Download - 2008 Holiday Shopping Intentions
1Google Confidential and Proprietary
2008 Holiday Shopping IntentionsAnd “The Economy and Shopping Online”
2Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008
Background & Methodology
• Google commissioned OTX, an independent market research firm, to gain a better understanding of consumers’ shopping intentions for the upcoming 2008 Holiday Season. Specific goals of the study are to:
– Provide insight into the behavior of consumers when holiday shopping for the following product categories: Accessories, Apparel, Consumer electronics, Home appliances, Home furnishings, Jewelry, Pet products, Sporting goods, Toys and Watches
– Understand the role the internet & online search plays in holiday shopping
– Identify the “hot gifts” for the upcoming season
– Gauge the impact of the current economic climate
– Discern whether respondents will postpone purchases until after the holiday season when sales are more prevalent.
• Interviews were conducted via an online quantitative survey from 9/16 to 9/24/08 yielding a total sample of 10,039 holiday shoppers.
• Respondents were randomly assigned to 2 of the aforementioned product categories based on their intended purchase behavior yielding a sample of size of approximately 1900 for each product category.
2
3Google Confidential and Proprietary2008 Google
Key Findings
• Researching starts early
• Research increased due to economy
• Online research is king
• Internet is key influencer of holiday
purchases
• Post holiday sales important this year
4Google Confidential and Proprietary
General Holiday ShoppingBehavior and Attitudes
5Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Holiday Researching Starts Early in the Season
5%4%
11%
6%
8%8%
26%
31%
Before Hallow een Betw een Hallow een
and Thanksgiving
Black Friday (day
after Thanksgiving)
Weekend after
Thanksgiving
Cyber Monday
(Monday after
Thanksgiving)
Early/Mid December Last minute After
Christmas/Holiday
Season (during post-
holiday sales or
markdow ns)
Holiday Research Timeline
(Q1). When do you plan to start your holiday shopping/researching and purchasing this year?(n=10,039)
6Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Holiday Purchasing Happens Cyber Monday –Early/Mid December
6%
16%
13%
11%
4%
40%
3%
6%
Bef ore Halloween Between Halloween
and Thanksgiv ing
Black Friday (day
af ter Thanksgiv ing)
Weekend af ter
Thanksgiv ing
Cy ber Monday
(Monday af ter
Thanksgiv ing)
Early /Mid December Last minute Af ter
Christmas/Holiday
Season (during post-
holiday sales or
markdowns)
Holiday Purchase Timeline
(Q2). When do you plan to do the majority of your holiday purchasing?(n=10,039)
7Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Internet Is Top Source of Information for Holiday Shopping…
Internet 86%
In-Store (Subnet) 54%
In-store displays 50%
Sales associates 15%
Friends, relatives or colleagues 46%
Catalogs 45%
TV 43%
Newspapers 40%
Magazines 26%
Radio 13%
Books 8%
Billboards 6%
(Q6). Which of the following sources of information, if any, do you plan to use during your Holiday Shopping this year? (n=10,039)
Sources of Information Used in Holiday Shopping
Online will
play a role in
86% of the
upcoming holiday
season shopping,
both as a
research tool and
to make
purchases.
Internet beats out
the #2, In-Store.
by a large margin.
8Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
…And Online Plays Key Role in Purchases
Research online then go to store to purchase 54%
Research online and buy the products online 49%
Research online, go to the store to check out the products, then go online to purchase the products
28%
(Q11). Thinking about your upcoming holiday shopping, in which of the following ways do you think you’ll approach your Holiday Shopping? Select all that apply.(n=10,039)
Visit the store and purchase the products at the store 51%
Approach to Holiday Shopping TotalConsumers are
more likely to
research online
before an in-
store purchase
than to visit the
store first.
Online plays role
throughout entire
purchase
cycle.
9Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Internet Is the Most Useful Source!
Internet 71%
Friends, relatives or colleagues 58%
Catalogs 53%
In-store displays 51%
TV 46%
Newspapers 44%
Magazines 28%
Sales associates 27%
Radio 18%
Books 13%
Billboards 12%
(Q7). And, based on your past shopping experience, how useful do you think each of the following sources of information will be to you while you do your Holiday Shopping?(n=10,039), Top 2 box.
