Rodrigues, Teresa Maria FerreiraBurgoa, Sabiñe2024-11-082024-11-082024-10-29http://hdl.handle.net/10362/174841Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis thesis explores the impact of demographic changes, mainly by focusing on the population ageing case and how this phenomenon affects online consumer behaviour within the Spanish fashion industry. To develop the empirical study of this dissertation and with the aim of conducting a descriptive analysis, quantitative research was applied by working with secondary data from official sources to overview how the changing demographical structure, as it comes to overall population ageing of the Iberian country, influences online shopping preferences and behaviours by analysing demographic trends, digital literacy rates, income distributions and e-commerce patterns. Regarding the findings, it shows significant changes in the age structure of the Spanish population, with an increase in the proportion of older individuals and, at the same time, an increase as well in adoption rates of online shopping among those older cohorts. Additionally, the thesis concludes that population ageing has profound implications for online consumer behaviour of the fashion sector, where preferences and purchasing habits are evolving according to these demographic changes which present a potential opportunity considering Spain’s current and projected demographic structures. Finally, the research contributes to a better understanding of the relation between demographics and online consumer behaviour, offering valuable academic insights as well as proper guidance for marketers and policymakers.engConsumer BehaviourDigital MarketingDemographicsIdentify patterns and trendsSpainSDG 8 - Decent work and economic growthSDG 17 - Partnerships for the goalsmaster thesis203778634