The latest report from IAB Spain, the 2016 Annual eCommerce Study , with more than 1,100 interviews conducted in May 2016, provides us with a snapshot of the online consumer profile in Spain.
Online consumers are equally divided between men and women, with an average age of 38 years, in fact 42% are in the age range between 31 and 44 years. 73% are working and 65% have university studies. 98% of online consumers are regular users of other online services, so 96% use at least one social network and 77% have an online messaging app such as WhatsApp or Line. In terms of device, 96% have a smartphone and 68% a tablet.
The most common online consumer profile is therefore that of a 38-year-old with a university degree, with various devices and accustomed to the online world. As we saw in the previous news, 74% buy for themselves and 43% for the rest mexico whatsapp data of the family. It is surprising that it is the group of people between 45 and 60 years old who buy the most products online for their children (27%), while only 20% of consumers between 31 and 44 buy a service or product for their children.
As regards how online consumers search for products or services, 56% search directly in the online store, while 52% do so on search engines such as Google, 35% on comparison websites, 34% on offer aggregator websites and 32% on blogs and forums.
Finally, online consumers usually choose the online store where they buy, mainly by browsing the Internet in 71% of cases, that is, by using search engines such as Google, which explains the importance of SEO or web positioning for online stores. 39% choose the online store based on the recommendation of their friends, 30% through online advertising, 26% through social networks and 24% through blogs or Internet forums.
What is the online consumer like?
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