Usefulness of Sources of Information
Internet beats
out Word of
mouth as most
useful!
10Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Search Engines Are the Go-To Source Throughout the Holiday Season…
36% say that search engines are their go-to source for gift ideas
(Q9). You mentioned that you plan to use search engines while doing your Holiday Shopping this year. Based on your past shopping experience, how useful do you think search engines (like google.com or yahoo.com) will be to you? Base: Plan to use Search Engine for Holiday Shopping. (n=4343)
82%79% 76%
85%
Before Thks Thks Wknd Dec After Holidays
Search Engines Extremely/Very Useful (Among Those Who Will Do a Majority of Shopping During Time Period Listed)
(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday season. (n=10,039) Top 2 box.
11Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 11
…And Search Continues to Bring Shoppers to Retailers Year Round
Search referrals to retailers grew 57% over the past year, sending 95 million shoppers per month
Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.
0
20
40
60
80
100
120
140
Mill
ion
s
Apr07
May07
Jun07
Jul07
Aug07
Sep07
Oct07
Nov07
Dec07
Jan08
Feb08
Mar08
Apr08
May08
Jun08
Monthly Unique Visitors
Volume of Search Referrals
12Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 12
Search Also Brings Purchasers…
Search drives 16% of online retail sales, up 12% from last year
“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers
14%10% 11%
8%
16%
11%
20%
10%
Total Retail Apparel Home Furnishings Consumer
Electronics
+10%
+90%
+25%
+12%
2007 2008
Search Driven Share of Retail Conversions
13Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 13
…And More shoppers Are Buying Online This Year
40% make purchases online, an 18% increase over last year
Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008Average Percentages, Q2 2007 and Q2 2008
Retail Purchase Rate Among Online Consumers
34%40%
2007 2008
+18%Growth
14Google Confidential and Proprietary2008 Google 14
Google Increasingly Delivers Customers
% of Referrals from Google
Source: Hitwise, week ending 10/4/08
Apparel
Consumer Electronics
Depart Store/Mass Merch
Home Furnishings
Home Improvement
Jewelry & Watches
Office Supplies
Sporting Goods/Fitness
0% 35%5% 10% 15% 20% 25% 30%
18%
21%
22%
27%
28%
29%
20%
26%
Apparel
Consumer Electronics
Home Furnishings
Home Improvement
Jewelry & Watches
Office Supplies
Sporting Goods/Fitness
21%
42%
16%
35%
41%
25%
26%
14%
0% 10% 20% 30% 40% 50%
Growth in Google DrivenTraffic in Past Year
Depart Store/Mass Merch
15Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Online Advertising Trumps TV
Green items indicate significant difference at 95% confidence Total Male Female
Online 63% 62% 64%
TV commercials 60% 58% 61%
Magazine advertisements 32% 30% 34%
Direct mail offers 39% 33% 43%
Radio advertisements 19% 21% 18%
Will not pay attention to any advertisements while doing my Holiday Shopping this year.
13% 14% 12%
(Q13). Which of the following types of advertisements, if any, are you likely to pay attention to while planning or doing your Holiday Shopping this year?(n=10,039)
Likelihood to pay attention to adsOnline
advertising is
as important
as TVcommercials
when it comes to
consumer’s attention this
holiday season.
16Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Consumers Are Seeking Value Via Promotions…
Likelihood to take offer
Price discounts or sales 86%
Free shipping 75%
Purchase incentives (e.g., buy one get one free, half off second purchase, discount off complimentary item)
69%
Coupons 66%
Rebates 61%
Gift sets or complementary items packaged together at a slight price advantage (e.g., hat and scarf)
53%
(Q12). In general, how likely are you to take advantage of the following holiday offers and promotions during the upcoming Holiday Season? (n=10,039). Top 2 box.
