If you work in digital advertising , you’re sure to be interest in learning about the current state of the e-commerce sector in Spain and the trends that are emerging for the future.
Well, you’re in luck
IAB Spain has just published its ” Annual eCommerce Study 2019 “, which explains everything you need to know about the behavior of online shoppers.
So let’s see what its conclusions say! Ready?
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Current and future of e-commerce in 2019
Who are e-commerce customers?
The e-commerce sector has managed to reach a very wide audience in our country. In the age segment analysed in the study (16 to 65 years), 92% of respondents were internet users and, of this percentage, 71% bought online. Therefore, we are faced with a market of more than 20 million people: great news for brands that invest in e-commerce!
If we analyse the evolution
The last 5 years, we see a very notable increase both in the percentage of Internet users (which was only 60% in 2014) and in the percentage of online buyers (from 44% in 2014 to 71% in 2019). There is no doubt that we are in a sector in full expansion.
By age group , those who buy the least are members of the so-called
“Generation Z”, aged between 16 and 24: only 52% of them buy online. On the other hand, this habit is more frequent among users aged between 35 and 45 (76%).
The average e-commerce buyer is 41 years old and lives in a Asia Mobile Number List of three. 84% of them are active on social media: the most common are Facebook (90%), WhatsApp (87%) and YouTube (65%). 61% have university degrees, 52% have children and 78% are currently working.
What are the main online shopping habits?
The average spending is 64 euros, which is a decrease of more than 10 euros since 2018. Those who spend the least are members of Generation Z and those who spend the most are the 24 to 30-year-old segment. It is also very Job Function Email database to know that men spend more than women: men spend 68 euros on average and women, 59.4.
The computer is the preferred device
For online shopping, used by 85% of users. More than half make purchases via smartphone, and this percentage has grown by 8% in the last year (45% in 2018 and 53% in 2019). They are followed at a distance by tablets, used by 18% of e-commerce users, and smart TVs/consoles (5%).
