Some 15% of Americans have bought groceries online, including 17% of those who are the primary grocery shopper for their household, according to Burst Media. 
Of those who have not shopped for groceries online, 44% are considering doing so. As with many advanced technologies, young adults are early adopters: 18-24-year-old primary grocery shoppers (24%) are more likely than primary grocery shoppers aged 25 and older (16%) to use the Web to buy groceries.
Considering that price comparisons are easily facilitated online, it is logical that consumers most commonly say price is the key factor in their choice of an online grocer. [Consumer Spending & Attitudes, Online]
Source: “Everyone Has To Eat: Online Grocery Shopping And Couponing Habits,” Burst Media, Chuck Moran, Director Marketing, 8 New England Executive Park, Burlington, MA 01803; 781-852-5291; cmoran@burstmedia.com; www.burstmedia.com.
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