{"id":18627,"date":"2014-06-16T11:00:45","date_gmt":"2014-06-16T09:00:45","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=18627"},"modified":"2023-02-27T14:35:28","modified_gmt":"2023-02-27T14:35:28","slug":"consumatori-online-chi-sono-e-cosa-comprano","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/consumatori-online-chi-sono-e-cosa-comprano\/","title":{"rendered":"Consumatori online: chi sono e cosa comprano"},"content":{"rendered":"<p>La ricerca <strong>Net Retail<\/strong>,\u00a0realizzata da HumanHighway (in collaborazione con Poste, Banzai e QVC) e commissionata da Netcomm, \u00e8 stata presentata durante l&#8217;ultimo eCommerce Forum risultando\u00a0molto utile per coloro che vogliono conoscere le abitudini dei <strong>consumatori online<\/strong> in Italia.<\/p>\n<p>Il primo dato emerso \u00e8 che sempre pi\u00f9 persone\u00a0scelgono di acquistare un bene o un servizio sul web: pi\u00f9 di 16 milioni di consumatori online italiani hanno comprato tramite un ecommerce, negli ultimi mesi. Il 74,3% ha inoltre scelto il sito web del merchant per il proprio acquisto, anche se vi \u00e8 un costante aumento di consumatori che utilizzano app per tablet e smartphone per comprare. Una parte di popolazione (circa un milione di persone)\u00a0sceglie invece tutti e tre i metodi: questi sono i clienti che spendono e che acquistano con maggior frequenza.<\/p>\n<p>Analizzando la ricerca si nota che gli acquisti online sono circa il 2% sul totale del settore del commercio, ma che in realt\u00e0 il 10% dei 700 miliardi di acquisti sono decisi dopo un&#8217;attenta e scrupolosa ricerca sul web. Questo perch\u00e9 ormai vi \u00e8 sempre pi\u00f9 familiarit\u00e0 con i servizi web da parte dei consumatori online over 18. Grazie all&#8217;<strong>offerta molto varia<\/strong>, spesso si possono trovare prodotti con stessa qualit\u00e0 e prezzi accattivanti: tale trend \u00e8, secondo me, ci\u00f2 che influisce maggiormente sulla diffusione dell&#8217;uso dell&#8217;ecommerce. Inoltre i tempi di consegna degli ordini online stanno diventando sempre pi\u00f9 brevi (ed anche i casi di danneggiamento nel trasposto sono considerati eccezioni).<\/p>\n<p>Non dimentichiamo poi che la popolazione dispone di moltissimi device a prezzi ragionevoli che possono facilmente collegarsi alla rete. Emerge tuttavia anche un altro fatto: quando si deve comprare qualcosa di costoso ed importante, il pc (fisso o portatile) \u00e8 ancora preferito alle app. Basti pensare che l&#8217;<strong>acquisto medio<\/strong> da PC fisso si aggira intorno ai 105\u20ac\u00a0mentre tramite smartphone \u00e8 di 52\u20ac.<\/p>\n<p>Ma chi sono i <strong>consumatori online<\/strong>? E cosa scelgono di comprare? Per prima cosa si nota che la fascia di et\u00e0 del consumatore pi\u00f9 assiduo \u00e8 quella che va dai 25 ai 44 anni e risiede nei grandi centri urbani. Si acquistano maggiormente beni legati al turismo (14% di cui 1% di hotel\/pacchetti viaggio e 11,1% per i biglietti di viaggio) seguiti da computer e tablet (9,8%), elettrodomestici (7,7%), e smartphone (7,1%). Seguono le assicurazioni online (5,9%) che interessano particolarmente l&#8217;acquirente maschio (il 90,9% di chi le compra \u00e8 infatti di sesso maschile). Il bene preferito dalle signore, invece, sembrano essere i cosmetici (il 90,9% dei consumatori che li acquistano online sono infatti donne). Lo <strong>scontrino medio<\/strong> \u00e8 pressoch\u00e9 identico (si aggira intorno gli 80\u20ac), ma le donne sembrano spendere un po&#8217; di pi\u00f9 se si tratta di gioielli e cosmetici.<\/p>\n<p>In conclusione, possiamo dire che questa importante ricerca (<a href=\"http:\/\/www.posteecommerce.it\/resources\/posteecommerce\/pdf\/NetRetail2014.pdf\" title=\"Net Retail 2014\" target=\"_blank\" rel=\"noopener noreferrer\">consultabile gratuitamente sul web<\/a>) ci insegna che l&#8217;indice di gradimento per chi compra online \u00e8 molto alto. L&#8217;ecommerce, come sappiamo, \u00e8 una risorsa da sfruttare anche per chi possiede solo un sito &#8220;vetrina&#8221;. Il consumatore ha infatti imparato molto bene a cercare ci\u00f2 di cui ha bisogno, a compararne il prezzo e a decidere poi se acquistarlo o meno in base alla qualit\u00e0. In futuro tutto ci\u00f2 diventer\u00e0 probabilmente un&#8217;abitudine di quasi tutti gli italiani.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La ricerca <strong>Net Retail<\/strong>,\u00a0realizzata da HumanHighway e commissionata da Netcomm, \u00e8 stata presentata durante l&#8217;ultimo eCommerce Forum risultando\u00a0molto utile per coloro che vogliono conoscere le <strong>abitudini dei consumatori online<\/strong> in Italia.<\/p>\n","protected":false},"author":4,"featured_media":18678,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[72,56,84],"class_list":["post-18627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-e-commerce","tag-statistiche","tag-vendite-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Consumatori online: chi sono e cosa comprano - Artera<\/title>\n<meta name=\"description\" content=\"Sempre pi\u00f9 consumatori online cercano, comparano e poi decidono se acquistare. 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