Data extracted from the study 'Consumption habits of online buyers in Spain' carried out by Ipsos for Amazon.

The current economic situation has led users to look more at their pockets and adjust their budget. In the case of those who choose to make purchases online, saving has become a priority.

According to data from the study 'Consumption habits of online buyers in Spain' carried out by Ipsos Digital for Amazon, 90% of those surveyed make online purchases. Of them, 55% make more than 20% of their purchases online.

Price is the factor that most influences when making an online purchase, followed by discounts, speed of delivery and quality of the products. Additionally, once the purchase is made, what online consumers value most are free deliveries, fast shipping, and an easy returns policy.

“The conclusions of the Ipsos study for Amazon show that price is a critical factor for online buyers, but so are fast and free deliveries, as well as easy returns. In this sense, at Amazon, in addition to having a policy of low prices all year round, we place increasing emphasis on offer events that allow our customers to enjoy great savings throughout the year. Regarding fast and free deliveries, Prime customers enjoy 1-day shipping at no additional cost and unlimited on more than two million products and 2 or 3-day shipping on millions more products,” explains Alfonso Serrano, Consumer Director. from Amazon.

Price is key in the purchase decision, so much so that for 96% of those surveyed it is important or very important. By age, the online buyers most concerned about price are the group between 50 and 64 years old. Curiously, among the youngest, between 18 and 24 years old, we find 47% for whom price is very important, and 14% who say it is little or not at all important.

Due to price sensitivity, online shoppers generally compare before purchasing. Thus, 7 out of 10 declare that they compare the product with other similar items and other brands, and 65% compare the price of the same product in different stores.

The survey also indicates a change in habits in online shopping. 6 out of 10 respondents acknowledge that they have changed their purchasing habits in the last year due to the economic context by carrying out 'savings' measures. The categories most affected by these changes in purchasing behavior are clothing and footwear and technology/electronics, curiously the product categories that are most purchased online.

The youngest, consumers between 18 and 24 years old, are those who have changed their habits the most, with 30% stating that they now buy less in general and 22% who are more aware of offers, promotions and formulas that allow them to save. . In contrast, those over 65 years of age are the ones who least acknowledge having changed their habits, and 50% believe that they have the same purchasing behaviors as before, although 22% do acknowledge that they buy less than before.

In this context in which price is a critical factor when purchasing, offer periods are increasingly relevant for online consumers. Almost 90% have purchased during some offer period and 21% acknowledge that they take advantage of them all. And to achieve this, buyers do not mind changing their habits and advancing or delaying their purchases to take advantage of offers: 21% do so regularly and almost half do so occasionally. In addition, most save products in “favorites” to buy them when they are on sale.

How does the online buyer save?

According to the study, not only are 67% of respondents who have already changed their purchasing habits, but more than 60% of them plan to change them in the next two years and will show more attention to prices, sustainability and trade. online, and 13% predict an increase in their online purchases.

Among the formulas to save, 4 out of 10 consumers recognize that they increase spending during sale periods and 24% plan to spend more this year during these periods than the previous year.

In addition to taking advantage of offers, among the methods to save, discount coupons also have weight among online consumers: more than 70% of consumers use discount codes or coupons at least sometimes.

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