They Research, Shop & Buy

The unique shopping behavior of at-work consumers is staggering. According to the Department of Transportation, their average commute is 16 miles one way; therefore, to save time and money they take advantage of their workday driving by shopping on their way to/from work or during lunch. In addition, they utilize their time at work to conduct online research and shopping. Here's what consumer intelligence firm, BIGresearch, found in a study that gauged the shopping behavior of working consumers:

Working Women make purchases along their commute route

How often do you purchase these items during the workday? (driving to/from work, during a lunch break)

  Regularly or Occasionally

  Working Women    

  Dining Out

  95.3%

  Groceries

  93.8%

  Medicine

  88.7%

  Apparel

  76.2%

  Beauty Care/Cosmetics

  75.2%

  Home Decor

  67.8%

  Shoes 

  65.5%

  Vitamins/Supplements

  62.3%









Working consumers conduct online research 

Which of the following have you researched online during the workday over the last 90 days prior to making a purchase in a store?

  47.2%

    Electronics

  39.8%

    Apparel

  34.5%

    Dining Out

  21.8%

    Appliances

  20.6%

    Food/Groceries

  20.2%

    Shoes

            

       











Sources: 
BIGresearch, At-Work Consumer Media & Shopping Behavior Survey
WorkPlace Media, Host Employer Survey