The way we interact, even buying, has taken a radical turn in recent years and people have been acquiring new consumption habits closely linked to our digital identity and the impact generated by the different events with which we live every day. Thus, Nielsen in collaboration with Dynata has presented the study Digital Consumer Survey 2022which reveals what are the new habits that have settled among Spanish consumers and what are the new emerging trends that the company has identified in the course of this year.
The search for experiences stands out as a new key factor in the reality of digital consumer and as a consequence, a future awaits us where we will see that consumers make more and more use of Social networks and their new features to satisfy this new need and to interact with people who have similar expectations and tastes. That is, we socialize and also buy through social networks. In fact, 29% of Spanish consumers have purchased through this channel in the last three months. instagram with 16% it is the most used social network, followed by Facebook (13%), Tik Tok (7%) and twitch (two%). Among the categories that predominate in general are: beauty, fashion, personal care, perfumes and fragrances, and food. Regarding the ways of buying in RRSS, 37% of purchases come from publications that redirect to the website, 23% of the store tab in the brand’s social profile -consumers between 16 and 20 years old are the ones who use it the most (38%)-; 22% buy by swipe up from stories or videos, 19% do so using influencer codes and 13% buy through live broadcasts.
How do they use social networks to seek new experiences?
18% of Spaniards search for places using these platforms yel 72% know and use the new maps that exist on these platforms. 79% of users search for places and experiences on these platforms because they want to view images and videos to ensure that their expectations match what they want to enjoy. In this sense, the experiences that they value the most when looking for places are those of everyday users, who do not have promotional purposes (71%). This trend arises in a context in which Social networks are already a fundamental element among Spanish consumersespecially among the youngest.
What digital elements do Spaniards pay attention to when deciding on their purchases?
The financing in purchases for all, offered by the same stores, it appears as a novelty. In 2021 this option was not common, but it is consolidating as an innovation associated with the purchase process, as augmented reality is combined to contribute to the ideal shopping experience in 2022. In addition, the online purchase tickets (46%)QR (40%) and touch screens in stores (34%) are more common in the Spanish market and are already part of our shopping experience.
What impact does the irruption of advertising have on Streaming platforms?
Discovering that Spaniards spend a relevant part of the time they are connected, watching content on streaming platforms, the Nielsen study has evaluated how we perceive the new modality of streaming in our country. streaming with advertising included to find out what consequences this will bring to paid content providers. The analysis reveals that 41% of those who say they watch videos online through these platforms are willing to opt for the most expensive option without advertising, compared to 27% who opt for the cheapest proposal with advertising and a reduced offer of content. In parallel, 24% would cancel their subscription because they are not willing to see advertisingd.
The study has detected that 40% of Spaniards would be willing to pay a subscription for services from their favorite establishments, being discounts (56.5%), free home delivery (42%) and a surprise gift per month ( 24%) the most anticipated. The businesses in which we would be most willing to adopt this model are: restaurants (59%), home delivery services (48%) and cinema (45%). Interest in the subscription model is repeated in a different percentage in relation to the purchase of products, with 43% of buyers who would do so to benefit from discounts (61%), free home delivery (46%) and a surprise gift to the customer. month (35%). Food products (48%), fashion (45%), travel and tourism (39%) and beauty (32%) appear as a novelty, with respect to subscription services.
Has consumer commitment to sustainability grown in 2022?
According to the study, 64% of consumers say that the fact that a brand is associated with sustainability, inclusion, and social responsibility initiatives impacts their purchasing decision and 63% say they have bought organic products in the last year and 67% say they do it 2-3 times a month. These figures reveal that we have developed a greater sensitivity towards sustainability and social responsibility, with the highest price of this type of product being the main obstacle to the purchase of organic products for 55% of Spaniards.
The Metaverse, what do the Spanish know about the Meta proposal? And what about NFTs?
The conclusions of the Nielsen report reveal that 50% of Spaniards know what the metaverse is, especially men between the ages of 16 and 29 (72%), but of those who know it, only 26% say they have entered it at some time and 74% say they have not. Analyzing the responses of those who say they have never entered, 25% say they know how to access, especially men between 21-29 (35%) and 51% say they are willing to create their avatar to join, 47% say they are willing to buy virtual reality glasses. In parallel, 46% of Spaniards who have already tried virtual reality activities say they feel comfortable in them, especially men between 16 and 20 years of age. 48% say they have a favorable or very favorable perception of brands with a presence in the metaverse.
The study has also measured What are the activities we look for in the metaverse to discover that 49% seek virtual education, 43% say that their activity of interest is video games, 36% go shopping, lowering the percentage to 34.50% who explain that they would visit museums and art exhibitions. 31.5% would enter the metaverse to enjoy a concert and 29.70% for work issues along with 25.3% who would access to watch sports. The top five categories that arouse our interest in this new environment are: travel and tourism (48%), games and video games (42%); fashion, clothing and accessories (39%), electronic devices (TV, laptops) 28% and beauty (26%).
Also Awareness and use of NFTS grows. 44% of Spaniards know what they are, especially men between 16-20 (82%). 30% of the people consulted stated that they would buy an NFT, and 62% say that they know how to acquire it. 20% of Spaniards say they have an NFT, especially men between 21-29 (33%). A greater movement in our country is detected on those associated with the following categories; games (57%), artwork (25%), event tickets (23%), music and media (22%), collectibles (21%), and virtual fashion (10%).
How and what have Spanish consumers bought in 2022?
92% of consumers in our country have made an online purchase in the last three months and 60% buy between once and twice a month. This year, 54% of Spaniards have bought items from fashion, clothing and accessories, this increases to 67% for women between the ages of 21 and 49. 29% acquired beauty products online, a figure that increases to 45% for women between 21 and 49 years of age. Similarly, 29% have made purchases online activity-oriented travel and tourism, carried out especially by men over 40 years of age where the figure increases to 38%. The increase in interest is motivated by the greater number of people seeking to live new experiences. On this point, the study also highlights that the reasons that drive consumers to go to stores are seeing and touching the products for 63% of Spaniards, trying on the products (48%) and the shopping experience (42% ). In parallel, in relation to the reasons for buying online, 66% say they do it to save time, free shipping (48%) and 24/7 access (44%).
Black Friday forecasts and Christmas shopping
This year, 23% of Spaniards declare that they will buy regularly compared to 19% the previous year and face-to-face purchases will slightly predominate these holidays (53%) Compared to last year, there was a slight preference for the online channel (51%). In parallel, the study shows that 55% of people want to receive gifts related to experiences, be it travel, tourism, tickets to shows, or coupons for various activities.
All in all, the rise in the prices of the shopping cart, the rise in energy prices, are inviting families to take advantage of the modality offered by retailers and 10% will resort to the modality of ‘Buy now pay later’ during these festivities. Throughout the year, 20% of consumers have already used this modality and 31% have made an online purchase motivated by the possibility of financing the purchase. The black friday It will once again ease pockets since 42% of buyers plan to bring part of their purchases forward to Black Friday, and 26% want to finish all their purchases on this date. For 10%, avoiding price increases is the main reason for early purchases.
«This year we have detected tools on social networks, which have become a trend among Spaniards, who use them in order to improve their personal experiences, giving relevance to user opinions. We have also identified that, for Spaniards, the fact that a company is associated with sustainability, inclusion, or social responsibility initiatives impacts their purchasing decision. Understanding the motivations and changes in behavior will help guide the strategies of companies to reach the consumer»has declared Maira Barcellos, head of Nielsen measurement for Spain.