Three in 10 Millennials Have Bought Groceries Online

CHICAGO — Driven by convenience and savings, 30 percent of millennials polled in a recent study of shopping preferences said they have made a grocery purchase online.  

The figure rises when comparing older millennials (aged 26 to 34) to younger millennials (aged 18 to 25). Four in 10 older Millennials (41 percent) say they have ordered groceries online, while 13 percent of younger millennials said the same, according to the study conducted by Chicago-based Retale, an advertising platform for retailers and brands.

“As you get older, you’re more likely to have your own multiperson household, which increases your grocery needs and makes shopping more time-consuming. As a result, for some, buying online can seem more convenient and efficient,” explained Retale President Pat Dermody.

The Retale Millennial Online Grocery Report found the main reason for ordering online was convenience, followed by savings. Nearly half (48 percent) said they were saving time, while one in three (35 percent) said they were saving money. Twelve percent of respondents said they ordered online because they didn’t have a car, so shipping to their home was the easier option.

“Many millennials who use this service are looking for ways to save time above all else — even if it potentially means paying more, including a delivery fee,” noted Dermody.

Of the 30 percent of millennials who had placed online grocery orders, just over 60 percent had the retailer deliver their groceries, vs. 26 percent who opted to pick up their order in-store. A small group of respondents (11 percent) said they had used both options.

As for how they placed their online grocery order, the split was about even between the use of a smartphone or tablet (51 percent) and the use of a desktop or PC (48 percent).