Download - 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

32% 50%

KEY FINDINGS

of people

Do 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

10%

Smartphone Shoppers

52% of smartphone owners

use search just as

they do on a

desktop

primarily use

mobile apps for

online shopping on

their smartphone

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

31%

Smartphone Shoppers

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

57%

Purchase INFLUENCE

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

women

Purchase Influence

More likely to use

Facebook for

product

recommendations

MenLess 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

http://searchengineland.com/brand-bias-70-of-consumers-look-for-known-retailers-when-doing-product-searches-179570?utm_source=slideshare&utm_medium=social&utm_campaign=ml+slideshare&utm_content=smsurveyq413

http://marketingland.com/survey-smartphones-heavily-used-in-stores-but-not-for-m-commerce-67741?utm_source=slideshare&utm_medium=social&utm_campaign=ml+slideshare&utm_content=smsurveyq413

http://marketingland.com/3-out-4-consumers-notice-retargeted-ads-67813?utm_source=slideshare&utm_medium=social&utm_campaign=ml+slideshare&utm_content=smsurveyq413

http://searchengineland.com/survey-majority-use-mobile-search-engines-but-find-it-harder-than-pc-179741?utm_source=slideshare&utm_medium=social&utm_campaign=ml+slideshare&utm_content=smsurveyq413

https://www.surveymonkey.com/blog/en/blog/2013/12/12/holiday-mobile-shopping-habits/

https://www.surveymonkey.com/mp/audience/

COMPLETE STUDY

RESULTS FOLLOW….

HolidaySearchSurvey

1/31

88.60% 412

11.40% 53

Q1Doyougenerallypurchasegiftsfortheholidays?

Answered:465 Skipped:0

Total 465

Yes

No

0% 20% 40% 60% 80% 100%

AnswerChoices Responses

Yes

No

HolidaySearchSurvey

2/31

13.03% 52

1.25% 5

8.02% 32

5.01% 20

53.88% 215

7.77% 31

5.76% 23

5.26% 21

Q2Thisyear,whendoyouplantodothemajorityofyourholidayshopping?


Total 399

BeforeThanksgiv ing

(before...

Thanksgiv ingDay(11/28)

BlackFriday(dayafter

thanksgiv i...Cyber

Monday(mondayafterthanksgiv i...

BetweenCyber

Mondayandthewe...

ThefinalweekbeforeChristmas...

I’malreadydonewithmy

holiday...

Other(pleasespecify)

0% 20% 40% 60% 80% 100%


BeforeThanksgiving(before11/28)

ThanksgivingDay(11/28)

BlackFriday(dayafterthanksgiving)(11/29)

CyberMonday(mondayafterthanksgiving)(12/2)

BetweenCyberMondayandtheweekbeforeChristmas(12/3-12/21)

ThefinalweekbeforeChristmas(12/22-12/24)

I’malreadydonewithmyholidayshopping.


HolidaySearchSurvey

3/31

29.57% 118

26.07% 104

21.30% 85

10.78% 43

12.28% 49

Q3Thinkabouttheholidayshoppingyoudidlastyear.Whatpercentageofyour

shoppingwasdoneonline?Answered:399 Skipped:66

Total 399

1%-25%

26-50%

51%-75%

76%-100%

Ididnottoanyofmyholiday...

0% 20% 40% 60% 80% 100%


1%-25%

26-50%

51%-75%

76%-100%

Ididnottoanyofmyholidayshoppingonline

HolidaySearchSurvey

4/31

4.26% 17

24.81% 99

58.90% 235

7.77% 31

4.26% 17

Q4Thisyear,doyouplantoshoponlineforgiftsmorethanlastyear,lessthanlastyear,oraboutthesameamountaslast

year?Answered:399 Skipped:66

Total 399

Muchmore

Somewhatmore

Aboutthesameamount

Somewhatless

Muchless

0% 20% 40% 60% 80% 100%


Muchmore

Somewhatmore

Aboutthesameamount

Somewhatless

Muchless

HolidaySearchSurvey

5/31

68.44% 308

31.56% 142

Q5Doyouownasmartphone?Answered:450 Skipped:15

Total 450

Yes

No

0% 20% 40% 60% 80% 100%


Yes

No

HolidaySearchSurvey

6/31

49.17% 149

46.20% 140

0.99% 3

1.65% 5

0.99% 3

0.99% 3

Q6Whichofthesedevicesdescribesyourprimarymobiledevice?


