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Page 1: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

This study is brought to you courtesy of

www.google.com/think/insights

Page 2: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Holiday 2010: Consumer IntentionsGoogle/OTXU.S., September 2010

Page 3: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

What we’re seeing this holiday season

1

1 Early shopper gets the gifts

2 The connected consumer

3 New, hot products

Page 4: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 22

Early Shopper Gets the Gifts

Page 5: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

Holiday starts early. As of October 5. . .

3

77% Have started holiday

researching/shopping

71% Have made

holiday purchases

49%Have yet to complete

their holiday shopping

Source: Google/OTX Consumer Pulse Check, data as of October 5, 2010.Base: Those who plan to shop/research this holiday seasonQ1: Have you started your 2010 Holiday shopping/researching and purchasing?Q2: Have you started your 2010 Holiday purchasing?Q3: Approximately how much of your Holiday shopping have you completed?

Page 6: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

Shoppers want to beat the rush

4

Why have you started your shopping/researching?

Source: Google/OTX Consumer Pulse Check, October 5, 2010. Base: Those who have started shopping or plan to shop this holiday season (Nearly 9 out of 10 plan to shop/research)Q: For which of the following reasons have you started your shopping or researching already?

Page 7: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 5

“Black Friday”“Black Friday” in 2007

Week of September 9-15

“Black Friday” in 2008

Week of September 7-13

“Black Friday” in 2009

Week of August 2-8

Black Friday searches come early. . .

Week of July 18-24

“Black Friday” in 2010

www.google.com/insights/search

Page 8: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 6

And show impact of Christmas in July

Page 9: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 7

Shoppers accustomed to holiday offers

Likely To Take Advantage Of Offers and Promotions

Source: Google/Ipsos OTX Consumer Intentions Study, September 2010Q: In general, how likely are you to take advantage of the following holiday offers and promotions during the upcoming Holiday Season?

Page 10: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 88

The Connected Consumer

Page 11: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

Ecommerce growth outpaces the store

9Source: MasterCard Spending Pulse. Total retail excluding automotive sales

eCommerce QoQ Growth In-Store Retail QoQ Growth

Quarterly Growth Rates for Online & In-Store Retail Sales

Page 12: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

Online is key throughout the shopping cycle

10

research online and then buy online42%

research online and then buy in-store51%

research online, visit store, then buy online32%

visit store, and thenbuy online16%

$

$

$

$

Source: Google/Ipsos OTX Consumer Intentions Study, September 2010Q: Thinking about your upcoming holiday shopping, in which of the following ways do you think you‟ll approach your Holiday Shopping?

Page 13: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 11

Early weekdays are strong for e-commerce

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2005 2006 2007 2008 2009

Source: MasterCard Spending Pulse.

Index of U.S. Online Retail Sales in December

Tuesday Tuesday

Tuesday -Wednesday

Page 14: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 12

Key eCommerce days 2010

Projected November & December 2010 eCommerce Sales (in $M)

Mon Tue Wed Thu Fri Sat Sun

Nov 22 23 24 25 26 27 28

29 30 Dec 1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

Black Friday

Cyber Monday

Thanksgiving Weekend

Green Tuesday

Free Shipping Day Weekend Before Christmas

$1,095

Source: MasterCard Spending Pulse.

$1,052 $1,019

$1,054 $991 $973

$1,003

$946

$939

$775

$961

$852$485

$1,029

$851 $783

Page 15: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary

And looking forward to post-holiday sales

Source: Google/Ipsos OTX Consumer Holiday Shopping Intentions Study, September 2010:

Q: Do you plan on taking advantage of post-holiday sales and promotions?

64%plan to shop post-holiday

sales

Page 16: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 14

Consumers are shopping in big box stores

% of all Retail conversions as of week of 10/11/2010

Source: Google/Compete Daily Barometer 2010.

