75% of Spaniards use mobile e-commerce

75% of Spaniards use mobile e-commerce, the highest rate in Europe, followed by Italy (72%), the United Kingdom (62%), and Austria (56%), according to a survey conducted by the price comparison site idealo.es.

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The study also reveals that the devices most used in these purchases correspond to those that support the Android system and that Sunday, between eight and nine o'clock at night, is the time preferred by Spaniards to consume via cell phone.

The survey also provides data on the high penetration rate of online shopping in our society, as 66% of consumers surveyed make at least one purchase a month via the Internet, while 23% do so weekly. This high recurrence is higher among young people, as 28% of Spaniards between 35 and 44 years old admit that they shop online every week.

Mobile e-commerce across generations 

However, the idealo.es study also reflects the advance of online shopping among the oldest - also primarily via Mobile e-commerce - the research shows that the population between 55 and 64 years old records a significant increase in the frequency of weekly consumption, from 11% in 2021 to 18% by the end of 2022.

By gender, the frequency of online shopping is higher among women, with one in four recognizing this weekly habit compared to 21% of men.

Clothing, footwear, and electronics

The company's survey places the fashion category with the most online purchases, with clothing (44%) and footwear (40%) in the lead, followed by electronics in third place, with 38% of consumption.

As for the advance of social networks as a platform for e-marketing, the report places YouTube, Instagram, and Facebook as the most used by Spanish shoppers. However, TikTok is the fastest growing compared to 2021, with an advance of 20%, and Twitch enters the ranking for the first time.

Overall, Spain is quickly adapting to the new standards for commerce, and even the older non-digital native generations, are picking up the pace of e-commerce.