Contents
@
€
@ @€
@ @€
3
B2C in Spain
Maturity of the sector
Alternative forms of e-commerce
Obstacles and drivers of e-commerce
CONTENTS
1.
4.
@ @€
2.
3.
4.
5. Longitudinal analysis 2010-2011
7. Conclusions
6. Other issues to highlight
B2C in Spain
@
€
@ @€
@ @€
@
B2C has increased by 19.8% to €10.917 billion
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
€10.917
billion
€
@ €
€ @
@ €
The number of Internet purchasers has grown by 20.2% to 13.2 million people
www
Internet users 2011
25.9 million people
66.3% (population > 15 years old)
Δ 1.2 pp
Internet purchasers 2011
13.2 million people
50.7% (Internet user population)
Δ 20.2% Average expenditure per Internet purchaser
€828 in 2011
€831 in 2010
0.4% Source: ONTSI (Spanish Observatory for
Telecommunications and the Information Society)
Internet in search of information and product/service purchases
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
Downloading films, music Software applications Accommodation reservations and package holidays Transport tickets Car rental and motoring Books, magazine and newspaper downloads or subscriptions
Category 1: The Internet is leading in purchasing and information search processes
Internet and telephony services Financial services Tickets for shows
Category 2: The Internet is leading in information search processes, but not purchasing
Category 3: The Internet is a recent development in information search and purchasing processes
Electronics Films, music and videogames Personal services Toys Insurance Domestic appliances/house and garden
Books, magazines and newspapers Sporting goods Clothes and accessories Restaurants Food and housewares Gambling Jewellery and watches
+ -
+
Search for information online
On
line
pu
rch
ase
s
Aged 25 to 49 Secondary or higher education Middle and upper-middle socio-economic status Active full-time workers Residents of urban areas (more than 100,000 inhabitants)
Online purchasers increasingly belong to adult age groups and live in smaller towns
Source: ONTSI (Spanish Observatory for
Telecommunications and the Information
Society)
INTERNET PURCHASER PROFILE 2011
among 15-34-year-olds and among the over 65s
individuals with primary-level education
low and lower-middle socio-economic status
among the unemployed and homemakers
in towns < 10,000 inhabitants
New features in the profile compared to
2010
13.7% of purchasers are new purchasers in 2011
Non-university students
Male
Between 15 and 24 years old
Secondary-level education
Low and lower-middle class
Resident in a town with fewer than 10,000 inhabitants
NEW PURCHASER PROFILE 2011
New features in the profile of the new purchaser compared to 2010
More intensive in younger and more mature age groups
More likely to live in towns with fewer than 10,000 inhabitants
Low and lower-middle socioeconomic status
Source: ONTSI (Spanish Observatory
for Telecommunications and the
Information Society)
The frequency of online purchasing, which is still mostly carried out from the home, has fallen
90.7% from the home
Companies, in second place, have grown as a place for making purchases (16.9%)
5.6% make purchases every week or fortnight
23.5% make a purchase once every three months 25.7% make purchases twice a year
purchase
frequency
7.1 On products purchased online
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers
No. of times on average that Internet reviews have been read
6.6 On products purchased offline
@ @
Manufacturer's website
46.9%
@ @
40.9%
Mainly online shop
@ @
37.3%
Physical/Internet shop
@ @
22.3%
Coupons/discounts
@ @
14.3%
Auctions
@ @
13.7%
Private sales
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers
Expansion of new purchasing sites: coupons/discounts; auctions and private sales
9% of purchasers follow a brand via social networks
@ @
€
9% of e-commerce users follow brands on social networks
General search engine 74.3%
Web address 39.3%
Product/price comparison
site 27.8%
Favourites 23.0%
E-mail link 12.0%
Means of accessing the purchase website
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers
Exclusively online payment platforms are consolidating their position behind credit/debit cards
Bank transfer, prepay card, direct debit or retailer card: methods with less than 10% of
purchasers
Payment methods
66.2%
11.6%
10.7%
67.7%
81% - 100% 0% - 20%
13.6%
The percentage of the value of online purchases made with credit/debit cards
Base: Internet purchasers Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
Travel tickets
Accommodation reservations
Tickets for shows
Clothes and accessories
Food and housewares
Financial services
The tourism sector continues to be key in online purchases
49.5%
39.0%
30.4%
22.2%
11.8%
11.8%
Books, magazines and newspapers
Internet and telephony services
Electronics: image, audio, communications
Sporting goods
Film and music downloads and online services
Restaurants
11.3%
10.5%
9.9%
9.6%
9.5%
9.2%
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers
@
€
@ @€
@ @€
Maturity of the sector
If the range on offer were wider, the purchase intent would be higher in the restaurant sector
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
The sectors with the longest tradition in e-commerce (accommodation reservations and package holidays; tickets for shows and travel tickets) are the best known, have a good rating and a higher purchase intent where the range on offer is wider
Best known Products/Services > 60%
Products/Services with “very good” rating
