Presentación de PowerPoint · Accommodation 10.5% reservations Tickets for shows Clothes and accessories Food and housewares Financial services The tourism sector continues to be

Contents

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B2C in Spain

Maturity of the sector

Alternative forms of e-commerce

Obstacles and drivers of e-commerce

CONTENTS

1.

4.

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2.

3.

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5. Longitudinal analysis 2010-2011

7. Conclusions

6. Other issues to highlight

B2C in Spain

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B2C has increased by 19.8% to €10.917 billion

Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)

€10.917

billion

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The number of Internet purchasers has grown by 20.2% to 13.2 million people

www

Internet users 2011

25.9 million people

66.3% (population > 15 years old)

Δ 1.2 pp

Internet purchasers 2011

13.2 million people

50.7% (Internet user population)

Δ 20.2% Average expenditure per Internet purchaser

€828 in 2011

€831 in 2010

0.4% Source: ONTSI (Spanish Observatory for

Telecommunications and the Information Society)

Internet in search of information and product/service purchases


Downloading films, music Software applications Accommodation reservations and package holidays Transport tickets Car rental and motoring Books, magazine and newspaper downloads or subscriptions

Category 1: The Internet is leading in purchasing and information search processes

Internet and telephony services Financial services Tickets for shows

Category 2: The Internet is leading in information search processes, but not purchasing

Category 3: The Internet is a recent development in information search and purchasing processes

Electronics Films, music and videogames Personal services Toys Insurance Domestic appliances/house and garden

Books, magazines and newspapers Sporting goods Clothes and accessories Restaurants Food and housewares Gambling Jewellery and watches

+ -

+

Search for information online

On

line

pu

rch

ase

s

Aged 25 to 49 Secondary or higher education Middle and upper-middle socio-economic status Active full-time workers Residents of urban areas (more than 100,000 inhabitants)

Online purchasers increasingly belong to adult age groups and live in smaller towns

Source: ONTSI (Spanish Observatory for

Telecommunications and the Information

Society)

INTERNET PURCHASER PROFILE 2011

among 15-34-year-olds and among the over 65s

individuals with primary-level education

low and lower-middle socio-economic status

among the unemployed and homemakers

in towns < 10,000 inhabitants

New features in the profile compared to

2010

13.7% of purchasers are new purchasers in 2011

Non-university students

Male

Between 15 and 24 years old

Secondary-level education

Low and lower-middle class

Resident in a town with fewer than 10,000 inhabitants

NEW PURCHASER PROFILE 2011

New features in the profile of the new purchaser compared to 2010

More intensive in younger and more mature age groups

More likely to live in towns with fewer than 10,000 inhabitants

Low and lower-middle socioeconomic status

Source: ONTSI (Spanish Observatory

for Telecommunications and the

Information Society)

The frequency of online purchasing, which is still mostly carried out from the home, has fallen

90.7% from the home

Companies, in second place, have grown as a place for making purchases (16.9%)

5.6% make purchases every week or fortnight

23.5% make a purchase once every three months 25.7% make purchases twice a year

purchase

frequency

7.1 On products purchased online

Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers

No. of times on average that Internet reviews have been read

6.6 On products purchased offline

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Manufacturer's website

46.9%

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40.9%

Mainly online shop

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37.3%

Physical/Internet shop

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22.3%

Coupons/discounts

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14.3%

Auctions

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13.7%

Private sales


Expansion of new purchasing sites: coupons/discounts; auctions and private sales

9% of purchasers follow a brand via social networks

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9% of e-commerce users follow brands on social networks

General search engine 74.3%

Web address 39.3%

Product/price comparison

site 27.8%

Favourites 23.0%

E-mail link 12.0%

Means of accessing the purchase website


Exclusively online payment platforms are consolidating their position behind credit/debit cards

Bank transfer, prepay card, direct debit or retailer card: methods with less than 10% of

purchasers

Payment methods

66.2%

11.6%

10.7%

67.7%

81% - 100% 0% - 20%

13.6%

The percentage of the value of online purchases made with credit/debit cards

Base: Internet purchasers Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society)

Travel tickets

Accommodation reservations

Tickets for shows

Clothes and accessories

Food and housewares

Financial services

The tourism sector continues to be key in online purchases

49.5%

39.0%

30.4%

22.2%

11.8%

11.8%

Books, magazines and newspapers

Internet and telephony services

Electronics: image, audio, communications

Sporting goods

Film and music downloads and online services

Restaurants

11.3%

10.5%

9.9%

9.6%

9.5%

9.2%


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Maturity of the sector

If the range on offer were wider, the purchase intent would be higher in the restaurant sector


The sectors with the longest tradition in e-commerce (accommodation reservations and package holidays; tickets for shows and travel tickets) are the best known, have a good rating and a higher purchase intent where the range on offer is wider

Best known Products/Services > 60%

Products/Services with “very good” rating

Purchase intent if there were a wider range on offer

> 30%

Clothes and accessories, together with “accommodation reservations and package holidays”, both product categories that are rated positively by a higher percentage of purchasers