Total
After price
discounts, consumers are
looking for free
shipping
17Google Confidential and Proprietary“The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 17
…And Comparison Shopping Sites
Use of comparison shopping sites increased in all categories since last year
Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008Analysis conducted on clickstream data on Compete’s panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.Average Percentages Q2 2007 and Q2 2008. Retail, as a percent of total retail site visitors. Categories, as a percent category shoppers
60%53% 54%
72%75%
62%56%
84%
0%
20%
40%
60%
80%
100%
Total Retail Category Apparel Home Furnishings Consumer
Electronics
Online Shoppers Use of Comparison Shopping Sites
+17% +4%
+25%+17%
2007 2008
18Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Don’t Underestimate Post-holiday Sales
Non-Mother
MotherFemaleMaleTotalGreen items indicate significant difference at 95% confidence
I plan on taking advantage of post-holiday sales and promotions
63% 57% 68% 69% 67%
I have a holiday shopping budget and keep to it 51% 49% 53% 53% 53%
I enjoy shopping for the Holiday Season 49% 40% 55% 60% 51%
63% will take
advantage of
post-holiday
sales
(Q16). Using the scale below, please tell us how much you agree or disagree with the following statements about shopping during the holiday season. (n=10,039). Top 2 box.
Holiday Shopping Attitudes
19Google Confidential and Proprietary2008 Google
Key Findings
• Researching starts early– 31% of consumers plan to start holiday shopping and research before Halloween and a majority (57%) will start before Thanksgiving
• Research increased due to economy – 43% of consumers say they plan to spend more time this year shopping around for gifts because of the current state of the economy
– Use of comparison shopping sites by online retail shoppers up 25% 2008 vs. 2007
• Online research is king– #1 - Research online then go to store to purchase (54%)
– #3 - Research online and buy the products online (49%)
– #4 - Research online, go to the store to check out the products, then go online to purchase the products (28%)
• Internet is key influencer of holiday purchases– Sources: used to plan holiday shopping
• #1 – Internet (86%)
• #2 – In-store (54%)
– Search
• Search engines are my go-to sources for gift ideas (36%)
• Search referrals to retailers grew 57% 2008 vs. 2007
• Search drove 16% of online retail sales in Q2 2008, up 12% from last year
– Advertising: pay attention to while planning or doing your Holiday shopping
• #1 – Online (63%)
• #2 – TV (60%)
• Post holiday sales important this year– 63% of consumers say they will take advantage of post-holiday sales
20Google Confidential and Proprietary2008 Google/Compete, Inc Online Research and Purchase Activity Report
Gift Cards
21Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Gift Card Purchase Intention
Green items indicate significant difference at 95% confidence Total Male Female MotherNon-
Mother
Base 10,039 4,250 5,789 2,593 3,196
Department store cards 39% 37% 40% 41% 39%
Dining or Entertainment cards 29% 26% 32% 31% 32%
Clothing store cards 28% 23% 31% 36% 27%
Universal/prepaid gift cards | American Express, Discover… 19% 19% 19% 21% 18%
Online retailer cards 14% 17% 12% 13% 11%
Other type of gift card 17% 16% 18% 16% 19%
I don't plan to purchase gift cards this Holiday Season 31% 34% 30% 28% 31%
69 % of
consumers
planning to
purchase gift cards for the
upcoming holiday
season.
Women are
slightly more likely
than men to
purchase gift
cards.
(Q14). What gift cards, if any, are you planning on purchasing this Holiday Season?
22Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Attitudes about Gift Cards
I appreciate receiving gift cards because they give
me the freedom to buy what I want or need
I give gift cards because it gives them the
freedom to buy what they want or need
Giving gift cards makes it easier to shop for my
friends, friends or colleagues
I plan on using any gift cards I receive to take
advantage of any after-holiday sales and
promotions
Gift cards are appropriate gifts to give during the
holiday season
I prefer receiving gift cards over actual presents
When I give gift cards, I tend to spend more than
if I were purchasing a traditional gift for someone
Total (Base 10,039)
Gift cards are appreciated and given because of the freedom it gives to users. Moms show a higher acceptance of gift cards compared to non-mothers.
