Online shopping in Estonia: most of the purchases are made in the evenings
Internet research company Gemius Estonia has released the findings of its third E-commerce study. It reveals that more than half of respondents prefer to shop online in the evening hours, while one-third do it in the daytime. Although 82 percent of the respondents have shopped online in the last six months, this indicator has decreased compared to last year. The number of respondents who believe that their online expenses will decrease this year has increased by 5 percentage points.
This year, in the third Gemius E-commerce study conducted in Estonia, respondents were asked about the time of day when they most frequently engage in online shopping. More than half of the respondents, or 57 percent, indicated that they primarily shop in the evening hours between 6:00 PM and 10:00 PM. While 33 percent shop online between 12:00 PM and 6:00 PM, 10 percent of the respondents do it at night or early in the morning.
In the last six months, 82 percent of the respondents have made purchases online, while 10 percent haven't, but plan to try it in the future. However, 8 percent haven't shopped online and don't plan to do so. It should be noted that this indicator has decreased by 6 percentage points compared to the previous year when 88 percent of the respondents indicated that they had made online purchases. In 2020, however, 83 percent of the surveyed respondents had made online purchases.
Among the respondents who make online purchases, 73 percent do so at least once a month or more frequently, keeping this indicator constant compared to the previous year. 41 percent shop online several times per month, while 12 percent do it once a month, and 20 percent shop online once or several times per week.
When asked about their online spending plans for this year, 46 percent of the surveyed individuals indicated that they think their spending will increase. This indicator has decreased by five percentage points compared to the previous year. Meanwhile, the number of respondents who believe that their expenses will decrease this year has increased by five percentage points. If last year 7 percent of the surveyed individuals held this view, this year it has risen to 12 percent. Just like last year, 42 percent of the participants in the study believe that their expenses for online purchases will remain unchanged this year.
The most popular device used for online shopping is still the computer. Like last year, 94 percent have used this device to shop online. Meanwhile, 62 percent use mobile phones for online shopping, 8 percent shop online using tablets, and 1 percent use smart TV capabilities.
The Gemius E-commerce study in Estonia was conducted using the gemiusAdHoc internet survey. The study is based on data obtained through a pop-up internet questionnaire shown to randomly selected internet users. This year, the study was conducted from February 14 to April 3, surveying 1433 respondents aged 18 to 74.
To learn more about the study and to have access to all the data, we invite you to contact Gemius Estonia by writing to kontakt@gemius.ee.
gemiusAdHoc is a research designed for individual business needs, with the possibility of discovering public opinion on any topic, question, or industry.
Gemius is an international research and technology company providing data, as well as advanced tools for digital and traditional marketing activities such as web analytics, online campaigns’ management and ad serving. The company offers comprehensive solutions for marketers, advertising agencies, publishers and e-commerce. Gemius is present on the market since 1999. The company is a member of IAB Europe and I-COM Global. The research conducted by the company are carried out in accordance with the principles of the international ICC/ESOMAR code.
