Just a year and a half after the start of the pandemic, we are less time connected to the Internet that during the harsh months of confinement, minus Gen Z and millennials, that increase Internet consumption 7 points above the average, until 76 hours a week (12 hours / day). What’s more, we connect mainly from mobile. Another of the phenomena derived from hyperconnectivity is the so-called double screen effect (watching TV while we connect to the Internet) which is already part of our daily lives. This is how it is revealed and reported Digital Consumer Survey 2021, prepared by Nielsen in collaboration with Dynata, and which sheds light on the new consumption and purchasing habits that COVID-19 has caused in Spaniards, whose main characteristic is the beginning of a new era: the hybrid, a reality in which there is an authentic fusion between the physical and digital world.
Online purchase, physical purchase
The report points out that there are sectors where it is more prone to return to the stores and others for which it is preferred to buy on line. Spaniards go to physical establishments like supermarkets, pharmacies, and for the purchase of household goods and cleaning products. Conversely, online preference is located especially in the purchase / reservation of trips, contract telecommunications services (telephone / Internet, etc), and the purchase of video game. There are categories without a defined preference for the purchase channel such as they are contracting financial services, clothing or accessories and electronic devices.
The main reason to buy on line It’s of save time, especially among women 40-45 years old, while for Generation Z, free shipping is the most attractive of online shopping. For their part, what Spaniards value most about the possibility of buying in establishments is being able to see and touch the products and the option of trying them. For generations, women belonging to the baby-boomers (between 55 and 75 years old) are the ones that have returned to the stores the most, while the younger generations and therefore, more digital, have adapted much more to the purchase on line And they do not miss physical contact so much when buying a product, but their main reason for going to the establishments is the shopping experience.
Christmas face forecasts
There is more optimism today than last year for the Christmas campaign. Thus, while in 2020 21% of Spaniards planned to buy less to save money, now the figure has been reduced to almost half, so only for 11% it is important to buy less to save. 19% declare that they will buy regularly, 23% affirm that they plan to buy but only what they consider a priority, when in 2020 it was 27% of Spaniards (4 points above). On the contrary, in order to save money, we tend to compare prices, up 3 points compared to last year, and we plan to buy more products in promotions, discounts, and rebates than before (17% vs 12%). Regarding the preference of Spaniards for the shopping channel during the Christmas season and Black Friday, this one leans slightly towards the part on line (51%), and increases around 8 points for the young segments.
At this juncture, both networks and influencers They have become a fundamental channel to discover brands that directly impact the final purchase decision. The smartphones they are the second most used device to buy on line (only below computers) and preferred by Spaniards between 21 and 39 years old. This use of the known as Mobile Commerce, has triggered the emergence of new forms of purchase, such as the Social Commerce, o el Live Commerce.
The Social Commerce, O the purchase through RRSS, is something still incipient in Spain with a higher incidence among the younger generations (between 16 and 29 years old) and mainly through Instagram, Facebook and Tik-Tok for products related to fashion, beauty and personal care. It is a trend that is also beginning to enter Twitch, where it focuses on the purchase of video games.
Another new buying trend that is sweeping China, especially among the millennials and Gen Z, is the Live Commerce. In other words, the purchase through a live broadcast on platforms on line. This combines entertainment with shopping, and has been an unprecedented revolution in the great Asian giant. In our country, it is a formula that is still being introduced and 44% of Spaniards have not yet heard of this purchase method. The main platforms on which it is used are Instagram and Facebook, and the categories that implement it the most are: fashion, beauty, food, personal care, hygiene and video games. It has a greater reception by the youngest: Generation Z and the millennials (16 -39 years), who are more willing to adopt new technologies.
The Phydigital concept is born
According to the report, we are assisting within the new buying habits, the birth of the new concept Phydigital, an acronym that unites the digital and the physical and refers to elements that integrate presence in both the real and virtual world of an activity. Currently in Spain, those that have already been adopted are mainly: QR codes, tickets purchase through the APP and touch screens within a physical store. There is still a lot of potential to develop this phenomenon, with innovative elements such as smart fitting rooms, augmented reality or virtual reality, since at the moment only 10% of Spaniards, approximately, have seen them implemented.