After being held last May the twelfth edition of CIBERLUNES, an event organized by the Chamber of Digital Economy of Uruguay (CEDU), there was a noticeable increase in the purchase of items searched and subscribed online, according to the latest report by the consulting firm Factum.
The company compared the results of an online consultation carried out with people over 18 years of age between 4 and 6 June last year with those obtained from 28 to 29 May 2020, within the framework of both editions of CIBERLUNES.
Among the main conclusions, Factum highlights that the CIBERLUNES 2020 reached even higher levels of adherence to the digital sales channel, compared to the records of 2019, with an increase of 21% of online search and payment. According to the consultancy, this consumer behavior is clearly marked by the context of the coronavirus pandemic (COVID-19), which forced a good part of the population to stay at home and thousands of businesses to avoid direct sales to the public.
On the other hand, the analysis points out that CIBERLUNES has consolidated its own profile, "consistent between editions, and differentiated from other dates", in which individual purchases are concentrated in the clothing category and where there is also a relevant volume of large purchases for the home, represented by furniture and household appliances. Additionally, there is a significant increase in the purchase of tools by the public.
As for the profile of the purchasers, most of them are members of the household itself, and even in almost half of the cases in which the recipient was the interviewee, the purchase was shared with other members of the household.
Another of the points addressed is linked to the expenditure produced in the consumers who participated in the CIBERUNES. In this case, there was an increase in the percentage of buyers compared to June 2019 and, in parallel, some categories increased the average expenditure. Being mostly imported products, this behavior of users reinforces the idea that the increase in the price of the dollar impacted the rise in average spending.
Finally, the study of both editions of this initiative created by CEDU shows that there is still a positive evaluation in terms of the shopping experience and prices obtained, although there is a drop in the perception of advantageous prices and in those who rated the transaction as "rewarding", which this year was 73% of respondents and in 2019 89%.
"The main challenge will be to retain those who had their first digital shopping experience in a particular context, as well as to extend Cyber Monday to other commercial dates, strongly based on the use of traditional channels," the report says.
Connect