Who Buys Groceries Online And Why
February 12, 2010
Why Read This Report
Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online grocery buyers spent, on average, more than $200 more on online purchases than US online buyers in general, and they report a household income that is more than $7,000 higher than the average US online buyer. Consumers are still hesitant to purchase some grocery products online — perishable products top that list — but there is an openness to purchasing packaged goods. US online buyers who have embraced online grocers are fueled by the convenience of shopping online — avoiding the hassle of going to the store and saving time are some of the biggest drivers for this group of consumers to take their grocery shopping online.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Tools And Templates
Models and Calculators
- Most Web Grocery Trips Are More Than $50
- The Demographics Of Online Grocery Buyers
- Convenience And Selection Top The Reasons Why People Shop For Groceries Online
- Perishables Are Less Commonly Bought Online
Table of Contents
- Online Grocery Shopping Is Still An Emerging Category
- Obstacles To Success In The US Online Grocery Space
- Online Grocery Sites Have The Opportunity To Learn And Grow
- Supplemental Material
- Related Research Documents
Web Site User Experience 2010: UK Grocers
August 18, 2010 | Jonathan Browne
Website Functionality Benchmark 2012: US Online Grocers
July 26, 2012 | Patti Freeman Evans
European Online Retail Forecast, 2010 To 2015
February 28, 2011 | Andrea Carini