英国线上超市gorillas用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

delivery:

Gorillas

usersin

the

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGorillas

usersintheUnitedKingdom:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Gorillas

usersintheUnitedKingdom(’’brandusers’’)

againstUKgrocery

delivery

users

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsGorillas

ranks

outside

the

top

10

of

most

used

grocery

delivery

services

in

theUKManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinthe

UKTesco37%36%AsdaAmazon

/Amazon

Fresh

/Amazon

Pantry32%Sainsbury’sCo-op21%15%15%14%12%Iceland

FoodsMorrisonsHelloFreshCostco10%9%Beelivery4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=1292,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Gorillas

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGorillas

is

more

popularamongMillennials

thanother

grocery

deliveryservices.Success

and

career

advancement

arerelatively

important

to

Gorillas

users.Itstands

out

that42%

ofGorillas

userstrytoeat

lessmeat.Gorillas

users

access

theinternet

viaadesktop

PCmore

often

thantheaverage

grocery

delivery

user.Family

andparentingarerelativelyprevalent

interests

of

Gorillas

users.38%

ofGorillas

users

are

innovators

orearly

adoptersof

new

products.Compared

toothergrocery

deliveryservices,

Gorillas

hasarelatively

highshareof

male

users.Onsocial

media,

Gorillas

users

interactwith

companies

more

often

than

othergrocery

delivery

users.Carsor

vehicles

are

relatively

popularhobbiesamong

Gorillas

users.Arelatively

highshare

ofGorillas

usersthink

thatunifying

thecountry

is

anissuethatneedstobeaddressed.Gorillas

hasalarger

share

ofusers

withahighincome

than

other

grocerydelivery

services.Gorillas

users

remember

seeing

adsonblogs

and

forums

more

often

thanother

grocery

delivery

users.Gorillas

users

aremore

likely

to

live

inmegacities

than

grocery

delivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Gorillas

is

more

popular

among

Millennials

than

other

grocery

delivery

servicesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users18%72%10%

0%Category

usersAllrespondents20%45%26%9%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=60,

Gorillas

users,

n=1292,

grocery

delivery

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

services,

Gorillas

has

a

relatively

high

shareof

male

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users58%42%Category

usersAllrespondents52%48%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202372%

of

Gorillas

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%30%28%22%22%20%18%18%17%17%15%12%10%9%8%5%5%3%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Gorillas

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users69%18%14%Category

usersAllrespondents39%33%28%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=60,

Gorillas

users,n=1292,

grocery

delivery

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Gorillas

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive47%41%34%24%22%20%16%14%12%11%10%8%7%7%7%5%4%

4%Other3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gorillas

users

are

more

likely

to

live

in

megacities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK40%27%27%26%24%21%20%17%14%13%12%10%10%10%10%7%7%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=60,

Gorillasusers,n=1292,

grocerydelivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Gorillas

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users8%9%8%90%88%2%3%Category

usersAllrespondents89%3%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Gorillas

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%56%49%47%38%42%46%42%33%33%37%30%34%33%33%29%29%26%28%27%24%20%15%13%15%17%11%10%13%10%AhappyrelationshipSafety

andsecurityTobesuccessfulHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Gorillas

usersConsumer

lifestyle:

main

interestsTop10

interestsofGorillas

usersintheUK53%56%52%43%42%37%38%43%40%40%40%38%35%

35%35%35%34%33%32%32%29%28%27%26%23%22%21%21%20%18%Movies,TVshows&musicFood

&diningHealth

&fitnessSportsFamily

&parentingTravelFashion&beautyScience

&technologyArts&literatureCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=60,

