Decoding UK Purchase Behaviour
Gener8’s nationally representative Purchase Intelligence and Consumer Browsing panel enables macro analysis of UK online purchases and web visits
Earlier this year we highlighted how the Gener8 Consumer Browsing dataset, when utilising our 10.5k UK nationally representative panel, enables us to accurately measure engagement patterns that reflect the behaviour of the population as a whole.
We have now expanded our nationally representative panel to also cover the Purchase Intelligence dataset, giving an industry-first lens into the purchase behaviour of the UK as a whole, alongside search and web browsing activity.
So what new capabilities does this unlock?
Benchmark UK online purchases
By analysing data from the nationally representative Purchase Intelligence panel, we can make informed estimates regarding the total number of purchasers and orders within the broader UK online population aged 18 to 64. This approach allows us to gain valuable insights into consumer behaviour and purchasing trends on a larger scale.
For example, by examining the three most popular delivery services in the UK, we can gain a clearer understanding of their overall popularity.
Immediately we can see that in February, Just Eat led food delivery orders with an average of 2.8 orders per person. These figures highlight Just Eat’s significant lead in both user numbers and total orders compared to its competitors. This valuable information can play a crucial role in helping you benchmark your business's performance against close competitors while also gaining deeper insights into broader market trends.
Whatsmore, we can swiftly evaluate the key demographics of delivery service users.
Our analysis found that while Just Eat and Uber Eats have a balanced gender split, Deliveroo appears to be more popular among women. When analysing age groups, we found that Just Eat is most popular among 25-34 year olds. Deliveroo follows a similar pattern, while Uber Eats stands out with higher usage among 18-24 year-olds. Additionally, delivery service usage declines among older age groups.
Deep dive into vendors and specific products
At Gener8, our Purchase Intelligence feed provides high granularity, enabling insights that go beyond the macro ‘merchant’ level to the vendor and specific item title level.
This is a powerful tool, allowing us to zoom in on a merchant like Just Eat and quantify Coca-Cola purchases across various restaurants.
In February, Coca-Cola was the most ordered soft drink on Just Eat. Additionally, McDonald's was the top restaurant (vendor) driving Coca-Cola purchases on the Just Eat platform during this period.
Identify what the validated purchasers browsed on the web
As Gener8 users in our nationally representative passive data panel now share both the Purchase Intelligence and Consumer Browsing datasets we can gain invaluable insights into the online behaviour linked to validated purchases of specific merchants, vendors, or products.
Our analysis identified that customers who ordered from Just Eat showed a strong interest in browsing Home & Garden, Food & Drink, and Personal Finance website categories. Going a level deeper, we can even see that within the Home & Garden category, the most visited sites were Currys.co.uk, DIY.com (B&Q), and Dunelm.com.
So to summarise, what are the key benefits of our smaller, yet nationally representative panel that has been aligned to the 2021 census data by age, gender, region and level of education?
- Understand broad behavioural patterns for the population
- Contextualise analysis with UK-focused events (e.g. inflation, public policy, cultural)
- Estimate how prevalent a specific type of behaviour is within the population
- Understand demographic differences for the behaviour amongst the population
How can I access this data?
We utilised Gener8’s Consumer Browsing, Purchase Intelligence and Demographics datasets alongside Domain classification to learn more about the Just Eat audience and those of its close competitors.
Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.
Discover how you can power your decisions and gain a competitive edge from our behavioural truth set by contacting us today!
