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The Ecommerce Study from IAB Spain points out that 94% of users make purchases using computers, while 29% use cell phones and 19% prefer tablets. They find it easier and more convenient to make purchases via a computer: the larger screen makes it easier to see products compared to cell phones, which they find less comfortable for browsing and completing transactions. Furthermore, 15% are still unconvinced that mobile payments are reliable.
So, what do they buy? Travel (72%), leisure (69%) and technology (61%) top the list of online purchases. Fashion (53%), food (49%) and home goods (48%) come next. The main reason for purchases are the accessibility of offers, convenience and price.
The study also found that online buyers on average alternate between 1.4 devices to make online purchases. The study also identified that 3 out of every 4 online buyers are very happy with the experience. Half of the buyers also assent to their purchase details being stored and to receiving offers based on what they have bought in the past. Nearly one in two purchases is abandoned due to hidden costs.
Seven out of every 10 of those polled trust shopping websites. 85% pay using credit cards and 79% via Paypal.
Finally, 92% say that they know of at least one collaborative commerce website, and 59% state that they have used sites such as Wallapop, Vibbo, Ebay, BlaBlaCar, Uber, Airbnb, Eatwith, etc. 84% use such sites or apps to make purchases, while 45% have also used them to sell.
Más información: Primera Venta, making your first digital sale in 15 steps.