As people across the US return to pre-pandemic lifestyles they are still choosing the convenience of home delivery, with millennials in particular leading the demand for delivery services, according to a new study.
In partnership with The Harris Poll, delivery software provider Onfleet surveyed more than 2,000 US Adults 18+, and found that 61% prefer shopping at retailers, including restaurants, grocery stores and pharmacies, that offer delivery over businesses that don’t.
Looking at age groups, the survey revealed that 68% of the cohort aged 18-34 or ‘Gen Z’, and 75% of millennials aged 35-44 prefer retailers that offer delivery over one’s that do not. They are more likely than those aged 55+ (49%) to feel this way, but even 45% of Americans 65+ prefer retailers offering home delivery.
Onfleet added the shifting demands and juggling priorities of a growing family may also drive families to embrace retail delivery, especially in higher-income families. Some 66% of Americans with household incomes of $100K+ annually prefer shopping at retailers that offer delivery, compared to 58% of those with annual household incomes under $100k.
Americans with children under 18 at home are significantly more likely to prefer retailers that offer delivery, perhaps given the convenience, expectations of their tech-savvy kids, and time-saving opportunities for parents. Overall, 73% of those with children under 18 in the household would rather shop with a retailer that offers delivery compared to 55% of those without children under 18 in the household.
Furthermore, the report stressed that consumers today care about sustainability, and this even holds true when purchasing from a local merchant. The survey found that nearly half of Americans (46%) would be willing to pay higher delivery fees for online purchases if a company has initiatives to offset its carbon footprint.
“We’re seeing that the convenience, reliability, and flexibility of home grocery delivery driving consumer adoption and purchasing decisions. At the same time, Americans are focused on sustainability and are willing to support environmental programs with their purchasing dollars” Onfleet said.