A Multi-Dimensional View of the Digitally Engaged Consumer
- 1. A Multi-Dimensional View of the Digitally Engaged Consumer Single-source methodology harnessing insights of today’s ‘new’ consumer
- 2. Maria Domoslawska VP, Global Strategy & Research Research Now Heather Dougherty Director of Research Experian Marketing Services 2
- 3. Agenda 1. Who we are 2. Background and methodology 3. Context 4. Findings 5. Segments 6. Conclusions 3
- 4. Who we are… 4
- 5. Experian Hitwise Helping companies understand online consumer behavior 25 million internet users 1+ million online businesses 5
- 6. Research Now Global leader in digital data collection and online sampling Largest online panel in the industry − Over 6.8 million panel members − Covering 38 countries − #1 in customer satisfaction − 5 years consecutively Over 1,200 research professionals dedicated to providing superior client service 25 Offices Worldwide: − North America: Dallas, New York, Los Angeles, San Francisco, Chicago, Seattle, Toronto … − EMEA: London, Paris, Frankfurt, Hamburg, Athens, Madrid… − Asia-Pacific: Sydney, Auckland, Shanghai, Singapore, New Delhi … 6
- 7. Research Now New Media Solutions Research Now is leading the way in social, mobile and digital behavioral data collection to power your insights. 7
- 8. Research Now New Media Solutions Research Now is leading the way in social, mobile and digital behavioral data collection to power your insights. 8
- 9. Research Now New Media Solutions Research Now is leading the way in social, mobile and digital behavioral data collection to power your insights. 9
- 10. Research Now New Media Solutions Research Now is leading the way in social, mobile and digital behavioral data collection to power your insights. 10
- 11. Research Now New Media Solutions Research Now is leading the way in social, mobile and digital behavioral data collection to power your insights. 11
- 12. Context 12
- 13. Daily Visits to Retail 500 (USA) Cyber Monday is a peak day for online retail traffic Black Friday Thanksgiving Cyber Monday Historically the highest traffic in online retail category is during the week of and after Thanksgiving 13
- 14. 14
- 15. 15
- 16. “Retailers are trying to lure shoppers away from the Internet, where they have increasingly been shopping to avoid Black Friday madness, and back to the stores. The bait is technological tools that will make shopping a little more sane and give shoppers an edge over their competition. Those with smartphones are expected to get better planning tools, prices and parking spots.” Source: http://topics.nytimes.com/top/reference/timestopics/subjects/r/retail_stores_and_trade/black_friday/index.html 16
- 17. A single-source methodology The study: holiday shopping Total Respondents = 5826 Mobile Survey & Web-based Surveys Web-behavioral Data GPS Data Behavioral Data Sample Size: 5826 Sample Size: 5826 Sample Behavioral: 1150 Store visits: 800 Survey fielding Behavioral tracking Nov 19-21, 2012 Nov 19-30, 2012 17
- 18. Background & Methodology 18
- 19. Our respondents 56.7% 43.3% 20.3% 18.3% 19.1% 17.7% 16.7% 6.2% 18-24 25-34 35-44 45-54 55-64 65+ 20.9% 22.1% 17.7% 17.1% 9.3% $25-49.9K $50-74.9K $75-99.9K $100-149.9K >$150K 19
- 20. Our respondents 2.3% 10.1% 28.7% 37.1% 21.7% < High School High School Some College or College or Graduate School Graduate Graduate Technical School Technical School Graduate $25- $50- $75- $100- $49.9 $74.9 $99.9K $149.9 20.9% 27.2%22.1% 22.9% 25.8% 13.4% 17.7% 17.7% Less than Once a month 2-3 times a month More than 3 times once a month a month 20
- 21. Demographic Differences between PC Mobile Vs. Older Younger More Male More Female Less Affluent More Affluent 21
- 22. Key Findings 22
- 23. Typical holiday shopping periods Last Minute After Christmas/Holiday Season 5% 1% Before Thanksgiving 10% Black Friday (day after Early to Thanksgiving) mid-December 39% said that 14% they will shop 55% during the next two weeks Weekend after Thanksgiving 8% Cyber Monday (Monday after Thanksgiving) 7% Q2. When do you typically do the majority of your holiday purchasing? 23
- 24. Preferred sales Black Friday sales only 6% Cyber Monday sales only Don't know/ 11% Both Black Friday and Cyber Prefer not to answer Monday sales 2% 29% 70% will I don't care about these specific sales and I avoid shop during shopping during that time the next 28% week off- or online I don't care about these specific sales, I don't know yet during which but I plan to shop during that time sale I will shop 9% 15% Q3. Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday after Thanksgiving), which of the following best describes your plans as of right now. I am planning to shop:(n=5829) 24
- 25. Multi Channel Shopping Intent 50% 46% 4% Q4. Which way do you plan to do your holiday shopping this year? (n= 5826) 25
- 26. Which way… And when exactly? Black Friday shopping only holds its brick-and-mortar reign, while only digital shopping is intended for Cyber Monday in nearly the same proportion Q.4. Which way do you plan to do your holiday shopping this year? Please put approximate percent for each of the following : n=5826 26
- 27. Where was the traffic? 27
- 28. Traffic 300 247 256 254 245 242 Total # of Visits 207 202 167 144 153 144 136 Store Visits GPS Sample = 800 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 1000 921 745 Total # of Visits 701 543 547 456 475 376 281 279 Mobile Websites 204 223 Sample = 1150 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 7000 5757 5404 Total # of Visits 4969 4593 3789 3885 3389 3316 3221 3098 2930 2710 PC Websites Sample = 5826 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 28
