Online ADS pushing your grocery cart.

Burst Media released the results of a survey focusing on online grocery shopping habits, the impact of online ads on consumers’ purchase decisions, and consumers’ use of online coupons. Administered in late March to nearly 3,200 adults 18 years and older, the survey revealed that Internet food and product ads have considerable influence in the decision making process for both online and in-person store shoppers.

The survey found good news for marketers in a number of consumer product categories typically stocked in grocery stores. Among these categories, at least seven out of ten shopper’s purchase decisions are influenced by online ads. These categories include entertainment items, such as movies and books, and household cleaning products. Additionally, nearly two thirds (65%) of shoppers looking for canned or boxed grocery products, and three out of five shoppers with appetites for bakery items and frozen goods are also influenced by online ads (60% and 59%).

Of the respondents who currently shop or are considering to shop online for groceries, several critical factors come into play while deciding which retailer to turn to. Price and quality (22% and 21%) are identified as the most significant considerations when deciding which online grocer to buy from. Time-saving (12%) and schedule-friendly (11%) options were also noted as deciding factors.

“Online grocery shoppers are incredibly valuable consumers,” said Mark Kaefer, Marketing Director at Burst Media. “And these consumers are heavily driven by price and quality, giving advertisers a distinct opportunity to target price-based incentives and leverage capabilities of web-based advertising to run special geographic, demographic and behavioral-based promotions.”

The Burst survey also found targeted coupons and sales promotions offered online for both online and offline redemption are especially popular with women. One out of three women (33%) said they redeemed an Internet coupon at a grocery store while 57% of women 55-64 years have used an Internet coupon while grocery shopping.

Online grocery shopping is set to gain traction in 2010 as the economy grows stronger and consumers see it as a viable option to visiting a brick and mortar store. The study found that 44% of respondents who have not already purchased grocery products online reported they are or may be considering making the transition. Furthermore, nearly a quarter (24%) of 18-24 year old primary grocery shoppers said they have shopped for groceries online, suggesting a promising future for online grocery shopping.

To download the full report CLICK below:
http://burstmedia.com/research/research.asp>