Study by IAB Spain, advertising and digital communication association in Spain, has presented the Annual Study of eCommerce 2019. (July 4, 2019)
Uses and buying habits
Currently, 7 out of 10 Internet users buy online, which translates into 20.3 million spanish between 16 and 65 years old; being the Generation Z (16-23 years) the least intensive and the stretch of 24 to 30 years the most intensive, exceeding even the average.
The profile of eShopper is as masculine (52%) as feminine (48%), with an average age of 41 years and active in Social Networks.
According to the study, the frequency of online shopping stays at 3 times a month, with an average cost per purchase of € 64. The convenience (97%), the offers and the variety of products (95%), as well as the price (93%) are the main drivers of the online purchase. This year, the drivers are ‘Only can buy online’ and ‘Recommendation of friends / acquaintances’ grow, which increases by four percentage points. In fact, buying in stores that only sell on the Internet grows compared to 2018.
The study notes that 71% of users trust web pages, mainly thanks to two factors: a good previous experience, mentioned by 79% and thanks to the existence of secure forms of payment, to which allude 74% of the respondents. The purchase website (58%), the brand (56%), the good opinions of the buyers (42%) and the online trust seal (35%) also convey trust.
Regarding the use of devices for online shopping, although the computer is still leading (85%), the smartphone grows and gains weight. In fact in this edition adds 8 percentage points, reaching already 53%, far ahead of the tablet (18%) and SmartTV and the console (5%).
Online shoppers continue to acquire physical products and services in greater proportion; however, digital content along with physical products has grown this year. Likewise, Entertainment / Culture (71%), Travel / Stays (69%) and Technology / Communication (62%) are the categories with the highest penetration in the last year.
When it comes to size the market, the study indicates that two out of three online buyers seek information and formalize the purchase from the online channel. Amazon, Aliexpress, ebay and similar are perceived by users as information channels and as shopping portals. In this sense, among those seeking information in marketplaces, 68% formalize purchases through these portals.
The information available in the online world allows converting a high proportion of purchases, given that 91% make such a purchase, either in the online or offline channel. In terms of influencers, online shoppers use the brand’s website (52%), friends / family (43%) and blogs / forums (38%) before buying to get information. From there, more than half of the interviewees (55%) combine the online and offline channels, a percentage that according to the respondents themselves will increase significantly up to 77%. The youngest are the most inclined for this combination of channels or the online channel.
The study has also analyzed the driver ‘delivery time’ and the assessments made by users. The acceptable waiting time according to the respondents is 3.2 days. Although 82% consider that the delivery time has to be less than 5 days, there is another 15% that wants to receive their purchase in 24 hours. It is especially noteworthy that of all respondents, 30% would be willing to pay more if the product arrives earlier, with Fashion (32%) and Technology (29%) being the sectors that head this option.
Buyers are increasingly demanding with shipments and in that sense the delivery times are relevant when repeating purchases in an eCommerce (44%), although the price remains ahead (55%).
Opinion of the Professionals
The professionals consider that the competitive prices are the most important thing of eCommerce (63%).
Providing quality products (51%) and good customer service (46%) are the following relevant aspects. Therefore, the elements to work in the future are in line with the aspects considered most relevant: offering competitive prices, good customer service and reduced waiting times; variables that rise seven and six percentage points respectively with respect to 2018.
In this data collection we see reflected the current need of ecommerce to improve the shopping experience and differentiate from the competition in this way. It has been analyzed that online shoppers need a second opinion or recommendation, whether from influencers or family members. Vudoir offers a second opinion in real time by professional stylists. The widget is in both computer and mobile phone format. This analysis of online user behavior only confirms the importance of having a virtual advisor specialized in the online channel.