The last few years have been marked by the closure of physical stores as a result of the Covid-19 pandemic and measures to prevent and combat the virus. At the same time, e-commerce has expanded its capacities to meet the growing demand, which has become even more concrete in the context of the health crisis.
In a survey conducted by NZN Intelligence in August 2022, with the aim of understanding consumer preferences when it comes to shopping online or in physical stores, a preference for e-commerce was noted by 64% of respondents.
For NZN CEO, Tayara Simões, online shopping is on the rise and companies that have not yet connected or expanded their operations digitally will not follow that movement.
“It’s not just putting products on e-commerce and trusting that they will sell themselves. You have to communicate, create a connection between you and your audience. The brands that grow in the digital world are the ones that maintain their relationships outside of the internet,” he says.
The survey was administered via a form on the TecMundo website, one of the NZN-owned verticals, which collected demographic data on age, gender and education, along with specific responses on consumer behaviour. It is worth mentioning that some questions allowed more than one answer, as one alternative would not eliminate the other.
before and after the pandemic
Regarding the rise in online shopping since the pandemic, 32% said it had “increased significantly”, 27% said it had “increased a little”, 26% said it remained the same, and 15% said it decreased.
Online stores vs physical stores
The reasons why the majority decide to buy in online stores are different, and among them are: convenience and practicality (60.5%), attractive prices (60.5%), the ability to check other people’s reviews (33.7%) and the variety of stores (30.5%) ). On the other hand, for those who decide to buy in physical stores, other factors are also taken into account, for example: the possibility to view or try the product (48%), fast delivery (39%), free delivery (27%), etc. even fear of shopping in e-stores (9%).
Another interesting fact is that among those who prefer the digital market and claim to research before paying (87%), the majority look for information in reviews of other users and on specialized websites.
Users were also asked what they can expect from advertisements in the online store. In this criterion, the majority, 70%, states that the technical specification in the product is important. Meanwhile, 53% consider reviews from other consumers; 35% look for advantages and disadvantages; 24% want to access and use the manual and, finally, 16% prefer to get information through FAQs.
How much do online shoppers want to spend?
When we talk about the amounts to be invested in online shopping per month, 37% said they are ready to spend more than R$300. While 19% stated that they had an amount between R$150 and R$300; 17% would spend up to R$50; 14% answered that they consider the amount between R$50 and R$100; and finally, 13% said they were ready to spend between R$ 100 and R$ 150 on an online purchase.
And what do people buy on the Internet?
The survey also collected data on which products people buy most often online. The question allowed more than one answer and therefore the order of consumer favorites was as follows: electronics (60.8%); Clothing, footwear and accessories (42.4%); Household appliances (34.8%); Others (29.1%); Products for the home (furnishing) (22.5%); Travel (19.7%); Cosmetic products (18.8%); Furniture (16.4%); Sports equipment (16%); Food (14.9%); Cleaning agents (6.8%).
When it comes to gender, 68% identify as male, 20% as female, and 10% prefer not to answer. In terms of age group, 33% are between 18 and 24 years old; 25% between 25 and 34 years; 16% are between 35 and 44 years old; 12% are between 45 and 54 years old; 8% are between 55 and 64 years old; and finally, 6% are over 65 years old.
In terms of education, 43% studied up to a diploma, followed by those who studied up to high school (33%), those who got a master’s/doctorate (15%) and finally those who studied up to primary school with 9%.