Time spent on retail sites is relatively high
According to data from comScore, 77.3% of internet users in Brazil visited retail sites in June 2013, ranking it second among the BRIC countries, behind only China’s 84.1% reach, and above the worldwide average of 74.4% of internet users accessing retail sites. However, with an average of 58.5 minutes per visitor, internet users in Brazil spent significantly less time with online retail than their Chinese counterparts, who averaged 168.2 minutes per visitor. Still, time spent on retail sites by Brazil’s web users was still far ahead of averages in Russia and India.
IBOPE e-commerce’s E-tail Report confirmed comScore’s finidngs, showing that in August 2013 internet users in Brazil spent an average of 58 minutes and 54 seconds on online retail stores.
IBOPE e-commerce’s E-tail Report also showed a bit of variety in ecommerce usage among internet users in Brazil. Auction sites came in second, after retail sites, for time spent on B2C ecommerce sites in August, with an average of 42 minutes and 17 seconds per user in the month. A more significant drop in time spent was registered for group buying websites, which captured 19 minutes of internet users’ time. Interestingly, price comparison websites, generally assumed to be popular hubs for online shopping and buying, ranked fifth in terms of time spent, with only 6 and a half minutes per user.
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