Trends

Spain, leader using smartphone and smart TV

Key4 — Tue, 12 Apr 2016 09:34:00 +0200

The country has the largest deployment of optical fibre infrastructure in Europe

Spain leads Europe deploying optical fibre infrastructure , with more than 3 million customers and a potential 15 million to provide this service, with growth in a single year of 192% and 137% respectively, according to the report annual "the Information Society in Spain", corresponding to 2015, published by Telefó;nica. 2015 has confirmed the accelerated digitization of Spanish life. A million more than the previous year Spanish regularly connect to the Internet, and the figure reached 27.15 million in the age range between 16 and 74 years. But also do more intensively and 22.2 million Spaniards, 81.7% of users are connected Internet every day, which is a million and a half more than a year earlier.

Mobile, the king of communication
83% of users access to the internet via mobile phone, 5.9 points more than in 2014. And the smartphone is still the king. 87% of all mobile phones are smartphones in Spain. For the first time, smartphone exceeds the computer (ten points) and internet access device. In 2015, there have been a total of 27.7 million users of applications that are downloading daily 3.8 million. The average application is 30 per device and its use in mobile, which already exceeds navigation, accounting for 89% of the time the phone is used. Spain consolidates its leadership in smartphones, tablets, e-books and televisions penetration in relation to countries like UK, Germany, Argentina and Brazil, where Telefó;nica operates.

Online leisure, work and commerce
Although communication and entertainment are still the main reasons for the use of internet in 2015 a more rational use of social networks, and a significant increase in the use for productive and professional activities it is checked. The use of social networks has fallen 2.4 points and young people now devote more time to connect to e-commerce platforms and online learning and less social connectedness.

Concerned about privacy
The great development of the digital life of Spaniards has given an important boost to the importance given to privacy and control of their data. 82% of Internet users consider privacy as a value to be protected and most are not willing to lose privacy in return for personalized offers. 85.2% claim the ability to identify and delete personal data and 62.2% the ability to move personal data to a different platform or social network. And many have already extended active to protect against new threats to the point that 43% of Internet disconnect the camera or keep it covered actions

Mobile commerce will grow by 19% in Spain in 2016

Key4 — Sun, 10 Apr 2016 09:34:00 +0200
Online retailers will collect about 11.45 million sales, according RetailMeNot
Online sales could reach next year's 11.45 million euros in Spain year, according to the International Study of eCommerce 2016 commissioned by RetailMeNot. E-commerce achieved thus grows 19% compared to 2015 in our country. The same study indicates that most of the increase in online sales will be through mobile devices, since 20% of these sales will be made via smartphones and tablets.

Kings of online shopping
In addition to the above, the eCommerce is destined to become a hub of growth for retail in Spain in this 2016 according to the study; this growth rate is set to be 0.4% in physical stores and 2.2% in total.
Without traffic no purchases, but to the surprise of many (or perhaps not), Spain today stands as the country with the most mobile traffic to mobile commerce from smartphones. In other words, Spain is home to the highest percentage of visitors who come to websites from a mobile device and generate a transaction, all this according to a report by Twenga and published by eMarketer.

Phones versus tablets
The same study states that 75% of mobile traffic terminating in mCommerce in Spain comes from a smartphone, and the remaining quarter is generated from a tablet.
We must take into account also that the Central European countries have the highest mobile penetration levels in the world. In itself, 25% of web traffic to eCommerce in Europe comes from mobile devices.

The technology influence on parents decisions

Key4 — Tue, 05 Apr 2016 09:34:00 +0200
Parents are starting to compare prices as well as look up information online
Internet has not changed only the way we purchase or search for information, now it puts before in the way parents bring up their children. Recently studies have focused on how the technology and the social network have influence on the parents decisions regarding to the raising of their kids. Actually, every time there are more parents who use the network in order to solve their answers. A few years ago they called grandmothers, but now they access Internet portals such as Youtube.

Turn to the Internet

When it is about purchasing a product, this eagerness for the Internet grows: today parents are experts when comparing prices and so when searching information related to someone they plan to buy for their children. This is revealed in a new Facebook IQ study about how technology have influence in the purchase decisions of the family heads.

After surveying more than 8.000 parents from 8 different countries, the study concluded that Internet have got more weight in the purchase decisions: amongst Millennnial parents, 41% of them assure that mobile devices help them when buying, meanwhile amongst the Baby Boomers, 30% think the same. In that sense, the report shows that both groups use their smartphone, specially, in order to look up the social networks or online videos with information related to the products they are interested for.

