Technologist and impatient: this is the buyer of today

The last study of the Acierto comparator reveals that 9 out of 10 consumers compare before buying

This Friday World Consumer Day is celebrated, a date that the Acierto comparator has wanted to take advantage of to analyze how its figure has changed during the last years, especially with the popularization of smartphones and online sales.

The sale oline is positioned as one of the favortios methods of the Spanish to acquire goods of all kinds, from clothes to travel, so much that up to 70% admits that it buys online frequently.

62% of consumers prefer to buy online

Thus, the survey reveals that more and more we are the citizens that opt ​​for acquisitions through the network, instead of in the physical store.

Specifically we do 62%.

In global terms, Internet sales have increased by 24% during the last year, and more than 70% of Spaniards are adept at this type of consumption.

Specifically, Spain is ranked fourth in the European Union in number of transactions of this type.

Among the reasons for choosing ecommerce are saving time and the possibility of checking different options without spending too much time -especially if we use a specific comparator- and without having to move from one establishment to another.

In fact, up to 9 out of 10 users compare and research before buying, and up to 95% consider that their final decision has been made after the knowledge acquired during this process.

The online buyer profile

Men who buy more through the internet are men under 25 (almost 70% do it, 14% more than them).

However, 26.7% of women under 25 years of age use the internet to make queries and comparisons, but they end up shopping in a physical store (in the case of men, only 19.6% do so).

If we look at males between 55 and 65 years old, 4 out of 10 are those who prefer to make the purchase physically after comparison online.

The women of this age group who join this trend are only 25.81%.

Of course, we still do not dare with all products, but we stay, in this order, with technology, clothing, accessories, travel, tickets and books.

If we look, it is about products, mostly, that we should not try and whose specifications can be consulted online.

In terms of fashion, the increase in acquisitions in the network has led to an increase of the known as showrooming, the fashion of going to the store to be tested previously to end up buying on the network.

Currently it is practiced by 2 out of 6 buyers.

And the number does not stop growing.

Regarding online returns, they are around 5%.

An informed but voluble consumer

Unfortunately, the vast amount of information that the network offers does not prevent us from feeling influenced by advertising and sales.

Yes, because up to 7 out of 10 respondents admitted to buying a product when they saw the ad.

For 63%, viewing it increased their confidence in the brand (15% even commented that advertising gave them more "cache").

12% did it because they enjoyed the spot and the remaining 25% because they came to be identified.

The packaging does not go unnoticed, but 3 out of 5 claimed to have bought an item because it had a nice package.

The study of the comparator also reveals that up to 62.5% purchases discounted products although they do not need them.

Of course, 23% nuanced that it was "non-perishable" goods.

Going back to online shopping, the influencer phenomenon, the new subscribers, also comes into play.

Yes, because 40% of consumers recognize having purchased a product online after having seen it used by an influencer on Instagram or other social networks.

And marketing professionals know it: up to 80% of digital marketing campaigns use them.

Source: Agencias


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