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Survey: Online grocery experience needs improvement

London – Three-quarters of online shoppers have shopped online for groceries and 40% of these do so on a regular basis, but only one-third of grocery shoppers rate their experience as “easy.” And only one-in-five (19%) of those surveyed by EDigitalResearch are delighted with their online grocery experience.

Recent EDigitalResearch online consumer survey results also show that on average, 77% of online grocery shoppers say they take fifteen minutes or more to complete an online grocery shop, with 21% taking more than half an hour. Half of online shoppers feel that an online grocery shop takes too long, and 50% of those surveyed do not rate the time it takes them to complete an online grocery shop as positive.

Saved lists or favorites are the most common way to navigate around a retailers site, with around one third (35%) of those surveyed stating they use these navigational tools most often. However, less than 10% of online grocery shoppers always stick to the same brands. Half (53%) of those surveyed felt that they switch between brands on a regular basis.

And in a positive sign for online grocery promotions, only 10% of online grocery shoppers feel that there is too much advertising going on when they shop online for food and drink items.