US Shopper Research 2013

Shopper Research 2013, USA

The Results

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Quantitative study conducted with a sample of 1001 individuals, representative of the US population aged 18 and over.

The sample was constituted under the quota method, based on the criteria of gender, age, occupational status and region of residence.

Query mode: The sample was interviewed using the online CAWI system (Computer Assisted Web Interview).

Fieldwork: Interviews were conducted from 14th December 2012 to 2nd January 2013 Vision Critical conducted this investigation by applying the rules and procedures of the

MRS code of conduct.

Methodology

Male51%

Female49%

Gender Sample 18 - 24 years

7%

25 - 34 years17%

35 - 44 years14%45 - 54 years

22%

55 - 64 years26%

65 and over14%Age Group


54% agree with the benefit of ‘No lines/ queues or waiting’ when shopping

Better service, eg. 24 hours a day, flexible delivery op-

tions etc.

Broader range of products

No lines queues or wait-

ing

It's quicker It saves money It is more envi-ronmentally

friendly

Other Don’t know None of these.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Q1. Which of the following do you think are the main bene-fits of shopping for groceries online?

No Yes

Sample Size: 1001


88.5% have never used their mobile phone to buy groceries

Yes No Don't know I don't own a mobile phone.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

5.6%

88.5%

.4%

5.5%

Q2. In the past 12 months, have you ever used your mobile phone to buy groceries?

Sample Size: 1001


73.2% shop online if their mobile apps make shopping easier

.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q3. For which of the following reasons, if any, have you bought groceries using your mobile phone?

No Yes

Sample Size: 56


60% thinks receiving personalized promotions on their favourite products make their life easier when buying groceries online

The ability to select a recipe online and have all ingredients put into the shopping list of the retailer through which you wish to purchase

Receiving personalized promotions on your favourite products

Showing complementary products linked to what’s in your shopping basket

Ability to influence products stocked or carried

The choice of different options for purchase pick-up and delivery

Being able to share your views with other shoppers

Price comparison services

Being able to search for product availability based on my current location

Don’t know

None of these

.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Q4. Which of the following would make your life easier when buying groceries online?

Yes No

Sample Size: 862


69.6% think comparing prices with other stores is important

Locating specific and complementary products in store

Helping to plan your route through the store based on your shopping list or recipe

Ordering complementary or unavailable products for delivery / collection at a later date

Receiving personalized offers

Reporting unavailable products

Reporting feedback on in-store customer service

Request that a product not currently available with that retailer be stocked

Getting more detailed information on products/ingredients

In-store fast track payment

Collecting and using loyalty points

Comparing prices with other stores

.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Q5. Below are some ways in which you could use your mobile phone while shopping for groceries in a store. For each, how important would it be for you personally to be able to do this?

Don't Know Not at all Important Not Very Important Fairly Important Very Important

Sample Size: 1001


53.4% would like offers relevant to their shopping preferences and 53.9% like to be recognized as a regular shopper

.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q6. Which of the following personalized services, if any, would you like offered to you as part of your general grocery

shopping experience?

No Yes

Sample Size: 1001


85.9% would like to be able to request that a retailer carries or stocks a product they don’t currently offer

.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Q7. To what extent would you like to influence the products that are stocked within your preferred grocery retailer?

Very much so To some extent Not at all Don't know

Sample Size: 1001


46.4% would consider switching to the new retailer if they can influence the products stocked

Yes, I would consider shopping somewhere else

No, I would continue to shop at my current regular store

Don't know.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q8. Would you consider switching to a new grocery retailer if they allowed you to influence the products stocked?

Sample Size: 1001


68.7% still prefer traditional store shopping

Order online and pick up from your main super-

market

Order online and pick up from a local store

Order online and ‘drive in’ pick-up service

Order online with home delivery

Traditional store shopping.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q9. Which grocery pick-up and delivery services would you like to have access to?

Most Preferred Rank 2 Rank 3 Rank 4 Least Preferred

Sample Size: 1001


General trend for ‘yes’ preference to decrease with age

Sample Size: 1001

Yes No Don't know.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Q10. Would you also like to be able to order your grocer-ies and select the relevant pick-up or delivery service

through a mobile app?

18-24 25-34 35-44 45-54 55-64 65 and over


42.9% order online with home delivery for electronics

Fashion, Shoes, Apparel Electronics Home Furnishings.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q11. Which pick-up and delivery services would you like to have access to for the following types of purchases?

Order online and pick up from a local store Order online and drive in Order online with home delivery

Traditional store shopping Would not make a purchase Don't know

Sample Size: 1001


Younger shoppers are more likely to want benefits from stores keeping their details – older shoppers are more distrustful

Sample Size: 1001

It’s OK as long as I benefit from it It’s OK as long as my data is safe I don’t like it at all.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Q12. How do you feel about your grocery retailer knowing about your shopping habits and using that information to

provide products and services that fit your lifestyle?

18-24 25-34 35-44 45-54 55-64 65 and over


Influence of Facebook decreases with age and 23.6% don’t use Facebook

On special promotions

On specific products and brands

On food stores/websites

On fashion, electronics & non-food stores/websites

23.6%

23.6%

23.8%

23.8%

Q13. Do your friends’ Facebook likes and comments, on the following aspects, affect your shopping purchases?

N/A: I don't use Facebook

N/A: People only do it to impress others

No, not at all

Yes, to some extent

Yes, very much so

Sample Size: 1001


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US Shopper Research 2013

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