El comercio electrónico B2C sigue en expansión y alcanza en 2017 los 31.347 millones de euros, un 23,6% superior al valor del año 2016. Es uno de los datos que se desprende del ‘Estudio sobre Comercio Electrónico B2C 2017’ realizado por el Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (ONTSI), de Red.es.
El crecimiento en 4,7 p.p. del porcentaje de internautas (34 millones de individuos que representan el 86,4% de la población de 15 años y más), el incremento en 1,5 p.p. del porcentaje de internautas compradores (22,9 millones de individuos que representan el 67,4% de la población internauta) y la subida del gasto medio por comprador (1.366 euros, un 14,0% más que en 2016) son los factores que contribuyen al incremento total del volumen de negocio del B2C.
El comprador online
El perfil del comprador online sigue siendo, como en años anteriores, similar al perfil tradicional del internauta. Se mantiene (aunque algo menos acentuado) el predominio masculino (53%) y la concentración en el segmento de 35 a 49 años (37,8%), a la vez que retrocede ligeramente el segmento inmediatamente anterior (25 a 34 años), que baja dos puntos porcentuales y se sitúa en el 20,6%. Se acentúa el predominio de las clases altas, media-altas y medias (84,2%). Residente, sobre todo, en capitales y ciudades de más 100.000 habitantes (41,1%).
Sin embargo, este perfil difiere del de los nuevos compradores online. En 2017 se ha incorporado a la práctica del comercio electrónico un 15,5% del total de internautas compradores. Su perfil se caracteriza por ser bastante más feminizado (54% de mujeres), notablemente más joven (31% de menores de 25 años), de menor nivel educativo (84% sin titulación universitaria), más concentrado en la clase media (53%), con mayor presencia de estudiantes y de personas que se dedican a las labores del hogar exclusivamente y con cierta concentración en ciudades pequeñas (menos de 100.000 habitantes).
Las compras en Internet
Los productos que siguen liderando el negocio online, con porcentajes de compradores superiores al 40%, son ropa, complementos y artículos deportivos (50,5%), las reservas de alojamiento y paquetes turísticos (47,7%), billetes de transporte (45,8%), y entradas a espectáculos (42,2%).
Teniendo en cuenta los datos de volumen de negocio, sin embargo, son las reservas de alojamiento quienes lideran el ranking aglutinando un 23,3% del gasto total. Los billetes de transporte alcanzan la segunda posición (20,6%) y el tercer puesto corresponde a electrónica, imagen y sonido (10%).
Por primera vez, el estudio analiza el empleo de market places. Mientras que solamente el 9,8% de los internautas no compradores declara utilizarlos, en el caso de los internautas compradores el 40% reconoce haberlos empleado en alguna ocasión a lo largo de los últimos 12 meses y otro 52,7% lo niega rotundamente. Los mejores precios (70,9%) y la mayor variedad de oferta (59,4%) son las principales razones por las que sus usuarios acuden a estos portales. Mientras que la sensación de incomodidad (33,3%) y la falta de visibilidad del servicio (22,4%) son los motivos mayoritarios de los compradores online para no utilizarlos.
Por otro lado, el 42,7% de los internautas compradores han adquirido o contratado algún producto o servicio a través del dispositivo móvil, siendo la comodidad la razón por el que lo hace la mayoría de ellos (59,8%). Por su parte, la mejor visualización en pantallas grandes (62,1%) y la mayor funcionalidad de las webs para PC (51,3%) son los principales motivos por los que los compradores online no utilizan el móvil para realizar sus compras.
Fuente: http://www.computing.es
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