Retailers shift their ad spending from TV, radio and print ads to digital ads.
About 2 million Spanish online consumers bought a product or service online during the second quarter, a 90% increase from the second quarter of 2003, Forrester Research says.
About 2 million Spanish online consumers bought a product or service online during the second quarter, a 90% increase from the second quarter of 2003, according to a recent report from Forrester Research. That represents about 17% of Spanish online consumers.
More consumers starting to buy online will drive Spanish e-commerce, rather than an increase in average online spending, Forrester says. As a result, Spanish e-commerce will account for only 4% of Europe’s total e-commerce in 2011.
By 2011, the average Spanish online buyer will spend almost €850 on the Internet per year, 10% less than today, according to the report. But with four times as many online buyers in 2011, Spanish e-commerce will grow to €10 billion, a compounded annual growth rate of 27%.
In addition, leisure travel, consumer electronic and event tickets will account for more than half of Spanish online retail sales in 2011, Forrester says. Groceries will be the fastest-growing category, with a CAGR of 49%. Online apparel will experience a 40% CAGR between 2006 and 2011. In 2006, five times as many Spanish consumers said they had bought clothes online than they did three years earlier.