Total 303

iPhone

Android(ex.Samsung

Galaxys4,...

Windowsphone

Blackberry

Idon’tknow


0% 20% 40% 60% 80% 100%


iPhone

Android(ex.SamsungGalaxys4,HTCOne)

Windowsphone

Blackberry

Idon’tknow


HolidaySearchSurvey

7/31

31.35% 95

29.70% 90

17.49% 53

12.54% 38

27.72% 84

27.72% 84

14.85% 45

27.06% 82

33.99% 103

Q7Whichofthefollowingbehaviorsdescribesyourmobilephoneusagewhile

inretailstores?Answered:303 Skipped:162

TotalRespondents:303

Icomparepricesof

products...

Ilookforoffersandcoupons

Findotherstoresthathavea...

Lookforgiftideas

Icallfriendsor

familyto...

Isendpicturesof

products(...

Iscanbarcodesor"QR"codes

Ilookforproductrev iews

Idon'tusemyphonewhile...

0% 20% 40% 60% 80% 100%


IcomparepricesofproductsthroughAmazonorotheronlineretailers

Ilookforoffersandcoupons

Findotherstoresthathaveadesiredproductinstock

Lookforgiftideas

Icallfriendsorfamilytoasktheiradvice

Isendpicturesofproducts(orc lothes)tofriendsforadvice

Iscanbarcodesor"QR"codes

Ilookforproductreviews

Idon'tusemyphonewhileshoppinginstores

HolidaySearchSurvey

8/31

33.00% 100

10.23% 31

5.61% 17

14.52% 44

36.63% 111

Q8Whenshoppingwithyoursmartphone,whichofthefollowingbestdescribesyour

behavior?Answered:303 Skipped:162

Total 303

Iuseasearchengine

justason...

Iprimarilyusemobile

apps

Iusesearchwhenanappcan’tfind...

Irelyonmobilesearch

andapps...

Idon’tusemy

smartphoneforshopping

0% 20% 40% 60% 80% 100%


Iuseasearchenginejustasonthedesktop

Iprimarilyusemobileapps

Iusesearchwhenanappcan’tfindwhatIamlookingfor

Irelyonmobilesearchandappsequally

Idon’tusemysmartphoneforshopping

HolidaySearchSurvey

9/31

52.48% 159

7.59% 23

8.25% 25

10.56% 32

21.12% 64

Q9Whenconductingonlineresearchwithyoursmartphone,whichofthefollowing

bestdescribesyourbehavior?Answered:303 Skipped:162

Total 303

Iuseasearchengine

justason...

Iprimarilyusemobile

apps

Iusesearchwhenanappcan’tfind...

Irelyonmobilesearch

andapps...

Idon’tusemy

smartphoneforonline...

0% 20% 40% 60% 80% 100%


Iuseasearchenginejustasonthedesktop

Iprimarilyusemobileapps

Iusesearchwhenanappcan’tfindwhatIamlookingfor

Irelyonmobilesearchandappsequally

Idon’tusemysmartphoneforonlineresearch

HolidaySearchSurvey

10/31

61.39% 186

18.48% 56

10.56% 32

9.57% 29

Q10Whichofthefollowingstatementsaboutmobilesearchbestexpressesyour

experience?Answered:303 Skipped:162

Total 303

Searchingonamobile

phoneis...

Searchingonamobile

phoneis...

Ipreferusingappstosearchthe...

Idon'tusesearchatallonmymobi...

