He 90% of Spanish consumers shop online55% of them make more than 20% of their purchases online, which shows the wide spread of e-commerce in our country. This is what the study showsConsumption habits of online shoppers in Spain‘ Manufactured by Ipsos Digital for Amazon and was introduced this Tuesday.
According to the study Price is the most influential factor when shopping online, followed by discounts, delivery speed and quality of products. In addition, what online consumers value most after purchase is free delivery, fast shipping and an easy return policy.
«The conclusions of the Ipsos study for Amazon show that price is a deciding factor for online shoppers, but so is fast and free delivery and easy returns“, Explain Alfonso Serrano, Amazon Consumer Director. In this sense he emphasizes: “At Amazon, we not only pursue low prices all year round, but we also place increasing emphasis on promotional events that provide our customers with great savings all year round.«. Regarding fast and free deliveries, the manager notes: “Prime customers enjoy free, unlimited 1-day shipping on over two million products and 2-3-day shipping on millions more products«.
Price is also a decisive factor in the purchase decision For 96% of respondents it is important or very important. In this context, the 50-64 age group is the most price-conscious online shopper. Among the youngest aged 18 to 24, the study shows that 47% consider price to be very important and 14% say it is of little or no importance.
Due to price sensitivity in general Online shoppers compare before purchasing. 7 out of 10 say they compare the product with other similar items and other brands, and 65% compare the price of the same product in different stores.
When it comes to recommendations when purchasing online, consumers generally consider recommendations from family and friends when making an online purchase, followed by reviews and opinions from other customers, social networks, media, influencers and finally blogs.
The price sensitivity of the online consumer in the current economic context
The survey also shows a change in online shopping habits. Specifically, 6 in 10 respondents (67%) admit that they have changed their shopping habits through “savings” measures in the last year due to the economic environment. In this point, The categories most impacted by these changes in purchasing behavior are apparel and footwear (56%).and technology/electronics (42%), oddly enough, the product categories most commonly purchased online.
The youngest, consumers aged 18 to 24, have changed their habits the most30% say they buy less in general now, and 22% are more aware of offers, promotions and formulas that can help them save. In contrast, those over 65 are the least likely to admit they have changed their habits, with 50% believing they have the same buying habits as before, although 22% admit they are buying less than before.
Offer periods that are becoming increasingly relevant for online consumers
In this context, where price is a deciding factor when purchasing, offer periods are becoming increasingly relevant for online consumers. Actually, Almost 90% have purchased during a promotional period and 21% say they are taking full advantage.
To achieve this, according to the study, shoppers have no problem changing their habits and bringing forward or delaying their purchases to take advantage of offers: 21% do this regularly and almost half occasionally. Additionally, most products save to “Favorites” to purchase when they are on sale.
Online consumers are looking for more savings formulas
In relation to the forecast of changes in consumer behavior in the next two years, not only 67% of those surveyed have already changed their purchasing behavior, but also more than 60% of them plan to change it in the next two years and will place more attention on prices and offers, sustainability and online commerce. 13% also assure that they use the online channel more than the physical channel.
Formulas to save include: 4 in 10 consumers see spending increases during promotion periods and 24% plan to spend more during these periods this year than last year.
In addition to offers, discount vouchers also have weight among online consumers among the savings options: More than 70% of consumers use discount codes or vouchers at least sometimes.
Regarding the preferred time of purchase, 55% say they buy year-round, 42% say they buy during sales periods and special promotions (spring sales, Black Friday, private sales, etc.); while 3% say they buy at special times of the year such as Christmas, Epiphany, Valentine’s Day or Mother’s Day.
Spring sales festival
Amazon’s Spring Sale Festival begins this Wednesday 20 at midnight and ends on Monday 25th at 11:59 p.m. Std. Customers can access hundreds of thousands of offers on a wide range of products from all categories, including major brands such as Asus, Columbia, Dodot, ghd, Levi’s, Puma and Samsung as well as selected Amazon devices such as the Fire TV Cube and the Echo Dot 5 .Generation or the Echo Studio.
In addition, they can continue to support small and medium-sized businesses by purchasing hundreds of offers from SMEs, including brands such as Pisamonas, Singularu, Olistic Science, Home & Living and FETEN, among others.