What's convenient now.

* Microwaving is more convenient than anything else we had on our check lists. The fact that nothing even comes close says that we've progressed from Quick and Easy to Zap and Click.

[ILLUSTRATION OMITTED]

* Favorite supermarkets are strong on convenience relative to specialty markets, mass merchandisers, and even drug stores. Because they are generally closer and less time consuming, they get much higher convenience ratings than Wal-Mart or Target.

* Favorite supermarkets get much higher convenience ratings than ordinary supermarkets.

* Deli takeout gets higher convenience ratings than fast food drive-throughs (in part because the waits are shorter). EDITORIAL NOTE: AS I WALKED THROUGH A SUPERMARKET, A YOUNG WOMAN WITH THREE CHILDREN AND A SHOPPING CART STOOD AT THE SUPERMARKET DELI-COUNTER MAKING AND FEEDING THE KIDS BREADLESS SANDWICHES OUT OF THE HAM AND CHEESE SLICES THAT WERE ARE PART OF HER ORDER. I ASKED HER IF THIS WAS A LOW-CARB SNACK AND SHE SMILED AND SAID: "IT'S A LOW-CARB LUNCH THAT WILL SAVE ME AT LEAST 15 MINUTES BECAUSE I WON'T HAVE TO GIVE THEM LUNCH AT HOME." THIS COMMENT SHOWCASES ONE OF MANY WAYS THAT DELI COUNTERS ARE CONVENIENT. IT ALSO SHOWS THAT ON-THE-GO EATING IS SOMETIMES DONE IN THE NAME OF SAVING TIME.

* Conveniences like ATM's are less than totally convenient because they are occasionally down, not accepting deposits, or out of envelopes. When they are good, they are very very convenient, but some consumers wish they would give (and take) coins as well as paper.

* Canned soup, fast food drive-throughs, Chinese takeout, and frozen entrees get almost identical convenience ratings.

In the Current Convenience Ratings table, take special note of the convenience ratings forfavorite supermarkets versus those for Wal-Mart and Target. Many shoppers have stronger convenience perceptions of their favorite supermarkets than they have of Target or Wal-Mart. This is an edge that supermarkets would be wise to prize and build upon, even if they can't match the one-stop shopping advantage of supercenters. CURRENT CONVENIENCE RATINGS Ratings of convenience of current stores, products, and procedures Percent rating in: Top Box Top Two

Only Boxes 1. Microwaving 51% 87% 2. ATM 43 68 3. Favorite supermarket 32 65 4. Deli takeout 41 62 5. Pizza delivered 38 62 6. Canned soup 35 57 7. Fast Food/drive thru 30 57 8. Chinese takeout 27 57 9. Frozen entrees 35 54 10. Fast Food/Eat In 16 46 11. Drug stores stuff 22 46 12. Internet shopping 22 46 13. Regular oven 27 46 14. Target 14 46 15. Casual restaurants 14 44 16. Toaster Oven 19 43 17. Drug stores-Rx 27 43 18. Grilling 11 41 19. Shopping malls 16 40 20. Home Depot 27 38 21. Wal-Mart 24 38 22. Google 24 36 23. Strip malls 8 35 24. Typical supermarket 16 35 25. Donut shops 14 32 26. Lowes 22 27 27. Whole Foods 11 25 28. Trader Joes 6 14

Happy Summer! Mona Doyle