At the end of 2017, Wavestone carried out a survey among more than 1,000 French consumers in order to analyse their purchasing behaviour.A barometer of the latest consumer trends was carried out based on three themes: purchasing behaviour in store versus online, purchasing experience and post-purchase behaviour.
Let’s take a close look at purchasing behaviour!
Who purchases online?
- More than half of all consumers (58%) make an online purchase at least once a month. It is above all consumers among the upper socio-professional categories with children who place orders online.
Who prefers to shop in-store?
- 53% of men compared to 44% of women
- 63% of people aged between 60-75
The internet and digitalisation change the way consumers behave depending on the type of product or service.
Which are the most popular products/services?
In-store:
- Cleaning products: 84%
- Food: 82%
- Hygiene and pharmaceutical products: 66%
Online:
- Tourism/travel: 48%
- Tickets: 46%
- Subscriptions: 46%
In-store and online:
- Clothing: 38%
- Domestic appliances: 31%
- Computer equipment/gaming: 29%
Why do people want to continue shopping in-store?
- To be able to test the product before purchasing (79%)
- Because products are available immediately (60%)
Why do people purchase online?
- For the price (78%)
- Greater choice (59%)
- Because they can have items delivered (51%)
