Spain: interest in livestream commerce 2021

According to a 2021 survey, about half of the online users in Spain found it interesting to see brands advertising through live streams featuring either their staff or influencers promoting their products. Meanwhile, nearly 60 percent of respondents said they find it interesting when brands use shoppable videos as an advertising option.

Level of interest in livestream shopping and shoppable videos in Spain in 2021

Characteristic	Very interesting	Fairly interesting	Indifferent	Not very interesting	Not interesting at all
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Release date

November 2021

More information

Region

Spain

Survey time period

2021*

Number of respondents

1,046 online users

Age group

16 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

* The source does not specify the survey date.

To the questions:
- "Algunas marcas hacen retransmisiones en directo (livestream shopping) a través de personal propio o de influencers-streamers promocionando sus productos. A esas retransmisiones se unen por la red los clientes pudiendo interactuar y preguntar, pero, sobre todo, comprar en tiempo real. ¿Cómo de interesante te parece esta opción de hacer publicidad?"
("Some brands make live broadcasts (livestream shopping) through their own staff or influencers-streamers promoting their products. Customers join these broadcasts through the network and can interact and ask questions, but, above all, buy in real time. How interesting do you find this advertising option?")

- "Algunas marcas utilizan videos online informativos (shoppable videos) de sus productos para ayudar al cliente a tomar la decisión de compra online. ¿Cómo de interesante te parece esta opción de hacer publicidad?"
("Some brands use informative online videos (shoppable videos) of their products to help the customer make an online purchase decision. How interesting do you find this advertising option?")

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