The number of online purchasers rose from 18.6 million in 2014 to 20.4 million in 2015

The number of online purchasers rose from 18.6 million in 2014 to 20.4 million in 2015. Average spending stood at 1,016 euros, 15.9% up on the amount for the previous year.

B2C E-Commerce continues to grow in Spain and amounted to 20.75 billion euros in 2015, 27.5% up on 2014, according to figures from the B2C 2015 eCommerce Study carried out by the National Observatory of Telecommunications and the Information Society (Spanish acronym: ONTSI), under the umbrella of the Ministry of Energy, Tourism and Digital Agenda.

This rise is higher than those recorded in 2013 and 2014 due to the increase in the number of online purchasers, which went from 18.6 million in 2014 to 20.4 million in 2015. Another contributing factor is the average spend per purchaser and per year, which stands at 1,016 euros, 15.9% up on the previous year.

The study analyses the profile of the online purchaser, which is similar to the general online user while continuing the trend towards diversification. Although purchasers are predominantly between 25 and 49 years of age and live in large towns and cities of more than 100,000 people, a certain trend towards older purchasers has been detected with an increase in the weighting of the population over the age of 50 and a moderate increase in the presence of residents in smaller towns of more than 20,000 people.

As regards the location where purchases are made, the home remains the favourite location for online purchases (92.2%), although it should be pointed out that purchases while on the move continue to rise and, for the first time, stand in second place (12.9%), above the workplace, which has fallen to third place (8.9%). Credit and debit cards remain the preferred method of payment for this form of purchase (67.2%).

The products that continue to head up the online business are travel tickets (45.3%), while the purchase of entry tickets for events has risen from fourth to second place (40.4%), followed by the purchase of clothes, accessories and sporting goods (40%), and reservations for accommodation and package holidays (39.8%).

Among the reasons quoted for making purchases online, the leading reason is the price (78.6%), the convenience (69.6%) and the time saving made (49.5%). Among the reasons that stop people from purchasing online, the leading reason is a preference for viewing the product in a shop (73%). In turn, purchasers consider that shipping costs is one aspect that could be improved on (80.9%).