Consumer Attitudes and Online Retail Dynamics in Spain

Product Synopsis
- provides in-depth analysis of the latest trends in online consumer shopping, covering drivers of online shopping, consumer insights, market dynamics (covering 25 product categories) and reviews of the latest best practice in online retail site design
- Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential contexts on the penetration of online sales by product groups, how growth has developed over time and key drivers of this market in the future

Introduction and Landscape
Why was the report written?
“Consumer Attitudes and Online Retail Development in Spain” is the result of Canadean's extensive market research covering the online retail industry in Spain. It provides the magnitude, growth, share, and dynamics of the online retail market in Spain. It is an essential tool for companies active across Spain's online retail value chain and for new companies considering entry into the Spanish online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to Spain's online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?
A unique feature in the Spanish online retail market is the popularity and success of traditional mail-order businesses to adapt to online retail. As a result, companies compete with physical store retailers in markets previously considered incompatible with the online retail format.

What are the key drivers behind recent market changes?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched. This report quantitatively examines the components of change in the market by looking at historic and future growth patterns including how changes in consumer behavior have affected the online retail sector for different product categories.

Key Features and Benefits
Understand consumer behavior and the online trends in Spain.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of economic recession and recovery on market growth.

Key Market Issues
Data security and low consumer confidence on online sites are factors for slow online retail growth in Spain

Fewer user friendly websites and a lack of specially designed mobile applications for the sites are drawbacks for m-commerce growth in Spain

Key Highlights
The share of online retail sales towards total retail sales increased from 1.1% in 2006 to 2.1% in 2011and is expected to increase to 4.4% in 2016.

In terms of online market penetration, Music, video and entertainment software was the leading category, with 10.4% of purchases being made online in 2011. SHOW LESS READ MORE >

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 - 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviours
2.1 Overview of the Spain Online Shopping Environment
2.1.1 Total internet penetration in Spain was 70.3% by end of 2011
2.1.2 61.9% of the households in Spain have access to internet broadband
2.1.3 Spain has the highest smart-phone penetration among European nation
2.2 Consumer Attitudes and Behavior
2.2.1 More than half of Spanish people prefer traditional retailing over online shopping
2.2.2 Online retail sales are expected to have double digit growth during the forecast period
2.2.3 Social Networking is an important marketing tool for Spanish retailers
2.2.4 More than half of Spanish smart-phone users browse on a daily basis through their phone
2.2.5 Online consumers in Spain prefer debit and credit cards over other modes of payments
2.2.6 Spanish consumers prefer low-touch products while purchasing goods online
2.2.7 94% of the online shoppers in Spain are satisfied with online shopping experience
3 Online Channel Dynamics
3.1 The Online Channel's Share of Total Retail Sales
3.1.1 Spanish online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.1.2.1 Spain Online Retail Sales Penetration compared to Global Average
3.1.2.2 Spain Online Retail Sales Penetration compared to Western Europe Average
3.2 Channel Dynamics
3.2.1 Spain retail channel dynamics - future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs. offline retail sales comparison by category group, 2011
3.3.2 Online retail market dynamics by category
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories, luggage and leather group categories: size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Spain
4.1 Retailer 1: Zara
4.1.1 Business description
4.1.2 Site experience
4.2 Retailer 2: El Corte Inglés
4.2.1 Business description
4.2.2 Site experience
4.3 Retailer 3: Eroski
4.3.1 Business description
4.3.2 Site experience
4.4 Other Innovative Retailers in Spain
4.4.1 ukshoppinginspain.com
4.4.2 Carrefour.es
4.4.3 Pixmania.com
5 Appendix
5.1 About Canadean
5.2 Disclaimer