This report analyses how shoppers use online connected devices (computers, mobile phones and tablets) to aid or even complete their household grocery shopping.
One-third of the world’s population is online, an increase of 528 percent over the past 10 years*. While Internet penetration rates vary by geographic region; North America (79%), Australia/Oceania (68%), Europe (61%), Latin America (40%), Middle East (36%), Asia (26%) and Africa (14%), they continue to climb steadily—especially in the developing countries of the world.
Connected devices, such as computers, mobile phones and tablets have become a way of life for many, but shoppers are digitally engaged to varying degrees depending on the products they buy. While e-commerce activity for some consumer-packaged goods (CPG) products—especially perishable categories where freshness counts—may not be as transformative as other non-CPG industries such as books, music and travel, online grocery purchasing power is growing.
Digital’s influence on grocery shopping is on the rise
Online shopping intentions for food and beverage categories increased 44% in two years:
- 6-in-10 global respondents used the Internet for grocery shopping research
- Nearly half (49%)of respondents purchased a product online
- Globally, 46% used social media to help make purchase decisions
- 37% purchased from online-only stores most frequently
But what types of online activities do consumers engage in most? How much time is spent on these activities? What are future spending intentions, which websites are preferred, and what payment methods are favored? New findings from a Nielsen online survey of respondents from 56 countries around the world provide insight into digital influences on grocery shopping behavior. This report offers considerations for marketers and guiding principles to help build successful online strategies.