El comercio electrónico y digital durante el confinamiento ha supuesto una oportunidad de afianzar la tendencia creciente que experimentada en los últimos años. Y es que la compra online cada vez está más presente en la vida cotidiana de las familias españolas. Así, el cierre casi total de negocios durante varios meses llevó a muchos consumidores a sumarse al comercio electrónico y digital por primera vez. No obstante, otros muchos ya llevaban a cabo esta actividad de forma cotidiana.
Según el estudio ‘Sociedad Digital en España 2020-2021 .El año en que todo cambió’, publicado por la Fundación Telefónica, durante el estado de alarma, el 52,8% de la población española entre 16 y 74 años afirmó haber comprado online en los últimos tres meses, lo que supone un porcentaje 6,9 puntos superior que el alcanzado en 2019.
Además, el principal impulsor que motiva a los usuarios a adquirir bienes a través de internet es su conveniencia, sin ningún tipo de restricción horaria ni desplazamientos.
Comercio electrónico y digital a corto plazo
De acuerdo con la encuesta llevada a cabo por ONTSI, 4 de cada 10 ciudadanos redefinirán sus hábitos de consumo online en el futuro a raíz de la pandemia.
Así, el 51 % de los usuarios del comercio electrónico afirman que durante el confinamiento compraron con mayor frecuencia de la habitual. De cara al futuro, el 25 % declaran que aumentarán su frecuencia de compra, que será mayor que antes del confinamiento.
El principal cambio será un aumento en el consumo a través de internet, algo que manifiestan que harán casi la mitad de las personas que compraron a través del comercio electrónico y digital durante el confinamiento.
Sin duda, la situación producida por la pandemia ha alterado de forma notable los hábitos de compra online y digital de los españoles.
Las tiendas online son el mejor aliado para las marcas, ya que es un canal de venta abierto 24h todos los días del año. ¿Tu empresa está preparada para estos cambios? En M3 Publicidad podemos ayudarte, ponte en contacto con nosotros para realizar tus acciones.
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