{"id":3319,"date":"2023-03-14T08:25:33","date_gmt":"2023-03-14T08:25:33","guid":{"rendered":"https:\/\/www1.medianet.hr\/?p=3319"},"modified":"2026-08-19T15:02:32","modified_gmt":"2026-08-19T15:02:32","slug":"online-kupovina-u-hrvatskoj-navike-i-preferencije-potrosaca","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/online-kupovina-u-hrvatskoj-navike-i-preferencije-potrosaca\/","title":{"rendered":"Online kupovina u Hrvatskoj – navike i preferencije potro\u0161a\u010da"},"content":{"rendered":"
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Online kupovina u Hrvatskoj - navike i preferencije potro\u0161a\u010da<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Online kupovina postala je neizbje\u017ean dio suvremenog na\u010dina \u017eivota, dok je pandemija dodatno doprinijela porastu naru\u010divanja proizvoda i usluga putem interneta. Danas su gotovo svi popularni brendovi dostupni u raznim online trgovinama, dok pojedine nove proizvode mo\u017eemo prona\u0107i samo na digitalnim policama.<\/p>

Koliko \u010desto Hrvati kupuju online? Kako se navike online kupovine razlikuju me\u0111u razli\u010ditim skupinama ljudi? I koje su najpopularnije online trgovine u Hrvatskoj? Saznajte u nastavku na\u0161eg bloga.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Kupujete li online?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Rezultati na\u0161eg istra\u017eivanja, provedenog na reprezentativnom probabilisti\u010dkom uzorku (n=1000) populacije RH izme\u0111u 18 i 74 godine, pokazuju da 38% odraslih Hrvata kupuje online. Dodatnih 7% ispitanika to je \u010dinilo ranije, ali su u me\u0111uvremenu prestali, dok 55% ispitanika tvrdi kako ne koriste internet u tu svrhu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema dobi:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zanimljiv je podatak o razlikama u navikama prema dobi i obrazovanju ispitanika. Mla\u0111e dobne skupine \u010de\u0161\u0107e kupuju online, dok se udio smanjuje s dobi. U skupini od 18 – 35 godina, 68% ispitanika kupuje putem interneta, dok u skupini od 65 i vi\u0161e godina, nitko ne kupuje online, \u0161to bi moglo ukazivati na potrebu educiranja starijih generacija o na\u010dinu upotrebe i prednostima online kupovine, a istovremeno na prilago\u0111avanje online trgovina njihovim potrebama i preferencijama.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema obrazovanju:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sli\u010dno tome, ispitanici s visokim obrazovanjem u najve\u0107em broju kupuju online (63%), dok se udio smanjuje u ni\u017eim obrazovnim skupinama (2%). Prema tome, mo\u017eemo zaklju\u010diti kako obrazovanje igra va\u017enu ulogu kada se radi o dono\u0161enju odluke za kupovinu putem digitalnih kanala.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema regijama:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Prema regijama, najve\u0107i broj online kupaca dolazi iz Zagreba (46%), \u0161to je o\u010dekivano s obzirom na veli\u010dinu i gusto\u0107u stanovni\u0161tva u glavnom gradu. Me\u0111utim, da online kupovina nije samo privilegija velikih gradova, pokazuje zna\u010dajan broj online kupaca u ostalim regijama (izme\u0111u 36% i 37%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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U\u010destalost kupovine!<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Od n=386 ispitanika koji kupuju online, najve\u0107i broj njih kupuje online nekoliko puta godi\u0161nje (57%). Slijede oni koji kupuju online jednom godi\u0161nje ili rje\u0111e (31%), dok najmanje ispitanika internet u tu svrhu koristi jednom mjese\u010dno ili \u010de\u0161\u0107e (12%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema dobi:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Razlike u u\u010destalosti kupovine putem interneta tako\u0111er su zna\u010dajne prema dobi. Mla\u0111e dobne skupine \u010de\u0161\u0107e kupuju online nekoliko puta godi\u0161nje (60%), dok se u starijim dobnim skupinama kupuje jednom godi\u0161nje ili rje\u0111e (63%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ne kupuju online!