- 29. Store Visits 29
- 30. Planned and actual store visits during the two weeks What respondents said and did ranked differently Top 10 store visitation ranking 70% 64% GPS Store visitation 47% 41% 35% 33% 24% 23% 22% 22% 21% 21% 20% 18% 10% 10% 9% 8% 9% 7% 1 2 15 7 0 11 3 16 5 10 3% Q8. Which of the following store locations are you planning to visit in the next few weeks? Please check all that apply. (n=5829) 30
- 31. Website Visits 31
- 32. Site Visit Plans for Holiday Shopping Top 10 site visitation ranking PC Site Visitation 76% Mobile Site Visitation 62% 57% 51% 35% 29% 25% 24% 21% 20% 18% 17% 17% 16% 14% 12% 11% 1 4 5 2 13 14 3 18 6 11 8% 1 2 4 3 5 6 8 9 7 10 3% 2% Q7. Which of the following retail websites are you planning to visit in the next few weeks? Please check all that apply (n=5829) 32
- 33. Big retailers continue to attract traffic on Thanksgiving Higher site traffic on Cyber Monday Higher site traffic on Thanksgiving 33
- 34. How do consumers search when they shop? Promotions 2% 68% of the searches that 83% of the searches for a mention a Types of retailer were navigational Product Retailer product name research- 58% (e.g. Amazon, Walmart) 40% were branded related 9% of searches are for a (e.g. iPad, Kindle searches retailer mentioned Black Fire) Friday or Cyber Monday 34
- 35. What does retailer research help with? More expensive items are the most researched between different retailers Compare prices online between different retailers I get information printed ads and flyers in my area I ask friends and family I browse online without a plan Retailer 58% I got to the store and ask for help/ideas I look for specialty online blogs I use the mobile app of the retails store Q5. How often do you typically do the following starting your holiday shopping for a larger price item ($100 or more)? (n=5829) 35
- 36. When searching for products… …consumers will most likely visit department and apparel stores… Product 40% ….followed by more niche product retailers Q6. In the upcoming weeks, while looking for ideas/products/gifts, how likely are you to visit websites or physical store locations for the following categories? (n=5829) 36
- 37. Smartphone apps 37
- 38. Top 20 Apps Usage during Black Friday and Cyber Monday weeks The Facebook app was used 11,004 hrs during the 12-day period (11/19-11/30) by 719 user averaging to 1.275 hrs per day (76.5 minutes). Period: Nov 19-30, 2012. 38
- 39. The Shrewd Shopper Carries a Smartphone 39
- 40. A wide range of retailer apps Focus to drive traffic back to stores 40
- 41. Retail Apps Installed Respondents claimed they had their apps installed but only a handful used them Q9. Which of the following retail apps do you currently have installed on your phone? (n=5829) 41
- 42. At Walmart In-Store App Usage Share of Time Other 12.9% Retail Texting 0.8% 18.8% Music 6.7% Internet 8.2% Utilities Email 15.3% 9.3% Games Social 8.1% 8.4% Phone/ voicemail 11.5% 42 Source: Passive data for 63 panelists, 69 hours of usage
- 43. Segments 43
- 44. Mosaic® USA Segments Income Age 44
- 45. Affluent HHs less interested in early sales When do you typically do the majority of your holiday purchasing? Dec: Power Early Shoppers: Elite & Booming Flourishing Families with Confidence & Pastoral Pride Black Friday: Suburban Style & Family Union Weekend: Thriving Boomers Cyber Monday: & Middle-Class Promising Melting Pot Families & Young City Solos Q2. When do you typically do the majority of your holiday purchasing? 45
- 46. Income is a major driver of timing Prefers to shop later Income Shops holiday weekend Avoids busy shopping days Shops throughout holiday Early shoppers 46
- 47. Opportunities with Power Elite Highly affluent audience with significant discretionary spend Enjoys trying new products & technology, likes prestige & high value and is motivated by status and ‘premium offers’ 47
- 48. Plans to shop, but uncertain of which sales Which of the following best describes your plans as of right now? Don't know but plan to shop 125 100 Group F: Promising Families Group H: Middle-class Group L: Blue Sky Boomers 75 Lower & middle-class baby Young couples with children Melting Pot in starter homes living Mid-scale, middle-aged & boomers-aged HHs living in child-centered lifestyles established couples living in small towns suburban & fringe homes 50 Q. Regarding the upcoming sales on Black Friday and Cyber Monday, which of the following best describes your plans as of right now? 48
- 49. Opportunities with Middle Class Melting Pot Active digital audience with money to spend Focus on the quality of your brand & product, provide rewards & service features and be cautious with the use of their personal info 49
- 50. Conclusions 50
- 51. Key takeaways Technology fuels new methodologies allowing brands to get closer to consumers to better understand their mind sets, aspirations and actual behaviors. There is no average customer. Using behavioural and research survey based data you can gain a true understanding who your customers are, where they are and of when they are likely to be there. 51
- 52. Key takeaways The path to purchase is undergoing an evolution in all aspects of customer experience. It is crucial for Brands to stay on top of trends to track emerging touch points. Customer Satisfaction ≠ Customer Loyalty Consumers are distracted and brands need to catch the limited moments of opportunity to provide value and help manage their Customer Experience. 52
- 53. Thanks you! Maria Domoslawska MDomoslawska@researchnow.com Research Now Heather Dougherty Heather.Dougherty@experian.com Experian Marketing Services 53