that other age groups still aren't sold on the idea of doing standard grocery shopping online, stating that their barriers for purchasing these goods online are product expiration dates and shipping costs.
"Grocery shopping online is a concept most shoppers have yet to adopt, which means there are conventions ingrained in their shopping behavior that must be disrupted," said Craig Elston, senior vice president, Integer™. "Manufacturers and e-tailers have the most to gain if they can help shoppers get over their purchase barriers."
"The flexibility and simplicity of shopping online becomes even more appealing the busier people get," said Randy Wahl, executive vice president, M/A/R/C Research. "Shoppers across all demographic groups aren't just becoming smarter, they are now making the time to find the best deal."
Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog www.ShopperCulture.com.
About The Integer Group
The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.