0% 20% 40% 60% 80% 100%


SearchingonamobilephoneisharderthanonthePC

Searchingonamobilephoneiseasierbecauseyoucanusevoicesearch(Example:Siri,GoogleNow)

Ipreferusingappstosearchthewebonmymobilephone

Idon'tusesearchatallonmymobilephone

HolidaySearchSurvey

11/31

14.19% 43

22.11% 67

4.29% 13

11.22% 34

13.20% 40

34.98% 106

Q11Whichofthefollowingbestdescribesyourexperiencewithe-

commerce/shoppingonyourmobilephone?


Total 303

Idoresearchandbuythings...

Idoresearchon

myphoneb...

Idoresearchon

myphoneb...

Ibuythingsonmymobilephonebut...

Ihavesecurity

concerns...

Idon'tbuythingsonmy

phone;...

0% 20% 40% 60% 80% 100%


Idoresearchandbuythingsonmymobilephone

IdoresearchonmyphonebutbuylateronaPC

Idoresearchonmyphonebutbuylateronatablet

IbuythingsonmymobilephonebutonlywhenIhavenootheroption

Ihavesecurityconcernsaboutcreditcardtransactions

Idon'tbuythingsonmyphone;checkingoutandpayingistoodifficult

HolidaySearchSurvey

12/31

30.36% 92

41.91% 127

25.08% 76

16.50% 50

4.62% 14

46.53% 141

1.98% 6

Q12Whattypesofshoppingappsdoyouhaveonyourmobiledevice?(Selectall

thatapply)Answered:303 Skipped:162


Retailstoreapps

(Examples:...

Onlinestoreapps

(Example:...

DealFindingApps

(Example:...

PriceScannerapps(Example:...

PriceComparison

Apps...

Idon’tuseshopping

apps


0% 20% 40% 60% 80% 100%


Retailstoreapps(Examples:Bestbuy,Target,Costco)

Onlinestoreapps(Example:Amazon,Ebay,Fab)

DealFindingApps(Example:Groupon,Slickdeals)

PriceScannerapps(Example:RedLaser,Shopsavvy,AmazonPriceScanner)

PriceComparisonApps(Example:Pricegrabber,Shopwiki)

Idon’tuseshoppingapps


HolidaySearchSurvey

13/31

17.82% 54

2.97% 9

12.54% 38

25.74% 78

28.38% 86

12.54% 38

Q13Whenshoppingonlinefromyoursmartphone,whatfeatureismost

importanttoyou?Answered:303 Skipped:162

Total 303

LocalStoreLocator

ClicktoCallOption

1clickordering

Websiteloadsquickly

Thefullwebsiteis

v isibleon...


0% 20% 40% 60% 80% 100%


LocalStoreLocator

ClicktoCallOption

1c lickordering

Websiteloadsquickly

Thefullwebsiteisvisibleonyourphonewithoutneedingtoscrollleftorright


HolidaySearchSurvey

14/31

39.78% 177

60.22% 268

Q14Doyouownamobiletablet?Answered:445 Skipped:20

Total 445

Yes

No

0% 20% 40% 60% 80% 100%


Yes

No

HolidaySearchSurvey

15/31

53.98% 95

22.16% 39

3.98% 7

0% 0

14.77% 26

5.11% 9

Q15Whatkindoftabletisyourprimarytablet?


Total 176

Apple(iPad,iPadMini)

Android(Nexus,Galaxy)

Windows(Surface,Iconia)

Blackberry(Playbook)

AmazonKindle


0% 20% 40% 60% 80% 100%


Apple(iPad,iPadMini)

Android(Nexus,Galaxy)

Windows(Surface,Iconia)

Blackberry(Playbook)

AmazonKindle


HolidaySearchSurvey

16/31

19.32% 34

0% 0

35.23% 62

17.61% 31

27.84% 49

Q16Howdoyouuseyourtabletforonlineshoppingactivities?


Total 176

Inowusemytabletmore

thanmyPC...

