3 in 10 Millennials Buy Groceries Online: Study

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3 in 10 Millennials Buy Groceries Online: Study

By John Karolefski - 06/16/2016

Thirty percent of Millennials have purchased groceries online, according to a study of shopping preferences by Chicago-based Retale, an advertising platform for retailers and brands.

Four in 10 (41 percent) older Millennials (26- to 34-year-olds) have ordered groceries online, while only 13 percent of younger Millennials, age 18-25, have used this type of service. 

“Millennials are digital natives,” explained Retale president Pat Dermody. “It’s why they’re more inclined to buy online. Still, they overwhelmingly prefer to shop for groceries in-store.

“As you get older, you’re more likely to have your own multiperson household, which increases your grocery needs and makes shopping more time-consuming,” he added. “As a result, for some, buying online can seem more convenient and efficient.”

The “Retale Millennial Online Grocery Report” found that of the 30 percent of all Millennials who had placed online grocery orders, the split was about even between the use of smartphones or tablets (51 percent) and the use of a desktop or PC (48 percent). Just over 60 percent of all Millennials who have ordered online had the store deliver their groceries, with 26 percent of respondents opting to pick them up in-store. A small group of respondents (11 percent) said they had used both options.

The main reason for ordering online was convenience, while the second most popular answer was savings. Nearly half of those ordering online (48 percent) said they were saving time, while one in three (35 percent) said they were saving money. Twelve percent of respondents said they ordered online because they didn’t have a car, so shipping home was the easier option.

“This is one area of the survey where price was not the primary driver,” noted Dermody. “Many Millennials who use this service are looking for ways to save time above all else – even if it potentially means paying more, including a delivery fee.”