KNOWLEDGE RATING PURCHASE INTENT

Base: Internet purchasers

43.7% of Internet

purchasers take into account that the shop is associated

with a seal of quality or trusted code on the Internet


GUARANTEE

SELF-REGULATION

PROTECTION


7.7% of online purchasers have had problems with online purchases

The product did not arrive 28.1%

It was damaged when it arrived 22.1%

It was not as shown on the website 21.5%

Problems with payment methods 19.7%

Problems when redeeming a promotion 14.9%

The product arrived late 14.6%

Problems returning the product 12.6%

The final price was different 11.9%

Download problems (8.6%); Browser compatibility issues (6.8%); Lack of information (2.2%); Others (18.2%)

Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) Base: Internet purchasers who had problems with their purchase

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Alternative forms

of e-commerce

C2C drops slightly and mCommerce used by 9% of purchasers


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14.6% e-commerce Internet

purchasers

C2C

Price 73.5%

Bigger range 35.3%

Only method 29.5%

Reasons for C2C purchase

9.0% e-commerce Internet

purchasers

mCommerce

Services 65.8%

Digital content 32.3%

Physical products 27.6%

mCommerce purchase products

Base: e-commerce Internet purchasers

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Obstacles and

drivers of e-

commerce

12.9% of non-purchasers would be willing to buy online over the next few months

Source: ONTSI (Spanish

Observatory for

Telecommunications and

the Information Society)

Purchasers

Reluctance to provide financial

details

54.4%

Uncertainty about the use of personal

information

53.1%

The product does not meet

expectations

53.2%

Not receiving the product or receiving

a faulty product 51.0%

Non-purchasers

I like to see what I'm buying

68.1%

Reluctance to provide personal

details

55.8%

It does not seem safe/I don't trust it

51.3%

Distrust of payment methods

45.8%

Ex-purchasers

I prefer to go to the shop

57.0%

I haven't needed to 55.5%

Services not interesting

33.6%

Not a secure purchase method

21.9%

O

B

S

T

A

C

L

E

S

Base: Internet purchasers and non-purchasers

Price and comfort continue to be the two main reasons for purchasing online

Price Convenience Saves time Bigger range

Easy to compare

Only means Speed of delivery

Easy to purchase

65.2% 58.6% 39.3% 26.6%

25.6% 23.2% 15.5% 15.0%

DRIVERS OF E-COMMERCE

Source: ONTSI (Spanish Observatory for Telecommunications and the Information

Society)


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Longitudinal

analysis

2010-2011

Three of every four purchasers made a purchase in 2010


75.6%

Regular Purchaser (Continue to

purchase)

24.4%

New Purchasers

(First-time purchasers)

Constant sample of Internet users 2010-2011

40.7% were online purchasers in 2011 59.3% were not online purchasers in 2011

Purchasers segment

92.1%

Former non-purchasers (Continue to not

purchase)

7.9%

New non-purchasers (Have stopped

purchasing)

Non-purchasers segment

Base: Sub-sample of Internet users 2010-2011

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Other issues to

highlight

67% of SMEs and large enterprises have a

website

oLarge -250 or more employees- 92.4%

oMedium - 50 - 249 employees- 83.6%

oSmall - 10 - 49 employees- 63.9%

Source: INE (Spanish National Statistics Institute) 27

2 out of 3 enterprises and 1 out of 4

micro-enterprises have a website

Base: SMEs and large enterprises and micro-enterprises with Internet

25.9% of micro-enterprises have a website

o0 - 2 employees 19.6%

o3 - 9 employees 38.3%

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Conclusions

B2C is an alternative for both expansion and survival for businesses in times of crisis

B2C Market in Spain: €10.917 billion in 2011; Δ 19,8%

Growth is above all a result of the increase in the number of Internet purchasers; Δ 20.2%

The yearly expenditure per purchaser and the frequency of online purchases are down slightly

Slight changes in the purchaser profile: increase in purchasers in adult age groups and smaller towns

Expansion of new purchasing sites: coupons/discounts; auctions and private sales

Social networks are a significant influence in the context of B2C

Exclusively online payment platforms (EOPP) are consolidating their position behind credit/debit cards


Secure payment systems

The tourism sector continues to be key in online purchases. Travel tickets, accommodation and shows are the biggest sellers

Seals of quality are increasing the trust of online purchasers

C2C (14.6%) and mCommerce (9%) are e-commerce alternatives to B2C

A significant percentage of non-purchasers are willing to buy if they can overcome the obstacles, especially distrust

Price and comfort are the main drivers behind online purchasing

Source: ONTSI (Spanish Observatory for Telecommunications and the Information Society) and INE (Spanish National Statistics Institute)

B2C is an alternative for both expansion and survival for businesses in times of crisis

67% of SMEs and large enterprises and 26% of micro-enterprises have a website

Edificio Bronce

Plaza Manuel Gómez Moreno s/n

28020 Madrid. Spain

Tel: 91 212 76 20 / 25

Fax: 91 212 76 35

www.red.es

Thank you very much

Follow us on:

http://twitter.com/#!/ONTSI

The Observatory's website:

www.ontsi.red.es

[email protected]

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Presentación de PowerPoint · Accommodation 10.5% reservations Tickets for shows Clothes and accessories Food and housewares Financial services The tourism sector continues to be