MADRID, 26 May. (EUROPA PRESS) –
The ‘app’ of the Chinese fashion firm Shein accumulates 62% of the share of users in the fashion sector between September 2021 and February 2022 for all ages, followed by Vinted (38%), according to data offered by Smartme Analytics, the observational data and technology company, in its Digital Consumer By Generation Report.
Generations over 25 years old (Young Millennials, Old Millennials and Generation X) also coincide in the rest of the preferred ‘apps’, closing the H ranking
On the other hand, in the case of Shein, which has announced that it will open its first ‘pop up store’ in Madrid in June, it has become the second best valued ‘app’, only behind Zalando.
The report indicates that 85% of consumers have made an online purchase in the last year and, in general, there has been an increase in the frequency of purchases through the digital channel after the pandemic.
In the case of ‘retail’ applications, the ‘pure players’ Aliexpress, Amazon and Wallapop lead the ranking. However, for young people between 18 and 34 years old, Aliexpress leads the ranking, while the second and third place is disputed between Wallapop and Amazon, Wallapop being able to place second for Generation Z (18 to 24 years old) and Amazon for Young Millennial (24 to 34 years old), while for those over 35 it is Amazon the favorite, followed by Aliexpress and Wallapop.
On the other hand, the study highlights the case of the Lidl Plus application, which gains a share of users as age increases and approaches the target of household managers, highlighting the female gender over the male. Thus, it manages to accumulate 38% of the female market among those over 45 years of age.