subscriptions to services video streaming (Netflix, HBO, Amazon Video,…) promoted in the past year the e-commerce content, reaching almost to the level of the video game. As emerges from the Study on B2C e-commerce, 2017, annually prepared by the National Observatory of Telecommunications and the Information Society (ONTSI), part of the public entity Network.is. According to the study, about 18.8% of the online shoppers (about 4.3 million people) purchased paid content, especially music or video, versus 10% the previous year. According to the responsible of the study, the success of platforms such as those mentioned above is behind that increase. The purchase of content was a slice of pie, the electronic commerce in Spain, in 2017 amounted to 31.347 million euros, 23.6% above the year 2016, with an annual average expenditure by buyer of 1,366 euros, a 14% increase.
According to David Cierco, director of the Network.it is, and Alberto Urueña, director of the team that has prepared the report, the increase of subscriptions to platforms such as Netflix or the like has soared, the number of users who pay for online content, that in 2017 amounted to 18.8% of online shoppers, by 8.8 points more than the previous year. Taking into account that, according to ONTSI, to 22.9 of the 34 million internet users bought online in the past year, those who consumed content of payment were 4.3 million. María Ángeles Sallé, director del ONTSI, is of the opinion that the purchase of online content “is already a relevant portion of the ecommerce and it is expected that this trend will increase in volume” in the immediate future.
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According to the study, the service most in demand by these consumers of content was the video. Thus, 89.6% of these consumers are subscribed to a video service, compared to 71.9% of the previous year, while decreased the number of subscribers to music services, from 45,3% to 30.8%. Just 6.6% of the consumers of content are subscribed to some service press release, almost three points less than in 2016, although in this sector the majority of the content is still free and open.
In terms of video games, and 21.1% of internet buyers acquire it on the internet, on everything from your mobile, device used by 67.7% of those who pay for this content online. Finishes off, though it is growing, the online purchase of video games from the console of home, method used 24.3%, already ahead of those who buy the tablet (22.1 per cent), but behind the that the buy with the computer (to 34.5%). In any case, fans of video games among the online shoppers decreased to 28.7%, compared to 30.1 per cent in the previous year.
Spain, a mature market
In terms of the trade data in general, increases 23.6% the volume of purchases made by internet, until the 31.347 million euros, a figure similar to that calculated by the National Commission of Markets and Competition, calculated for the last year 30.406,1 million. For Cierco, it is a few numbers that demonstrate that “electronic commerce is a reality in Spain, and of the first category, at the same level as other countries advanced. Promises that at the end of this year, the number already has an estimated 40,000 million.
For the immediate future, Cierco expected to accelerate the growth of purchases from your mobile (currently 42.7% of buyers online what does from the phone), and, above all, to follow democratizándose, something which is appreciated in the study of 2017, at which new buyers to eliminate some of the biases that are appreciated among the veterans: there are more women among the new buyers, in most social classes and most age groups. “E-commerce is widespread in all social classes,” he commented Cierco.
