IAB and Elogia Pharma have focused this new edition on the impact of Artificial Intelligence and assure that consumers distrust Black Friday prices
IAB presented its 2025 E-commerce Study this morning, which explains the year-over-year evolution of online purchases, e-commerce, and consumers in Spain. This study details consumer internet usage and habits and the current state of online commerce in Spain.
Of the 96% of internet users in the Spanish population, 77% are online shoppers, the same figure as the previous year, indicating a consolidation of the community. Millennials have the greatest impact with 86%, but in reality, those with the highest spending are boomers and Generation X.
78% of Spanish online consumers confess that they shop at least once a month, consolidating a stable consumption pattern. On average, the frequency is 2.5 times a month, the same as in the past year 2024.
Boomers lower their purchase frequency, but raise their average ticket
Men tend to buy a little more online than women, but by generation, the frequency is low for boomers who spend more than €80 per month and younger generations do not exceed €69
