Grocery Habits; Toy Stories; Instagram Activity

The numbers you need to know today

Author: eMarketer Editors

April 2, 2018


Digital Groceries: Despite pushes, only 28% of US consumers bought groceries online in the past 30 days, according to a survey by Critical Mix. Those 25 to 34 were the most inclined to regularly buy groceries online, and children in the household also bumped up frequency; 37% of households with children bought groceries online, compared with 23% of childfree consumers. Amazon and Walmart were cited nearly equally as the most-shopped retailers (37% vs. 36%). The leading reason to shop for food digitally was that it saved time (59%) and the biggest barrier was the desire to select items in person (67%). Seventy-nine percent of current digital grocery buyers expected to increase usage in the future while 36% of non-digital grocery buyers did. 

Toy Shopping: Young nostalgists have had a tough time lately. In a survey of millennials by consumer research firm Fuel Cycle, 90% said they bought from Toys 'R' Us as a child, and 54% in the past six months, while 70% used to shop at Claire's and 40% had made a recent purchase. Where will they turn now that both retailers are bankrupt? A majority (55%) said they would buy toys online, 25% would go got another toy chain and 4% to independent retailers. Most (58%) prefer to shop in a brick-and-mortar store. Only 30% preferred to buy online. 

Instagram Interactions: NewsWhip Analytics looked at how often brands by category post on Instagram between January 2017 and February 2018. Among the food brands they analyzed, Coca-Cola posted very rarely, in some months only one time. McDonald's also posted infrequently, just 10+ times in five months out of the year. Starbucks posted 243 times and had the highest engagement and the most followers (16.5 million roughly),  averaging 238,000 actions per post. Forever 21 posted the most out of the fashion brands compared (1,454 times) between February 2017 and 2018 and had the highest engagement (119.5 million interactions). H&M was the most consistent, never exceeding 127 posts per month and never dipping below 109.