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女性人数多于男性,波兰网民中有54%是在线购物爱好者|出海波兰电商岛群第1期

2020-01-10 16:07:05

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可以将超过一半的波兰互联网用户识别为电子消费者。波兰的在线购物者主要是年龄在50岁以下,具有中学或大学学历并且居住在较大城市中的人。此外,在波兰网上购物的女性人数多于男性。

 

波兰平均在线购物者的个人资料来自Gemius一份新报告,该报告基于4月份对150015岁以上的互联网用户进行的研究。与去年相比,年龄在25-34岁之间的在线购物者所占比例已从波兰电子购物者的26%增加到29%。小城镇居民的比例也有所增加:从去年的40%增加到现在的44%。然而,拥有大学学历的人所占的比例下降了,而如今拥有中等学历或更低学历的购物者越来越多。

 

Gemius客户经理Katarzyna Binert表示,报告结果并不令人惊讶。对于年轻人来说,在线市场是自然环境。她说,这就是他们与他人交流和购物的方式。年轻人还喜欢从众多的送货方式中选择,他们特别关注所提供的物流服务的速度和及时性以及技术进步。

 

波兰更多的是跨境购物者

 

该报告还显示,波兰的跨境购物者现在比去年更多。2016年,十分之一的在线消费者在国际电子商务网站上购物,而这一比例现在已增加到16%。Binert认为这个数字很可能会继续增加。用户寻找以更具竞争力的价格出售的产品或波兰没有的产品。她解释说,欧盟法律中关于禁止地理封锁的申请可能会对上述增长以及国际航运价格的统一产生影响。

 

不利面:投放时间和费用以及重新定位广告

 

如果交货成本和价格低于实体商店,波兰的消费者会更常在网上购物。尽管如此,许多波兰用户在网上购物时仍遇到一些问题,最常见的是等待时间长38%),高交付成本37%)和购物者已经看到或购买的讨厌的广告” ”(占36%)。

 


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54% of Polish internet users are online shoppers

Over half of Polish internet users can be identified as e-consumers. Online shoppers in Poland are primarily people aged 50 years of younger, with a secondary or university degree and living in larger cities. Also, there are more women than men who shop online in Poland.

This profile of the average online shopper in Poland comes from a new report by Gemius, which is based on a study carried out in April on a group of 1,500 internet users aged 15 and over. Compared to last year, the share of online shoppers aged 25-34 has increased from 26 percent to 29 percent of Polish e-shoppers. The share of residents of smaller towns has also increased: from 40 percent last year to 44 percent now. The share of people with an university degree however decreased, while there are now more shoppers with a secondary or lower degree.

Katarzyna Binert, account manager at Gemius, says the report results aren’t surprising. “For young people, the online market is a natural environment. This is how they communicate with others and shop”, she says. “Young people also like to have a choice from numerous delivery methods and they pay specific attention to the speed and timeliness of the offered logistics services as well as the technological advancement.”

More cross-border shoppers in Poland

The report also shows there are now more Polish cross-border shoppers than last year. In 2016, one in ten online consumers shopped on international ecommerce websites, while this share has now increased to 16 percent. Binert thinks this number will most likely continue to increase. “Users look for products sold with more competitive prices or products that are unavailable in Poland. The EU legislation’s application providing for a ban of geo-blocking may have an impact on the above increase as well as unification of prices for international shipping”, she explains.

Annoying: delivery time & costs and retargeting ads

Consumers in Poland would shop online more often if there were lower delivery costs and lower prices than in physical stores. Still, many Polish users encounter some problems while shopping online and the most frequently noted are “long waiting time for delivery” (38 percent), “high delivery costs” (37 percent) and “annoying advertisements of products shoppers have already seen or bought” (36 percent).


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