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Tesco is the most popular online grocery site, and also the best, according to a survey of online grocery shoppers. 

Toluna's survey on online supermarkets looks at consumers' online grocery shopping habits and preferences. 

Some stats from the survey (and a useful infographic) after the jump...

35% of the 2,000 survey respondents do at least some of their grocery shopping online, although only 32% shop three times a month or more. The rest of the survey comes from the responses of the 695 respondents who shop online for groceries. 

How often do you do your grocery shopping online?  

online supermarket survey 2 small

How much do you spend on average each visit? 

online supermarket survey 3

The majority (66%) are spending more than £50 per visit, while almost 23% spent between £31 and £50. 

What is the most important factor when choosing a website for grocery shopping? 

online supermarket survey 4

Price (32%) and convenience (38%) are the two most important factor in choice of websites for grocery shopping. 7% said a usable website was a key factor. 

Which supermarket do you shop online with? 

online supermarket survey 5

63% of respondents shop online with Tesco, 30% with Sainsbury's, and 28% Asda.

Which supermarket has the best website?  

online supermarket survey 6

This infographic contains all of the stats in the survey, along with some age and gender stats. Click here for a large version. 

supermarket online shopping survey 2

Graham Charlton

Published 31 January, 2011 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (14)

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Scott

great report!

any chance you could blow up the flickr images a bit bigger, the horizontal axis titles are pretty unreadable..

over 5 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Hi Scott - if I blow them up any bigger, it tends to distort the formatting. I'll add links to larger versions though.

over 5 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Also, you can view the full survey via the link in the second para.

over 5 years ago

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Arron Zhang

Nice infographic, thank you!

over 5 years ago

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Richard

Is it just me or does Ocado seem a fairly obvious omission?

over 5 years ago

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jay

It is amazing to see the report... Feeling so proud, that i worked on Tesco online shopping... :)

over 5 years ago

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Ashley

Aside from the fact that the values in each chart don't add up to 100% (and also don't supply the same total value as the other charts), surely all the last two show is that people have generally been loyal to their online supermarket? The bottom two are basically proportionate to one another, and I would suspect that more people shop online at Tesco simply because they push their advertising for online shopping the most! I would suggest that the consumers answering the survey are not very likely to have shopped at a variety of supermarkets online, only the one where they are familiar with the product range or where they have seen a special offer, so they won't have been able to comment on any experience of the others.

over 5 years ago

Peter O'Neill

Peter O'Neill, Founder & Lead Consultant at L3 Analytics

Before you can even look at the products on the Tesco website, you must register. It is bad enough when this step is in the checkout process but now it is equivalent to someone at the front door checking IDs before you are let in. It might be a good website once you are in but Tesco has to be losing money by not letting people have a look around.

over 5 years ago

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Justin

If 65% of people shop at Tesco but only 45% prefer it - that is surely a sign that it's not a very good site. I bet lots of that 45% have not used another website, and thus are just reassuring themselves that they haven't made foolish purchase decisions. Lies, damn lies, and statistics, so they say.

over 5 years ago

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Colin

As Ashley quite rightly commented above, the percentages don't add up to the same value between the two charts so how can we glean any sort accurate info from them, I smell a rat

over 5 years ago

Guy Harvey

Guy Harvey, Marketing Consultant - Social Media and Media Relations at Human Factors International

@ Peter O'Neill. Good analogy.

over 5 years ago

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Word usage police

@Guy - Peter O'Neil didn't use an analogy. I think you mean "Good example," or even more accurately, "Good evidence." Your word usage is less than one would expect for a world famous marketing consultant.

over 5 years ago

Guy Harvey

Guy Harvey, Marketing Consultant - Social Media and Media Relations at Human Factors International

@Word Usage Police. I wasn't world famous but I am now thanks to you. Thanks for keeping the Internet safe.

over 5 years ago

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Ania

Myself I am shopping usually at Tesco as it is quite cheap and I can easy find all products on promotion.
I found Asda products also quite good but unfortunately Asda I am unable to brows Asda pages as they keep crashing.

over 5 years ago

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