We’ve published the 1st Wave of the Online Shopping Observatory
, a study that aims to monitor how online shopping evolves in Spain annually.
In this first document we analyze how different product categories have been related been related to online throughout last year (2011). Some of the conclusions that have come out of this study are:
- Internet is already another channel for buying products and services. This is an undeniable truth. However, not all categories have been integrated into this channel at the same time nor with the same intensity. In this document, we will identify 5 groups of categories relating to the internet as a shopping channel, not just to understand the numbers for what we know intuitively, but also to be able to start to measure the evolution of different categories regarding internet as a shopping channel.
- 70% of online shoppers have given up an online purchase process. While the primary motive for doing so was not thinking twice before buying but lack of clarity in the information received.
- Online shopping does not mean buying alone: 47% of online shoppers affirm that they have done so in the company of others and the primary motivation was to share shipping costs and take advantage of a deal.
- Tickets and trips, technology and food are the categories that have the greatest average online expense annually.
- 60% of online shoppers connect to the internet through their tablet or smartphone. Although shopping through these devices continues to be only residual, it is noteworthy that 42% of those that have one of these devices confirm that they have paid for an application at some point in 2011. Of those that paid, 50% spent less than 6€ to download an application in 2011.
- For more information, take a look at the complete study in Spanish. You can find data about shopping for each category, the weight of shopping with others, socialization of the purchase, motives for leaving the purchase process, average cost, frequency of purchase, sales by individuals…
In upcoming weeks we will present the results of specific analysis about certain products: food, technology, culture and aesthetics.
Methodologically this wave of the study is based on 874 self-administered interviews of regular internet users from 18 to 55 years of age.