E-commerce: Electronics and clothing top the December charts
Electronics top the ‘net
Over the past five Decembers the greatest success has gone to shops selling household appliances, audiovisual equipment, electronics, photographic equipment and computers. In the analysed months these were visited by an average 33.3 per cent of internet users. Also popular were clothing stores (29 per cent) and department stores (28.8 per cent). Least popular were online shops dealing in erotica (1.2 per cent) and flowers (0.5 per cent).
E-perfumeries on the rise
Studying the December e-shopping preferences of Poles, outlets with perfumes and cosmetics have most increased their popularity in recent years – in December 2011 they were visited by 4.1 per cent of users, while five years later that figure was more than three times greater, at 13.8 per cent of internet users.
Books, music and films on the slide
Christmas shopping online in 2011 attracted one in four internet users (26.1 per cent) to e-shops with books, music and films, while last year it was one in five (22.6 per cent). In 2015 Poles were less willing than five years ago to stop by at shops selling weapons and militaria – a drop from 3.2 per cent in December 2011 to 2 per cent in December 2015.
'The change in purchasing of music and films is due in very large part to their availability via streaming. Rather than selling DVD box sets and CD packs, companies in the music and film sector are providing us with codes or selling us subscriptions to access their products. And the preferences of the youngest group of gift recipients are changing too – children no longer see their presents as having to be physical objects. Access to online games or the ability to buy gadgets for a virtual hero are treated on a par with receiving a traditional present, and often as being even more attractive,' explains professor Grzegorz Mazurek, head of post-graduate studies in internet marketing at Kozminski University.
December purchases one year ago
As shown by Gemius data, in the last month of 2015 almost three quarters of internet users visited e-shopping sites. The greatest success was enjoyed by electronics (38.9 per cent) and clothing (36.9 per cent), and the least by flowers (1 per cent) and militaria (2 per cent).
