98% say they plan to make an online purchase during Black Friday, increasing their budget by 71% to €236. 85% of young Spanish consumers perceive the use of new technologies in their purchasing experience positively, with personalization being the most valued
Madrid, November 23, 2023.- Electronic commerce is experiencing its years of greatest growth. The online consumption model was especially boosted by the pandemic, when physical businesses had to close their doors, however, it has managed to maintain its place among the Spanish population, especially the youngest. 99% of Spanish consumers under 45 years of age say they regularly buy online on e-commerce platforms or marketplaces, according to a study carried out by IPSOS for Miravia, the new e-commerce model that connects brands, consumers and creators of content in the same digital space*.When buying online, Spaniards especially value the possibility of finding better prices, the attribute that 55% of consumers value most. This is an increasingly important premise in the inflationary economic context, however, it is not the only one. Convenience is positioned as another of the values that consumers highlight about buying online: shorter delivery times (38%), better delivery options (36%), that the platform remembers delivery and payment data (36%). %) or the possibility of buying products from different brands in the same place (36%), are some of the benefits of marketplaces that consumers value most. Regarding sustainability, today it is still not an essential condition For the Spanish population, only 12% affirm that for them it is a differential value on their purchasing platforms. However, 90% of consumers would be willing for brands to opt for more sustainable shipping models, as long as this does not affect the price or delivery times (85% of consumers). Technology to improve the shopping experience The ecommerce sector is in the midst of change, a reality that seems to be also being perceived by consumers: 92% of consumers know some of the technologies that marketplaces are already applying in their businesses , such as personalization, customer service with Artificial Intelligence or the use of virtual reality and augmented reality for product visualization. Marketplaces such as Miravia work to improve the user's purchasing experience through the use of these new technologies. Miravia, for example, has integrated into its application various disruptive technologies through Artificial Intelligence, tools such as the online test based on Virtual Reality for fashion and beauty. 85% of Spanish consumers perceive the use of these technologies in their shopping experience. buy positively. Specifically, consumers consider personalization to be the most useful technology: 41% find it very useful that searches are optimized with results based on their interests and 38% find that the home page already includes recommendations adapted to their personal tastes. The Miravia app responds to this growing need for personalization with a specific section called Explore, a place where consumers can discover product recommendations, stay up to date on trends and find inspiration while browsing in a social platform format.Asked why value these technologies bring to their shopping experience, Spaniards consider that they help them obtain better results in their searches (40%), a more comfortable shopping experience (38%), an improvement in product recommendations (31%) and after-sales service (26%). Black Friday, a reality that no longer only applies to the United States. The famous "Black Friday" is a day of offers that until relatively recently only occurred in the United States, but as commerce became globalized, it has spread to the rest. of consumer societies, to the point of becoming one of the most important dates on the calendars of consumers around the world. This year, 98% of Spanish consumers say they plan to make a purchase on Black Friday. The average expenditure for this time of high consumption amounts to €236, which represents an increase compared to the monthly budget of 71%. Technology remains the main category of Black Friday offers, as stated by 60% of young Spanish consumers who will take the opportunity to buy a technological product. They are closely followed as the most popular categories to find discounts and promotions in fashion (58%) and cosmetics (38%).*Methodology: Survey carried out by Ipsos on a representative sample of the Spanish population between 18 and 44 years of age of more than 1,000 people. The field study was carried out between September 27 and October 1, 2023. Issuer: Miravia
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