Table 2.
Descriptive statistics for relative SoW expansion.
| Panel A: Average across chains and categories | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Total number of observations | Relative change in SoW |
Observations where offline SoW in the period following household h's decision to start shopping online |
Category-level SoW expansion from new customer in the category for the chain (%) | Category-level SoW expansion from new customer at the chain (%) | ||||||
| AverageSD |
Increased |
Decreased |
Did not change |
|||||||
| # (%) | Average | # (%) | Average | # (%) | Average | |||||
| 108,952 | 27.69 | 114.62 | 33,066 (29.70) | .362 | 44,496 (39.86) | .402 | 31,390 (30.44) | 0 | 44.16 | 10.51 |
| Panel B: Average per chain and per category (summary) | |||
|---|---|---|---|
| Total number of observations | Relative change in SoW |
||
| Average | SD | ||
| Per chain (across categories) | |||
| Asda | 26,464 | 24.48 | 115.11 |
| Sainsbury's | 16,958 | 21.24 | 113.72 |
| Tesco | 55,569 | 30.42 | 115.97 |
| Waitrose | 9,961 | 31.97 | 110.24 |
| Per category (across chains)a | |||
| Min. (one-shot drinks) | 1,021 | 16.07 | 121.54 |
| Max. (machine wash products) | 1,811 | 38.27 | 118.18 |
a
Category-specific details are in Web Appendix A.