Some 12.8 million Australians are their household’s main grocery-buyer, yet only 3 percent of them – or 389,000 – regularly do their supermarket shopping via the Internet, according to a new Roy Morgan Research report.
It’s left the Morgan group puzzled. “Less than half (47.4pc) of the Australian population actually enjoy grocery shopping. Which begs the question: why aren’t more people sparing themselves the angst of the supermarket and purchasing their groceries online?” the report says.
However even that lowly 389,000 turns out to be a growing figure. It’s “a substantial increase on 2011, when 169,000 grocery buyers were making their supermarket purchases this way,” the Morgan report says.
Meanwhile, the proportion of Aussie grocery-buyers buying alcohol online in any given four weeks is also growing, having almost doubled from 1.6pc (or 196,000 people) in 2011 to 3.1pc (398,000) at June 2015.
Morgan notes a “marked crossover” between the two categories, with 14.3pc of people who do their supermarket shopping online also purchasing their booze the same way.
