Online Trends and Audience Insights

Elizabeth de Freitas Digital Consultant

edefreitas@connexity.com0207 6538551078544130143

2

Agenda

o Top shopping days in 2015o Key dates to look out for in 2016o Mobile search themes in retailo Trending giftso Taking an audience-centric approach

@connexityEU#festiveinsights

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

Top dates

Shopping & Classified9.3 billion visits last festive season

07/11 14/11 21/11 28/11 05/12 12/12 19/12 26/12 02/01 09/01 -

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000 2015 2014

29 5432130

6 121110987

13 191817161514

20 262524232221

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1

2

6

7

8 922 282726252423

34

5

Key online shopping dates

10

Source: BRC-KPMG Retail Sales Monitor

BRC weekly salesBlack Friday has shifted Christmas trade

Nov-

15 w

eek

1

Nov-

15 w

eek

2

Nov-

15 w

eek

3

Nov-

15 w

eek

4

Dec-

15 w

eek

1

Dec-

15 w

eek

2

Dec-

15 w

eek

3

Dec-

15 w

eek

4

Dec-

15 w

eek

5

Jan-

16 w

eek

1

Jan-

16 w

eek

2

Jan-

16 w

eek

3

Jan-

16 w

eek

4-5%-4%-3%-2%-1%0%1%2%3%4%

Christmas

Black Friday

Source: Springboard

Footfall declined 4.5% on Black

Friday compared with +9.8% in

2014

Footfall analysis YoY change

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.

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

Amazon UKArgos John Lewis Marks & Spencer Debenhams NextASOS Tesco Direct Currys Boots House of Fraser New Look Amazon.com Etsy VeryOther

Top retailers

13

Who has increased their online market share the most over the past 3 years?

Retailers to watch

Jun-15 Jul-15 Aug-15Sep-15 Oct-15 Nov-15Dec-15 Jan-16 Feb-16 Mar-16 Apr-16May-16 Jun-160

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

Series 1

Print Fashion

MultimediaAuctions

Rewards and DirectoriesEmail Services

Apparel and AccessoriesSocial Networking and Forums

Department StoresSearch Engines

0% 10% 20% 30% 40% 50%

Clickstream:Search, social, multimedia

Mobile search overview

Mobile dominant in key industries

Banking

Entertainment

Property

Travel (non-maps)

Automotive

Lifestyle

Retail

Sports

News &Media

Food & Beverage

Health

0% 10% 20% 30% 40% 50% 60% 70% 80%

43%

44%

59%

60%

63%

64%

65%

67%

68%

72%

76%

Mobile dominant in key industries

Mobile and desktop extremes

Navigational searches

Location-based searches

Desktop Mobile

Other mobile-skewing trends

Need-to-know now

Question searches

Big purchases

/Trip PlanningBreaking 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

Industry spotlight

Retail

Enga

gemen

t Rin

gOpen

ing Ti

mes

Price

Mat

ch

Jewell

ery

Whe

re to

find/b

uy

Sale

Retu

rns

Deliv

ery

Disc

ount

Vouc

her

Shipp

ing

Disc

ount

Cod

e

Promo C

ode

Desktop to mobile search continuum

Retail

Mobile searches are longer

Retail Food & Bev Travel Auto0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Share of searches that are mobile number of words in search

1 word 2 words 3 words 4 words 5+ words

Product trends

“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

Amazon Prime Day trends

28

What were people looking for now?

29

Home Automation

30

Home Automation

31

Home Automation

Subscription boxes

Graze765,000 Loot

556,000

Cornerstone

325,000 Birchbox226,000

Gousto209,000

£4 £30 £14 £10 £27

Personalisation in gifting

Personalisation in gifting

73%

27%

Female Male

Male

Female

A. City Prosperity +1.1X

G. Domestic Success +2.1X

H. Aspiring Homemakers +1.7X

Audience-centric marketing

36

Gift Guides for Publishers

Gift guides for publishers

Gift Guide:Rugby and football fans

Gift guideAffluents: income £50,000+

Top Tips

Campaigns need to get started earlier

Black Friday is the new Boxing Day.

41

Explore using action buttons in your social campaigns.

Social is back as a driver of retail visits.

Top Tips

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

Thank you.

Elizabeth de Freitasedefreitas@connexity.com07854413013