{"id":21966,"date":"2021-03-23T13:19:41","date_gmt":"2021-03-23T19:19:41","guid":{"rendered":"https:\/\/otech.uaeh.edu.mx\/noti\/?p=21966"},"modified":"2021-03-23T13:22:44","modified_gmt":"2021-03-23T19:22:44","slug":"56-de-los-consumidores-mexicanos-compran-la-despensa-desde-su-smartphone","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/ecommerce\/56-de-los-consumidores-mexicanos-compran-la-despensa-desde-su-smartphone\/","title":{"rendered":"56% de los consumidores mexicanos compran la despensa desde su Smartphone"},"content":{"rendered":"

Surtir la despensa se ha vuelto una pr\u00e1ctica cada vez m\u00e1s digital:<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> la variedad que podemos encontrar por internet junto con la posibilidad de comparar precios entre diversas opciones disponibles, son ventajas que valoran los consumidores mexicanos y algunas de las razones por las que m\u00e1s compran online , adem\u00e1s para disminuir los riesgos de contagio al no salir de casa.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Ahora bien, entre todos los medios por los que podemos comprar abarrotes en l\u00ednea\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>el smartphone se posicion\u00f3 como el dispositivo favorito para la mayor\u00eda de los mexicanos<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> .<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

As\u00ed fue confirmado en el Omnichannel (R) Evolution, donde se present\u00f3 la 4.\u00aa edici\u00f3n del Observatorio Shopper Experience (OSE), un estudio del nuevo comprador mexicano de supermercado realizado por\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>in-Store Media M\u00e9xico<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/a> , agencia de shopper marketing, junto con la investigadora IPSOS; <\/span><\/span><\/span><\/span><\/span>con el objetivo de aportar claves para crear estrategias que incrementen las ventas <\/span><\/span><\/span><\/span><\/span><\/span>\u00a0minoristas<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/a> \u00a0en el entorno omnicanal establecido con la pandemia.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Los consumidores mexicanos compran m\u00e1s el s\u00faper en sitios web m\u00f3vile <\/span><\/span><\/span><\/span><\/span><\/span><\/strong>s<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/span><\/h2>\n

Entre los datos de la investigaci\u00f3n se destaca que\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>los consumos del supermercado por internet se incrementaron exponencialmente el a\u00f1o pasado<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> , esto debido al comportamiento de los consumidores de evitar contagiarse en los negocios f\u00edsicos y ahora estas compras las hacen principalmente desde sus smartphones, being el medio que usa m\u00e1s de la mitad de los mexicanos que compran online (56%).<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Un dato adicional interesante es que de los consumidores mexicanos que compran por el m\u00f3vil,\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>57% prefiere el sitio web de la tienda en versi\u00f3n m\u00f3vil<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> , en tanto que 43% se va por la\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>app de compras<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/a> .<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

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Estudio in-Store Media M\u00e9xico<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<\/div>\n

Lo \u00faltimo evidencia la importancia del\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>dise\u00f1o responsive<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/a> \u00a0de la web del negocio; <\/span><\/span><\/span><\/span><\/span>la cual\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>debe estar optimizada para m\u00f3viles para que todo sea correctamente visualizado<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> en cualquier pantalla, sin importar su tama\u00f1o.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Qu\u00e9 compran y c\u00f3mo pagan los consumidores mexicanos en el supermercado online<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/span><\/h2>\n

Por el lado de\u00a0 <\/span><\/span>los art\u00edculos que prefieren adquirir<\/span><\/span><\/strong> \u00a0se posicionan primero las presentaciones grandes de productos de limpieza del hogar (77%), higiene y belleza en segundo lugar (75%) y cerrando el top 3 est\u00e1 la despensa (61%).<\/span><\/span><\/span><\/p>\n

Al momento de pagar se inclinan por los m\u00e9todos m\u00e1s ofrecidos en el comercio online que son las tarjetas de d\u00e9bito o cr\u00e9dito (42% y 24% respectivamente), PayPal (20%) y un porcentaje menor por el efectivo (10%).<\/span><\/span><\/span><\/p>\n

Ventajas del supermercado online<\/span><\/span><\/strong><\/span><\/h2>\n

Dentro de las ventajas que el comprador digital considera que le brinda el comercio online y que lo motivan a comprar de esta forma se\u00f1alaron: comodidad y practicidad (25%), seguridad para cuidarse y evitar contagiarse (24%) y aprovechar ofertas en l\u00ednea ( 19%).<\/span><\/span><\/span><\/p>\n