The kids influence and the modern family

Moreover, the study reveals that currently parents have got a growing influence network regarding to make decisions. The modern family is an inclusive circle in which parents keep in mind everybody’s opinions, such as family, friends, experts, brands and, also, kids’ opinions. The report reveals that they do more purchases thinking about the kids universe and 57% of surveyed think she or he is doing more purchases keeping in mind their his or her children than their parents did.

Further, kids have an increasing affect over purchases, something than 40% of the baby parents recognise; compared to the 62% of teenagers’ parents. This way, the study concludes that, while kids grow up, parents like more to receive their opinion about the things they have to buy.

4 out of 5 parents and assume new roles traditionally linked to mothers

Key4 — Sun, 03 Apr 2016 09:19:52 +0200
These new parents demand more male products to feel more comfortable with the care of your baby
The importance of fathers in the day-to-day lives of their children has changed, according to an analysis with more than 50 families Coaching Club. Almost 80% of new parents do chores traditionally assigned to mothers and bathrooms, rides, food and diaper changes.

The traditional family model responded to a lifestyle: the father worked full time in the labor market and the mother was devoted exclusively to the care of children and household (food, cleaning and shopping), but explains Veronica Rodriguez, director of Coaching Club, "this paradigm has been changing almost disappeared and, in any case, is no longer the predominant mode". However, the model of traditional life still appears in commercials and movies and "still part of the ideology of many people and institutions," adds Rodriguez.

Parents physically and emotionally more present
Although parents remain the symbolic guarantor of the family, men have made significant progress in terms of the quality of things and the time they spend with their children. “There is flexibility in the idea of the paternal function, is not only necessary to establish order and discipline, the limits of permissiveness, it is essential to share the education of children. Changing a diaper, for example, don’t blur his authority, but strengthens it”, says Rodriguez. Therefore, more and more new parents begin to take on tasks traditionally assigned to foster mothers and start being more present in the lives of their children not only physically, but also sentimental.
Coaching Club has conducted a survey of men aged 25 and 45 who attend its sessions. 97% of them agree that parents are involved in the care of children far more than in the past and 90% say that gender roles are not as strict and tight as in the past and now feel they have more "permission" to be more sensitive and women to be more stringent.

Baby care products in male style
This trend of parents present in everyday life also generates new products designed for men: Books designed for parents and, in general, a male aesthetic pursue accessories target them feel more comfortable with the care of their babies.

United by technology
A current scene in a restaurant or at a family reunion is that parents, children and grandparents share photos and knowledge about new ways to share what happens. Before wives informed their husbands about the lives of their children, but now the information reaches the father directly and in real time through social networks. It also explains Rodrí;guez, "the children can teach parents about downloading new apps, platforms for music or movies, as well as find them old songs whose album disappeared into a moving". In this sense, the technology works as a liaison between parents and children.

Over 70% Spanish parents do not have enough time to spend with their children

Key4 — Mon, 28 Mar 2016 09:34:00 +0200
Half of parents take their children to daycare before 10 months
One of the biggest concerns of the Spaniards with children is to reconcile work and family life. Thus, 71.1% of parents said that not spend enough time at home to be with their children, so they cannot raise stop taking them to daycare. This is one of the main conclusions of the study and Family Nursery 2015 done by Edenred, prepared annually since 2008.

Comparing the survey data with the previous year, we observed that the percentage of parents concerned about the short time they can devote to their families has risen 11%. Most parents, 68%, said they would stop working to devote himself personally to the care of children and, for the first time, this percentage is higher for men (69%) than women ( 66%).

The main reason why the Spaniards are forced to take children to daycare is "because they work outside the home," according to have secured 64.3% of respondents to Edenred. Only 5% of respondents’ parents can give up taking their children to daycare because "they can look after themselves at home."

5-8 hours a day in nursery
53.7% of respondents said that is forced to leave their children in daycare centers from five to eight hours a day and 34.8% of them cannot pick him up and has to be another family member (usually the grandparents) who takes him home. In addition to high time that children spend in day care, the study highlights the early age to start attending these children's centers, since, according to the study, almost half (49.4%) will for the first time before age of 10 months.

