Burst Media Survey Shows Grocery Shoppers Influenced by Online Ads, Targeted Coupons and Sales Promotions
BURLINGTON, Mass. – Burst Media, (www.BurstMedia.com), a leading provider of advertising representation, services and technology to independent Web Publishers, released the results of a survey focusing on online grocery shopping habits, the impact of online ads on consumers’ purchase decisions, and consumers’ use of online coupons. Administered in late March to nearly 3,200 adults 18 years and older, the survey revealed that Internet food and product ads have considerable influence in the decision making process for both online and in-person store shoppers.
The survey found good news for marketers in a number of consumer product categories typically stocked in grocery stores. Among these categories, at least seven out of ten shopper’s purchase decisions are influenced by online ads. These categories include entertainment items, such as movies and books, and household cleaning products. Additionally, nearly two thirds (65%) of shoppers looking for canned or boxed grocery products, and three out of five shoppers with appetites for bakery items and frozen goods are also influenced by online ads (60% and 59%).
Of the respondents who currently shop or are considering to shop online for groceries, several critical factors come into play while deciding which retailer to turn to. Price and quality (22% and 21%) are identified as the most significant considerations when deciding which online grocer to buy from. Time-saving (12%) and schedule-friendly (11%) options were also noted as deciding factors.
“Online grocery shoppers are incredibly valuable consumers,” said Mark Kaefer, Marketing Director at Burst Media. “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 Burst survey also found targeted coupons and sales promotions offered online for both online and offline redemption are especially popular with women. One out of three women (33%) said they redeemed an Internet coupon at a grocery store while 57% of women 55-64 years have used an Internet coupon while grocery shopping.
Online grocery shopping is set to gain traction in 2010 as the economy grows stronger and consumers see it as a viable option to visiting a brick and mortar store. The study found that 44% of respondents who have not already purchased grocery products online reported they are or may be considering making the transition. Furthermore, nearly a quarter (24%) of 18-24 year old primary grocery shoppers said they have shopped for groceries online, suggesting a promising future for online grocery shopping.
For more information about this Burst Media survey, download the full report at http://burstmedia.com/research/research.asp.
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.BurstMedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst’s extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. The company’s Giant Realm unit represents some of the leading gaming sites that attract males age 18-34. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.BurstMedia.com or call 781.272.5544.
