New trends in purchasing habits

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Until very recently, the consumer debate focused on the battle between 'physical stores versus online shopping'.

Today, this dichotomy has taken a quantum leap: consumers want it all and seek a complete online and offline experience; the omnichannel consumer is naturally present, in many places and from many places: in physical establishments and on all available digital devices and media - smartphones, wearables, computers, tablets, voice devices (Alexa, Google Home), etc.

The data provided by the recent study “Global Consumer Insights Survey 2019” by the company PWC on consumer habits in Spain are very interesting.

The study reveals that more and more people are making their purchases in physical stores.

In Spain, the percentage of people who visit these establishments at least once a week has grown from 40% to 48% in the last four years, which is quite a lot!

And note that since 2016, the number of people who make their purchases, with the same frequency, through digital channels has also increased, from 19% to 30% .

On the contrary, according to the study, fewer and fewer Spaniards say they do not usually buy online, 4%.


Shopping habits in Spain
Frequency of purchasing habits in Spain by channels
If more and more people make their purchases in physical stores, combined with the increased use of digital channels, it will be increasingly difficult to discern at what point the purchasing decision is made.

The same global study also reflects revealing data: for the first time, the number of consumers around the world who shop at least once a week using their smartphones (24%) exceeds those who do so via computer (23%).


Frequency of purchasing habits in the world
Frequency of purchasing habits in the world according to acquisition channels
And as a novelty, purchases made through voice assistants are beginning to appear.

9% of people interviewed around the world already use these devices to make their purchases at least once a week, and 17% at least once a month.

We must not forget that, although it is still in its infancy, voice recognition is beginning to become the most common way for consumers to interact with brands.

Alexa, Siri, Google Assistant and Aura are some of the most popular voice recognition software.

This AI-driven “voice” trend will shape the way companies design their products, relationships with customers, partners and, of course, within their own corporate structure.

Consumer habits, the Internet and Big Data: the era of the Zettabyte
The emergence of new information and communication technologies has changed the way we communicate and also the way we shop.

There has been a change in consumer behavior regarding their consumption habits.

The arrival of the Internet has completely changed the way users act, automating the environment and modifying behaviors.

The number of people connected to the Internet amounts to 4.388 billion, acco email database france rding to data from the latest report by We Are Social and Hootsuite .

The increase in the number of users with mobile devices generating data through social networks and daily-use applications such as: Google Maps, Netflix or Airbnb is exponential.

For example, the Internet of Things (IoT) connects more than 11 billion products, including televisions, smart speakers, and cars, to the network according to data from Hubspot .

What is clear is that there is more and more information on the Internet. In fact, according to analyst Andrea Bell , global traffic is expected to reach 2 zettabytes per year next year, which will translate into a huge volume of data moving at a “supersonic” speed.