Research carried out by IAB Brasil also indicated that almost half of internet users prefer to make purchases online rather than in physical stores.
A study by IAB Brasil, carried out in partnership with Offerwise, showed that 85% of Brazilians with internet access have already made some online purchase, which shows how the penetration of internet access has driven the growth of digital commerce.
The research Online shopping behavior: purchasing habits of Brazilians on the internet and their relationship with advertisements also revealed that, among those who have not yet adopted online shopping, 32% do not do so because there is no payment method available, while 31% they have no interest and another 22% do not trust the internet to make transactions.
Among users who shop online, 64% purchased a product or service less than a month ago, demonstrating the consolidation of this habit among this audience.
Another important fact highlighted by the research is that 48% of internet users say they make more purchases online than in physical stores, while 28% buy both online and offline. Regarding formats, smartphones are the most used by internet users to buy online: 89% use a mobile device while 39% use a notebook or desktop.
Carrying out research before finalizing a purchase is very common in the online journey, with websites or apps from retail stores and marketplaces being the most used for this purpose. In this sense, 99% of users say they research before making a purchase, whether on retail websites, online search engines, product review sites, social networks, etc.
The study also indicates that online advertisements are very effective among consumers: after seeing them, 56% research more about the products to obtain additional information and 49% look for reviews and opinions from other consumers about the product. Furthermore, 82% said they had already purchased a product or service after seeing advertising on the internet.
The factors that attract the most attention in advertisements are free shipping (71%) and promotions (70%). In the same sense, those that most influence consumers’ purchasing decisions are price (85%) and shipping (80%). In terms of the most purchased products online, clothing and fashion (57%), electronic products (45%), beauty and personal care products (42%) and home products (40%) are the most popular among consumers.
(Credit: Freepik)