2013 Holiday Search Shopping Behaviors Survey

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    23-Aug-2014
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2013 Holiday Search Shopping Behaviors Survey conducted by SurveyMonkey Audience in association with MarketingLand.com and SearchEngineLand.com. Over 400 US respondents share details about their holiday shopping behaviors online and offline / in-store this retail season. Study covers consumer preferences when it comes to desktop vs mobile search, smartphones vs tablet behaviors and consumer opinion on retargeted ads. Review key findings, examine the raw data and read supporting analysis from the experts at MarketingLand.com and SearchEngineLand.com Read the companion articles, summarizing the results of the survey below: Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches http://searchengineland.com/brand-bias-70-of-consumers-look-for-known-retailers-when-doing-product-searches-179570 Survey: 3 Out 4 Consumers Now Notice Retargeted Ads http://marketingland.com/3-out-4-consumers-notice-retargeted-ads-67813 Survey: Majority Use Smartphones In Stores, Not For E-Commerce http://marketingland.com/survey-smartphones-heavily-used-in-stores-but-not-for-m-commerce-67741 Survey: Majority Use Mobile Search, Find It “Harder Than PC” http://searchengineland.com/survey-majority-use-mobile-search-engines-but-find-it-harder-than-pc-179741 The Impact of Mobile on Holiday Shopping https://www.surveymonkey.com/blog/en/blog/2013/12/12/holiday-mobile-shopping-habits/

Transcript of 2013 Holiday Search Shopping Behaviors Survey

  • 2013 HOLIDAY Search & online SHOPPING BEHAVIORS
  • KEY FINDINGS 54% of purchases happen BETWEEN CyberMonday & week BEFORE Christmas 19% of people shop before thanksgiving, more than those that shop on black friday & cyber monday combined black friday is nearly twice as popular for shoppers as cyber monday
  • KEY FINDINGS 32% of people Do 50% of holiday shopping online 12% of people do no shopping online 59% plan on doing the same amount of online shopping as last year 30% plan to do more 12% plan to do less
  • Smartphone Shoppers 10% primarily use mobile apps for online shopping on their smartphone 52% of smartphone owners use search just as they do on a desktop 61% of smartphone owners think search on a phone is harder 18% believe voice search makes it easier 14% buy things on their phones 35% do not buy on their phones because checking out is difficult
  • Smartphone Shoppers 31% of shoppers do price comparisons with online stores while in a retail store 41% of smartphone owners have online store apps on their phones 25% have deal finding apps 25% of smartphone owners prioritize quick loading websites as the most important feature for shopping online 28% prefer mobile friendly design
  • Purchase INFLUENCE 57% Rely On Amazon.com for Reviews Known retailer is one of the most important factors in deciding which organic result to click // Free shipping is a close second 75% of people have noticed retargeting ads 7% of people Say They Have Responded To OFFERS 8% of people have been Reminded to Visit Retailer Site 53% of people have some level of concern about being followed on the web
  • Purchase Influence women More likely to use Facebook for product recommendations Men Less likely to notice retargeting Google & Amazon are equally popular for gift ideas Pinterest is almost as popular as Bing Yahoo is more popular than Bing
  • Survey Analysis & Resources Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches by Matt McGee Survey: Majority Use Smartphones In Stores, Not For E-Commerce by Greg Sterling Survey: 3 Out Of 4 Consumers Now Notice Retargeted Ads by Ginny Marvin Survey: Majority Use Mobile Search, Find It Harder Than PC by Greg Sterling The Impact of Mobile on Holiday Shopping by Eli Schwartz, SurveyMonkey Audience
  • COMPLETE STUDY RESULTS FOLLOW.