Little support for reconciliation
51.6% of parents who participated in the survey disburses an average of 350 € / month in day care for their children, while only 5% of households spend less than 150 € a month. Despite these figures, today, 56.6% of Spanish workers receive no official support to bring their children to daycare centers. A striking fact considering that half of respondents said that if more children would receive them.

Among social benefits received by employees in Spain, Ticket Nursery stands as one of the six more benefits offered by companies because it is both a savings for them and for workers because of their exemption from income tax (unlimited amount).

The online commerce evolution gets blocked

Key4 — Thu, 24 Mar 2016 09:34:00 +0100
The consumers insecurity is one of the main reasons
The unstoppable technologies and Internet using is already a reality. According to dates from Mikroscopia, the annual MyWord research, last year 36% of the population used the Internet more than five hour per day, and this year the figure has reached to 41%.

This increasing has changed, specially, the shopping habits, which now are gaining importance in the online area. However, the study has also detected a resistance of the evolution of electronic commerce: 34% of the population miss the human contact when he or she has to get informed and receive advice during their purchases. Despite this is a factor which affects specially to the mid age, one out of three millennial agrees.

European averages

The report Total Retail 2016, created by PwC with dates from all over the world, reveals that 19% of Spanish consumers purchase online, at least, one time per week. This percentage is situated below the world average (29%) and below the closer countries average, such as United Kingdom (45%), Germany (34%), Italy (32%) and France (27%), as well as below China (71%).

This way, the physical and traditional store keeps on being important in Spain: 66% of the consumers goes to a physical establishment, at least, one time per month and 40%, minimum, one time per week. Followed by the online shopping through the computer: 42% uses it monthly and 15% weekly.

The human contact need

The human contact need, as well as the advice from the professionals, is bigger when we talk about financial and technologic products, and clothes or shoes, that is why it is forecast that the digitalisation will grow slower in these sectors. In that sense, the Mikroscopia study stands out that the consumer profile that need this aspect considers that the shop assistant role is indispensable.: 69% of them remark the active listening is the most important topic and 63% mentions their resolute skills are the most indispensable factor.

From the different studies we can conclude that the physical shooping keeps on being an irreplaceable experience by the major part of consumers. Moreover, according to Total Retail 2016, the insecurity of the population regarding to the online shopping is not the only reason of its blocking, because it also has got an important role in the distribution investment. By the moment, companies have not invested enough on electronic commerce platforms; further, the systems and processes to shop online are not simple enough to catch the consumers attention.

Spanish consumers combine disparate buying habits

Key4 — Tue, 22 Mar 2016 09:15:53 +0100
Worried about prices, they seek promotions and try to stick to the shopping list, but don’t always succeed
With the crisis and recovery, Spanish consumers have strengthened somewhat contradictory behaviour when they buy. Although about seven out of ten consumers say they plan the purchase, the store then just adding to cart products that were not initially planned, according to Nielsen 360 report by the consultant. Spaniards are less scrupulously complies with the shopping list. Thus, more than 40% of consumers say that their budget is very tight and only buy what you need, while another buys both routinely and so takes almost forever.

In recent years another of the most developed facet the consumer is its price hypersensitivity. Two-thirds of consumers claim to know the price of all or most of the products to the point of realizing when they change. They look forward promotions and offers. 38% actively seek promotion in their usual place of purchase while 20% change even store looking for the most attractive offer. However, the study notes that for Spaniards price is not everything, when you decide to purchase attach importance to the value, but unlike in the past two years, this is no longer their first factor of choice.

Households will spend an average of 1% more despite the shopping cart is a 0.7% more expensive than a year ago. They want to avoid making big purchases and eventually go more often to buy, although less things. Therefore, while the frequency of visits grew by 1.6% in 2015, the average ticket decreased 0.6%. "The consumer planned buying, look for savings and, at the same time is able to spend more on higher-value products, such as those perceived as healthy, and that provide wellness that was missing in recent years" He indicated Gustavo Nunez, CEO of Nielsen Spain.

Pay online, on suspicion

Key4 — Sun, 20 Mar 2016 09:34:00 +0100
61% of Spaniards doubt about security in online shopping
Although users increasingly make purchases online, six out of ten consumers online pre-security check web before making payment, concludes the 'Trade Online' report, prepared by the consulting firm Nielsen. Thus, according to the study, "many Spaniards have strong doubts about the security and confidentiality of their data when they buy online", with 61% of positive answers. In turn, 51% distrusts when data have to give your credit card to purchase that product or service.

