Britain’s biggest grocers have seen a sharp decrease in online visits over the last year.
Asda and Tesco have seen the most significant drops in traffic, according to research compiled for City A.M by data analytics firm SimilarWeb.
Traffic on Asda’s website fell from 30m to 22m, whilst visits to Tesco’s website dropped to 35m in November, from 49m the same time last year.
Morrisons, which has a smaller online presence, also saw visits fall to 3.5m from 4.4m last year.
Sainsbury’s was the only grocer to report a rise, to 8m from 7.5m last year.
Mobile phone usage accounts for 70% of visits to the Big Four’s websites.
SimilarWeb’s digital insight manager, Pascal Cohen, said: “Engagement is very important in whether the supermarket is successfully engaging its customers.” He also added that all four have a poor social media presence, accounting for only a small percentage of traffic to their sites.