Current and future of e-commerce in 2019
Posted: Sat Dec 07, 2024 9:34 am
If you work in digital advertising , you're sure to be interested 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?
Do you want to know the TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (updated edition for 2022).
Current and future of e-commerce in 2019
Who are e-commerce customers?
The e-commerce sector has managed to reach a very list of russian consumer email 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 of 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 household of three people. 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.
When it comes to devices used to connect to the Internet, computers and smartphones are tied at 94%, followed at a distance by tablets (52%).
What are the main online shopping habits?
On average, e-commerce users shop three times a month . 62% wait for key moments, such as discount coupons or Black Friday. The most intensive users are in the 24-30 age group, while those over 45 shop less frequently.
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 interesting to know that men spend more than women: men spend 68 euros on average and women, 59.4.
Do you want to know the TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (updated edition for 2022).
Current and future of e-commerce in 2019
Who are e-commerce customers?
The e-commerce sector has managed to reach a very list of russian consumer email 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 of 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 household of three people. 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.
When it comes to devices used to connect to the Internet, computers and smartphones are tied at 94%, followed at a distance by tablets (52%).
What are the main online shopping habits?
On average, e-commerce users shop three times a month . 62% wait for key moments, such as discount coupons or Black Friday. The most intensive users are in the 24-30 age group, while those over 45 shop less frequently.
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 interesting to know that men spend more than women: men spend 68 euros on average and women, 59.4.