There are (many) more Portuguese who are considering resorting to online commerce to buy school supplies. The Cetelem Back to School 2017 Observer study revealed that the number of consumers who intend to use the Internet in this return to school rose to 43%, a figure that is almost double that recorded in 2016 (22%), a figure that remained stable. since 2014.
This trend does not prevent the vast majority of respondents, 81 percent, continuing to choose to use stationery stores to buy school supplies. The second most popular place to shop is hypermarkets and supermarkets (70%), although there is a decrease of five percent from the previous year.
“These indicators corroborate a trend that has taken place in recent years. For 2017, 59% of consumers intend to buy school supplies in a single moment. It is an increase of 5% compared to 2016 and 18% compared to 2014 indicators. On the other hand, the purchase of material throughout the year has decreased, since in 2014 it was the form chosen by 57% of respondents, last year the value stood at 44%, and this year it is not expected to exceed 37%», according to Observador Cetelem.
«The demand for online channels for the purchase of school material, and beyond, is a trend that is becoming more and more widespread. These numbers are not surprising and will certainly increase in the coming years. The possibility of purchasing books in comfort, with access to promotions and payment in installments without additional costs is a formula that is attractive for Portuguese families», says Pedro Camarinha, distribution director at Cetelem.
This study was based on a representative sample of 600 individuals residing in mainland Portugal, of both genders and aged between 18 and 65 years. The interviews were conducted over the phone, with information collected through a structured questionnaire with closed questions. The field work was carried out by the market research company Nielsen, between the 11th and 15th of May, and a maximum error of +4,0 for a 95% confidence interval.
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