Gorillas

users,n=1292,grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Gorillas

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGorillas

usersintheUK50%45%42%37%41%40%40%39%38%37%35%35%35%34%33%33%32%31%29%28%27%26%

26%25%20%19%19%18%17%16%Video

gamingOutdooractivitiesTravelingCooking/bakingDoing

sportsandfitnessCars/vehiclesGardeningandplantsPhotographyBoard

games/cardgamesReadingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=60,

Gorillasusers,n=1292,grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gorillas

users

are

more

likely

to

go

cycling

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGorillas

usersintheUK28%23%22%20%18%18%18%17%15%15%14%13%13%12%10%

10%10%

10%10%9%9%8%8%7%7%7%6%6%5%3%CyclingDancingFitness,aerobics,cardioGolfBaseball/SoftballBasketballRunning/JoggingHikingBadmintonSoccerBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=29,Gorillasusers,n=1066,

grocery

delivery

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gorillas

users

are

more

likely

to

follow

boxing

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGorillas

usersintheUK25%26%25%20%18%17%15%13%13%13%13%12%10%10%9%9%9%9%9%9%

8%7%6%6%6%5%4%3%3%3%SoccerBoxingBasketballTennisAmericanfootballBaseballGolfGymnasticsRugbyCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=24,Gorillasusers,n=899,

grocery

delivery

users,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

42%

of

Gorillas

users

try

to

eat

less

meatConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninthe

UK70%63%61%42%40%35%34%32%33%30%26%24%18%16%15%Iactively

trytoeathealthyItrytoeat

lessmeatItrytoavoidplasticpackagingwhen

buying

foodFood

mustbeconvenient

andfastIdonotenjoy

cookingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=60,

Gorillas

users,n=1292,

grocerydelivery

users,n=4029,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Gorillas

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK40%36%35%33%32%28%20%17%

17%15%12%11%3%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Gorillas

users

think

that

unifying

the

country

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toGorillas

users63%58%48%44%38%40%39%37%37%37%29%35%36%35%35%33%32%

33%27%32%30%30%28%27%26%25%23%23%13%

14%EconomicsituationRising

prices

Unemployment/inflation/EducationHealth

andsocial

securityHousingEnvironment

ClimatechangePovertyUnifyingthecountrycost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=60,

Gorillas

users,n=1292,

grocery

delivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Gorillas

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users15%23%53%8%Category

usersAllrespondents22%35%33%26%11%23%37%14%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=60,

Gorillasusers,n=1292,

grocerydelivery

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGorillas

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averagegrocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet90%

90%

91%78%71%72%70%69%65%64%63%61%58%57%57%53%52%45%44%42%38%38%36%37%35%31%30%SmartphoneLaptopDesktop

PCSmart

TVGaming

console

Streaming

device

Smart

speakersSmartwatchTabletBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=60,

Gorillas

users,n=1292,

grocery

delivery

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Gorillas

users

interact

with

companies

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type53%54%58%49%57%57%55%55%54%54%52%42%52%50%47%45%44%41%39%38%32%30%34%32%31%27%26%22%20%15%8%6%7%4%2%0%Commented

Sentprivateon

posts

messagesFollowedpeopleLiked

postsbyotherusersLikedcompanypostsPostedpictures/videosSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=60,

Gorillas

users,n=1292,

grocery

delivery

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gorillas

users

tend

toread

daily

newspapers

more

often

than

grocery

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks80%72%78%

79%73%73%59%

59%68%65%65%60%52%58%50%50%48%47%46%40%38%31%38%38%35%30%29%26%27%24%18%15%15%DigitalvideocontentTVRadioDailynewspapersMovies

/cinemaDigitalmusiccontentPodcastsMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=60,

Gorillasusers,n=1292,

grocery

delivery

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gorillas

users

remember

seeing

ads

on

blogs

and

forumsmore

often

thanother

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGorillas

usersintheUK

havecome

across

digital

advertisinginthepast4weeks52%50%48%44%43%43%43%42%33%39%38%37%37%37%35%35%31%32%

31%27%29%27%24%21%20%18%16%14%13%10%Video

portalsSocial

mediaVideo

gamesBlogs/forumsWebsitesandappsof

brandsVideo

streaming

SearchenginesservicesEditorialwebsitesandappsMusicportalsOnlinestoresBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=60,

Gorillas

users,n=1292,

grocery

delivery

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023<h1_advertising_non_digital>Marketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks58%52%51%50%47%47%42%32%40%28%40%39%38%36%32%

32%29%27%24%22%21%19%18%18%Atthemovies/cinemaOnTVInprinteddailynewspapersOntheradioDirectly

inthestoreBy

mailshot

/

OnadvertisingInprintedmagazinesandjournalsadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";