Gemius E-commerce study in Latvia: Spending online will increase this year
For the 7th time Gemius Latvia has conducted an annual e-commerce study on the online shopping habits of Latvian Internet users. While the proportion of respondents who shop online is stable, as is the frequency of shopping, more than half of respondents expect that their spending on online shopping will increase this year.
Gemius E-Commerce study conducted in February 2022 found that more than half of surveyed Latvian internet users plan that their spending on shopping online will increase this year. Compared to 2021, this indicator has increased by ten percentage points, reaching 53%. Meanwhile, the share of respondents who believe that their spending will not change this year has decreased by four percentage points, reaching 41% of respondents. Only 6% believe that they will spend less online this year.
The indicator of respondents who have shopped online in the last six months is stable - while in early 2021, 85% of respondents said they had shopped online, this year 84% of respondents say they have made an online purchase in the last six months. It should be noted that in 2020, only 77% of respondents had made online purchases. Meanwhile, 9% of respondents indicate that they have not made any purchases, but plan to do so in the future, while 7% do not shop online and do not plan it.
Latvian have made online purchases regularly in 2021 - more than 70% at least once a month. 35% shopped online several times a month and 19% - once a month. 17% of respondents shopped at least once a week and more often. Last year, 72% of survey participants also shopped online at least once a month.
The most popular device which survey participants used for purchases online is a computer used by 93% of respondents (increase by three percentage points during 2022). Meanwhile, 66% of respondents said they used a mobile phone for shopping. A year ago, 63% used smartphones for shopping, but in 2020 – only 54% of respondents. Meanwhile, 11% shopped using tablets, while 1% of respondents made online purchases using Smart TV.
Gemius E-Commerce Survey is based on a specialized online study - gemiusAdHoc. The research data were gathered with the help of pop-up Internet questionnaires, which were displayed to randomly selected Internet users in the most popular portals in Latvia. This year the survey was conducted from January 24 to February 14, surveying 1907 respondents in the age group from 18 to 74 years. In 2021 the survey was conducted from January 13 to February 3, surveying 3115 Latvian Internet users in the above-mentioned age group.
