{"id":155346,"date":"2022-06-28T18:46:41","date_gmt":"2022-06-28T16:46:41","guid":{"rendered":"https:\/\/ipmark.com\/?p=155346"},"modified":"2022-06-28T18:47:27","modified_gmt":"2022-06-28T16:47:27","slug":"amazon-carrefour-abarcan-40-compras-online-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=155346","title":{"rendered":"La mitad de compradores online en Espa\u00f1a son mayores de 45 a\u00f1os"},"content":{"rendered":"<p><strong>En los \u00faltimos a\u00f1os se ha reaprendido mucho acerca del comercio electr\u00f3nico: se han eliminado estereotipos sobre la figura del comprador online, tendencias que se han acelerado y que han tenido que aprender a sobrellevar, como las entregas en menos de 24 horas.\u00a0<\/strong><\/p>\n<p>Estas son algunas de las conclusiones que se desprenden del informe \u00abeCommerce On 2022\u00bb de Kantar, presentado por <strong>Cristina P\u00e9rez<\/strong>,\u00a0<em>head of commerce<\/em> de la compa\u00f1\u00eda. En \u00e9l, se muestra que en 2021\u00a0<strong>m\u00e1s del 50% de las marcas ya inclu\u00edan iniciativas de comercio electr\u00f3nico en sus planes estrat\u00e9gicos.\u00a0<\/strong><\/p>\n<p>\u00abLa pandemia ha provocado que se eliminen muchos estereotipos\u00bb, arranca\u00a0<strong>P\u00e9rez<\/strong>. \u00abTradicionalmente hemos pensado que los j\u00f3venes son los que m\u00e1s compran por internet. Sin embargo,\u00a0<strong>este comprador ha evolucionado<\/strong>, y sus perfiles var\u00edan en funci\u00f3n del pa\u00eds y la categor\u00eda\u00bb. Por ejemplo, en Espa\u00f1a\u00a0<strong>uno de cada dos compradores online son mayores de 45 a\u00f1os<\/strong>, porcentaje que es a\u00fan mayor en Estados Unidos o Alemania.<\/p>\n<p>A nivel global, la mayor\u00eda \u2014un 58%\u2014 de las compras\u00a0<strong>se realizan a trav\u00e9s del tel\u00e9fono m\u00f3vil<\/strong>, el dispositivo preferido de los pa\u00edses asi\u00e1ticos, salvo en Jap\u00f3n. Por contraparte, en Espa\u00f1a prefieren ejecutar sus compras a trav\u00e9s de PC, preferido por un 56% de los consultados. Sin embargo, una parte muy peque\u00f1a ya realiza sus compras a trav\u00e9s de los altavoces inteligentes: en Espa\u00f1a ya compran a trav\u00e9s de este dispositivo un 3% del total.<\/p>\n<h2>Crecen las aplicaciones RGD<\/h2>\n<p>Las\u00a0<em>Rapid Grocery Delivery<\/em> (aplicaciones de entregas r\u00e1pidas de productos de alimentaci\u00f3n, principalmente) est\u00e1n en auge. Las han usado\u00a0<strong>un 60% de los compradores de comercio electr\u00f3nico<\/strong>, y a d\u00eda de hoy contin\u00faan utilizando estos servicios.<\/p>\n<p>Lo m\u00e1s pedido a trav\u00e9s de estas\u00a0<em>apps<\/em> son: <strong>alimentos para beb\u00e9s o pa\u00f1ales, bebidas alcoh\u00f3licas o\u00a0<em>snacks<\/em><\/strong>.\u00a0<strong>Uber Eats<\/strong> es el mayor operador en los 19 pa\u00edses analizados, pero en cada uno de ellos\u00a0<strong>hay un proveedor local tambi\u00e9n muy utilizado por la poblaci\u00f3n.\u00a0<\/strong><\/p>\n<h2>Amazon y Carrefour, los que m\u00e1s compras aglutinan<\/h2>\n<p>El dominio de\u00a0<strong>Amazon<\/strong> sobrevuela Am\u00e9rica del Norte, Europa e India. Sin embargo, en Asia el gran triunfador es\u00a0<strong>Shopee<\/strong>, donde tambi\u00e9n aumenta la participaci\u00f3n de los principales actores locales. A nivel global, el\u00a0<strong>50% de las compras se concentran en estos dos\u00a0<em>players<\/em>.\u00a0<\/strong><\/p>\n<p>En Espa\u00f1a observamos que el 14% de las ventas online tienen lugar en\u00a0<strong>Carrefour<\/strong>, mientras que una de cada cuatro se hacen en\u00a0<strong>Amazon<\/strong>. Adem\u00e1s de grandes\u00a0<em>players<\/em>, a nivel local aparecen otros actores que var\u00edan mucho por categor\u00eda.<\/p>\n<p>Por ejemplo, en el sector de los electrodom\u00e9sticos, Amazon lidera la categor\u00eda con el 20% de las ventas online junto a MediaMarkt (19%). Le sigue El Corte Ingl\u00e9s (14%) y Carrefour (13%), mientras que el resto de retailers cuentan con proporciones menores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC. <\/p>\n","protected":false},"author":6924,"featured_media":155348,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2154],"class_list":["post-155346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a<\/title>\n<meta name=\"description\" content=\"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=155346\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a\" \/>\n<meta property=\"og:description\" content=\"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=155346\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-28T16:46:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-28T16:47:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Briones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Briones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346\"},\"author\":{\"name\":\"Laura