<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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No \u0161to je s onima koji ne kupuju online? Od n=554 ispitanika koji ne kupuju online, najve\u0107i broj njih tvrdi da jednostavno nema tu naviku (90,4%). Njih 5,2% ne sje\u0107a se jesu li ikada ne\u0161to kupili online, a njih 4,3% ne \u017eeli odgovoriti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema dobi:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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U svim dobnim skupinama dominiraju oni koji nemaju tu naviku, ali udio raste u svakoj starijoj dobnoj skupini. U skupini od 18 do 35 godina, 80% ispitanika nema naviku kupovine putem interneta, dok ih je u skupini od 66 godina i vi\u0161e \u010dak 96%.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Razlike prema obrazovanju:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sli\u010dno tome, u svim obrazovnim skupinama dominiraju oni koji nemaju tu naviku, ali njihov je udio ve\u0107i kod ispitanika s osnovnom (90%) i srednjom \u0161kolom (92%) u odnosu na one s fakultetom (75%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Online trgovine<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kada je rije\u010d o online trgovinama, najve\u0107i broj ispitanika tvrdi da koristi ili je koristilo eKupi (39%), a slijede Amazon (34%), Mall.hr (27%), Jeftinije.hr (23%) i Bazzar.hr (23%). Najmanje ispitanika koristi ili je koristilo du\u0107ane Abrakadabra (4%), \u017duti klik (4%) i PinkPanda (13%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Prestali su kupovati vs jo\u0161 kupuju:<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Me\u0111utim, zanimljivo je da su udjeli onih koji trenutno koriste pojedine online trgovine najve\u0107i za one manje popularne kao \u0161to su Abrakadabra, PinkPanda i Bazzar.hr, dok su udjeli onih koji su prestali koristiti pojedine online trgovine najve\u0107i za one popularnije kao \u0161to su \u017duti klik, Jeftinije.hr i eKupi.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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TOP 10 ostalih trgovina<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Na kraju, kada smo ispitanike koji su kupovali online ili jo\u0161 uvijek kupuju online pitali da navedu jo\u0161 neke online trgovine u kojima kupuju, osim 7 koje smo mi naveli, 77% ispitanika navodi sljede\u0107e: Ali Express (28,9%), eBay (15,0%), About You (13,2%), Asos (11,5%), Zalando (6,6%), Wish (6,4%), Sinsay (4,6%), Sport Direct (3,7%), C&A (3,7%) i H&M (3,7%).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Zaklju\u010dak!<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Rezultati na\u0161eg istra\u017eivanja pokazuju kako se navike kupovine putem interneta razlikuju me\u0111u razli\u010ditim skupinama ljudi, \u0161to je va\u017eno imati na umu prilikom planiranja raznih marketin\u0161kih strategija za online komunikacijske kanale. Mla\u0111e dobne skupine su otvorenije prema online kupovini, dok se navika smanjuje s dobi. Tako\u0111er, osobe s visokim obrazovanjem \u010de\u0161\u0107e kupuju online u odnosu na one s ni\u017eim obrazovanjem. Uz to, razlike u navikama kupovine putem interneta mogu se primijetiti i prema regiji, pri \u010demu ispitanici iz Zagreba u ve\u0107em broju kupuju online u odnosu na ostale regije.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Gledaju\u0107i na trendove u svijetu, kori\u0161tenje interneta za naru\u010divanje proizvoda i usluga kontinuirano se pove\u0107ava, a isto se doga\u0111a i u Hrvatskoj. S obzirom na sve ve\u0107u popularnost online kupovine, o\u010dekuje se da \u0107e trend rasta nastaviti i dalje. Kako bi ostali konkurentni na tr\u017ei\u0161tu, online trgovine morat \u0107e nastaviti unaprje\u0111ivati svoju uslugu i korisni\u010dko iskustvo, te prilago\u0111avati svoje marketin\u0161ke strategije prema razli\u010ditim skupinama potro\u0161a\u010da.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Koliko \u010desto Hrvati kupuju online? Otkrijte u na\u0161em istra\u017eivanju provedenom na reprezentativnom uzorku populacije RH izme\u0111u 18 i 74 godine. Saznajte kako se navike online kupovine razlikuju me\u0111u razli\u010ditim skupinama ljudi te koje su najpopularnije online trgovine u Hrvatskoj.<\/p>","protected":false},"author":1,"featured_media":3333,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ocean_front_end_style_editor":"no","ocean_post_layout":"full-screen","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-3319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-mn","entry","has-media"],"yoast_head":"\nOnline kupovina u Hrvatskoj - 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