ICM Poll: Online food shopping

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In an exclusive poll for Retail Week, ICM Research interviewed a random selection of 2,000 adults aged 18 and over between July 9 and 11, 2010 about online food retailing.

How often do you do household food shopping online?
Daily		1%
2-3 times a week		6%
Once a week		8%
A few times a month		10%
Less often		24%
Not at all		52%
Nearly half of people (49%) shop for food online, with one in four people (25%) shopping more than once a month. Men tend to shop more frequently online, whereas women are more likely to shop less often in a month (27% of women, compared with 22% of men). People aged 35 to 44 are most likely to have shopped online (58%).
When shopping for food online, which of the following retailers did you use last time?
Tesco		53%
Asda		22%
Sainsbury’s		12%
Ocado		4%
Other		2%
Other		8%
More than half of people (53%) used Tesco for their last online food shop, which is more than double the number who used Asda (22%). Only for Asda is there a stronger divide between younger and older consumers, for example people aged 18 to 24 (30%) are significantly more likely to use Asda than those aged 55 or over (15%). Those in Yorkshire/Humber and the Northwest are significantly more likely to use Asda (32%) than those in London (11%).
Which of the following reasons best reflects why you do not shop online for food?
Prefer to choose my food myself in-store		23%
Have to wait or be at delivery address		23%
Worried about substitution of products		19%
Worried about delivery charges		13%
Worried the order will be incomplete		4%
Don’t trust buying over the internet		8%
Other		%
The top reason for not shopping online was a preference to shop in-store (84%), especially among those aged between 55 and 64 (93%). The next biggest reasons were not having peace of mind that the order would be as expected or having to be at the delivery address. (23%).
Which of the following best reflects your view about the Amazon website?
I shop with Amazon and would buy food from them too		19%
I shop with Amazon but I wouldn’t buy food from them		64%
I don’t shop with Amazon but I would buy food from them		1%
I don’t shop with Amazon and I wouldn’t buy food from them		10%
Two-thirds (64%) of people said they shop with Amazon but would not necessarily buy food from them. Food shopping with Amazon appears to be less favourable with men than with women. The age group most likely to be interested in this are 45- to 54-year-olds (26%). A quarter of those situated in the Southwest (23%) and London (22%) seem more interested, compared with only 16% of those in the Northwest.

Methodology

Methodology: ICM Research interviewed a random selection of 2,000 adults aged 18 and over between July 9 and 11, 2010 about online food retailing. The interviews were conducted online and the results have been weighted to be nationally representative of the profile of all adults.