Netcomm Suisse Observatory is publishing its 3rd consumer behavior report for 2020. The Digital Behavior report 2020 is examining the online activities of Swiss consumers, including internet usage, online shopping preferences and use of social media. The report is available now on our Netcomm Suisse Observatory portal and is accessible for all our members for free.
Switzerland has excellent internet infrastructure. Official data from the Federal Statistical Office is showing that 95% of Swiss households have access to broadband internet. Further, the official data 76% of Swiss consumers older than 15 years have been buying online at least once in 2019. Our study highlights that the main categories of online shopping are fashion and accessories (61%), cosmetics and personal care (46%), travel (45%), home furniture and household products (45%) and print media and books (43%).
Our report further highlights that:
Swiss consumers are rather intensive internet users with 26% of our sample declaring to be online for more 2 hours on an average day.
Young adults are showing rather a low spending with average expenditures ranging between CHF 26 and 50 per online purchase. At the same time, consumers aged between 46 and 55 and women are showing rather a high spending exceeding CHF 150 per order.
e-Commerce subscription programs are used by around 30% of the sample with food and cosmetics and beauty as the best-represented e-Commerce sectors. The main users are young adults (25-35 y.o.).
The main barriers to subscription programs are that consumers prefer to keep control over their purchases and that they are afraid of receiving more products than they would actually need.
Social networks are mainly used for searching for information, communication, and staying connected with old acquaintances.
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