(Top 2 Boxes – Net)
(71%)
(68%)
(66%)
(66%)
(62%)
(46%)
(36%)
(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.Green items indicate significant difference at 95% confidence.
23Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Attitudes about Gift Cards Males vs. Females
I appreciate receiving gift cards because they give
me the freedom to buy what I want or need
I give gift cards because it gives them the
freedom to buy what they want or need
Giving gift cards makes it easier to shop for my
friends, friends or colleagues
I plan on using any gift cards I receive to take
advantage of any after-holiday sales and
promotions
Gift cards are appropriate gifts to give during the
holiday season
I prefer receiving gift cards over actual presents
When I give gift cards, I tend to spend more than if
I were purchasing a traditional gift for someone
Males (Base 4,250) Females (Base 5,789)
Females show a higher acceptance of gift cards compared to males.
(Top 2 Boxes – Net)
(71%)
(77%)
(68%)
(73%)
(71%)
(77%)
(68%)
(73%)
(68%)
(73%)
(71%)
(77%)
(68%)
(73%)
(Q15). Using the scale below please tell us how much you agree or disagree with the following statements regarding the use of gift cards as holiday presents.Green items indicate significant difference at 95% confidence. (All female items indicate a significant difference for this question.)
24Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Hot Products
25Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
What People Want to Receive for the Holidays
Nearly 3 out of 4 holiday shoppers mentioned a product related gift they want for the holidays.
Electronics is the most sought after product with one third wanting an electronics product for the holidays.
Gift cards is also a popular item at 14% among all holiday shoppers. Women are more likely to want gift cards versus men.
72%
31%
18%
14%
12%
10%
8%
6%
5%
4%
4%
3%
3%
2%
2%
0.1%
PRODUCTS - NET
ELECTRONICS
PRODUCTS
CLOTHING / APPAREL
GIFT CARDS
FASHION ACCESSORIES
(including Watches)
HOME FURNISHINGS
JEWELRY
Money
SPORTS/FITNESS
HOME APPLIANCES
AUTOMOTIVE
HEALTH/BEAUTY
WATCHES
Vacation/trip/travel/cruise
TOYS
Pet
supplies/toys/treats
25Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
Gifts WantTotal Holiday Shoppers (n=10,039)
26Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping 26
What People Want to Receive Overview
TotalGender Parent
Male Female Moms Non-Moms
Base 10039 4250 5789 2593 3196
PRODUCTS - NET 72% 68% 75% 77% 74%
ELECTRONICS 31% 35% 28% 28% 29%
CLOTHING 18% 13% 22% 24% 20%
FASHION ACCESSORIES (including Watches) 12% 9% 15% 16% 15%
Watch 3% 3% 2% 3% 2%
HOME FURNISHINGS 10% 5% 13% 13% 13%
JEWELRY 8% 2% 12% 12% 12%
SPORTS/FITNESS 5% 7% 4% 4% 4%
HOME APPLIANCES 4% 2% 6% 7% 6%
AUTOMOTIVE 4% 5% 3% 4% 3%
HEALTH/BEAUTY 3% 1% 5% 6% 5%
TOYS 2% 2% 1% 2% 1%
MISCELLANEOUS BRANDS/PRODUCTS – SUBNET 29% 22% 34% 31% 37%
MISCELLANEOUS BRANDS - SUB-SUBNET 7% 4% 9% 9% 10%
MISCELLANEOUS PRODUCTS - SUB-SUBNET 28% 21% 33% 29% 35%
Gift cards 14% 9% 17% 15% 19%
Money 6% 6% 6% 6% 7%
Vacation/trip/travel/cruise 2% 1% 2% 2% 2%
Pet supplies/toys/treats 0.1% 0.1 % 0.2% 0.1 % 0.3%
NON-PRODUCT-RELATED (Friends/Family, Peace, Health, Happiness, Debt Free, Fun, Charity, Political) 6% 6% 6% 6% 7%
Nothing 10% 13% 9% 9% 9%
Don't know 8% 7% 8% 7% 9%
Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
27Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
What People Want to Receive by Brand/Retailer
27
2.3%
2.0%
1.8%
1.7%
1.5%
1.3%
1.3%
1.2%
1.2%
1.2%
1.0%
0.9%
0.8%
0.6%
0.6%
0.6%
0.6%
0.6%
0.6%
0.5%
0.5%
0.5%
Ipod
Sony
Nintendo Wii
Wal-Mart
Playstation 3
Apple
Dell
Xbox 360
Coach
Target
Nike
HP
Iphone
Canon
Nintendo Wii games/accessories
Old Navy
Victoria's Secret
Bath and Body Works
Amazon
Samsung
Gap
Macy's
Many of the top brands mentioned as gifts people want include electronic related brands or products with iPod and Wii showing strong unaided mentions. The top 2 retailers mentioned are Wal-Mart and Target as places Holiday Shoppers would like to receivegifts from.
