Business
consumption
How many Israelis booked online for the first time this year?
Much.
Very much
According to the Zap Group's consumer report, no less than a million Israelis clicked the "Asher" button on retail sites for the first time this year.
Fewer professionals came and the do-it-yourself trend intensified
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Online shopping
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Business
Thursday, 31 December 2020, 08:26
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Zap, the leading group of consumer sites in Israel, presents the Consumer Report for 2020 in the shadow of the Corona epidemic. The report presents an analysis of the Israeli consumer's uses - searches, consumption trends and the effect of the Corona epidemic and closures on consumption habits.
The report is based on an analysis of data collected from the group's websites, which includes information on hundreds of thousands of businesses in Israel registered in the group's databases, as well as the behavior of 4 million unique surfers each month, and about 16 million visits per month. - By a marketing information institute, processed by the group's technology and data division, which create the most in-depth and comprehensive Israeli consumer profile for 2020.
The report data indicates that similar to the impact of the SARS epidemic, which erupted in 2003 on China, In the country and the big breakthrough of the e-commerce giant Alibaba, the corona has affected Israel as well.The corona has dramatically increased the volume of online use, exposed many Israelis for the first time to the online shopping experience of both professionals and products and changed consumption habits in categories like home maintenance and food.
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Amazing that so many people only discovered this in 2020
About one million Israelis bought for the first time via the Internet
The closure imposed on the Israeli economy during the Corona period created tremendous growth in online shopping and about a million adult Israelis (over the age of 18) testified that this was the first time for them.
This emerges from a study of marketing information for the Zap group, among those aged 18 and over, which represents the entire Israeli population.
According to the study, about 60% of Israelis testified that they increased their online shopping volume and over 65% of Israelis stated that even when life gets back on track, they will continue to buy more or equally online.
It should be noted that about half of the Israelis testified that they bought more from Israeli sites than in the past during the past year.
The most ordered and purchased services and products online during the Corona period are clothing and shoes, with 35% of Israelis saying they purchased these items online, chains and food stores (31%), food deliveries from restaurants (27%), appliances (21%), medicine, cosmetics and grooming (18 %), Games and art materials (12%) and sports products (12%).
Israelis have spent more time in the purchasing process by comparing products and writing reviews
The Israeli consumer understands the importance of the information gathering stages as a necessary part of the purchase process.
According to Zap data, there was a 25% increase in the use of tools for comparing products compared to last year.
There was also a 23% increase in opinion writing, with the category that enjoys the highest level of involvement being electrical and electronics products, including electrical accessories, computers, cellular and cellular services, white goods and the like.
The amount of opinions in the field has doubled in the last year.
In addition, in the past year, Israelis surfed more, and the rush hours at all the group's sites increased from 18:00 to 20:00.
There is also a 15% increase in night surfing between 00:00 and 6:00 in the morning.
What did you order?
Lots of sushi
The large number of home-cooked meals exhausted the Israelis and they ordered more from restaurants
It is evident that the large number of cooks and home-cooked meals tired Israelis, and 27% of Israelis indicate that they ordered more deliveries from restaurants than in the period before the Corona.
An inspection of the "Zap Rest Delivery" website, which includes about 15,000 restaurants throughout the country, during the Corona period, there was a 35% increase in delivery orders compared to last year.
In addition, there was an increase of about 10% in the average amount of orders from restaurants and an increase of 20% in the number of dishes per order.
The most significant increase in orders was recorded in the afternoon - 60% compared to last year.
In the evening, there was a 35% increase in delivery orders.
The top categories for 2020 are sushi, hamburger and pizza, with vegan food enjoying a dramatic 400% increase in orders.
The first closure was characterized by fear of bringing professionals into the home, closure and free time, the DIY trend intensified
With the outbreak of the epidemic and restrictions, Zap identified a reverse trend for all previous years: a 35% drop in searches for professionals in the Yellow Pages before Passover - a time when most Israelis prepare and renovate their homes to one degree or another.
It can be estimated that this is a combination of the fear of bringing people into the home at that time - when we knew less about the virus and dealing with it, and the desire and ability of people to try to deal with the maintenance of the house themselves.
Perishable data that reinforce this estimate, is a 400% increase in the search for gardening equipment and tools on the Zap price comparison site and in addition, for the first time Zap identified a critical mass of tool reviews with a 2000% increase over last year.
However, in the second closure, it seems that Israelis began to get used to the situation and there was a 120% increase in the search for contractors compared to the first closure, a 264% increase in the search for gardeners and a 270% increase in the plumbers category.
No physical stores?
Israelis buy sneakers online
The corona has accelerated new categories;
Cell phones are the most sought after category in 2020
The most popular products for 2020 are cell phones.
The prolonged stay of Israelis placed the television category in second place, with a 42% increase in demand during the first closure compared to last year, and the category of laptops, with a 165% increase in the first closure.
In fourth place is the headphone category and in fifth place is the tablet category, with a 114% increase in demand in the first closure.
The corona, which has moved many Israelis to purchase products it has not previously purchased through trading venues, has grown into new categories that have enjoyed an increase of more than 2,000% in demand: sports products with an increase of 4492% in demand during the first closure, thinking games with an increase of about 660 %, Webcams experienced a meteoric jump with an increase of 2673% and medical products with an increase of about 1044% in demand.
"If a business does not have a digital presence, it will have a hard time surviving"
Rami Hazan, CEO of the Zap Group: “The Corona crisis has accelerated the digital transformation of both consumers and businesses, who were committed to adapting quickly to the situation that closed us in homes for extended periods.
The need for a digital presence of businesses was necessary even before the outbreak of the epidemic and Corona has cleared the issue clearly - if the business does not have a digital presence at one level or another - it will have a hard time surviving. "
According to Ofir Goldman, Zap's VP H. points out that the Israeli consumer is more involved in the purchasing decision-making process, and deepens its digital activity every year - from delivery orders to ordering and contacting professionals through the online.
There is no doubt that these trends, even if some are balanced, are here to stay, even after we succeed in eradicating the epidemic, whether consumers will find it difficult to give up some of the benefits of consuming services, consumer information and products over the Internet and many businesses that have never had a presence Digitally, they have been exposed to new audiences thanks to the blurring of geographical boundaries and the efficiency that the Internet has allowed them.
We are today in the midst of a digital revolution and the fundamental changes in the worlds of digital marketing and the desire to generate in-depth knowledge with the surfers and through Zap's big data, referrals are made according to their characterization phase of their consumer intentions.
The connection between the data data and the digital persona allows us to personalize the surfer and make it accessible at the right time and in the right media. "
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