More than half of all US adults purchase consumer packaged goods online, a new survey found. These digital shoppers tend to be young and can be found all across the country, not merely isolated in coastal enclaves, the research showed.
The June 2017 survey by Maru/Matchbox indicated that 53% of respondents had purchased a personal care product, household product, salty snack, nonalcoholic beverage or alcoholic beverage digitally in the past month.
About half of the digital shoppers—Maru/Matchbox said they totaled 130 million—had made an online purchase in almost all of the categories.
While it’s not surprising that the digital shopping group would skew young, the cohort’s attitudes about the types of products they purchase reflect the tidal changes that are roiling the CPG and retail industries. And they signal that those alterations are not merely a fad, but a sign of the future.
The digital shoppers were 50% more likely to say they buy new brands that are not necessarily well-known, and twice as likely to gravitate toward products with natural ingredients and those that are environmentally friendly.
Regardless of product category—anything from a bottle of wine to a box of detergent—the survey found that digital CPG buyers tend to see themselves as open to new and innovative brands, as well as healthier, sustainably sourced products.