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08/19/2019

The typical BOPIS user is…

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Buy online pickup in store (BOPIS) services skew toward a particular gender and age range.

According to a recent survey of more than 600 consumers age 18-54 from Rakuten Ready and Greenberg Inc., more than six in 10 weekly BOPIS users are male. This includes 64% of weekly restaurant BOPIS users and 62% of weekly retail BOPIS users.

BOPIS users also tend to fall between 25 and 44 years old. Thirty-four percent of weekly retail BOPIS users are 25-34 and another 34% are between 35 and 44. Numbers are similar for weekly restaurant BOPIS users (32% are 25-34 and 29% are 35-44). Interestingly, the lowest BOPIS usage rates are among Gen Z consumers 18-24 (10% of weekly retail users and 12% of weekly restaurant users). The remaining 22% of weekly retail users and 26% of weekly restaurant users are between 45 and 54.

Respondents also indicated that BOPIS is just as or more popular in the suburbs as in urban areas. A greater percentage of BOPIS users live in the suburbs (42%) than city/urban areas with 50,000 or more residents (35%). Retail BOPIS is slightly more popular with city/urban dwellers (39%) than suburbanites (35%).

Other interesting results include:

• One in five restaurant BOPIS users (19%) and one in six retail BOPIS users (15%) they would go elsewhere if BOPIS were not an option.

• Thirty percent of restaurant users and 24% of retail users say they have used BOPIS because it is faster than delivery.

• Almost one-quarter (23%) of retail BOPIS users purchased other items the last time they made a pickup.