The ease of comparing prices is positioned as the most valued factor in the purchase of products or services online, according to 85% of Spaniards The pandemic has not only accelerated online consumption, it has also transformed the way we shop. According to Adevinta’s Digital Pulse, Report on the evolution and trends in consumer habits, Spanish consumers had never before bought so much on digital platforms. To date, there are already two out of three Spaniards who investigate and buy online, twenty points more than before the pandemic.
The option to search and buy online has been the most widespread during the pandemic. Currently, 62% of Spaniards say that, since the outbreak of COVID-19, they prefer not to step on traditional stores either to investigate or to buy.
It has also been the most recurrent option in all generational groups, led by millennials. In this sense, seven out of ten Spaniards between the ages of 25 and 39 say that they no longer set foot in traditional stores either to research or to buy, followed by baby boomers and generation X.
The report, carried out by Adevinta Spain, also highlights that “shopping” has experienced a sharp decline and has been reduced by half, with only 7% of citizens stating that, to date, they investigate in traditional stores and shop in traditional stores.
Regarding the ROPO effect (Research Online, Purchase Offline, in its acronym in English), only 13% choose to research online and buy in traditional stores, 10 points less than before COVID-19.
“In 2020, consumers were forced to buy online and saw first-hand the advantages that online shopping offers, such as convenience and security. They also saw that it was possible to find a home, job or the car of their dreams in an easy way. virtual, without the need to travel “, says Gianpaolo Santorsola, CEO of Adevinta Spain. And he adds: “The rise of online commerce is a boost for all digital businesses and, in our case, allows us to be closer to our customers. We have helped them to continue with their businesses and we work hand in hand with them so that take full advantage of the acceleration of digitization that Covid has brought us. ”
The most valued of online shopping
According to Adevinta’s Digital Pulse, the ease of comparing prices is the most valued factor in the purchase of products or services online for 85% of Spaniards, followed by the great variety of offer and products (84%) and convenience (81%).
On the contrary, the least valued aspects refer to the return policy, the greater probability of fraud and the impersonality of the purchases.
The influence of comments on the purchase decision
Along with the ease of comparing prices, the great variety of offer and products and the convenience, the possibility of viewing the comments of other users is another of the most valued aspects of online shopping. Specifically, there are already three out of four Spaniards who trust the evaluations they read about articles on the internet and 92% of Spaniards take into account the opinions of other consumers when clicking, especially when they are negative.
However, 9% of Spaniards say that they base their decision to buy online on the comments, a figure that practically doubles to 15% in generation Z since, as age decreases, the influence of the Evaluations of other users in the purchase decision increases, and vice versa, a third of baby boomers (50 – 64 years) claim not to give them credibility.
For their part, 50% of Spanish citizens say that they do not buy a product or item if the comments are negative, while one in three affirms that, although the ratings influence them, they do not change their opinion.