The research consultancy questioned 28,000 shoppers across 1,500 branches of 30 convenience chains as part of a study into services.
Some 14% of customers want to see more services offered - the same percentage that wants to see an improvement in fresh food. The results show typical services shoppers tend to visit the store for more than the service alone, buying on average 3.1 items per visit - higher than the average c-store customer who buys 2.9 items per trip. Top cross-purchases include newspapers at 27%, confectionery (20%) and cigarettes (18%).
Close to 10% of service users say they would probably shop elsewhere if their c-store removed services such as PayPoint terminals. The survey also found that half of shoppers using services lived within a quarter of a mile of the store.
Spar retailer Paul Hodge-kiss, who owns a busy store in Birmingham city centre, said: "Services are very important to the store. We make £1,000 a month from the ATM alone, which I see as a good discount from our monthly rent. Bill payments services don't make as much money but they do help bring people into the store. It's definitely worth providing the extra service."