Grocery shopping appears to be the great equalizer, with nearly the same number of men as women frequenting supermarkets, although ladies were more likely to hit the retail stores.
AdNear’s research was conducted between February and April this year among 300,000 mobile users in five cities – Sydney, Melbourne, Perth, Adelaide and Brisbane. The study tracked shopping habits of homemakers, professionals, the affluent and students based on their location data to form behaviour insights.
Of the total sample size, Melbourne has most grocery shoppers at 43 per cent, followed closely by Sydney at 41 per cent. Most general retail shoppers were located in Sydney (52 per cent), followed by Melbourne (34 per cent).
Shoppers in Adelaide, Brisbane and Perth made up less than 20 per cent each of the respective grocery and general retail shopping demographic, underscoring the markets’ relative size to the two bigger cities of Sydney and Melbourne.
Homemakers shop the most – they are the largest audience segment in general retail outlets, the only exception being in Sydney, with professionals coming out on top.
There are also more homemakers, followed by professionals, shopping for groceries.
“Location-based data can help grocers and retailers identify the most popular day of the week, the best time of day, and the right target audience for effective consumer outreach to yield enhanced results,” said Anil Mathews, founder and CEO of AdNear.
“Brands can leverage these insights to plan marketing campaigns and unique offers that appeal to specific crowds according to their location.”
Grocery shopper numbers were generally steady across each week of the month, with a slight dip in the last week, likely attributed to dwindling household budgets.
General retail shopper numbers in Melbourne, Sydney, and Perth were consistent throughout the month, but Adelaide and Brisbane saw dips in the last two weeks of the month.
Although Thursday was most popular for shopping, many general retail shoppers in Melbourne and Sydney were at stores on Sunday.
Weekends, however, were less popular than weekdays for grocery shoppers across all five cities.
While the grocery shopping gender split is near parity with men at 46 per cent and women at 54 per cent, the majority of general retail shoppers were women (70 per cent). Adelaide also has more men than women grocery shopping, the only city of the five.