Just over half of internet users say they are responsible for their household food shop. For brands hoping to reach these main food shoppers, today’s chart confirms the continued importance of the traditional touchpoints.

Despite the wealth of digital channels now available to marketers, search engines continue to have a hugely important role to play at the start of the purchase journey. 43% of Main Food Shoppers discover new brands or products this way, making them the most common discovery point.

In a similar vein, there’s no doubting the power of a traditional TV ad to reach these shoppers – over 40% say they discover brands this way, with figures reaching even higher among 55-64s (the biggest watchers of broadcast TV). Although there’s a decent 30% who find new brands via online ads, that still puts them 10-points behind these traditional channels.

Search & TV Ads Still Most Important for Main Food ShoppersExplore data in PRO PlatformGet the Free GWI Entertainment Q1 2017 Summary Report


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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