The report also notes that the Spanish when online buy virtually reduced two payment methods to close shop, the most common payment platform, used by 56% of respondents. Among the five major European economies, Spain is the country that uses this form of payment, surpassed only by Germany (68%). Western Europe is one of the regions where this form of payment is more settled, only surpassed by China, where eight out of ten consumers shopping done through this way.

It is also common in Spain pay for purchases online card either credit (52%) or debit cards (48%). In fact, in our country it is more balanced where is the use of credit cards and debit compared to other major European economies. Regarding other forms of payment, 20% of online buyers in Spain have opted at some point make a bank transfer, while another preferred to incorporate both an analog shift to a digital purchase and pay cash on delivery.

More than half of Spaniards prefer to go to the physical store as customer service

Key4 — Tue, 15 Mar 2016 09:34:00 +0100
They prefer rather than be served through phone, mail and social networks
Customer support is one of the most crucial services for consumers and, therefore, more than half of them (54%) preferred that the process takes place in the physical store. So details a study by Ofertia, according to which the telephone (31.3%) and mail (6.3%) are the second and third option chosen by users for information or put a complaint to a company, ahead of social networks (with 4.6%). Thus, the traditional channel continues to weigh heavily on the minds of consumers, despite Omnichannel strategies offered by companies to facilitate this process.

To prepare the study, Ofertia has had the 1,381 consumers surveyed responses, of which 44.8% say they have at least once resorted to customer services of a company in the last year into account. Analyzing the reason for the consultation, the first place is occupied request information about a product (30.4%), followed by putting any complaints about any of the services offered (27.3%), inquire about special promotions (19, 6%) or complain about the care (6.6%).

Supermarkets, the sector with more consultations

The study also notes that, by sector, supermarkets are most queries received (37.3%), followed by telecommunications (28%), electronics (15.3%), household / DIY (12.3%) and travel (2.1%). Most consumers (72.6%) claims to have resolved the problem, but not everyone is satisfied. Less than half of respondents (almost 50%) recognizes be satisfied with the work done by the customer service.

Good Customer Support, the key to success

Customer support is one of the most crucial processes for the consumer and is a differentiating factor for a business to get good results. The response time to the user concerned when it tries to resolve a query about a product or service. Of those who chose non-contact forms of contact, they are 46.41% of respondents indicated that were answered in less than 24 hours and 25.38% between 24 and 48 following. Only 7.1% said they received no reply from the company.

Mobile phone, different roles within the purchase process

Key4 — Sun, 13 Mar 2016 09:34:00 +0100
It also has got an important role in physical shops
The purchase process has been changing in the last few years. Not only new purchase channels have born in the online world, because traditional purchases are now affected by the presence of mobile phones all the time. Moreover, these devices have changed the way we interact with the retailers, and the way we look up for information before acquiring a product or service.

According to a study from Facebook, 45% of the real purchases have been, in some moment, in a mobile phone, maybe in order to look a product in the mobile phone and buying it later, or in order to carry out, directly, the purchase. Furthermore, this device can be used to consult different opinions from buyers and consumers when being in the point of sale. In that moment, online and offline sales get fusion. ; ;

In that sense, according to the portal Brightlocal.com, 88% of the users have read once an opinion from a website in order to decide if buying or not a product, which supposes that these kind of comments have grown a lot.

The physical stores keep on leading the sales

It is true that electronic commerce is increasing quickly, but physical stores continue being responsible of the majority of the sales. Although, the way we carry out a purchase is not the same. Smartphones have become the shop window for the stores and, further, it multiplies the range between the consumers and point of sales, and motivate, or not, the buyer to go into them.

The mobile phone as a counsellor

Knowing which products are available in a store can be a key factor for a consumer to decide if going there. According to Google and Ipsos figures, one out of four people avoids going to a store if he or she is not sure about there is a product. This new consume habit and extensive searching which is creating a more demanding consumer model, can be used also for the brands, which can take advantage of these changes.

