2013 Holiday Search Shopping Behaviors Survey
-
Upload
marketing-land -
Category
Marketing
-
view
16.217 -
download
1
description
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
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
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?
Answered:399 Skipped:66
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%
AnswerChoices Responses
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.
Other(pleasespecify)
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%
AnswerChoices Responses
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%
AnswerChoices Responses
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%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
6/31
49.17% 149
46.20% 140
0.99% 3
1.65% 5
0.99% 3
0.99% 3
Q6Whichofthesedevicesdescribesyourprimarymobiledevice?
Answered:303 Skipped:162
Total 303
iPhone
Android(ex.Samsung
Galaxys4,...
Windowsphone
Blackberry
Idon’tknow
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
iPhone
Android(ex.SamsungGalaxys4,HTCOne)
Windowsphone
Blackberry
Idon’tknow
Other(pleasespecify)
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%
AnswerChoices Responses
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%
AnswerChoices Responses
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%
AnswerChoices Responses
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%
AnswerChoices Responses
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?
Answered:303 Skipped:162
Total 303
Idoresearchandbuythings...
Idoresearchon
myphoneb...
Idoresearchon
myphoneb...
Ibuythingsonmymobilephonebut...
Ihavesecurity
concerns...
Idon'tbuythingsonmy
phone;...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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
TotalRespondents:303
Retailstoreapps
(Examples:...
Onlinestoreapps
(Example:...
DealFindingApps
(Example:...
PriceScannerapps(Example:...
PriceComparison
Apps...
Idon’tuseshopping
apps
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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
Other(pleasespecify)
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...
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
LocalStoreLocator
ClicktoCallOption
1c lickordering
Websiteloadsquickly
Thefullwebsiteisvisibleonyourphonewithoutneedingtoscrollleftorright
Other(pleasespecify)
HolidaySearchSurvey
14/31
39.78% 177
60.22% 268
Q14Doyouownamobiletablet?Answered:445 Skipped:20
Total 445
Yes
No
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
15/31
53.98% 95
22.16% 39
3.98% 7
0% 0
14.77% 26
5.11% 9
Q15Whatkindoftabletisyourprimarytablet?
Answered:176 Skipped:289
Total 176
Apple(iPad,iPadMini)
Android(Nexus,Galaxy)
Windows(Surface,Iconia)
Blackberry(Playbook)
AmazonKindle
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Apple(iPad,iPadMini)
Android(Nexus,Galaxy)
Windows(Surface,Iconia)
Blackberry(Playbook)
AmazonKindle
Other(pleasespecify)
HolidaySearchSurvey
16/31
19.32% 34
0% 0
35.23% 62
17.61% 31
27.84% 49
Q16Howdoyouuseyourtabletforonlineshoppingactivities?
Answered:176 Skipped:289
Total 176
Inowusemytabletmore
thanmyPC...
Iusemytabletwhileshoppingi...
Ithasn'treally
changedho...
Ishopandcomplete
purchases...
Ishoponmytabletbut
stilltend...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
InowusemytabletmorethanmyPCforshoppingandproductresearch
Iusemytabletwhileshoppinginstores
Ithasn'treallychangedhowIshoporconductproductresearch
Ishopandcompletepurchasesonmytablet
Ishoponmytabletbutsti l l tendtobuythingsonmyPC
HolidaySearchSurvey
17/31
67.23% 277
11.17% 46
13.35% 55
Q17Whatwillyouusetosearchforgiftsthisyear?(checkallthatapply)
Answered:412 Skipped:53
Bing
Yahoo
SocialMediaConversations
Shopzilla
Nextag
Pricegrabber
Bizrate
Amazon
eBay
Etsy
Groupon
Idon’tusetheinternettosearch...
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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
TotalRespondents:412
SocialMediaConversations
Shopzil la
Nextag
Pricegrabber
Bizrate
Amazon
eBay
Etsy
Groupon
Idon’tusetheinternettosearchforgifts
Other(pleasespecify)
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%
AnswerChoices Responses
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)
Answered:412 Skipped:53
TotalRespondents:412
Nearbylocation
Knownretailer
Rev iewstars
NumberofGoogle+followers
Discountorsaleoffer
Freeshipping
Freereturns
Imageandpriceisshown
Priceisshown
Contactinfodisplayedin
results
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
22/31
8.65% 27
7.37% 23
46.15% 144
37.82% 118
Q21Howhavethoseadsaffectedyourpurchasingdecisions?
Answered:312 Skipped:153
Total 312
Ihavebeenremindedtorev isitth...
Ihaverespondedtoaspecial...
Iignorethem
Iamputoffbythoseads
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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%
AnswerChoices Responses
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)
Answered:408 Skipped:57
GooglePlus
Youtube
Bing
Yahoo
Amazon
Retailerwebsites
(Examples:...
ConsumerReports
Governmentwebsites
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
GooglePlus
Youtube
Bing
Yahoo
HolidaySearchSurvey
25/31
56.62% 231
45.34% 185
42.89% 175
3.92% 16
16.18% 66
TotalRespondents:408
Amazon
Retailerwebsites(Examples:BestBuy.com,REI.com,Target.com)
ConsumerReports
Governmentwebsites
Other(pleasespecify)
HolidaySearchSurvey
26/31
41.42% 169
38.24% 156
13.24% 54
4.41% 18
2.70% 11
Q24Howconcernedareyouaboutidentitytheftwhenshopping?(Bothonandoffline)
Answered:408 Skipped:57
Total 408
Veryconcerned
Somewhatconcerned
Neitherconcerned,
nor...
Somewhatunconcerned
Veryunconcerned
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
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%
AnswerChoices Responses
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%
AnswerChoices Responses
<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%
AnswerChoices Responses
$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%
AnswerChoices Responses
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%
AnswerChoices Responses
NewEngland
MiddleAtlantic
EastNorthCentral
WestNorthCentral
SouthAtlantic
EastSouthCentral
WestSouthCentral
Mountain
Pacific