Grocery Shoppers Influenced by Online Ads, Coupons, Promos: Survey

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Grocery Shoppers Influenced by Online Ads, Coupons, Promos: Survey

A recent survey from Burst Media a Burlington, Mass.-based provider of advertising representation, services and technology to independent Web publishers, has found that Internet food and product ads have considerable bearing on the decision-making process for both online and in-person store shoppers.

Conducted in late March to almost 3,200 adults 18 years and older, the survey discovered that for a number of consumer product categories usually carried in grocery stores, at least seven out of 10 shopper’s purchase decisions are influenced by online ads. The categories include entertainment items such as movies and books, and household cleaning products. Further, nearly two thirds (65 percent) of shoppers in search of canned or boxed grocery products, and three out of five shoppers hungry for bakery items and frozen goods are also swayed by Internet ads (60 percent and 59 percent).

Of the respondents who currently shop or are thinking about shopping online for groceries, several key factors influence their choice of retailer. Price and quality (22 percent and 21 percent, respectively) ranked as the most significant considerations when determining which online grocer to purchase from, with timesaving (12 percent) and schedule-friendly (11 percent) options also noted as deciding factors.

“Online grocery shoppers are incredibly valuable consumers,” explained Burst Media marketing director Mark Kaefer. “And these consumers are heavily driven by price and quality, giving advertisers a distinct opportunity to target price-based incentives and leverage capabilities of Web-based advertising to run special geographic, demographic and behavioral-based promotions.”

The survey additionally found that targeted coupons and sales promotions offered online for both online and offline redemption are particularly appealing to female consumers: One out of three women (33 percent) said they’ve redeemed an Internet coupon at a grocery store, while 57 percent of women age 55 to 64 have used an Internet coupon while grocery shopping.

Online grocery shopping is poised to grow in 2010 as the economy recovers and consumers view it as a viable alternative to visiting a brick-and-mortar store. The survey found that 44 percent of respondents who haven’t already bought grocery products online reported they are or may be mulling over making the switch. Furthermore, almost a quarter (24 percent) of 18- to 24-year-old primary grocery shoppers said they’ve shopped for groceries on the Web, pointing to a promising future for online grocery shopping.

For download the full report, visit