  • HolidaySearchSurvey Q1Doyougenerallypurchasegiftsforthe holidays? Answ ered:465 Skipped:0 Yes No 0% 20% 40% 60% 80% 100% Answ erChoices Responses Yes 88.60% 412 No 11.40% 53 Total 465 1/31
  • HolidaySearchSurvey Q2Thisyear,whendoyouplantodothe majorityofyourholidayshopping? Answ ered:399 Skipped:66 Before Thanksgiv ing (before... Thanksgiv ing Day(11/28) BlackFriday (dayafter thanksgiv i... Cyber Monday (mondayafter thanksgiv i... Betw een Cyber Monday andthew e... Thefinal w eekbefore Christmas... Imalready donew ithmy holiday... Other (please specify) 0% 20% 40% 60% 80% 100% Answ erChoices Responses BeforeThanksgiving(before11/28) 13.03% ThanksgivingDay(11/28) 1.25% 5 Blac kFriday(dayafterthanksgiving)(11/29) 8.02% 32 CyberMonday(mondayafterthanksgiving)(12/2) 5.01% 20 BetweenCyberMondayandtheweekbeforeChristmas(12/3-12/21) 53.88% ThefinalweekbeforeChristmas(12/22-12/24) 7.77% 31 Imalreadydonewithmyholidayshopping. 5.76% 23 Other(pleasespec ify) 5.26% 21 Total 52 215 399 2/31
  • HolidaySearchSurvey Q3Thinkabouttheholidayshoppingyou didlastyear.Whatpercentageofyour shoppingwasdoneonline? Answ ered:399 Skipped:66 1%-25% 26-50% 51%-75% 76%-100% Ididnotto anyofmy holiday... 0% 20% 40% 60% 80% 100% Answ erChoices Responses 1%-25% 29.57% 118 26-50% 26.07% 104 51%-75% 21.30% 85 76%-100% 10.78% 43 Ididnottoanyofmyholidayshoppingonline 12.28% 49 Total 399 3/31
  • HolidaySearchSurvey Q4Thisyear,doyouplantoshoponline forgiftsmorethanlastyear,lessthanlast year,oraboutthesameamountaslast year? Answ ered:399 Skipped:66 Muchmore Somew hat more Aboutthe sameamount Somew hat less Muchless 0% 20% 40% 60% 80% 100% Answ erChoices Responses Muc hmore 4.26% 17 Somewhatmore 24.81% 99 Aboutthesameamount 58.90% 235 Somewhatless 7.77% 31 Muc hless 4.26% 17 Total 399 4/31
  • HolidaySearchSurvey Q5Doyouownasmartphone? Answ ered:450 Skipped:15 Yes No 0% 20% 40% 60% 80% 100% Answ erChoices Responses Yes 68.44% 308 No 31.56% 142 Total 450 5/31
  • HolidaySearchSurvey Q6Whichofthesedevicesdescribesyour primarymobiledevice? Answ ered:303 Skipped:162 iPhone Android(ex. Samsung Galaxys4,... Window s phone Blackberry Idontknow Other (please specify) 0% 20% 40% 60% 80% 100% Answ erChoices Responses iPhone 49.17% 149 Android(ex.SamsungGalaxys4,HTCOne) 46.20% 140 Windowsphone 0.99% 3 Blac kberry 1.65% 5 Idontknow 0.99% 3 Other(pleasespec ify) 0.99% 3 Total 303 6/31
  • HolidaySearchSurvey Q7Whichofthefollowingbehaviors describesyourmobilephoneusagewhile inretailstores? Answ ered:303 Skipped:162 Icompare pricesof products... Ilookfor offersand coupons Findother storesthat hav ea... Lookfor giftideas Icall friendsor familyto... Isend picturesof products(... Iscan barcodesor "QR"codes Ilookfor product rev iew s Idon'tuse myphone w hile... 0% 20% 40% 60% 80% 100% Answ erChoices Responses Ic omparepric esofproduc tsthroughAmazonorotheronlineretailers 31.35% 95 Ilookforoffersandc oupons 29.70% 90 Findotherstoresthathaveadesiredproduc tinstoc k 17.49% 53 Lookforgiftideas 12.54% 38 Ic allfriendsorfamilytoasktheiradvic e 27.72% 84 Isendpic turesofproduc ts(orc lothes)tofriendsforadvic e 27.72% 84 Isc anbarc odesor"QR"c odes 14.85% 45 Ilookforproduc treviews 27.06% 82 Idon'tusemyphonewhileshoppinginstores 33.99% 103 TotalRespondents:303 7/31
