The Spanish data and observational technology company Smartme Analytics has presented its report “”which offers a view of the digital app consumption habits of Spaniards, according to their age range, which allows us to know in detail what digital apps they use, at what time and for how long.
For data collection, more than 310 million fingerprints declared by users between the months of September 2021 and February 2022 were analyzed. representative sample of 10,000 users aged between 18 and 55 yearsgrouping them into generation Z (18-24 years old), young millennials (25-34 years old), old millennials (35 to 44 years old) and generation X (45 to 55 years old).
The 85% of Spanish consumers have bought online in the last year
According to the study, the 85% of Spanish consumers have made at least one online purchase in the last yeara trend that has grown after the pandemic.
And while it is true that digitalization has taken root in all economic sectors, the retail and fashion sectors are the ones that present the deepest digitalization, being the older generations and with better purchasing power those who feel more attracted by the use of mobile applications of different brands. However, more and more young users are using this type of app. The average time of use of these tools is 54 minutes per month.
Analyzing the main users of eCommerce apps by gender, women are ahead: a 72% of Spanish women use retail apps and 51% use fashion apps, while 63% of men use retail apps and 20% fashion apps.
Dividing them by age range, 80% of old millennials use retail apps being the main users of this sector, while the 45% of young millennials use fashion apps.
78% of customers like that eCommerce accept third-party and a bad review determines the purchase of 9 out of 10 users. Other factors that e-commerce customers value are: free returns (72%), different payment options (71%) and discounts on online purchases (71%).
Finally, users are already feel more confident to provide their bank details in online transactionsthe concerns now focus on what product they are going to receive and the collection of shipping costs.
Shein, Vinted and Zalando stand out among the trending apps
Within the fashion industry, digitization has profoundly influenced user behavior, to the point that 4 out of 10 Spaniards use an eCommerce app dedicated to fashion from their smartphone, with an average time of use of 31 minutes per month.
By analyzing user preferences, Shein has managed to become a leader among the most used fashion eCommerce apps in Spain, being the favorite app in all age groups: 62% of those who use these apps use Shein. She is also the second best valued, only behind Zalando. Vinted is in second place in terms of users, although very far from the first position (38%).
- Generations over the age of 25, comprising young millennials, old millennials, and generation x coincide in your preferences towards these two apps, closing the top with H&M, Zalando and Zara.
- Yes, for the younger generations, Zalando is placed in third place among the most used fashion apps in Spain, while some different apps stand out, among them Bershka and Pull & Bear taking fourth and fifth position respectively.
Aliexpress and Amazon: leaders of retail apps
Amazon and Wallapop They lead the ranking of the favorite retail apps for the Spanish, however in this top the preferences of use present variations according to the age and purchasing power of the consumers.
Aliexpress is the absolute leader for Spaniards between 18 and 34 years old, while Wallapop is in second place for generation Z, and Amazon for young millennials. For those over 35, Amazon is the favorite among all eCommerce apps, followed by Aliexpress and Wallapop in third place.
A very special case is the app Lidl Plus, whose user share increases as users get older and they enter the target of household managers, with a significant participation of the female gender that represents 38% of the market over 45 years.
Image
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus