Word-of-Mouth Drives Digital Purchases in Spain - eMarketer

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Word-of-Mouth Drives Digital Purchases in Spain

28% of respondents make a digital purchase about once a month

January 5, 2016

eMarketer estimates that Spain was home to 17.5 million people who made at least one purchase via digital channels in 2015. This year, eMarketer forecasts that figure to reach 18.5 million, with 62% of all internet users in Spain spending a collective $17.9 billion on retail ecommerce purchases.

Information Sources Used by Digital Buyers in Spain Prior to Making a Digital Purchase, 2014 & 2015 (% of respondents)

According to 2015 research from Cetelem, many of those purchases will be based on word-of-mouth. Digital buyers in Spain most frequently hear information from friends, acquaintances and family, with 62% of those surveyed saying so in both 2014 and 2015.

Nearly three in 10 (28%) respondents say they make a digital purchase about once a month, up from 25% in 2014. Perhaps most notable is that in 2014, 53% of those surveyed said they made a digital purchase less than once a month, a figure that has dropped to 43% in 2015. The share buying several times per week, meanwhile, has more than doubled over the same time period.

Frequency with Which Digital Buyers in Spain Make Digital Purchases, 2014 & 2015 (% of respondents)

Nearly two-thirds (65%) of respondents say they've made digital leisure purchases—meaning tickets to entertainment, books, music, and restaurants—while another 63% say travel and 55% say fashion. Lifestyle purchases seem by far the favorite for digital buying—car accessories (13%), baby products (12%) and bicycle accessories (11%) are rarely purchased online. These categories seem to demand in-person seeing and feeling of products, while some other similar categories, like footwear, are bought online by over half the population (51%).

And there appears to be room for growth in the Spanish digital retail market, with 72% of those surveyed saying they would make more digital purchases if prices were lower, a figure that corresponds to the 2014 response. Additionally, 39% say they would make more purchases if the purchasing process itself were easier.

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