How is the digital consumer in Spain?

Actualidad June 22, 2023

Today, everyone buys or has bought something online. Digital commerce has grown by leaps and bounds to become almost a pillar of the global economy. But not all digital consumers follow the same patterns or meet the same requirements.

The company Twilio has produced a report on the profile of the digital consumer in Spain. In this Befree blog post we take a look at the data obtained and try to draw a portrait of the average digital consumer in Spain.

Generation X women, the most common profile

This is what the study says: women between 45 and 54 years old are the most common in the digital market. In addition to this data, they tend to have a full-time job, university studies and a strong dependence on mobile phones. Perhaps this last fact is the most indicative.

The continuous and inexhaustible advertising stimuli received on the smartphone are difficult to manage for digital immigrants (those who grew up before the digital era and have adapted to new technologies). While digital natives are more accustomed to this bombardment and can easily detect online threats, immigrants need more time and information.

Multi-channel, but mobile-centric

In fact, this device is the one most used by digital consumers in Spain. Around 40% of online purchases are made using a smartphone, where shop applications and even their websites dominate the screens of the more than 55 million Spanish mobile phones, according to data from the National Commission for Markets and Competition (CNMC).

Even so, the paths to online shopping are not inscrutable. Shop applications are the most common, but not the only ones. Social networks, with their strategically designed and placed advertisements, also play an important and noteworthy role in accessing products. Finally, the always classic web browsers also have a place in the ranking.

Personalisation and third-party reviews

Although digital, these purchases bring the same needs and concerns as regular face-to-face purchases. The digital consumer in Spain prefers to feel cared for and treated by a person and as someone special, not just another number. Therefore, personalisation of the purchasing process is fundamental for them.

Online shoppers want personalised customer service (44% of those surveyed) and a selection of offers tailored to their tastes (24%). They also try to communicate with the brand via social networks (17%9 , live chats (12%) or email and the company’s website (9%).

Finally, ensuring (or getting as close as possible) to the quality of the product is another of the must-haves of the digital consumer in Spain. That is why 16% of buyers tend to consult reviews and opinions published by customers before them to make sure of the quality.

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