Iusemytabletwhileshoppingi...

Ithasn'treally

changedho...

Ishopandcomplete

purchases...

Ishoponmytabletbut

stilltend...

0% 20% 40% 60% 80% 100%


InowusemytabletmorethanmyPCforshoppingandproductresearch

Iusemytabletwhileshoppinginstores

Ithasn'treallychangedhowIshoporconductproductresearch

Ishopandcompletepurchasesonmytablet

Ishoponmytabletbutsti l l tendtobuythingsonmyPC

HolidaySearchSurvey

17/31

67.23% 277

11.17% 46

13.35% 55

Q17Whatwillyouusetosearchforgiftsthisyear?(checkallthatapply)


Google

Bing

Yahoo

SocialMediaConversations

Shopzilla

Nextag

Pricegrabber

Bizrate

Amazon

eBay

Pinterest

Etsy

Groupon

Idon’tusetheinternettosearch...


0% 20% 40% 60% 80% 100%


Google

Bing

Yahoo

HolidaySearchSurvey

18/31

3.64% 15

1.46% 6

2.18% 9

2.43% 10

1.46% 6

66.26% 273

24.03% 99

10.68% 44

11.65% 48

12.86% 53

13.59% 56

7.52% 31


SocialMediaConversations

Shopzil la

Nextag

Pricegrabber

Bizrate

Amazon

eBay

Pinterest

Etsy

Groupon

Idon’tusetheinternettosearchforgifts


HolidaySearchSurvey

19/31

31.80% 131

7.52% 31

22.33% 92

12.38% 51

25.97% 107

Q18YouhavesearchedforaNikoncamerainasearchengine,whichofthefollowing

resultsareyoumostlikelytoclick?Answered:412 Skipped:53

Total 412

A

B

C

D

E

0% 20% 40% 60% 80% 100%


A

B

C

D

E

HolidaySearchSurvey

20/31

31.07% 128

68.69% 283

33.98% 140

3.64% 15

45.87% 189

56.80% 234

18.20% 75

40.29% 166

29.61% 122

12.38% 51

Q19Whatismostimportantinhelpingyoudecidewhichresultstoclickoninasearchenginesearch?(Selectyourtopthree)



Nearbylocation

Knownretailer

Rev iewstars

NumberofGoogle+followers

Discountorsaleoffer

Freeshipping

Freereturns

Imageandpriceisshown

Priceisshown

Contactinfodisplayedin

results

0% 20% 40% 60% 80% 100%


Nearbylocation

Knownretailer

Reviewstars

NumberofGoogle+followers

Discountorsaleoffer

Freeshipping

Freereturns

Imageandpriceisshown

Priceisshown

Contactinfodisplayedinresults

HolidaySearchSurvey

21/31

75.73% 312

24.27% 100

Q20Haveyouevernoticedthatafteryou’vegonetoawebsite,adsforthatsitebegintoappearonotherwebsites,asyousurftheweb?Forexample,youvisitedMacys.com,andyouarenowseeingads

onYahooforMacy’s.Answered:412 Skipped:53

Total 412

Yes

No

0% 20% 40% 60% 80% 100%


Yes

No

HolidaySearchSurvey

22/31

8.65% 27

7.37% 23

46.15% 144

37.82% 118

Q21Howhavethoseadsaffectedyourpurchasingdecisions?


Total 312

Ihavebeenremindedtorev isitth...

Ihaverespondedtoaspecial...

Iignorethem

Iamputoffbythoseads

0% 20% 40% 60% 80% 100%


Ihavebeenremindedtorevisittheretailer'swebsiteasaresultofthoseads

Ihaverespondedtoaspecialofferinthoseads

Iignorethem

Iamputoffbythoseads

HolidaySearchSurvey

23/31

18.87% 77

34.80% 142

29.41% 120

6.86% 28

10.05% 41

Q22Howconcernedareyouthatretailerscanshowyouadsfortheirproductsafter

youhavevisitedtheirwebsites?Answered:408 Skipped:57

Total 408

Veryconcerned

Somewhatconcerned

Neitherconcerned,

nor...