Briones\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"headline\":\"La mitad de compradores online en Espa\u00f1a son mayores de 45 a\u00f1os\",\"datePublished\":\"2022-06-28T16:46:41+00:00\",\"dateModified\":\"2022-06-28T16:47:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346\"},\"wordCount\":504,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ecommerce-10.jpg\",\"keywords\":[\"ecommerce\"],\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=155346\",\"name\":\"Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ecommerce-10.jpg\",\"datePublished\":\"2022-06-28T16:46:41+00:00\",\"dateModified\":\"2022-06-28T16:47:27+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"description\":\"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=155346\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ecommerce-10.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ecommerce-10.jpg\",\"width\":1140,\"height\":635},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=155346#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La mitad de compradores online en Espa\u00f1a son mayores de 45 a\u00f1os\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\",\"name\":\"Laura Briones\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"caption\":\"Laura Briones\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=6924\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a","description":"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=155346","og_locale":"es_ES","og_type":"article","og_title":"Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a","og_description":"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.","og_url":"https:\/\/ipmark.com\/?p=155346","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2022-06-28T16:46:41+00:00","article_modified_time":"2022-06-28T16:47:27+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg","type":"image\/jpeg"}],"author":"Laura Briones","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Laura Briones","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=155346#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=155346"},"author":{"name":"Laura Briones","@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a"},"headline":"La mitad de compradores online en Espa\u00f1a son mayores de 45 a\u00f1os","datePublished":"2022-06-28T16:46:41+00:00","dateModified":"2022-06-28T16:47:27+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=155346"},"wordCount":504,"image":{"@id":"https:\/\/ipmark.com\/?p=155346#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg","keywords":["ecommerce"],"articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=155346","url":"https:\/\/ipmark.com\/?p=155346","name":"Amazon y Carrefour abarcan el 40% de las compras online en Espa\u00f1a","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=155346#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=155346#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg","datePublished":"2022-06-28T16:46:41+00:00","dateModified":"2022-06-28T16:47:27+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a"},"description":"La mayor\u00eda de compras online en todo el mundo se realizan a trav\u00e9s del smartphone, pero en Espa\u00f1a nos gusta m\u00e1s hacerlas a trav\u00e9s del PC.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=155346#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=155346"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=155346#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ecommerce-10.jpg","width":1140,"height":635},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=155346#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"La mitad de compradores online en Espa\u00f1a son mayores de 45 a\u00f1os"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a","name":"Laura Briones","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","caption":"Laura Briones"},"url":"https:\/\/ipmark.com\/?author=6924"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/155346","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/6924"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=155346"}],"version-history":[{"count":4,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/155346\/revisions"}],"predecessor-version":[{"id":155448,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/155346\/revisions\/155448"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/155348"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=155346"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=155346"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=155346"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}