Seeking to contribute with relevant information to make the best decisions when designing and implementing online campaigns, the Chamber of the Digital Economy of Uruguay (CEDU) published the report "Trends in Digital Consumption", which aims to understand the consumption habits of Uruguayans through e-Commerce platforms.
The current complex health situation has led a large part of the population to stay at home and avoid going out shopping, following government recommendations aimed at reducing the spread of the coronavirus (COVID-19). This situation has led to an increase in digital commerce, which has become vitally important in recent times, as it is a simple, easy and safe way of acquiring products and services.
In that sense, CEDU decided to make public this document, which was previously only available to its partners, in order to encourage firms to develop and execute successful online campaigns and improve their digital sales. "The situation we are experiencing today in the country with this pandemic has made it clear how important it is to pay attention to online sales channels and to prepare as professionally as possible. Because of this, from CEDU we understood that it was necessary to bring this valuable material to the entire business ecosystem," said Guillermo Varela, president of CEDU.
The 2019 edition of this study analyses the behaviour of internet users, assessing what they search for on the internet, what they buy, where they buy, how they pay and what aspects prevent them from making online purchases, as well as the factors that motivate them to do so. It also looks in particular at the digital consumption of the adult population.
The report concludes that Internet access in Uruguay has increased exponentially in recent years, being also the country with the highest speed in the region, which together with the ease of acquiring a smartphone and the convenience provided by this mode of purchase, have increased digital commerce locally, leading even the most traditional businesses to adapt to this new way of offering their products and services.
Almost the entire adult population (90%) uses a smartphone, followed by a notebook (58%) and many of them intersperse the use of these devices. However, only 7% do not have access to any of these technologies: most of them are older than 60 and have fewer years of formal education.
On the other hand, online purchases of products and services are more common among the under 40s, who tend to be the "digital natives". Convenience and practicality are the main motivators for online shopping, outweighing other reasons such as price, variety and affordability.
In addition, three out of four internet users use their mobile phones when searching and consuming online, but almost half of the over-60s use other devices.
75% of individual purchases are made on marketplaces or in local online shops. Almost all of them searched on domestic marketplaces, while six out of ten Internet users searched on foreign marketplaces. In contrast, seven out of ten searched in domestic online shops, while four out of ten searched in foreign online shops or sites.
In reference to the completion rate, the report reveals that it is higher on local websites. In this sense, 84% of those who consulted Uruguayan marketplaces made at least one purchase, while in foreign marketplaces only 64% of those who consulted them ended up buying.
38% of international purchases were made from marketplaces and 20% from an online shop. However, digital consumers tend to make the largest number of purchases locally. Half of them made at least four transactions in the last 12 months and only 18% shopped that often abroad.
In terms of age, the most frequent shoppers are between 30 and 39 years old. Clothing, footwear and accessories, transport, food delivery and tickets to shows are the categories with the highest sales. The first two categories are the most popular abroad, and to a lesser extent, tickets, hotels and electronics.
The study also shows that the amount of the last internet consumption varied widely. On Uruguayan sites 39% spent up to 30 dollars; 31% between 31 and 150 dollars; and 14% more than 150 dollars. On foreign sites only 10% spent up to 30 dollars; 20% between 31 and 150 dollars; and 22% more than 150 dollars.
It is worth noting that about half of digital consumption is paid with credit cards and almost another quarter with debit or prepaid cards.
Finally, the report reveals that lack of confidence in receiving the promised product, in the digital payment or in the system itself is the main inhibitor of purchases by this means. Difficulty in finding what they are looking for and not having the necessary means of payment to complete the transaction are the other most frequently mentioned elements.
The document also highlights that 29% of the Internet users consulted would buy more if they received what they had bought in a shorter period of time; 32% would make more transactions if they had more financing, and 45% would probably buy more if they could regret it.
The above data correspond to the main conclusions found in the document "Digital Consumer Trends 2019", which CEDU shares with companies in order to collaborate with the planning of their digital marketing strategies. In the same vein, on Thursday 26 March, CEDU will organise an online seminar entitled "Tips to bear in mind when developing an online shop". The activity will be free of charge with prior registration through the website www.cedu.org.uy .
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