Online Ads Help Shoppers: Study

BARRINGTON, Ill. — While 80% of digitally oriented grocery shoppers still find the printed circular helpful, almost 70% report they find online ads helpful, according to a new study from Brick Meets Click here, in partnership with Grocery Shopping Network.

The study, “Connecting with Modern Grocery Shoppers,” to be released April 19, was based on a survey of 23,000 shoppers.

Among its other findings:

• Price isn’t the sole driver of trips to retailer websites. Shoppers find non-price value in recipes (71%) and building online shopping lists (58%).

• Digitally engaged shoppers show a lot of interest in adding grocery shopping apps: 21% have and use them, and 40% are considering adding them.

• More than three-quarters (76%) of digitally engaged shoppers still write shopping lists by hand.

“The study confirms that today’s shopper is combining online planning with in-store visits to make their grocery shopping more informed, cost-effective and enjoyable,” said Scott Lutz, chief executive officer and president of Grocery Shopping Network, in a statement.