A report from Integer Group and M/A/R/C Research suggests that Americans are using the web to research their food purchases, eMarketer relayed. Finding information on these items is increasingly important for many Americans, and consumers are turning to search engines for food reviews as well as nutritional information.
Eighty-seven percent of female shoppers said that that they regularly turn to search engines to research the products they buy for themselves and their family members. Interestingly, web research was the most common task related to food shopping performed by female Americans. Turning to search engines actually outperformed making lists or using circulars mailed to them in terms of the most frequently used task.
For men, the figure shrunk to 70 percent. However, it still was the most frequently cited task associated with preparation for food shopping. Food brands and grocers looking to attract these increasingly research-friendly food shoppers can use SEO and integrated content marketing campaigns to provide information about what they offer on shelves in an efforts to attract consumers.
Moreover, a mobile web presence may help food companies or grocery store chains compete as an increasing amount of shoppers turn to their smartphones while shopping to research products. Brafton recently reported that 66 percent of consumers turn to their smartphones to compare prices and get more information on items while.