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Market Research


The online channel is increasingly important for toys

The stars of the holiday season (7)

  • Key4Communications

Online sales of toys in Spain are not reaching the levels of other countries. In the five largest toy markets in Europe (UK, Germany, France, Italy and Spain), Amazon is already the third biggest seller. Moreover, in Germany, 20% of toys are sold online, and this percentage exceeds 30% for UK consumers. However, Spain remains anchored in a 4% market share, according to data from the Spanish Association of Toy Manufacturers (AEFJ).

We can highlight some trends regarding the use of this channel, which are likely to remain important throughout the Christmas season:

1. The online channel is mostly used as a source of information for parents: although only 23% of Spanish parents have purchased toys via web, 64% of them have searched for information on these products, according to a study by The Cocktail Analysis and IAB for the AEFJ, published in 2012.

2. María Costa Director of Child Research in AIJU, explains that parents are between 30 and 45 years old and therefore are equipped with computers, tablets and smartphones, and they are also used to buy online. "Through our consumer research we have found that there is a real desire on the part of these parents to buy toys online, looking for deals and / or differentiation."

3. The internet is the most used in the case of thoughtful and planned toy purchases, as parents are able to compare prices, according to the research The Toy and Game Decision Report, publlished by the Toy Industry Association.

4. Parents also search online for toys they are not able to find in brick-and-mortar stores. Juan Macías, CEO at DeMartina.com, explains that specific toys are not items that can be replaced easily, so if parents do not find them at traditional stores, they will go online for them.

5. Internet is also used to look for deals. Macías himself has noted that consumers "are comparing prices before than other years, which did not happen in Spain." This points to a "more selective consumer, who will not wait if he finds a good price."

6. And although it seems that the holiday season in Spain will be like last year, heavily concentrated in December, the online channel helps to anticipate some of these purchases: in fact , 27% of Americans plan to have all gifts purchased before 1 December, thanks mostly to the internet.

7. The opinions of other consumers are also important. For example, Aitor Eguía, product manager at Bizak, notes that the new products and releases need "not only conventional communication, but also online reviews, which are decisive when making purchases."

8. Ultimately, online consumers are looking for discounts, mobility, information, and a good multi-channel shopping experience.

9. And according to the National Retail Federation, online retailers are adapting to these new habits by offering free shipping, advancing discounts, offering daily deals, improving mobile navigation, and increasing their social networking activities. In the U.S., online sales could grow between 13% and 15% over last year.

Other stars of the holiday season:

1. Playmobil and the importance of long term thinking (10/3/2013)
2. Furby gets the pole position for the Christmas season (10/11/2013)
3. 12 licenses for Christmas (10/17/2013)
4. Why tablets for kids are a success (10/24/2013)
5. Lego - the value of being a specialist (10/31/2013)
6. Board games, updated classics (11/08/2013)

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