PARIS — During lockdown, French consumers are cozying up to their laptops and smartphones, gobbling up groceries, media and some pharmaceuticals, but shunning fashion and luxury.
Contentsquare said traffic to grocery sites rocketed 161.9 percent, and vaulted 88 percent to media sites. Pharmacy sellers registered a 7.9 percent uptick. By comparison, traffic dropped 66.8 percent for watches and jewelry sites, 55.9 percent for luxury, 52.9 percent for fashion and 44.4 percent for cosmetics.
The analytics firm compared data between the week of March 16 to 23 and the period of Jan. 6 to Feb. 16, when the coronavirus was spreading mainly in China and Iran, and had yet to arrive on Europe’s doorstep.
It’s the latest indication of anemic interest in apparel and designer accessories as consumers work from home, practice social distancing and reel from the economic consequences of the pandemic.
Overall Internet traffic during the first week of confinement in France rose 13.1 percent, Contentsquare said, with remote working, correspondence with friends and family and news consumption eating up screen time.
But users flitted between numerous sites, alighting on each for briefer periods. Times per session dropped 8.2 percent, with page views per session off 4.1 percent and conversion rates down 4 percent.
“The ability of brands to quickly retain visitors is being tested,” according to Contentsquare.
Conversion rates fell 11.7 percent for watches and jewelry, 24.1 percent on luxury sites and 11.2 percent for fashion retailers.
By contrast, supermarkets are logging historical gains. “Traffic and the number of conversions have more than doubled [around 2.5 times more] compared to the pre-coronavirus period,” according to the data firm.
Travel sites attracted 69.9 percent fewer visitors, with conversion rates off 42 percent. Traffic to marketplace/tech sites fell 3.1 percent, while conversion rates vaulted 46 percent.