Holiday Recap 2012 - Experian · ØThis was the first holiday season where Cyber Monday was the top...

1 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.

© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.

Hitwise Holiday Recap 2012

January 16, 2013


• Which retail websites were successful this holiday season and the changes in visit trends to retail websites compared to past seasons?

Holiday Traffic Trends

• Which digital channels were effective in delivering visitors? Key Traffic Drivers

• How did consumer demand change through new and recurring search trends & themes for holiday content and gifts?

Search Behavior

• Who visited retail websites this holiday season and what tactics can reach more buyers in the future? Audience Profile

Today’s Discussion

Tweet using hashtag #hwholidayrecap


Holiday Traffic Trends


Daily Traffic to Hitwise Retail 500 Visits also peaked before & after key holiday milestones


Daily Traffic on Holiday Milestones Highest traffic growth later in the season on Christmas & Free Shipping Day

+6% +7% +11%

+18% +27% +1%


Top Retail Websites on Cyber Monday Large retailers continued to capture additional visits

+17%


Daily Visits on Holiday Milestone Dates Significant growth on Cyber Monday & Thanksgiving

-27%

-25%

-38% -14%

-17% -9%

+2% +16%

+22% +5%

+9% +13% +22% +57% +25% +17% +8% +5%


Total Visits to Product Categories Strongest growth to Computer & Video Game categories

+13%

+4%

+9%

+23%

+4%

+25%

+8%

+14%

+7%


Total Visits to Discount & Dept Stores Higher growth for department store websites

+3%

+7%


Total Visits to Coupon Websites Overall traffic to the category flat YoY


Key Drivers of Traffic


Key Traffic Drivers to Hitwise Retail 500 Search & cross-shopping across retailers most common methods of navigation

38%

4.7%

3.2% 3.8%

1%

1.5%


Downstream Traffic to Hitwise Retail 500 Cyber Monday became more influential across channels

Search

1. Black Friday (#1 in 2011

2. Cyber Monday (#3 in 2011)

3. Thanksgiving (#2 in 2011)

Email


2. Black Friday (#3 in 2011)


Rewards & Directories




Social Networks





Downstream Traffic from Rewards & Directories Key times for driving traffic during the holiday kick-off and late in the season


Upstream Traffic from Rewards & Directories Consumers most often using comparison shopping tools before visiting retail websites


Downstream from Social Networks Retailers leveraged Facebook for holiday promotions


Downstream Traffic from Pinterest Retailers used “Pin it” option to increase user participation with Pin Boards


Search Behavior


Top Product Searches for 12 Weeks Ending Dec. 29, 2012

1. Uggs

2. Kindle Fire HD

3. Wii U

4. Toms Shoes

5. iPhone 5 cases

6. Nexus 7

7. iPod Touch 5th generation

8. Furby

9. Doc McStuffins

10.Ps3

Searches for Hot Products Shoes, gadgets & toys top the most wanted lists


Search Term Variations of iPad vs. Kindle Fire Higher interest in the iPad


Search Term Variations of ‘free shipping’ Consumers are actively seeking out ‘Free Shipping Day’


Searches for Gift Cards Overall volume flat compared to last Holiday season


Online Holiday Shoppers


Demographics of Hitwise Retail 500 Tend to have higher income & credit-worthiness than online population


Mosaic Groups for Hitwise Retail 500 Propensity for HHs with children to visit online retailers

Suburban Style Middle aged, ethnically-mixed suburban families

and couples earning upscale incomes


Suburban Style Purchase Motivators Receptive to email & willing to try new products

Suburban Style Middle aged, ethnically-mixed suburban families

and couples earning upscale incomes


Key Takeaways

Ø Despite weak overall sales growth during the holidays compared to last year, visits to the websites across the majority of product categories increased. Cyber Monday retained its top ranking for traffic and visits grew 11% YoY. Black Friday and Thanksgiving followed with 7% and 6% growth.

Ø This was the first holiday season where Cyber Monday was the top trafficked day for the Department Store category with a 16% increase in visits over last year, the category typically peaked on Thanksgiving as shoppers researched Black Friday deals in-stores.

Ø Search engines remained the key driver of traffic along with organic cross-shopping across retail websites. Both Search & Social delivered the highest share of traffic to retailers on Black Friday while Email and Affiliates were key on Cyber Monday.

Ø Uggs remained a perennial cold weather favorite during the holiday season, topping the list of hot products. The new Kindle Fire HD and Wii U game console were also among shoppers’ top searches.

Ø Online shoppers over-indexed against the online population for higher incomes and credit worthiness although a high share of overall visits were from older, less affluent households. Parents seeking convenience & value were another major group of retail visitors during the holidays.


Thanks!

Stay connected with us for up-to-date insights: @ExperianMkt Experian Marketing Services experian.com/blogs/marketing-forward

Holiday Recap 2012 - Experian · ØThis was the first holiday season where Cyber Monday was the top...

Documents

Transcript of Holiday Recap 2012 - Experian · ØThis was the first holiday season where Cyber Monday was the top...