  • HolidaySearchSurvey Q8Whenshoppingwithyoursmartphone, whichofthefollowingbestdescribesyour behavior? Answ ered:303 Skipped:162 Iusea search engine j ustason... Iprimarily usemobile apps Iusesearch w henanapp cantfind... Irelyon mobile search andapps... Idontuse my smartphone forshopping 0% 20% 40% 60% 80% 100% Answ erChoices Responses Iuseasearc henginejustasonthedesktop 33.00% 100 Iprimarilyusemobileapps 10.23% 31 Iusesearc hwhenanappc antfindwhatIamlookingfor 5.61% 17 Irelyonmobilesearc handappsequally 14.52% 44 Idontusemysmartphoneforshopping 36.63% 111 Total 303 8/31
  • HolidaySearchSurvey Q9Whenconductingonlineresearchwith yoursmartphone,whichofthefollowing bestdescribesyourbehavior? Answ ered:303 Skipped:162 Iusea search engine j ustason... Iprimarily usemobile apps Iusesearch w henanapp cantfind... Irelyon mobile search andapps... Idontuse my smartphone foronline... 0% 20% 40% 60% 80% 100% Answ erChoices Responses Iuseasearc henginejustasonthedesktop 52.48% Iprimarilyusemobileapps 7.59% 23 Iusesearc hwhenanappc antfindwhatIamlookingfor 8.25% 25 Irelyonmobilesearc handappsequally 10.56% 32 Idontusemysmartphoneforonlineresearc h 21.12% 64 Total 159 303 9/31
  • HolidaySearchSurvey Q10Whichofthefollowingstatements aboutmobilesearchbestexpressesyour experience? Answ ered:303 Skipped:162 Searchingon amobile phoneis... Searchingon amobile phoneis... Iprefer usingappsto searchthe... Idon'tuse searchatall onmymobi... 0% 20% 40% 60% 80% 100% Answ erChoices Responses Searc hingonamobilephoneisharderthanonthePC 61.39% 186 Searc hingonamobilephoneiseasierbec auseyouc anusevoic esearc h(Example:Siri,GoogleNow) 18.48% 56 Ipreferusingappstosearc hthewebonmymobilephone 10.56% 32 Idon'tusesearc hatallonmymobilephone 9.57% 29 Total 303 10/31
  • HolidaySearchSurvey Q11Whichofthefollowingbestdescribes yourexperiencewithecommerce/shoppingonyourmobile phone? Answ ered:303 Skipped:162 Ido researchand buythings... Ido researchon myphoneb... Ido researchon myphoneb... Ibuythings onmymobile phonebut... Ihav e security concerns... Idon'tbuy thingsonmy phone;... 0% 20% 40% 60% 80% 100% Answ erChoices Responses Idoresearc handbuythingsonmymobilephone 14.19% 43 Idoresearc honmyphonebutbuylateronaPC 22.11% 67 Idoresearc honmyphonebutbuylateronatablet 4.29% 13 IbuythingsonmymobilephonebutonlywhenIhavenootheroption 11.22% 34 Ihavesec urityc onc ernsaboutc reditc ardtransac tions 13.20% 40 Idon'tbuythingsonmyphone;c hec kingoutandpayingistoodiffic ult 34.98% 106 Total 303 11/31
  • HolidaySearchSurvey Q12Whattypesofshoppingappsdoyou haveonyourmobiledevice?(Selectall thatapply) Answ ered:303 Skipped:162 Retailstore apps (Examples:... Onlinestor