Home Furnishings; 2%

Page 17: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 15

How Smartphone Users Plan To Shop With Their Phones This Holiday Season

Mobile links shoppers to products and stores

Source: Google/OTX Consumer Pulse Check, October 5, 2010. Base: Those who own a smartphone and have started or plan to shop this holiday season Q: In which of the following ways, if any, do you plan to use your smartphone to do your shopping this Holiday Season?

Page 18: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 1616

80% of smartphone users likely to use apps

% of smartphone users that plan to download/use apps this holiday

Extremely likely 22%

Very likely 26%

Somewhat likely 30%

Not very likely 17%

Not at all likely 4%

Source: Google/Ipsos OTX Consumer Intentions Study, September 2010Base: Likely to use smartphone for Holiday Shopping Q: How likely are you to download or use an “app” (application) to do your Holiday Shopping this Season?

Page 19: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 1717

New, hot products

Page 20: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 18

Consumer

Electronics

&

Accessories

Ipod touch 4g

Ipod nano 5th

Ipod touch 32gb

Slingbox hd

Apple TV

Slingbox pro

Kindle

Philips 32pfl3504d 720p

Vizio xvt553sv

Xbox 360 250gb

Computers

&

Accessories

Archos 101

Asus 1215n

Iomega zip drive

HP pavilion desktop

Android tablet

Dell optiplex

Dell ultrasharp

Dell latitude d620

Inspiron 1525

Macbook pro battery

Mobile

Phones

&

Accessories

Samsung fascinate

Samsung galaxy tab

LG chocolate touch

Samsung seek

Boost mobile

HTC incredible battery

Iphone 4 white

HTC g1

Flat panel monitor

Compact flash memory

Virgin mobile mifi

Nokia c6

Metro pcs phones

Nextel phones

Tivo hd

Blu ray burner

Source: Google insights, rising product searches September 2010. Consumer electronics, laptops and mobile phones.

Rising product searches: tech

www.google.com/insights/search

Page 21: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 19

Apparel,

Clothing

Labels &

T-Shirts

Homecoming dresses

Snow boots

Moccasins

Sequin dress

Black dresses

Uggs

Winter boots

Corset

North face triclimate

hoodies

Toys & Video

Games

Nerf stampede

Lego nxt

Science kits

Dollhouse furniture

Nerf guns

Jumperoo

Kidkraft kitchen

Power wheels Barbie

Snuggie

Playstation move

Gems &

Jewelry

&

Watches

David Yurman

Zales

Atomic watch

Leather gloves

Crossbody bag

Sling bag

Breitling watch

Guess watch

Halo reach xbox

Dead rising

Swiss legend

Automatic watches

Briefcase

Citizen eco drive

Lucky brand jeans

Gucci shoes

Source: Google insights, rising product searches September 2010. Apparel, Clothing Labels, T-Shirts, Toys, Video Games, Gems & Jewelry, Watches categories.

Rising product searches: retail

www.google.com/insights/search

Page 22: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 20

What are the newest fashions?

ANKLE BOOTS

20

Source: Search volume from Google Insights for Search.

Page 23: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 21

Kids

„gifts for men‟

3x„gifts for women‟

Men

Who will receive the most gifts?

„gifts for kids‟

2x„gifts for parents‟

Friends

Source: Search volume from Google Insights for Search.

www.google.com/insights/search

„gifts for friends‟

2x„gifts for family‟

Page 24: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Google Confidential and Proprietary 22

1 Start holiday messaging nowHoliday shopping is in full swing and lasts until after Christmas.

2 Listen and be nimbleFastest rising search terms and social media reveal shopper interest.

3 Reach the connected shopperUse Search, Mobile & Display campaigns to drive sales.

Recommendations for Holiday 2010

Page 25: Holiday 2010 Consumer Intentions, Google/OTX, …Holiday 2010: Consumer Intentions Google/OTX U.S., September 2010 Google Confidential and Proprietary What we’re seeing this holiday

Like what you learned? Find more studies and data at

www.google.com/think/insights