Consumption, Italians the most attentive to savings in Europe and still prefer the physical shop: the data

They are attentive to promotions, they resort to technology (but not too much), they prefer the physical shop to ecommerce. It is the portrait of Italian consumers outlined in theLast edition of « The State of Shopping »the report that analyzes habits and purchasing behaviors in 8 European countries, Made by Tech Company Shopfully.

Focus on discounts and promotions

Despite the stable trend of inflation – What second Istat’s indications in April In comparison with March, he recorded an increase of 0.1% – Italians, when they shop, above all pay attention to the price. In fact, In Europe, they are the most attentive to promotions: 98%consider discounts and offers a decisive element of choice, exceeding Spaniards (97%) and French (95%).
At the origin of this behavior There are two elements: on the one hand it counts the objective contraction of the purchasing power occurred in recent years, on the other hand weighs fear That, in the immediate future, the economic situation can worsen.
The confirmation comes from another data: 56% of interviewees require that, in the next 12 months, their spending capacity will not improve.

Shopping and tech innovations, forward adage

In this context, Digital tools representfor many consumers, an effective means of containment of expenditure. Here, then, the use of the apps that allow to identify offers in real time and the use of self-checkout, which helps to keep the prices of the products under control.
But be careful: the share of people who integrate technology into their purchase path is still minority. At present, over 7 out of 10 Italians do not use Tech tools. The reason seems to live above all in poor familiarity: 25% admit they do not know how to use them, 21% have never heard them named and 19% do not perceive their potential and advantages during shopping.

The physical shop (Stra) wins

Over the past few years, ecommerce has gradually entered daily habits. However, the physical store remains predominant: 97% of Italians – The first in Europe Together with the Hungarians – privileges offline channels. The reason? The experience offered by physical shop, starting from the possibility of seeing, touching or trying The products before moving on to the cashier. Not surprisingly, when they choose online, consumers do it above all for comfort (to be able to buy anywhere and at any time, very wide offer, ease in comparing prices).
The preference for the store is transversal to the categories: it ranges from food and drinks, bought in the shop by 97%of the interviewees, to products for personal and home care (90%) and from the beauty (80%).
Also in the categories where theonline records greater penetration – like GIocattoli (32%) and electronics (31%) – The physical store is confirmed by the main channel.