There are currently 23.6 million eCommerce users in Spain, with an additional 5.6 million users to be shopping online by 2021. These 29.2 million eCommerce users will represent 73% of the total population. The average user spends 615 EUR online, which will grow to 742 EUR by 2021.
Of all the revenue that was generated online in Spain, 57.2 percent of it was earned by Spanish ecommerce websites. The remaining 42.9 percent corresponds to purchases originating in Spain carried out through online stores in foreign locations. In terms of transactions: 45 percent of sales happened on Spanish websites, while 55 percent were registered on foreign ecommerce websites.
Source: Commerce News
PCs remain the most used device for the majority of online activities. More than 60% of daily internet users logged on to a PC to visit general or ecommerce portals, search engines, blogs and forums, as well as digital versions of newspapers and other traditional media. Social networking was an exception, though; 51.0% of web users who checked in daily at social sites used a smartphone to do so. Tablets tended to take a back seat to other devices, but between 12% and 22% of web users used a tablet daily, depending on the task.
After a rather slow start, digital media are finally reaching full maturity in Spain. The country’s digital culture is advancing in parallel with an improving economic climate.
Frequency of internet use has risen sharply, for example. The percentage of Spain’s web users going online daily, or almost daily, jumped from 83.1% in 2015 to 96.2% in 2016. Social networks saw gains too. While 57.8% of respondents checked in at social sites at least six days a week in 2015, that share rose to 66.0% in 2016.