Most consumers who buy groceries online still make most of their purchases instore, according to a new survey.

According to marketing technology and consumer engagement consultant Valassis, 72% of consumers who shop for groceries online still make most of their purchases instore.

The survey also found that those same shoppers don’t confine themselves to one online approach. In fact, more than one-third of online grocery shoppers use multiple methods.

The findings are part of Valassis’s newest research report, “Unpacking the Dynamic Online Shopper: Grocery & Retail,” highlighting modern grocery consumers’ behaviors and habits, as well as ways in which brands and retailers can attract them.

According to Valassis research, in terms of online grocery shopping, 32% of consumers have done so in the past year, (rising to 48% among Amazon Prime members) and they’re leveraging a variety of ways to grab these items including store pickup and delivery.

From a demographic standpoint, nearly half of consumers (48%) living in an urban area have ordered groceries online, while 25% and 19% of respondents living in suburban or rural regions have done so, respectively. 

“Grocery shopping has often been viewed as a chore, meaning consumers will spend hours planning lists and meals, clipping coupons and actually purchasing items. However, retailers and brands are working quickly to improve the experience and make the process more streamlined through e-commerce optimization,” says Julie Companey, director of grocery marketing, Valassis. “Those who create the right omnichannel promotional campaigns can gain a leg up and engage consumers while they are in the planning phase.”

When planning their online orders, consumers turn to both online and offline channels. Among online grocery shoppers, 40% look at online coupons from the store; 33% read print store circulars at home; and another 33% leverage email deals from stores and/or delivery services.

Additionally, grocery shoppers are creatures of habit, with 33% selecting exact items from past online shopping lists. This number rises to 38% among those who leverage delivery services, but they can be influenced to buy an impulse item.