E-Commerce Growth (Cont’d from Page 7)
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A third of online grocery shoppers use more than one online grocery service. A majority (83 percent) of online grocery shoppers are open to purchasing products they’ve never tried before. Millennials (89 percent) are the generation most likely to try new products when shopping on- line for groceries, and Baby Boomers (72 percent) are the least likely.
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In addition, as household income increases, so too does likelihood that a shopper will try a new product. Seventy-seven percent of those who make $0-$25,000 are open to buying new grocery products online, com- pared to 85 percent of consumers with incomes high- er than $100,000. In addition, nearly a quarter (21 percent) of shop- pers say they’re more open to buying a new product when shopping online than they would if they were shopping in a brick-and-mortar store.And 58 percent say they’re as likely to try a new product online as they are in a store. Ratings and reviews positively impact the behavior of both online and in-store grocery shoppers Eighty-two percent of online grocery shoppers say they read reviews at least occasionally, while 83 per- cent of consumers are at least somewhat interested in accessing product ratings and reviews when they’re considering a new product while shopping in a brick- and-mortar grocery store. The majority of shoppers (87 percent) use their mo- bile phone as a tool while shopping in a physical gro- cery store. In comparison, 59 percent said they used their phone to aid in in-store grocery shopping when we asked this question in 2017. The most popular activities in-store grocery shop- pers are using their phones for are finding or redeem- ing coupons (67 percent), reviewing shopping lists (47 percent) and reading product ratings and reviews (42 percent).
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