{"id":98279,"date":"2020-05-29T13:43:26","date_gmt":"2020-05-29T11:43:26","guid":{"rendered":"https:\/\/ipmark.com\/?p=98279"},"modified":"2020-05-29T13:43:26","modified_gmt":"2020-05-29T11:43:26","slug":"boom-la-compra-online-tambien-cosa-mayores","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=98279","title":{"rendered":"El \u00abboom\u00bb de la compra online tambi\u00e9n es cosa de mayores"},"content":{"rendered":"<figure id=\"attachment_98280\" aria-describedby=\"caption-attachment-98280\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-98280\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/05\/nielsen_opt-1.png\" alt=\"El &quot;boom&quot; online tambi\u00e9n es cosa de mayores\" width=\"690\" height=\"311\"><figcaption id=\"caption-attachment-98280\" class=\"wp-caption-text\">El \u00abboom\u00bb online tambi\u00e9n es cosa de mayores<\/figcaption><\/figure>\n<p><strong>Cuatro de cada diez hogares que empezaron a&nbsp;hacer la compra por Internet&nbsp;como medio de abastecerse durante la pandemia son de adultos de m\u00e1s de 54 a\u00f1os y tercera edad, seg\u00fan datos de&nbsp;Nielsen. En concreto, de 700.000 hogares nuevos que se han sumado al&nbsp;comercio electr\u00f3nico de alimentaci\u00f3n, bebidas, cuidado personal y del hogar, alrededor de 300.000 entre \u00b4singles\u00b4 y pareja sin hijos en la vivienda son nuevos en estas lides.&nbsp;<\/strong><\/p>\n<p>Si bien&nbsp;la compra online&nbsp;es m\u00e1s propia de hogares j\u00f3venes con hijos, el miedo al COVID ha provocado un auge de este canal entre segmentos de poblaci\u00f3n m\u00e1s mayores, bien porque se han iniciado con los diversos dispositivos que ofrece el formato, como la&nbsp;<strong>tienda online o el servicio por aplicaciones de mensajer\u00eda<\/strong>&nbsp;<strong>como Whatsapp<\/strong>, bien porque sus hijos han hecho la compra por ellos para salvaguardar su confinamiento y evitar la visita f\u00edsica al establecimiento.<\/p>\n<h2>El ecommerce duplica cuota de las ventas pre-Covid<\/h2>\n<p>Este<strong>&nbsp;aumento de hogares en la compra online<\/strong>&nbsp;permite al canal duplicar su cuota sobre las ventas totales del gran consumo con respecto a niveles precovid, pasando del 1% al 2%. De ah\u00ed los espectaculares crecimientos de Internet en lo que llevamos de pandemia, con un incremento acumulado del 101%, cinco veces superior al mercado en conjunto.<\/p>\n<p>De hecho, en la semana del 11 al 17 de mayo, ya con la fase 1 de la desescalada en buena parte del territorio nacional, las ventas online crecieron un 144%, lo que representa el tercer mejor dato de toda la serie hist\u00f3rica de la crisis sanitaria. Tampoco afloja el mercado en conjunto, que creci\u00f3 un 18% y acumula diez semanas seguidas creciendo a doble d\u00edgito.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuatro de cada diez hogares que empezaron a&nbsp;hacer la compra por Internet&nbsp;como medio de abastecerse durante la pandemia son de<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[215,2154],"class_list":["post-98279","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-compra-online","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>El &quot;boom&quot; de la compra online tambi\u00e9n es cosa de mayores<\/title>\n<meta name=\"description\" content=\"Cuatro de cada diez 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