Online trends & insights (Rebecca de Freitas)
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This document discusses online shopping trends and audience insights for the holiday season. It provides data on top shopping days in 2015 and key dates to focus on in 2016. Mobile search themes for retail are covered, including trending gift items. The document advocates taking an audience-centric approach to marketing by creating targeted gift guides. Top tips are given, such as starting campaigns earlier and taking a mobile-first strategy.
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Online trends & insights (Rebecca de Freitas)
- 1. Online Trends and Audience Insights Elizabeth de Freitas edefreitas@connexity.com
- 2. Agenda o Top shopping days in 2015 o Key dates to look out for in 2016 o Mobile search themes in retail o Trending gifts o Taking an audience-centric approach 2 @connexityEU #festiveinsights
- 3. Hitwise/AudienceView • 160 million searches • 9 million websites • 172 industries • 1 million mobile devices
- 4. Traffic to the Shopping and Classifieds Industry over the past 3 years 4
- 5. Top dates
- 6. Shopping & Classified 9.3 billion visits last festive season - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 07/11 14/11 21/11 28/11 05/12 12/12 19/12 26/12 02/01 09/01 2015 2014
- 7. 29 5432130 6 121110987 13 191817161514 20 262524232221 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 6 7 8 9 22 282726252423 34 5 Key online shopping dates 1 0
- 8. Source: BRC-KPMG Retail Sales Monitor BRC weekly sales Black Friday has shifted Christmas trade
- 9. -5% -4% -3% -2% -1% 0% 1% 2% 3% 4% Nov-15week1 Nov-15week2 Nov-15week3 Nov-15week4 Dec-15week1 Dec-15week2 Dec-15week3 Dec-15week4 Dec-15week5 Jan-16week1 Jan-16week2 Jan-16week3 Jan-16week4 Christmas Black Friday Source: Springboard Footfall declined 4.5% on Black Friday compared with +9.8% in 2014 Footfall analysis YoY change
- 10. Key dates to plan around Email campaigns: Begin week of Black Friday Click & Collect: Picks up two weeks before Christmas Gift guides: Shoppers need help the week after Cyber Monday Package Tracking: Peaks on December 22 and also every Tuesday.
- 11. Key dates to plan around Christmas Jumper Day: December 15th Gift vouchers: Peak Christmas Eve; increasingly late, mobile Gadgets come to life! Engage new customers when they activate new gifts
- 12. Amazon UK Argos John Lewis Marks & Spencer Debenhams Next ASOS Tesco Direct Currys Boots House of Fraser New Look Amazon.com Etsy Very Other Top retailers
- 13. Who has increased their online market share the most over the past 3 years? 13
- 15. 0% 10% 20% 30% 40% 50% Print Fashion Multimedia Auctions Rewards and Directories Email Services Apparel and Accessories Social Networking and Forums Department Stores Search Engines Clickstream: Search, social, multimedia
- 17. Mobile dominant in key industries 43% 44% 59% 60% 63% 64% 65% 67% 68% 72% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% Banking Entertainment Property Travel (non-maps) Automotive Lifestyle Retail Sports News &Media Food & Beverage Health
- 18. Mobile dominant in key industries
- 19. Mobile and desktop extremes Navigational searches Location-based searches Desktop Mobile
- 20. Other mobile-skewing trends Need-to-know now Question searches Big purchases /Trip Planning Breaking news Medical symptoms Recall information Declines as consumers move on to more intense research How…? Where…? Is/Are…? Used more in the early stage of the purchase journey
- 22. Retail Desktop to mobile search continuum
- 23. Retail
- 24. Mobile searches are longer 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Retail Food & Bev Travel Auto Share of searches that are mobile number of words in search 1 word 2 words 3 words 4 words 5+ words
- 25. Product trends
- 26. “Pandora charms” “Fitbit” “LEGO” “Pie Face game” “Clarks shoes” “Amazon Fire Stick” “Elf on the Shelf” “Yankee Candle” “Hotel Chocolat” “iPhone 6S” Hot products 2015
- 27. 27 Amazon Prime Day trends
- 28. What were people looking for now? 28
- 32. Subscription boxes Graze 765,000 Loot 556,000 Cornerstone 325,000 Birchbox 226,000 Gousto 209,000 £4 £30 £14 £10 £27
- 34. Personalisation in gifting 73% 27% Female Male Male Female A. City Prosperity +1.1X G. Domestic Success +2.1X H. Aspiring Homemakers +1.7X
- 36. 36 Gift Guides for Publishers
- 37. Gift guides for publishers
- 38. Gift Guide: Rugby and football fans
- 39. Gift guide Affluents: income £50,000+
- 40. Top Tips Campaigns need to get started earlier Black Friday is the new Boxing Day.
- 41. 41 Explore using action buttons in your social campaigns. Social is back as a driver of retail visits. Top Tips
- 42. 42 2016 will be the first mobile Christmas. Make sure to develop content optimised for mobile devices prioritising common mobile search themes. Take a mobile-first approach. Top Tips
- 43. Thank you. Elizabeth de Freitas edefreitas@connexity.com 07854413013