Socio-demographic and spatial disaggregation of E-commerce use in the grocery market in Great Britain
Ryan Urquhart, Nick Hood, Andy Newing and Alison Heppenstall
We make use of a large consumer survey of grocery e-commerce shopping behaviours undertaken by a major market research company. This presents a novel opportunity to spatially analyse self-reported consumer behaviours. We find that e-commerce usage differs by both channel and consumer demographics, with the 25-34 and 35-44 age groups most regularly engaging with e-commerce services. Using the case study are of Yorkshire and the Humber, we find evidence of higher e-commerce usage in more rural areas with limited access to physical retail stores.