Consumers which search for relevant and pleasant experiences which motivate their interaction in their constant micro mobile moments. If something is clear is that retailers should not overlook the fact that the omnichannel buyer is specially valuable for a brand. According to Mastercard, consumers who acquire products online and offline purchase over 250% more than the average. ;

The consumer sector remains steady in 2016

Key4 — Tue, 08 Mar 2016 09:34:00 +0100
The market grows 1,8% compared to the last exercise
According to the report ‘Balance and Forecasts on the Consumer Sector 2016’, created by the consultor Kantal Worldpanel, the consumer sector will maintain its market volume in 2016, going on with the registered trends during 2015. However, the market has grown compared the last exercise (1,8%), due to the prices increasing in the last months.

The report shows the trends that, consumers and consume has stand during the last year and will mark the sector evolution in a mid term. One of the main trends that we can see in that study is a more optimistic consumer, open minded regarding the changes, apart from big distribution fresh products war and the europeanization of the Spanish consumers in terms of alimentary consume.

Consumers show optimism

“The consumer sector is a complex and sensitive segment, but if there is no surprise in the next months, we can hope a very steady year within the sector, something related with the population standstill, as well as with the consumer habits changes”, explains Cé;sar Velencoso, Consumer Insights Director of Kantal Worldpanel.

Regarding to the consumer, they are starting to get over the economic crisis as well as show an improving in their consumer perception. 37,5% of the families tell that they are spending more money in the supermarket (+3,3% compared to 2014), 25,2% explains that the crisis has not affected their lifestyle and investments (+6,3%). Moreover, 3,4% of them assures have leaved apart the fact of worrying about the extra spending as well as having reduced some of their anti crisis measures.

Step by step, consumers will trust on the consumer sector again, as well as be more demanding with the products they buy and the establishments they decide to visit.

Distribution trends

The keys that will stand out in the big consume sector within the next months will remain being the development of e-commerce, the war to make business in the fresh sections and the decision to support or not the distribution brands. The last one has remained, for the third consecutive year, around 33,9% in the market, the same figure it will show during 2016.

The keys of retail in 2016

Key4 — Sun, 06 Mar 2016 09:34:00 +0100
Footfall analyses the trends in the consumers behaviour
The Footfall company creates one time per year a barometer in which they analyse the Spanish consumers behaviour, in order to obtain a business high efficiency level in the current year. In 2015, the recuperation of the commercial activity settled down its consolidation, started in 2014 with a growing in the affluence of 1,5% in the Footfall index.

In terms of week traffic, we can see that Sundays are the day of the week which are suffering higher growing of affluence and activity, due to the implementation of different strategies based on the value offer to the consumer. These kind of strategies are based on exclusive free time and restoration experiences which get to catch an important volume of consumers.

From the company, they explain that “in such competitive market which demands differentiation for the survival, the stores which are doing it the best are the big shopping malls, maybe due to its big retail-mix strength and integral offer”.

Economic challenges
After a 2015 of little growing and consolidation of the economy, 2016 is started as a year of the big challenges in Spain: the policy instability, the structural deficiencies, the unemployment taxes and the low productivity levels will affect the commerce. In that sense, the experts within the sector trust the strength of the exportation, the companies investment, the low prices and the improving in the employment taxes, to make the private consume to be again one of the main economy growing motors

Another important identity key for the sector, during this year, will be the “omnichannel sale”. Regarding this trend, there is a huge work to do by the retail sector, as well as carry out more and better initiatives in order to promote loyalty to the clients which decide dynamically where, when and how they want to consume. ;

Regarding these words, Footfall recommends “analyse in order to forecast and make predictions in order to optimise your efficiency. Every current business needs ambicious plans of annual goals. The only way to fulfil the determined objectives in a predictive way is to take the maximum advantage of the potential periods, as well as fit the costs in the quiet periods”.

Millennial moms and online videos

Key4 — Tue, 01 Mar 2016 09:34:00 +0100
They like videos are considered a humanized source of information
Consumers, especially the millennials, devote more time to consume audiovisual content online. The millennials consult these videos not only looking for leisure, but often do so for information. When you want to know how to do something, they go straight to YouTube. It is therefore not surprising that online videos have also become the key guide for the care of children.

In recent months, several studies have been pointed out that the Internet has weight in the decisions of the millennials mothers, which is just adding one done on a British show. This latest study shows that 60% of young mothers (and 44% of those older parents) are now seeing it more videos with tips on motherhood and tutorials on how to face the day with children in the past.

