Digital Advertising Overview: Spain (by MGID) (1)
GENERAL INFORMATION
- The economy of Spain is the 5th largest in the European Union. It has suffered significantly during the economic crisis, but economic growth is expected to reach 2.4% in 2019;
- GDP per Capita (USD) is about 31,906 in 2019;
- Euro is the official currency;
- The official language is Spanish (in fact Castilian). However, there are 4 other languages that have official status in the following communities: Basque (Basque Country, part of Navarre), Catalan (Catalonia, the Balearic Islands, Valencia), Galician (Galicia), Aranes (Val d’Aran);
- The largest cities are Madrid, Barcelona, Valencia, Seville, Málaga, and Bilbao.
CONSUMER BEHAVIOR
The economic crisis that started in 2008 significantly damaged the Spanish standard of living. People faced slow economic growth and a high unemployment rate of up to 26.3% in 2013. That is why consumers became more price-sensitive and turned towards discount stores, cheap products, and promotions. Moreover, Spaniards favor more made in Spain products or products that look Spanish. However, while designing creatives, it’s better to use the word “us” or “our country” as it looks more appealing to them.
If you want to get an edge, offer free shipping and efficient after-sales service. These factors are key in Spain. In addition, keep in mind that Spaniards do not like long delivery and sharing personal information online. So you can benefit from offering to pay via Paypal and have an easy return policy.
DEVICE USAGE (Percentage of the adult population)
87% of Spaniards use smartphones and the distribution of laptop and tablet usage is 72% and 41% respectively.
E-COMMERCE VALUE (Statista)
- Revenue in the eCommerce market amounts to US$17,999m in 2019;
- Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 10.4%, resulting in a market volume of US$26,780m by 2023;
- User penetration is 74.1% in 2019 and is expected to hit 80.7% by 2023;
- The average revenue per user (ARPU) currently amounts to US$519.99;
- Cyber Monday sales are especially successful in Spain, as well as Black Friday sales;
PAYMENT METHOD
According to Statista, 49% of total eCommerce purchases will be paid by cards in 2019. Besides, Spaniards also prefer to pay via Paypal (42%).
BEST-PERFORMING VERTICALS
On the whole, the best performing is money-making, health and beauty products, weight loss, and games. Residents of Madrid, Valencia, Canary Islands, Balearic Islands, and Catalonia are most interested in virtual online dating.
CREATIVE’S TIP
- Spaniards above all value fun pastime and their own pleasure. So, do not offer an ordinary product, try to make it look like a feast - brightly, enchantingly, with hooting and exclamations 'don't worry, be happy';
- They are quite okay with their financial status. Having "greener grass" is not their goal. They do not care about the status of rich and successful. Promises to join the circle of favorites will not work;
- Spaniards tend to neglect the laws. They are like eternal students just doing what pleases them. If they want a picnic on the beach, the Spaniard will start making a fire and cooking in a public place. It’s great to use such laws and restrictions to identify forbidden pleasures;
- If you tell a Spaniard they’re a person with whom you will not get bored, it would be the highest praise for them;
- In Spain, it is almost impossible to find a man who is not interested in football (soccer) and does not know how to play it;
- Spaniards have a special passion for lotteries and sweepstakes, so they willingly rush into adventures;
- The Spaniards are also superstitious, they believe in predictions and fortune-telling. Live television shows are still being broadcast on TV. Everyday horoscope, probability of success, moon phase and a huge number of prejudices are still a thing, including walking under the ladder, putting a bag on the floor, and putting a hat on the bed - which are all considered to as bad omens.
- And finally, the legendary 'Mucha mierda', literally "a bunch of shit to you," which means success and good luck.
MGID traffic distribution is the following: desktop (28%), mobile (67%) and tablets (5%). Overall, MGID processes around 700 000 clicks per week in Spain.
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MGID team
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