Hungarians order more frequently and in larger quantity online

Most people still consider online shopping from Hungary to be safe, but they try to avoid using cash and the popularity of foreign online stores has also declined. There is an increase in online demand mainly for drug products, household goods and groceries due to the spread of coronavirus. Many people are afraid of infection, but they are even more concerned about the possibility of losing their family members, according to an online questionnaire survey conducted by Reacty Digital between March 24 and April 7, 2020, asking 18-79-year-olds in Hungary.

Two-thirds of those surveyed by Reacty are afraid of catching the coronavirus, and out of the options listed, people are only more afraid of losing a family member (75%). Fear of corona infection precedes fear of epidemic unemployment, the latter concerns two-thirds of part-time and nearly half of (44%) full-time workers. The disease is most feared by members of the high-risk age group, with three-quarters of those over 60 worried about their health.

Online shopping habits are changing: Hungarians order more frequently and in larger quantity from the internet

Two-fifths of people aged 18-79 have online shopping habits affected by the spread of the coronavirus. Most of them will, in their sole discretion, order online at least as many times or more and in the same or even greater quantities than in the pre-epidemic period.

More than a tenth of respondents said that although they had not planned before, they would now order household cleaning products online (drugstore, household item) and a tenth would purchase health-related products.

One-fifth of respondents had not thought about buying groceries online before, but now they are likely to use this sourcing channel (another 18% had planned to do so before). 13% of 18-79-year-olds plan to try ordering meals online for the first time in their lives (previously 31% of adult netizens have already ordered ready-to-eat food online). In terms of population, this could mean an increase of up to 900,000 people (however, 7% indicated that although they used to order meals online on a regular basis, they will not do so now, they are likely the ones working from home due to the epidemic).

Compared to other product categories, the proportion of impulsive buyers of household appliances (white goods) is not outstanding (3%), so it is not typical for someone to buy a household appliance (e.g. a freezer) due to the current situation. One-tenth of respondents prefer to postpone their previously planned purchase in this product category to spend the remaining amount on food or set it aside for any unexpected expenses.


Ordering online is considered secure, but rather within the country

Three-quarters of respondents say online ordering and delivery are safe nowadays, although the older age group (60+) is a bit more sceptical. Respondents are somewhat less confident in foreign online stores: half of those who have ever bought from abroad are now more likely to give up this option, while a third is not worried about the package wherever it comes from. Two-fifths of all respondents will certainly not buy from abroad lately, while a further fifth will consider this option (and probably prefer not to use it).

Half of the shoppers would only buy cash-free, a quarter of them would buy online-only

In the case of online shopping, half of the respondents would only order from a store that offers cash-free payment, but for a third this aspect is irrelevant. One-fifth of online shoppers will definitely ask for home delivery and another 27% are likely to do so. However, a large quarter of respondents, if needed, will (also) use a different form of delivery.

A narrow quarter of those aged between 18-79 wants to comply with the standing restrictions during data collection, so that if they can, they prefer not to go to any store, and order the necessary products online.

Briefly about the background of the survey: Reacty Digital conducted its research between March 24 and April 7, 2020, with 914 Internet users aged 18-79. The survey was conducted among the members of the Véleményem Van ( online research community. The data is representative of the Hungarian population aged 18-79 based on gender, age and region.

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