New grocery shopping research utilising eye-tracking technology from Kinetic, Mindshare and GroupM has found that shoppers' average journey time to the supermarket takes under 13 minutes.
Once in-store, women spend on average of 41 minutes in the supermarket whereas men spend an average of 36 minutes in the supermarket.
The research, conducted in September in Dublin and Cork, also showed that that on average 74% of grocery shoppers observe Out-of-Home formats on the path to purchase.
The research also revealed that over 30s are more likely to buy leading brands, while under 35s are less likely to use loyalty cards or vouchers. Most main-shop grocery shopping is taking place between 2 and 3pm, while most top-up shopping is done at 6pm. Only 41% of adults usually make a shopping list and try to stick to it and the mean frequency of visiting the outlets surveyed was just under twice a week.
Grainne Dilleen, Communications Director in Kinetic said: “The Shopper Research Project provides a valuable insight into grocery shoppers and their interaction with Out of Home formats. We are very pleased to be in a position to assist our clients and agencies with fine-tuned knowledge to facilitate effective engagement around purchase decision-making. It will further support driving a positive return on marketing investment, using a targeted multi-format OOH approach.”
Hilary Tracey, Business Planning Director from Mindshare added: “The role of each format along the Path to Purchase is now clearly defined and we have very clear action points on how brands can connect with the appropriate grocery shopper at all stages. Interestingly, the research also revealed that outside consumers are more likely to have a purposeful look while with indoor OOH consumers are twice as likely to look.”
© 2014 - Checkout Magazine by Genna Patterson
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