Save queues, avoid crowds, take advantage of discounts or compare stocks easily… these are some of the motivations that lead users to make purchases through the Internet now that the Christmas season is approaching. However, despite these advantages, Spaniards continue to opt for traditional commerce.
This conclusion is clear from the study carried out by Facebook, which analyzes how European users prepare for the arrival of Christmas and, above all, how they make their purchases. In the case of Spain, 45% of consumers still prefer to go to the store, although the percentage of those who choose digital channels to make their purchases is already 41%.
“Those who make purchases with the mobile spend 40 euros more than half this Christmas.”
The report “Facebook Global Holiday E-Commerce Study” states that Spaniards leave their purchases for the last moment. Unlike other European countries, where users advance their purchases, in Spain only 5% of consumers start their Christmas shopping during the month of October or earlier.
On the other hand, 39% do so in November, while 47% of respondents wait for the same month in December, compared to 42% on average in Europe. It should be noted that 52% say that all purchases are concentrated between December 1 and 20.
74% of Spaniards are concerned about avoiding queues, while 73% pay attention to the time it takes to get the product and avoid crowds. In this context, the mobile becomes an ally when it comes to buying.
According to the report made by the social network, people who usually buy through mobile spend this year 40 euros more than average than the rest of the Spanish. The device not only serves to make the purchase, but is also used by people who go to physical establishments to make inquiries before making the purchase decision in the store. It is something that 39% of consumers admit.
Of these, 64% use it to compare prices, while 59% take photos with it. 38%, on the other hand, read opinions of the product itself on social networks or the Internet, while 32% use it as the device on which they make the shopping list.
Perhaps one can ask why Facebook conducts a study on mobile shopping habits … well, the social network also extracts in the report a conclusion that takes its place. According to the company, Facebook and Instagram significantly influence Christmas shopping.
As the report states, 55% of users say that Facebook influences their Christmas purchases a lot or a lot and 39% say that Instagram influences their Christmas purchases a lot or a lot.