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Furthermore, usage of smartphones is extending into leisure activities, as 38 percent of Canadians cannot imagine being without their tech devices. According to new research from leading global market intelligence agency Mintel, Canadians are looking to use their smartphones to enhance the grocery shopping experience. However, despite the healthy level of interest, few grocery shoppers are currently using technology to elevate the shopping experience.
Specifically, only 13 percent have used a smartphone app to comparison shop at the grocery store and a meager 12 percent have shopped for groceries online. However, the intersection of grocery retail and online shopping carts rarely meet as 88 percent of Canadian grocery shoppers have never shopped for groceries online. Despite the high interest in shopping online across categories like clothing and electronics, interest in online shopping for groceries is low, with only 12 percent of grocery shoppers having used the service.
Additionally, a full 68 percent of Canadians have never shopped online for groceries and are not interested in trying it. However, there is hope for the offering as a fifth of shoppers are interested in making a grocery purchase online, while not having done so to date. Among those who have bought groceries online 12 percent , there is interest in ordering groceries online again 8 percent ," said Carol Wong-Li , Senior Lifestyles and Leisure Analyst at Mintel.
Research shows there is interest in online grocery shopping among consumers, especially the young and those with families. Additionally, the convenience of the service is recognized by parents with children in the household 28 percent , those from larger households containing three or more people 25 percent and those who are employed 24 percent. Mintel data shows that those age 21 percent , Asian Canadians 24 percent and parents with children under 18 in the household 18 percent are all more likely than the average grocery shopper to have made an online purchase.
Who s Pushing the Shopping Cart? Overall, the task of grocery shopping is divided such that 51 percent of consumers hold sole responsibility while 42 percent share the task. Those holding sole responsibility are more likely to be women 59 percent and those with children in the household 58 percent. Though grocery shopping is predominantly a female responsibility, men are engaged in this market with 42 percent holding sole responsibility.
As men age, they are more likely to see themselves as contributors to task, with 59 percent of men over the age of 55 sharing grocery shopping responsibilities, though older women still see themselves as the primary grocery provider for the household. The level of male involvement is a reflection of the changing demographic landscape; more people are living on their own and the increasing participation of men in household chores. Grocery shopping is a frequent activity for those responsible for the task, with 78 percent doing so at least weekly, including 29 percent who do so more often than once a week.
Frequency of grocery shopping can be generally divided into three groups: High-frequency shoppers include those who partake in the activity more often than once per week. These shoppers are primarily comprised of two different audiences, including 43 percent of seniors and 35 percent of parents of year-olds. The majority of moderate-frequency grocery shoppers are replenishing once a week.
Those most likely to be in this group are working full-time 54 percent and parents of young children under the age of 12 51 percent. Lastly, light-frequency shoppers, or those who shop two to three times per month, tend to be of the younger Millennial generation, age 25 percent. Wong-Li continues: This is important for 44 percent of consumers who want to be able to buy things online and pick it up in-store.
No Compromise on Quality When Sales Are on the Grocery List Canadian grocery shoppers are value-minded, though few are willing to compromise quality for price, with 62 percent agreeing that the former is more important than the latter. That said, 43 percent of shoppers focus on only buying on-sale items and, almost a third 29 percent of grocery shoppers use coupons when shopping for groceries. Though 36 percent shop with a list and stick to it, many continue to look out for sales while in-store, leading to a third of shoppers often spending more than they had originally intended to.
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Furthermore, usage of smartphones is extending into leisure activities, as 38 percent of Canadians cannot imagine being without their tech devices. According to new research from leading global market intelligence agency Mintel, Canadians are looking to use their smartphones to enhance the grocery shopping experience. However, despite the healthy level of interest, few grocery shoppers are currently using technology to elevate the shopping experience. Specifically, only 13 percent have used a smartphone app to comparison shop at the grocery store and a meager 12 percent have shopped for groceries online. However, the intersection of grocery retail and online shopping carts rarely meet as 88 percent of Canadian grocery shoppers have never shopped for groceries online. Despite the high interest in shopping online across categories like clothing and electronics, interest in online shopping for groceries is low, with only 12 percent of grocery shoppers having used the service.
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The survey, conducted with Ipsos Public Affairs www. American pride in coupon usage also led the pack among all 11 countries surveyed. More than half of shoppers surveyed in the U. A big contender in swaying potential purchases when shopping online is trustworthiness of the retailer. Forty-five percent of shoppers in the U. Consumers in several other countries surveyed place even more significance than consumers in the U. Nearly half of U. Forty-seven percent of U. Forty-four percent of Canadian survey respondents said the same thing.
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