October 5th, 2022, Bhavika Bansal
Spurred on by social distancing norms during the pandemic, the grocery shopping experience is becoming increasingly digital despite understandable trepidation in some parts of the globe, particularly in markets where it was not already well-established. But are consumers now satisfied by the digital experience being provided by grocery retailers?
Data from a recent YouGov survey conducted across 18 markets shows that more than a quarter of global respondents think grocery retailers provide a good digital experience (28%).
Banks (46%) remain a consumer favourite among global consumers for the digital experience they provide. While an almost equal proportion of respondents are satisfied by the digital experience provided by clothing/beauty retailers (30%) and technology manufacturers (25%) as grocery retailers, they significantly outpace sports events (16%) and car brands (14%).
Outpacing the global audience, around a fifth of Britons (38%) are satisfied with their digital grocery experience. However, most other European markets are less likely to share this opinion. Fewer than one in ten consumers in France (14%) - the lowest among all markets – say they are satisfied with online and in-app interactions with grocery retailers.
The APAC region sees similarly disparate opinions. While consumers in India (41%, the highest among all regions), Singapore (39%) and Australia (38%) say grocery retailers provide a good digital experience for customers, less than a quarter of consumers in Hong Kong (24%) and China (21%) agree.
A third of consumers in UAE (33%) are satisfied with the digital experience being provided by grocery retailers.
Though a third of our North American sample (US, 31%; Canada, 31%) think that grocery retailers provide satisfactory digital experiences, significantly fewer Mexicans (21%) are likely to say the same.
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Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2008 for each market. All surveys were conducted online in August 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.