Introduction:
In the ever-evolving landscape of online consumer behavior, understanding the preferences and trends that shape purchasing decisions is crucial for businesses. AliExpress recently unveiled its inaugural Consumer Insights Report, a comprehensive analysis shedding light on the habits and tendencies of Spanish and European shoppers over the past three months. Drawing insights from 4,039 consumers aged 16 and above in France, Germany, Spain, and the United Kingdom, this report provides valuable data on the dynamic online retail landscape.
Consumer Behavior Overview:
One standout revelation from the study is that a majority of shoppers still distribute their purchases between online and offline channels. However, an intriguing trend emerges as 1 in 2 users opts for marketplaces when seeking and purchasing products due to the convenience and extensive variety they offer.
Spanish Consumers: Less Spending, More Shopping:
Over the last three months, Spanish consumers have displayed a distinctive behavior pattern. Approximately one-fourth of Spanish shoppers dedicated between 9 and 10 hours per week to online browsing for product information. This contrasts significantly with consumers in France, Germany, and the UK, who allocated just 1 to 2 hours weekly to similar activities. Interestingly, despite their familiarity with online channels, Spanish consumers still appreciate physical stores, with 29% of their purchases made offline and 28% online.
In terms of expenditure, Spanish shoppers exhibit a more moderate approach compared to their European counterparts. Almost one in five respondents spent between 288 and 402 euros online during the considered period, reflecting a cautious spending attitude. This is noteworthy, especially during peak shopping periods like 11.11, Black Friday, and the pre-Christmas season, indicating Spanish consumers’ keen attention to expenses, deal-seeking savvy, and thorough product research.
Furthermore, a significant portion of Spanish respondents (over 21%), along with German consumers, claimed to have made between 9 and 10 purchases. In contrast, respondents from the UK and France mostly made between 5 and 6 purchases during the same period. Notably, only 4% of Spanish respondents reported not making any purchases, below the European average of 6%.
Popular Categories and Buying Preferences:
The study identified the following popular online shopping categories:
- Beauty.
- Clothing, underwear, pajamas, and footwear.
- Toys and hobbies.
- Sports and entertainment.
- Phones/telecommunication devices.
A striking 58% of Spanish consumers purchased sports and entertainment-related products, significantly higher than the rest of Europe.
While French consumers favored beauty and health products, Britons (26%) leaned towards items related to weddings and events. In Germany, nearly 79% of consumers bought clothing online over the past three months.
Marketplaces: The Preferred Shopping Channel:
Marketplaces emerge as the preferred shopping channel for 56% of Spanish consumers, highlighting their popularity. Following closely are retailer websites (40%) and retailer mobile applications (26%). Sponsored influencer content surpasses celebrity endorsements as a purchasing option, indicating a cultural shift in the influence of celebrities compared to influencers who establish more authentic connections with their audience.
Notably, Spanish consumers aged 16 to 24 show openness to purchasing through influencer-sponsored content (14%). Additionally, livestreaming, a trend that gained momentum during the pandemic, stands out as a preferred shopping channel among male consumers (7%).
Conclusion:
In the dynamic world of online retail, understanding consumer behavior is paramount for businesses seeking success. The Consumer Insights Report from AliExpress provides a detailed overview of Spanish consumers’ habits and preferences, emphasizing the growing prominence of marketplaces and the nuanced approach of Spanish shoppers towards spending and online shopping channels. As businesses adapt to these insights, they can better tailor their strategies to meet the evolving needs of the discerning Spanish online consumer.
