Nearly half of online grocery shoppers say they are willing to pay for within-the-hour delivery of their orders, according to an IGD survey.
The survey found that Londoners (54 per cent ) are most interested in this service compared to only 41 per cent in the south of England. And there is a big difference between different age groups: 71 per cent of 18-24s back the idea compared to only 18 per cent of over-65s.
Vanessa Henry, shopper insight manager at IGD, said: “Much of shoppers’ growing expectations around online retail is focused on the delivery aspect of their food and grocery shopping. One of the main reasons shoppers choose to shop online is because it’s more convenient and quicker than shopping in-store, so as we see more competition between retailers for the quickest delivery times and most convenient services, the next generation of convenient shopper is starting to emerge.”