Grocery delivery has become more common over the past few years, but the coronavirus pandemic has sparked new reasons for many to start using these services. The CivicScience DeepProfile™ product scours hundreds of attributes to uncover what makes groups of people different from the general population. The following DeepProfile™ found that people who started using grocery delivery after March 8, 2020 (the week the crisis was deemed a pandemic by the W.H.O.) tend to be females and parents, and explores grocery delivery users, intenders and those not interested during / post COVID-19.
Key Findings
- Grocery delivery users are generally more influenced by social media than the gen pop, specifically towards their food purchases (21% / 17%).
- Users are generally more informed consumers, they over-index the gen pop in consulting online reviews (36% / 28%) and visiting stores but buying online (74% / 66%).
- Both users and intenders are generally more tech savvy than the gen pop whereas those not interested in grocery delivery are generally less tech savvy. Specifically, users over-index the gen pop on following technology trends (56% / 50%) and owning or intending to buy smart home products (30% / 21%). Similarly, users and intenders generally over-index on entertainment technology compared to the gen pop and those not interested in grocery delivery generally under-index.
- Surprisingly, users are less likely to be influenced by ads on tv than the gen pop (39% / 46%) and those not interested in grocery delivery are slightly more likely to be influenced (49% / 46%).
- Users generally over-index the gen pop on all food & cooking attributes and those not interested in grocery delivery generally under-index. Specifically, users are more likely to cook dinner most often (68% / 65%) and follow food and cooking trends compared to the gen pop (42% / 35%). Users also over-index in following health and fitness trends (55% / 50%).
- Users and intenders generally dine out more often than the gen pop but intenders over-index the gen pop more significantly than users. Surprisingly, those not interested in grocery delivery dine out either equally or slightly less than the gen pop.
- Interestingly, users and intenders both over-index compared to the gen pop in banking online frequently (72% / 58%; 66% / 58%) and using a mobile device for banking (55% / 49%; 55% / 49%). However, those not interested in grocery delivery slightly under-index the gen pop in online and mobile device banking (52% / 58%; 45% / 49%).
Demographics
- Females over-index on using or intending to use grocery delivery compared to the gen pop (57% / 51%). Males are more likely to under-index the gen pop (43% / 49%)
- Parents slightly over-index the gen pop on using grocery delivery services (44% / 40%)
- Residents of rural areas are less likely to use grocery delivery services than the gen pop (19% / 26%)
