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Online Grocery Shopping – Is It For You

Online grocery shopping still niche (but not for much longer)

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Online Grocery ShoppingLike taxes, bills and bad drivers, shopping for groceries is one of life’s inevitabilities. Yet according to the latest findings from Roy Morgan Research, less than half (47.4%) of the Australian population actually enjoy grocery shopping. Which begs the question: why aren’t more people sparing themselves the angst of the supermarket and purchasing their groceries online?

Some 12.8 million Australians are their household’s main grocery-buyer, yet only 3.0% of them (389,000 people) do their supermarket shopping via the internet in an average four weeks. However, this is a substantial increase on 2011, when 169,000 grocery buyers were making their supermarket purchases this way.

Meanwhile, the proportion of Aussie grocery-buyers buying alcohol online in any given four weeks is also growing, having almost doubled from 1.6% (or 196,000 people) in 2011 to 3.1% (398,000) as of June 2015.

Online Grocery Buyers Graph

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=12,798).

There is a marked crossover between the two categories, with 14.3% of people who do their supermarket shopping online also purchasing alcohol the same way, and 14.0% of those who buy alcohol online also doing their supermarket shopping over the internet.

Who are these people?

Considering that four out of five Aussie women are their household’s main grocery-buyer, it is no surprise that women (3.8%) are almost twice as likely as men (1.8%) to do their supermarket shopping online. (Men, however, are more likely than women to purchase booze on the internet).

Tellingly, parents with children aged under-16 in the household are much more likely than people from childless households to buy their groceries this way, particularly when the kids are between 0-2 years (8.6 %) and 3-5 (8.5%). After all, young children and supermarkets are not always a match made in heaven…

 

Original article by Roy Morgan Research
October 21 2015 Finding No. 6513 Topic: Press Release Country: Australia

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