Somewhatunconcerned

Veryunconcerned.

0% 20% 40% 60% 80% 100%


Veryconcerned

Somewhatconcerned

Neitherconcerned,norunconcerned

Somewhatunconcerned

Veryunconcerned.

HolidaySearchSurvey

24/31

2.70% 11

21.57% 88

3.19% 13

6.86% 28

42.65% 174

8.33% 34

8.82% 36

Q23Wheredoyougetrecommendationsaboutproductsyouwouldliketopurchase?(checkallthatapply)


Twitter

Facebook

GooglePlus

Youtube

Google

Bing

Yahoo

Amazon

Retailerwebsites

(Examples:...

ConsumerReports

Governmentwebsites


0% 20% 40% 60% 80% 100%


Twitter

Facebook

GooglePlus

Youtube

Google

Bing

Yahoo

HolidaySearchSurvey

25/31

56.62% 231

45.34% 185

42.89% 175

3.92% 16

16.18% 66


Amazon

Retailerwebsites(Examples:BestBuy.com,REI.com,Target.com)

ConsumerReports

Governmentwebsites


HolidaySearchSurvey

26/31

41.42% 169

38.24% 156

13.24% 54

4.41% 18

2.70% 11

Q24Howconcernedareyouaboutidentitytheftwhenshopping?(Bothonandoffline)


Total 408

Veryconcerned

Somewhatconcerned

Neitherconcerned,

nor...

Somewhatunconcerned

Veryunconcerned

0% 20% 40% 60% 80% 100%


Veryconcerned

Somewhatconcerned

Neitherconcerned,norunconcerned

Somewhatunconcerned

Veryunconcerned

HolidaySearchSurvey

27/31

45.48% 181

54.52% 217

Q25GenderAnswered:398 Skipped:67

Total 398

Male

Female

0% 20% 40% 60% 80% 100%


Male

Female

HolidaySearchSurvey

28/31

0% 0

11.81% 47

34.17% 136

28.14% 112

25.88% 103

Q26AgeAnswered:398 Skipped:67

Total 398

<18

18-29

30-44

45-60

>60

0% 20% 40% 60% 80% 100%


<18

18-29

30-44

45-60

>60

HolidaySearchSurvey

29/31

22.16% 84

16.09% 61

29.82% 113

14.25% 54

17.68% 67

Q27HouseholdIncomeAnswered:379 Skipped:86

Total 379

$0-$24,999

$25,000-$49,999

$50,000-$99,999

$100,000-$149,999

$150,000+

0% 20% 40% 60% 80% 100%


$0-$24,999

$25,000-$49,999

$50,000-$99,999

$100,000-$149,999

$150,000+

HolidaySearchSurvey

30/31

1.26% 5

9.80% 39

25.63% 102

37.19% 148

26.13% 104

Q28EducationAnswered:398 Skipped:67

Total 398

Lessthanhighschool

degree

Highschooldegree

Somecollege

Associateorbachelordegree

Graduatedegree

0% 20% 40% 60% 80% 100%


Lessthanhighschooldegree

Highschooldegree

Somecollege

Associateorbachelordegree

Graduatedegree

HolidaySearchSurvey

31/31

7.05% 28

11.84% 47

15.87% 63

9.32% 37

18.89% 75

3.27% 13

7.81% 31

7.30% 29

18.64% 74

Q29Location(CensusRegion)Answered:397 Skipped:68

Total 397

NewEngland

MiddleAtlantic

EastNorthCentral

WestNorthCentral

SouthAtlantic

EastSouthCentral

WestSouthCentral

Mountain

Pacific

0% 20% 40% 60% 80% 100%


NewEngland

MiddleAtlantic

EastNorthCentral

WestNorthCentral

SouthAtlantic

EastSouthCentral

WestSouthCentral

Mountain

Pacific