New research fromNielsen, outlined in the articleCOVID-19: The Unexpected Catalyst for Tech Adoption, explores consumer motivation to turn to technology-enabled solutions to assist in tasks like shopping. Nielsen points to "catalyst moments" that may change technology adoption horizons and drive changes in shopping habits. In terms of consumers making a shift to online shopping, Nielsen explained that while online shopping has been a growing trend in general, some grocery categories, including packaged and fresh goods, have been slower to gain traction in some markets. COVID-19 is changing that--Nielsen pointed to European markets that have seen notable spikes in e-commerce sales in recent weeks.
Data fromSEMrush, a data trends provider, also points to this shift. The company reports that, in the past two week, searches for food/grocery delivery services have surged. The most-searched are:
-
-
- Daily Harvest: 68.52% increase
- Uber Eats: 53.97% increase
- Green Chef: 50.00% increase
- Hellofresh: 43.75% increase
- Caviar (food delivery): 39.53% increase
- Grubhub: 37.14% increase
- Postmates: 32.86% increase
- Doordash: 30.72% increase
- Instacart: 28.21% increase
- Amazonfresh:20.27% increase
-
Despite these trends, consumers are not abandoning stores, Nielsen said, pointing to Nielsen survey data shows that globally, 59% of consumers say they agree or strongly agree with the statement: 'I really enjoy doing the grocery household shopping.'
Related: Shoppers Stock Up On Healthy Items Amid COVID-19 Concerns COVID-19: Industry Works to Keep Stores Well-Stocked & Meet Consumer Needs NPA: Natural Products Retailers & Their Supply Chain Essential During Pandemic
That said, during the COVID-19 crisis when shopping in store may not be possible, consumers may enjoy artificial and virtual reality (A/VR) technology to bring the in-store experience into their homes, Nielsen noted. "Nielsen datashows that more than half (51%) of global consumers are willing to try A/VR to assess products and services. With consumers not able to physically visit stores, they will be looking for alternative entertainment and shopping experiences. Companies that can leverage A/VR may hold the answer to immersive augmented reality experiences that will transform engagement and shopping."Nielsen also offered insights on preparing for a tech-enabled future. Read the full article from Nielsenhere.