Q20. Now please think about what YOU want for the holidays. What are the gifts that you want this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
Total Holiday Shoppers (n=10,039)
28Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
69%
30%
26%
21%
20%
15%
12%
7%
7%
5%
4%
3%
3%
1%
1%
1%
PRODUCTS - NET
CLOTHING
ELECTRONICS
Gift cards
TOYS
FASHION ACCESSORIES
(including Watches)
JEWELRY
HOME FURNISHINGS
SPORTS/FITNESS
WATCH
Money
HOME APPLIANCE
HEALTH/BEAUTY
AUTOMOTIVE
Pet
supplies/toys/treats
Vacation/trip/travel/cruise
What People Want to Give for the Holidays
2 out of 3 Holiday Shoppers mentioned a specific product that they want to give to others for the holidays.
Clothing products edges out Electronics products as gifts for others this holiday season. Gift Cards and Toys are also strong with nearly 1 out of 5 holiday shoppers each.
Both Jewelry and Watches are higher for gifts Holiday Shoppers want to give to others versus what shoppers want for themselves.
More Holiday Shoppers want home furnishings as gifts for themselves rather than gifts they are willing to give.
Gifts GivingTotal Holiday Shoppers (n=10,039)
Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
29Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping 29Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
What People Want to Give Overview
23%35%28%23%26%ELECTRONICS
Total
Gender Parent
Male Female Moms Non-Moms
Base 10039 4250 5789 2593 3196
PRODUCTS - NET 69% 63% 73% 76% 71%
CLOTHING 30% 21% 36% 38% 34%
FASHION ACCESSORIES (including Watches) 15% 11% 17% 18% 16%
Watch 5% 4% 5% 6% 4%
TOYS 20% 14% 25% 33% 19%
JEWELRY 12% 14% 11% 11% 12%
HOME FURNISHINGS 7% 4% 10% 9% 11%
SPORTS/FITNESS 7% 5% 9% 10% 7%
HOME APPLIANCE 3% 3% 3% 3% 3%
HEALTH/BEAUTY 3% 1% 5% 4% 5%
AUTOMOTIVE 1% 1% 1% 1% 1%
MISCELLANEOUS BRANDS/PRODUCTS - SUBNET 38% 32% 43% 39% 46%
MISCELLANEOUS BRANDS - SUB-SUBNET 8% 5% 10% 10% 10%
MISCELLANEOUS PRODUCTS - SUB-SUBNET 36% 30% 40% 36% 43%
Gift cards 21% 19% 23% 21% 25%
Money 4% 4% 4% 3% 5%
Pet supplies/toys/treats 1% 1% 1% 1% 2%
Vacation/trip/travel/cruise 1% 0% 1% 0% 1%
NON-PRODUCT-RELATED - NET 1% 1% 1% 1% 1%
Nothing 5% 6% 4% 4% 4%
Don’t know 16% 17% 16% 14% 18%
30Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
What People Want to Give by Brand/Retailer
30
1.9%1.8%
1.7%
1.2%
1.1%
1.0%
0.9%
0.9%
0.9%
0.9%
0.8%
0.8%
0.8%
0.8%
0.7%
0.7%
0.7%
0.6%
0.5%
0.5%
0.5%
0.5%
Nintendo Wii
Wal-Mart
Ipod
Target
Nintendo Wii games/accessories
Old Navy
Playstation/Playstation 2 games
Xbox 360
Gap
Nike
Best Buy
Sony
Xbox 360 games/accessories
Bath and Body Works
Playstation 3
Macy's
Barbies
Apple
Coach
Fisher Price
Lego
Kohl's
Again, many of the top brands mentioned as gifts people want to give include electronics related products even though clothing was #1.
