New research from Awin reveals 18% of Britons buy all their groceries online, while over half have previously bought food or drink online. Britons prefer the convenience of not having to physically go shopping plus the ability to track their spending online. Over 55s are the most likely to exclusively shop online.

The study was undertaken by the team at global affiliate network Awin ( in which 2,485 UK residents over the age of 18 were polled. All respondents stated prior to taking the survey that they buy the groceries for their house. Participants were split evenly between three age groups: 18-34; 35-54 and 55+.

All respondents were initially asked how often they purchased their groceries online. 18% revealed that they did all of their grocery shopping online, whilst 20% revealed that they had never done so. Of the remaining participants, one in three (33%) said that they did so regularly and 29% said that they did so infrequently. Of those that do their grocery shopping exclusively online, 44% were over 55, 34% were 19-34 and 22% were from the 35-54 age bracket.

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