A Roy Morgan Research study indicates that Australians are buying more alcohol online than groceries.
The research found that 1.9 per cent of Australians surveyed undertook some online supermarket shopping in an average four-week period in 2015 – up from 1.6 per cent in 2012 – while 2.2 per cent bought alcohol online, an increase of 0.1 per cent in the same period.
The research found respondents in the 35-49-year-old demographic were the most likely to buy alcohol online (three per cent), while those aged 25-34 were the most likely to buy groceries online (3.2 per cent).
“One challenge for online supermarkets is that there are two very dissimilar customer types that buy groceries online and have them delivered to the door: stay-at-home mums with young children, or high-earning professionals and managers,” Roy Morgan Research Group Account Manager Consumer Products Warren Reid said.
“The key to online success for both Woolworths and Coles will be to extend the appeal of website ordering and home delivery to a wider customer base of people for whom regular online grocery shopping could be a valued convenience rather than a necessity.”