Total Holiday Shoppers (n=10,039)
Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan on giving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.)
31Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Appendix
32Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Online Provides a New Customer Experience
Green items indicate significant difference at 95% confidence Total Male Female MotherNon-
Mother
Base (Excluding “have never used”) 8,436 3,584 4,852 2,204 2,648
Because it's convenient 81% 79% 83% 83% 84%
To compare products and prices 80% 79% 81% 82% 81%
Because I can shop any time during the day 80% 77% 82% 82% 82%
To find discounts and savings 77% 74% 78% 79% 77%
To avoid the crowds 76% 73% 78% 78% 77%
To compare product features 75% 74% 75% 76% 74%
Because it's easier to find unusual or hard to find gifts 73% 69% 76% 77% 75%
To find gift ideas 73% 69% 76% 77% 75%
To research the products before purchasing the products at the physical "brick-and-mortar" store
69% 69% 69% 69% 69%
To place an order for a product or gift 68% 64% 70% 70% 70%
To find store information 61% 59% 62% 64% 61%
Because it's easier to contact customer service if any problems arise
34% 36% 32% 35% 30%
Convenience,
comparison
shopping and
shopping any time
during the day are the top reasons
for shopping
online this coming
holiday season.
69% prefer researching online
before heading
out to the store
location to make
the purchase.
(Q10). Using the scale below, please tell us how much you agree with each of the following statements about why you plan to shop online during the Holiday Season.Base: Plan to shop online
33Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Mass Merchandisers Are Primary Destination
66%
43%
42%
41%
34%
33%
31%
31%
25%
25%
25%
16%
15%
15%
14%
M ass merchandise retailer (like Target, Kmart, Wal-M art)
Department store (like M acy's, Sears, Nordstrom's Neiman M arcus)
Electronics retailer (like Best Buy, Circuit City)
Toy Stores (Toys R Us, KB Toys)
Bookstore or book retailer (like Barnes & Noble, Borders)
Chain clo thing retailer (like Gap, Old Navy, Abercrombie and Fitch)
Internet-only retailer (like amazon.com, bluefly.com)
Discount chain retailer (like TJ M axx, M arshalls)
Health and Beauty stores (like Sephora, Bath and Body Works)
M usic / Electronics / Video stores (like Apple, Brookstone, Game Shop)
Chain pet supply retailer (like Petco or PetSmart)
Shoe Retailers (like zappos.com, Aldo, Foot Locker)
Jewelry Stores (like Zales, Kay, M ayors)
Athletic shoe retailer (like Foot Locker)
Accessory retailer (like Claire's)
Mass merchandisers reign with regards to what type of retailers holiday shoppers plan on using. Department, Electronics and Toy stores round out the top 5.
(Q3). In which of the following types of retailers do you plan to shop this Holiday Season?
Please think of any websites you may visit. (n=10,039)
Total Holiday Shoppers
34Google Confidential and Proprietary2008 Google/OTX Holiday Shopping Intentions Study | General Shopping
Cash Makes a Comeback
50%
45%
53%56%
51%
46%48%
44%
40%
47%
18% 18% 18% 19% 18%
67%64%
68%
72%
65%
2% 2% 2% 3% 2%
Total (n=10039) Male (n=4250) Female (n=5789) Mother (n=2593) Non-Mother (n=3196)
Debit Card Credit Card Gift Card Cash Other
Two out of three plan on using cash this holiday season and Moms show an even stronger preference toward cash.
(Q2). How do you plan to make your purchases in the upcoming Holiday Season?Green items indicate significant difference at 95% confidence. (n=10,039)
48%
53%56%
47%