I have always been intrigued by the mind of a shopper, an interesting analysis I found today via http://www.ipa.co.uk/document/an-analysis-of-the-gb-shopper-from-ipa-touchpoints4
Latest IPA TouchPoints analysis on how we shop, when we shop and what media is consumed whilst doing it.
- We spend on average around 3 hours 23 minutes a week shopping, including both grocery shopping and shopping for other things.
- Weekends are by far more favourable and busier time to shop, escalating from the idea most people work Monday-Friday.
- 50% tend to shop weekends at 11am and 50% tend to shop weekends at 13pm.
- Shopping online sees a bias of women aged 25-34 and those with young children. And those who work part-time.
- 58% of shoppers are spending small amounts of money less than £20 in any half an hour.
- 54% of the total amount of money is spent on amounts between £21 and £100 in a half hour.
- Spending over £200 tends to peak on Saturday morning at 12:30pm and then again at 14:00pm.
- Next peak is Wednesday at 15:30pm.
- Followed by Monday at 13:30pm.
- Concluded from both shopping in a shop and shopping online.
- High spend grocery shoppers tend to be more male biased aged 35-54, higher social grades with children between 4-15 and earning £45,000 or more and in full-time work.
- High spend grocery shoppers are more likely to get a new mortgage, start a new business, consider living or working abroad, spend £2,000+ on home improvements and consolidate their debts.
- They are also more likely to be planning to buy a new car.
- Average household expenditure is around £74 per week.
- Those who shop every day or most days spend on average £67 per week. Whilst those who do their main grocery shop once a week spend around £76 per week.
- Online grocery shopping has a positive affect on how much we spend.
- Those who agree that they do most their shopping online spend around £84 per week grocery shopping.
- Those who most often shop at Ocado spend on average £109 per week on drink and groceries, compared to those who most often shop at Aldi or Lidl £66 per week.
- Most often Tesco shoppers come in at £85 per week.
- Proximity is the main reason for those that regularly shop at Lo-Cost, Food Giant and Co-Op and Marks and Spencer.
- Price is the main reason that those who regularly shop at Leos, Lo-Cost, Asda and Lidl.
- Main reasons to shop at tesco are 24 hour shopping, store size and car parking.
- 95% pay by cash for their grocery shopping or 87% by debit card.
- 16% use a charge or store card.
- 12% with oyster card.
- New tap n’ go technology only being used by just over 3% of us.
- Tesco clubcard is still the most popular store/reward card with nearly 64% of us using a Tesco clubcard to pay for our shopping.
- Just over half 52% using a Nectar card.
- Those who spend least a week on groceries, between £5-£35.50, TouchPoints shows they are more likely to always or usually use promotional stands in public places.
- Always or usually use promotional vouchers or coupons found in newspapers or magazines.
- Those who spend the most on their weekly grocery shop, between £113- £300 per week; always or usually use promotional vouchers or coupons taken from a website or sent by email.
- More likely to buy a product after testing a sample.
- Those who spend the most time shopping a week between 5 and a half to 17 and a half per week are more likely to always or usually use promotional vouchers or coupons found in newspapers or magazines.
- Those who spend the least time shopping per a week between less than and hour and a half a week, are more likely to use promotional vouchers taken from websites.
- Despite recession 68% of us are still prepared to pay extra for a better quality of product or service.
- However 68% of us agree that we also shop around to take advantage of special offers and 67% of us look for the lowest possible prices when we go shopping.
- 42% of us agree that we are more likely to use a shop that offers a loyalty scheme.
- 28% of us agree that it is important to us which brands we buy.
- Compared to two years ago, 10% are more likely to agree that we use shops that offer loyalty schemes.
- 13% are more likely to be looking for the lowest possible offers when shopping.
- 10% more likely to shop around to take advantage of special offers.
- 43% increase in those who research products before they buy them.
Overall the marketing results show people are more cautious and aware with their money, research is available and vouchers, coupons and promotions are around to make those whose lives are not one of leisure and where the price doesn’t matter much easier.
Happy Shoping 🙂