GFK presents Hot results 2021 in Argentina: visits through applications continue to climb positions in preferences.

Favorite categories in this hot comes out
During the last 3 years, the most visited sites in this event were marketplaces, closely followed by specific sites of the IT/Software/Office categories, which this year had a descent compared to 2020. Electronics and appliances maintained its position the top 5, but also with a retraction with respect to the 2020 peak. Analyzing the evolution over the years there is a fashion growth and mass It reveals the maturation of the E-Shopper.

Visits through apps
Many Internet users adopted the habit of buying through the applications developed by each site or store. In this category it is not surprising that Mercado Libre is also the most used application.

Best -selling categories
GFK points out that Hot Week 21 represented 12.6% of units sold YTD, reaching a growth of 110.7% in units compared to the previous week. Comparing with the last event (Cyber Monday 2020), the growth in units was 26.4% in units. Unlike previous events, the physical channel accompanied the growth of the online channel, representing 50% of the units sold. Analyzing by categories, cell phones and televisions continue to lead the events with 33.5% and 15.4% respectively, while the third place is occupied by electric heating with 9.8%, according to María Leroy, GFK Argentine manager retail.

"It is interesting to observe how Mercado Libre has remained the site preferred by Argentines to make their purchases during the last 4 years of this event," said Daniela Martínez, Consumer Intelligence, of GFK Argentina. “The followers, although with enough distance with respect to the leader, were the Movistar and Personal mobile phone companies and the retailers, Frávega, was the most chosen. The behavior of the consumer is changing in terms of their purchase habits, because although before many of them they made their purchases via the web, currently it is a fact that most people spend more time in their mobile devices, which has made the popularity Apps has increased considerably compared to other years. ”