Millennials mothers are not only watching more videos than ever, but also are giving more and more importance and are making have more validity. According to the same study, 35% said that right now are more inclined to trust the online videos than any other source of information, compared to 31% as it does with television, 28 with the government or 20 with information provided by the brand or the websites of the companies.

Goodbye conversations in the park, hello video share
Until recently, it was common for mothers to other mothers comment on issues about caring for their children as they waited outside the school, in the park or when parties agreed and extracurricular activities. Now millennials mothers continue doing, but increasingly they (63%) share videos with other mothers.

These videos are successful because the millennial mothers see them as a kind of source of information 'humanized'. The video content is generated by a person, a person who can see the face as they consider the information that is serving them. And this has a direct impact on how things are perceived. See the face of the interlocutor makes recipients feel they can believe them again, as noted by the investigators.

Why take this into account if you are a brand
Brands have to understand that things have changed and change the focus on how to reach these consumers and enable them to know how their products and services. Moreover, brands have a new reef to fall back on to position. Now they have to be able to become another part of the conversation. Humanizing the brand and down at this level, being able to produce such content, where consumers will need.

Social networks: the new tool purchase of mothers

Key4 — Sun, 28 Feb 2016 09:34:00 +0100
Novice mothers, the most in consulting
Search recommendations on social networks for all types of products before deciding to compare is something that most of consumers do, but according to the new report reveals Fan Finders, there is a group that actively stands above the average: mothers. And most of them, namely 52% of the surveyed, use social networks sometimes before shopping, and a little but important group, 8% do it systematically before each purchase.

Mothers and stand out as researchers, especially in cases where they are going to make a major purchase (car, furniture, electronics). In this case the percentage of mothers who investigates through social networks amounted to 67% and this, 30% of respondents said they read at least a couple of reviews before making a decision.

Mothers connected early in the morning
Thus, social networks are revealed certainly a tool of great influence. Of these, the most popular platform and therefore influential is Facebook (to 84%), which mainly accessed from your smartphone. In addition, from early morning already connected: 4 out of 10 log in at least once at eight o'clock.

According to other data from Experian, mothers use social networks up to 20% more than the average user, and use soars among those with children under five, who are more than twice as likely as the rest of the population of use three times a day. But what most mothers do on social platforms?

Communities of parents
Calling grandma or parents to learn how to bathe the child, now, ¿;who do that? Instead, many mothers are turning to social networks, not only to learn about products and brands, also to answer your questions regarding child care. Proof of this is that 43% of respondents are part of a community of parents on social networks.

This phenomenon also involved men and 91% of fathers with children under 18 used the Internet to access information about them, of them, 83% reported using social networks to share good news (71%), find information (74%) or receive support (65%). But mothers are more active, because the percentage of those who use social networks to share good news is 88%. In addition, 66% of mothers admitted sought information on issues related to maternity during the last month (compared to only 42% of parents).

Mobile phones and new shopping habits

Key4 — Tue, 23 Feb 2016 09:34:00 +0100
60% of the omnichannel customers will make mobile purchases this year
Mobile phones have an important role over the society and have become an essential tool in different moments of the daily life. During 2015, consumers started to get used to buy stuff with their smartphone and the paying systems through these devices have been improving till now.

Behind the settlement of the mobile phone between the brands and the consumers, the shopping habits have been influenced and have forced brands to be attentive to the emergent needs of the users. The Facebook company reported an analysis in which is indicated how mobile phones are changing the way in which we shop.

According to dates of the study, 45% of the purchases which take place currently the mobile phone is implicated. In the case of millennials, the most electronic generation, 57% of them use the mobile phone when go out shopping. ;

Multichannel shoppers

As the company concludes, smartphones have presence not only in the purchase process, but also in other previous moments. The mobile phone is now a tool which helo us investigate about prices and know everything about a products before buying it. This trend makes that there exist the multichannel shoppers: the users who are able to buy and being informed from different devices.

The multichannel shopper has a stretch relationship with the network and uses it for everything. According to the Facebook study, this type of users shop from the mobile phone for different reasons: 56% of them assure that have bought with the smartphone because they were already using the device; and 55% of them believe that is a good option because it allows you to buy from wherever.

Looking at the future, the study concludes that 60% of the multichannel shoppers will make mobile shopping this year, and 64% of them will make a deep investigation from their mobile phone before shopping.

¿;What should brands do?

