PC-Based Digital Buying Holds Strong Lead in Spain - eMarketer
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PC-Based Digital Buying Holds Strong Lead in Spain

Desktops and laptops are still the No. 1 digital purchasing devices

June 23, 2016 | Retail & Ecommerce | Media

Digital purchasing in Spain is still largely a PC-based activity, according to May 2016 polling.

Devices Used by Digital Buyers in Spain to Make Digital Purchases, May 2016 (% of respondents)

According to the Interactive Advertising Bureau Spain (IAB Spain), nearly all digital buyers in Spain had used a desktop or laptop computer to make one of their most recent 10 online purchases. About three in 10, meanwhile, said they had used a mobile phone to buy recently.

Only about 20% said they had used a tablet to make a recent digital purchase.

Earlier research, from Cetelem—Spain, found even higher rates of digital purchasing in Spain on PCs in 2014 (98% of digital buyers) and 2015 (97%), suggesting purchasing via desktop and laptop may be getting slightly less popular. In that survey, 19% of digital buyers ages 18 and up had made a smartphone-based purchase in 2014, and 27% had done so in 2015—just under the IAB’s 2016 figure. Tablets clocked in at 13% of digital buyers in 2015.

Demographic Profile of Digital Buyers in Spain, May 2016 (% of total)

The IAB Spain survey also found that people across demographic groups in Spain make digital purchases. The digital buyer population was split evenly between men and women, for example.

About two in five digital buyers in Spain were between the ages of 31 and 44, with nearly equal shares older or younger than that.

About three-quarters (72%) of those surveyed said they had made a travel or lodging purchase via digital in the past 12 months; another 69% said they had done the same in the leisure and culture categories. Over 60% also said they had made a technology or communication purchase in the previous 12 months.

But not all categories were meant for digital purchasing: Just 10% of digital buyers, for example, said they had made an eyewear purchase, and only 15% had made a pet-related buy.

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