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This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at El 3% de los españoles compra alimentación por Internet, según un informe de Caprabo
If in the year 2003, the half of the Spanish homes did not have of computer, in this exercise the figure has reduced to three of each 10

3% of the Spaniards buys feeding by Internet, according to a report of Caprabo

Eva Carreño28/11/2011
The chain of supermarkets presented the ‘First report', a study that analyses the electronic trade during the first decade of the 21st century, coinciding with the tenth anniversary of the start of the supermarket by Internet of Caprabo.

The report, elaborated from the data of the INE (National Institute of Statistics) on the uses of the new technologies and with the data contributed of, was presented by Marc Ajenjo Cosp, researcher of the Centre Of Demographic Studies (organism ascribed to the Autonomous University of Barcelona). The presentation of the report also had the presence of Manel Fulfilled, director of Marketing and Development of Business of Caprabo, and of Julián Sánchez, director of

At present, three of each four Catalan homes has of computer. In the year 2004 only represented 60%

Three of each ten people buy by Internet

Marc Ajenjo explained that it does some years Internet was an attribute that tied to the homes. However, nowadays it is “an attribute that carries on the individual”. Internet has lost the association with the home, linking to the individual, converting both in two inseparable concepts. In Catalonia, 68% of the population connects to Internet like minimum once by week. A percentage that in Spain arrives to 58%.

The email and the research of information on goods and services are the main utilities of Internet. Followed of the research of information on trips and accommodation and the research of information of actuality in the media. The purchase of products and services occupies the fifth position, since three of each ten buyers, do it through the network. 

Catalonia is the second Autonomous Community where more buys by Internet, after the Balearic Islands and by in front of Madrid, although it still is far of some Nordic countries like Denmark and Sweden, Low Countries and United Kingdom, that present the indexes of on-line purchase higher.

In Catalonia, as in the group of the EU27, 5% of the population has bought feeding in the last year, and in Spain 3%
The feeding is one of the sectors that more has taken in incorporating to the electronic trade. In the group of the countries of the European Union the percentage of population that buys feeding by Internet does not arrive to 7%, with the exception of the United Kingdom, whose percentage reaches 16%.

In Catalonia, as well as in the group of the countries of the European Union, 5% of the population has bought feeding by Internet during the last year, whereas in the group of Spain only has done it 3%.


Products and services bought through Internet in the last year.

Greater population of 15 years that has bought some time by Internet in Catalonia during the year 2011.

Profile of the buyer of feeding

Although at the beginning of this decade 64% of people that bought feeding by Internet were women, the figure has increased considerably. At present, the figure is of 73%. The profile of the buyer of on-line feeding is woman, of between 35 and 45 years, with upper studies, half acquisitive level-high with small children and that works out of house.

The first purchase of feeding by Internet realises near of the 37 years, and repeats in successive occasions thanks to the fidelity of the customers. In fact, 60% of the people that buy by Internet are faithful buyers. Two of each three buyers repeats, and the half of these goes back to do it before a month.

According to Ajenjo, the behaviour of the customers that buy on-line is opposite to the customers that buy in the physical shop. Whereas the physical customers buy especially the Fridays and the Saturdays, the on-line customers do not buy during these two days, but yes do it the Sundays. Besides, the user of the on-line shop is used to to combine his on-line shopping with his physical shopping.

The youngest buyer buys a greater quantity of cool products. In general, more than half of the market basket by Internet (57%) centres in products of droguería and perfumery, cellulose, milk, preserves, drunk refrescantes and waters. However, the products that less buy on-line are the alcoholic drinks, the dishes cooked and the food for pets.


Characteristic sociodemográficas of the buyers of feeding by Internet.

Greater population of 15 years, Catalonia, 2011.

Manel Fulfilled, director of Marketing and Development of Business of Caprabo, explained that was pioneering in the sale of on-line feeding ten years backwards, and that has turned into one of the signals of identity of the mark.

Nowadays, has more than 150.000 customers, that realizar an average of six annual shopping. The user of the on-line shop is used to to combine his on-line shopping with his physical shopping.

The Director of, Julián Sánchez, affirmed that, in the last exercise, has invoiceed 30 million euros in sales the last exercise, what supposes an increase of 2% with regard to the previous year, and represents 2% of the total of the company.


Of left to right, Marc Ajenjo, Manuel Fulfilled and Julián Sánchez.