\n

\"\"<\/span><\/p>\n

Estudio in-Store Media M\u00e9xico<\/span><\/span><\/span><\/p>\n<\/div>\n

Por otro lado,\u00a0 <\/span><\/span>se evidenci\u00f3 el efecto de la publicidad online para dar a conocer una marca y que considerar comprarla<\/span><\/span><\/strong> ; <\/span>de hecho 64% recuerda haber visto anuncios al comprar y 36% compr\u00f3 algo luego de ver alguna publicidad de este.<\/span><\/span><\/span><\/p>\n

Se mantiene el comportamiento omnicanal<\/span><\/span><\/strong><\/span><\/h2>\n

Pese a que muchos comercios f\u00edsicos estaban cerrados, en el escenario de los supermercados esto no fue tan pronunciado y por ende\u00a0 <\/span><\/span>el comportamiento omnicanal se mantuvo en esta categor\u00eda<\/span><\/span><\/strong> .<\/span><\/span><\/span><\/p>\n

La compras de despensas hechas de manera omnicanal vienen en aumento desde 2017 hasta 2020. Adem\u00e1s en los \u00faltimos 3 meses\u00a088% de las personas compraron online pero estos mismos shoppers acudieron a la tienda f\u00edsica<\/strong>; incluso es el canal favorito para la compra de despensa grande.<\/span><\/p>\n

Con un consumidor m\u00e1s y m\u00e1s familiarizado a hacer compras por donde le de la gana, la reflexi\u00f3n de Sara Urbano, Directora de Marketing en in-Store Media M\u00e9xico es que la estrategia omnicanal m\u00e1s que en el online est\u00e1 en\u00a0\u201cacompa\u00f1ar al comprador a lo largo del path to purchase, mejorando su experiencia de compra a trav\u00e9s de cualquier canal<\/em><\/strong>, ya sea f\u00edsico o digital, asegur\u00e1ndose de que la comunicaci\u00f3n sea fluida, homog\u00e9nea y relevante\u201d.<\/em><\/span><\/p>\n

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<\/div>\n<\/div>\n<\/div>\n

Fuente:<\/span><\/p>\n

Ramos, M. (2021c, 22 de marzo). <\/span><\/span><\/span><\/span><\/span>56% de los consumidores mexicanos compran la despensa desde su Smartphone. <\/span><\/span><\/span><\/span><\/span>Recuperado 23 de marzo de 2021, de https:\/\/marketing4ecommerce.mx\/consumidores-mexicanos-compran-despensa-smartphone\/?utm_source=news&utm_medium=mail&utm_campaign=newsm4c<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Surtir la despensa se ha vuelto una pr\u00e1ctica cada vez m\u00e1s digital: la variedad que podemos encontrar por internet junto con la posibilidad de comparar precios entre diversas opciones disponibles, son ventajas que valoran los consumidores mexicanos y algunas de las razones por las que m\u00e1s compran online , adem\u00e1s para disminuir los riesgos de […]<\/p>\n","protected":false},"author":1,"featured_media":21967,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[423],"tags":[],"class_list":["post-21966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"yoast_head":"\n56% de los consumidores mexicanos compran la despensa desde su Smartphone - Observatorio Tecnol\u00f3gico de Hidalgo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/otech.uaeh.edu.mx\/noti\/ecommerce\/56-de-los-consumidores-mexicanos-compran-la-despensa-desde-su-smartphone\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"56% de los consumidores mexicanos compran la despensa desde su Smartphone - 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Otras hallazgos muestran los comportamientos de compra m\u00e1s frecuentes que est\u00e1n haciendo en los supermercado online. <\/span>En tal sentido,\u00a0 <\/span><\/span>las\u00a0 <\/span><\/span><\/strong>\u00a0compras <\/span><\/strong><\/span>de reposici\u00f3n<\/span><\/span><\/strong><\/a> quedaron posicionadas como el tipo que m\u00e1s hacen<\/span><\/span><\/strong> , seg\u00fan 43% de los consultados.<\/span><\/span><\/span><\/p>\n

Otros equipos que utilizan para recibir el\u00a0 <\/span><\/span><\/span><\/span><\/span><\/span>s\u00faper en casa<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/a> \u00a0son <\/span><\/span><\/span><\/span><\/span><\/span>\u00a0laptops o computadoras de escritorio<\/span><\/span><\/span><\/span><\/span><\/span><\/strong> , seleccionados por el 28% de los encuestados.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n