In front of a situation of changes like that, companies cannot stay with their arms crossed. At the same time in which the use of the mobile phone grows in terms of users, their demand grows too. They are more demanding in terms of what a brand can offer them. In that sense, 70% of the mobile shoppers believe that the brand presence in applications or websites can be improved, meanwhile 71% of them consider that all the shopping process, in general, is improvable.

Buying through mobile is already a new habit of consumption

Key4 — Sun, 21 Feb 2016 09:34:00 +0100
Users read, compare and buy from everywhere
We are hooked on mobile. It is our clock, calendar, video, camera ... and yes, it’s also our phone. But for many users smartphones or, alternatively, tablets have already become their wallet, because they do the majority of their purchases through them.

Inevitably, this intense and increasing relationship with mobile phone has changed the way how we buy. Facebook has not overlooked this detail and has analyzed it. Here the results:

1. 45% of purchases are made through the smartphone
The figures are much more scandalous if we analyzed what are doing millennials. In 57% of cases, young people between 18 and 34 go shopping with mobile.

2. Mobile used to compare prices
Mobile users use it as a price comparison or to thoroughly investigate the products they want to buy whether buying or not. Travel to the store to ask information or sit on the chair in front of the screen computer. Why if we can investigate while we are going to the work, on the subway, lying on the couch or even from the bathroom? These type of buyers are called Omni-Channel Shoppers.

3. Omni-Channel Shoppers
Sometimes it is not for laziness, it’s simply because consumers were using their mobile before they start shopping, says 56% of respondents. On other occasions, what they do is to combine store and mobile. 61% of users go shopping "physically", but once there they used to get more information and compare the product to be finally bought in situ.

4. Critical Shoppers
But this growing interest of users for purchasing through their mobile devices do not imply that trademarks can relax. Users are critical and they know that there are many things to improve. They will leave behind all those brands that do not fit your new system purchase. In fact, 70% of mobile shoppers are convinced that mobile brand presence (apps and webs) can be improved; while 71% believe that in general the whole buying process can be improved. Something to keep in mind, especially if at the end 54% of Omni-Channel shoppers are more inclined to buy brands that offer better online shopping experience.

5. Physical Shoppers
Although the figures confirm the growing consumer interest in buying the mobile, sometimes they still prefer to view it from their computer desktop, because it looks better (thinks so 56%) or because it is easier (55%). Many still prefer to go physically to the store: 47% in order to see and touch the product, 46% because they do not want to wait and 41% because they believe that shipping costs are very high. And we don’t also forget the social factor. Buying is like a ritual and 25% of those surveyed said they go to the store because they enjoy the experience.

Millennial parents, the next huge generation

Key4 — Sun, 14 Feb 2016 09:34:00 +0100
Family consume habits will change in the next years
Millennials, born between 1980 and 2000, are young people known for its stretch relationship with the new technologies and the online world. Further, they are an important part of the next wave of consumers, a generation in which brands and companies should focus. The millennial generation, or Generation Y, is currently starting to settle down and start a family, in which consume habits will change compared to those habits we have sawn till now.

¿;How do the millennial parents be like?

According to a Crowdtap study, come across with a millennial that is not a weird thing. Actually, in the United States, one third of all homes has already a millennial as a head of the family, and forecasts show that in a few years this percentage will grow. According to the report, 80% of north American millennials will become a parent in the next decade.

When a baby reaches a home is a perfect moment for brands and companies to be prepared, because families cannot avoid the fact of spending money. Parents must spend money in different stuff such as honeycombs, furniture or clothes. Moreover, the study reports that millennials think being a good parent is “seeing the family needs as the most important thing”, which drives the thought that the coming generations will spend a huge part of its budget when being parents.

Technology and millennial parents

Generation Y has made of the technology an important part of their life, something which is going to be maintained when they will be parents. In that sense, millennials will look up for paternity information through specialized websites, as well as blogs, or social networks such as Pinterest, Youtube or Instagram. 46% of mothers and 35% of dads consider that social networks information is extremely useful.

In the same way they look up the online world to obtain information, Millennials use it for purchasing. Electronic commerce is on of the most important trends for this generation. That is why millennial paternity brands should be prepared.

It is true that the millennial generation is maturing, but it is doing it in its own way, according the a Turner study. As the report assures, these young people is got used to a modus vivendi, and despite they are growing, they will keep on being millennials.

.