Purchase intent if there were a wider range on offer
> 30%
Clothes and accessories, together with “accommodation reservations and package holidays”, both product categories that are rated positively by a higher percentage of purchasers
KNOWLEDGE RATING PURCHASE INTENT
Base: Internet purchasers
43.7% of Internet
purchasers take into account that the shop is associated
with a seal of quality or trusted code on the Internet
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
GUARANTEE
SELF-REGULATION
PROTECTION
Base: Internet purchasers
7.7% of online purchasers have had problems with online purchases
The product did not arrive 28.1%
It was damaged when it arrived 22.1%
It was not as shown on the website 21.5%
Problems with payment methods 19.7%
Problems when redeeming a promotion 14.9%
The product arrived late 14.6%
Problems returning the product 12.6%
The final price was different 11.9%
Download problems (8.6%); Browser compatibility issues (6.8%); Lack of information (2.2%); Others (18.2%)
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers who had problems with their purchase
@
€
@ @€
@ @€
Alternative forms
of e-commerce
C2C drops slightly and mCommerce used by 9% of purchasers
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
@
14.6% e-commerce Internet
purchasers
C2C
Price 73.5%
Bigger range 35.3%
Only method 29.5%
Reasons for C2C purchase
9.0% e-commerce Internet
purchasers
mCommerce
Services 65.8%
Digital content 32.3%
Physical products 27.6%
mCommerce purchase products
Base: e-commerce Internet purchasers
@
€
@ @€
@ @€
Obstacles and
drivers of e-
commerce
12.9% of non-purchasers would be willing to buy online over the next few months
Source: ONTSI (Spanish
Observatory for
Telecommunications and
the Information Society)
Purchasers
Reluctance to provide financial
details
54.4%
Uncertainty about the use of personal
information
53.1%
The product does not meet
expectations
53.2%
Not receiving the product or receiving
a faulty product 51.0%
Non-purchasers
I like to see what I'm buying
68.1%
Reluctance to provide personal
details
55.8%
It does not seem safe/I don't trust it
51.3%
Distrust of payment methods
45.8%
Ex-purchasers
I prefer to go to the shop
57.0%
I haven't needed to 55.5%
Services not interesting
33.6%
Not a secure purchase method
21.9%
O
B
S
T
A
C
L
E
S
Base: Internet purchasers and non-purchasers
Price and comfort continue to be the two main reasons for purchasing online
Price Convenience Saves time Bigger range
Easy to compare
Only means Speed of delivery
Easy to purchase
65.2% 58.6% 39.3% 26.6%
25.6% 23.2% 15.5% 15.0%
DRIVERS OF E-COMMERCE
Source: ONTSI (Spanish Observatory for Telecommunications and the Information
Society)
Base: Internet purchasers
@
€
@ @€
@ @€
Longitudinal
analysis
2010-2011
Three of every four purchasers made a purchase in 2010
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
75.6%
Regular Purchaser (Continue to
purchase)
24.4%
New Purchasers
(First-time purchasers)
Constant sample of Internet users 2010-2011
40.7% were online purchasers in 2011 59.3% were not online purchasers in 2011
Purchasers segment
92.1%
Former non-purchasers (Continue to not
purchase)
7.9%
New non-purchasers (Have stopped
purchasing)
Non-purchasers segment
Base: Sub-sample of Internet users 2010-2011
@
€
@ @€
@ @€
Other issues to
highlight
67% of SMEs and large enterprises have a
website
oLarge -250 or more employees- 92.4%
oMedium - 50 - 249 employees- 83.6%
oSmall - 10 - 49 employees- 63.9%
Source: INE (Spanish National Statistics Institute) 27
2 out of 3 enterprises and 1 out of 4
micro-enterprises have a website
Base: SMEs and large enterprises and micro-enterprises with Internet
25.9% of micro-enterprises have a website
o0 - 2 employees 19.6%
o3 - 9 employees 38.3%
@
€
@ @€
@ @€
Conclusions
B2C is an alternative for both expansion and survival for businesses in times of crisis
B2C Market in Spain: €10.917 billion in 2011; Δ 19,8%
Growth is above all a result of the increase in the number of Internet purchasers; Δ 20.2%
The yearly expenditure per purchaser and the frequency of online purchases are down slightly
Slight changes in the purchaser profile: increase in purchasers in adult age groups and smaller towns
Expansion of new purchasing sites: coupons/discounts; auctions and private sales
Social networks are a significant influence in the context of B2C
Exclusively online payment platforms (EOPP) are consolidating their position behind credit/debit cards
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)
Secure payment systems
The tourism sector continues to be key in online purchases. Travel tickets, accommodation and shows are the biggest sellers
Seals of quality are increasing the trust of online purchasers
C2C (14.6%) and mCommerce (9%) are e-commerce alternatives to B2C
A significant percentage of non-purchasers are willing to buy if they can overcome the obstacles, especially distrust
Price and comfort are the main drivers behind online purchasing
Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) and INE (Spanish National Statistics Institute)
B2C is an alternative for both expansion and survival for businesses in times of crisis
67% of SMEs and large enterprises and 26% of micro-enterprises have a website
Edificio Bronce
Plaza Manuel Gómez Moreno s/n
28020 Madrid. Spain
Tel: 91 212 76 20 / 25
Fax: 91 212 76 35
www.red.es
Thank you very much
Follow us on:
http://twitter.com/#!/ONTSI
The Observatory's website:
www.ontsi.red.es
The Observatory's e-mail address: