Women aged 18-34 most likely to be impulse purchasers
The research used a combination of eye-tracking technology and interviews to determine the shopping habits of a selection of 200 c-store shoppers
Print18 May 2015
New research conducted across convenience stores in Dublin shows that those of us who frequent our local convenience store are heavily influenced by the role of advertising on the path to purchase.
Whilst the top three products purchased in convenience stores were unsurprisingly found to be milk, bread and confectionery; it is our unplanned choices which reveal interesting shopping habits.
The research, conducted by Kinetic, the out of home agency in conjunction with GroupM, used a combination of eye-tracking technology and interviews to determine the shopping habits of a selection of 200 convenience store shoppers.
50 shoppers were intercepted before entering the store, and asked to wear eye-tracking glasses which measured point of gaze, length of gaze and eye pupil fixation at various points during the shop. Furthermore, 150 shoppers were asked to take a virtual visit to a convenience store by watching video footage of a typical shop from the shopper’s perspective.
The research found that impulse shoppers or those who enter the store without having determined what exactly they will purchase, will be more heavily influenced by out of home advertising throughout their shopping journey. Formats influencing these shoppers range from on-street billboards, to bus shelters as well as in-store advertising.
However, those who entered the store with a product or products in mind or ‘essentials’ shoppers had a much shorter path to purchase, responding particularly to advertising in-store.
61% of those who wore the eye-tracking device admitted to purchasing an item on impulse, with more than a third of these purchases being sweets or chocolate. For those that did purchase on impulse, it accounted to 38% (€3.18) of the overall spend (€8.30).
Commenting on the research, Grainne Dilleen, communications director at Kinetic, said: “Using the latest in research methodologies, we uncovered that 86% of shoppers were able to correctly recall one or more of the formats from their shopping trip, showing real impact. Advertising was seen to be influential particularly to impulse purchasers, with 14% claiming that advertising influenced them to purchase.”
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