Spanish millennials lead the multiscreen consumption

Key4 — Tue, 09 Feb 2016 09:34:00 +0100
Spain among the five countries where this phenomenon progresses faster
For 88% of millennials, watching TV lied down at home is no longer synonymous with off. This generation of young people between 18 and 34 combines TV with a second screen, usually their smartphones or tablets, according to a new study on trends in video consumption by Consumer Technology Association. But ¿;what purpose they do?

1. Relate
71% of millennials access social platforms to talk to their friends, either to discuss the program you are watching, to talk about anything else.

2. Access to other content for advertising
It seems that they don’t use advertising to go to the bathroom. 70% of them say devote that time to consult other content through their second screen.

But not only millennials watch TV while they are using their mobiles. 61% of the Spanish claims to do so, according to eMarketer. This percentage places Spain among the five countries in Europe where the phenomenon of the second screen moves faster.

Consumers recognize that in addition to using social networks or consult content, they also spend their free time in front of television playing or making purchases online through mobile applications.

Despite the increasingly noticeable and intrusive presence of new devices for communication and entertainment, 77% of respondents say they still prefer television to audiovisual consumption, mainly due to its size (80%) and image quality (62%), according to the CTA.

The use of mobile phones grows in Spain

Key4 — Sun, 07 Feb 2016 09:34:00 +0100
Brands should focus on the new communication strategies
The company TNS Spain presented, last January, a new call of its study Connected Life, a report which publishes since a few years ago in order to sum up the main trends regarding to new technologies and connected devices.

The results of this study show that mobile phone keeps on consolidating as the winner device, a fact which has influence on the consume sector and “should be the core concept in the brands strategy”, according to Alberto Relañ;o, director of TNS Spain.

Smartphone is the king

Regarding to the penetration of the different devices, smartphones and tablets are the devices which have grown the most, reaching a rising of 10 percentage points. Meanwhile, computer and table devices sales evolution is blocking up in the most of countries in the world.

In the whole world, 8 of each 10 consumers owns a smartphone, meanwhile 6 of each 10 owns a laptop and 5 of each 10 owns a tablet, the same percentage as table computers. In that sense, globally, there are more countries which are focused on the mobile phone and less which are focused on the computer.

Spain, on the leadership of the devices using

Spain is one of the richest countries in terms of technological penetration: 93% of smartphones, 75% of laptops, 63% of table computers and 57% of tablets. Further, Spain is one of the leader countries in the ranking of television using, with a frequency of 82%, compared to the world 74%. In that sense, Spain is close to the global average in the use of Smart Tv (28%), something which is different in terms of cable Tv, with a 25% of penetration, compared to the overall 40%. ;

To sum up, Spain is a multidevice country, focused on the use of smartphones, a device with the one spends more time. According to TNS Spain, internautas spend 5,20 hours per day using devices (2,30 hours using the computer, 2,10 hours using the smartphone and 0,8 hours using the tablet).

;

How to conquer the Millennial Generation?

Key4 — Tue, 02 Feb 2016 09:49:00 +0100
Forbes publishes a number of tips for brands to maximize their social media strategies in order to win over the new generation of digital natives
With a growing power, the Millennial generation gets more important every day. With almost 200,000 million dollars per year purchasing power, this digital generation becomes attractive consumers. In this context, Forbes published a number of tips for brands to maximize their social media strategies with the aim to conquer these young adults that have been made with the new millennium.

1. Transparency
Transparency and authenticity are the two most important concepts, as an attempt to humanize the brand. It's therefore important an embodiment of values that pique their interest, relying on the defense of the same. In this sense, there is no fear of vulnerability, and that sometimes it can generate closeness.

2. Positive experience
More than any other demographic group, Millennials purchases are based on the perception that the brand produces them. Young people increasingly rely less on traditional advertising, and resorts to the views of family, friends and users of social networks before deciding to make an acquisition (more than 88% of consumers see on the Internet before making a purchase).

3. Friends
By the famous image of the influencer, it's important to capture the attention of one of his friends or acquaintances. To do this, it's important to talk, rather than by brand, by users to achieve the recommendation of their products.

4. Creating good experiences
Millennials are almost all social networks, so it's important to know all the contact points and issues of interest to offer good experiences.

5. Internet of Things
The new generation is composed of digital natives, so the advance of technology has a vital importance. In this sense, connectivity and access to information immediately, in real time, will catch more prominence in the demands of this generation.