Online Ads Influence Most Grocery Shoppers

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Online ads significantly impact the purchasing behavior of grocery shoppers, according to research conducted by Burst Media.

The online ad network asked 3,200 adults whether or not online product ads affect their grocery purchasing behavior - either online or in-store. The response: 29 percent of male respondents and 30 percent of female respondents claimed their decisions are "frequently" influenced by online ads. Forty-three percent claimed their decisions are "sometimes" influenced.

In addition, the survey found specific product verticals were more readily influenced than others, with products in the entertainment, household cleaners, boxed or canned goods, bakery items, and frozen foods categories topping the list.

Those numbers suggest a significant opportunity for CPG advertisers, who have typically been slower to invest in the online space than advertisers in other industry verticals, such as those in the automotive and travel space, for example.