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2008 Holiday Shopping Intentions

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  • 1. 2008 Holiday Shopping Intentions And The Economy and Shopping Online Google Confidential and Proprietary 1

2. 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. The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 2 3. Key Findings Researching starts early Research increased due to economy Online research is king Internet is key influencer of holidaypurchases Post holiday sales important this year 2008 Google Google Confidential and Proprietary 3 4. General Holiday Shopping Behavior and AttitudesGoogle Confidential and Proprietary 4 5. Holiday Researching Starts Early in the Season Holiday Research Timeline 31%26%11% 8% 8% 6% 4% 5% Before Hallow een Betw een Hallow een Black Friday (day Weekend after Cyber MondayEarly/Mid December Last minute Afterand Thanksgiving after Thanksgiving) Thanksgiving(Monday after Christmas/Holiday Thanksgiving)Season (during post-holiday sales or markdow ns)(Q1). When do you plan to start your holiday shopping/researching and purchasing this year? (n=10,039) 2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 5 6. Holiday Purchasing Happens Cyber Monday Early/Mid December 40%Holiday Purchase Timeline16%13%11%6% 6%4% 3% Bef ore Halloween Between HalloweenBlack Friday (dayWeekend af ter Cy ber MondayEarly /Mid December Last minute Af ter and Thanksgiv ing af ter Thanksgiv ing) Thanksgiv ing(Monday af terChristmas/HolidayThanksgiv ing) Season (during post- holiday sales or(Q2). When do you plan to do the majority of your holiday purchasing?markdowns)(n=10,039)2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 6 7. Internet Is Top Source of Information for Holiday ShoppingSources of Information Used in Holiday ShoppingInternet 86%Online willIn-Store (Subnet) 54% play a role inIn-store displays 50% 86% of theSales associates15% upcoming holidayFriends, relatives or colleagues46% season shopping,both as aCatalogs45%research tool andTV43% to makeNewspapers40% purchases.Magazines 26% Internet beats outRadio 13%the #2, In-Store.by a large margin.Books8%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) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 7 8. And Online Plays Key Role in PurchasesApproach to Holiday ShoppingTotalConsumers are Research online then go to store to purchase 54% more likely to Visit the store and purchase the products at the store 51% research onlinebefore an in- Research online and buy the products online49%store purchase Research online, go to the store to check out thethan to visit the28% products, then go online to purchase the productsstore first.Online plays rolethroughout entirepurchase (Q11). Thinking about your upcoming holiday shopping, in which of the following ways do you think youll approach your Holiday Shopping? Select all that apply. cycle. (n=10,039) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 8 9. Internet Is the Most Useful Source! Usefulness of Sources of Information Internet71% Friends, relatives or colleagues 58% Catalogs 53%Internet beats In-store displays51%out Word of TV 46% mouth as mostuseful! Newspapers 44% Magazines28% Sales associates 27% Radio18% Books13% 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. 2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 9 10. Search Engines Are the Go-To Source Throughout the Holiday Season 36% say that search engines are their go-to source for gift ideas Search Engines Extremely/Very Useful(Among Those Who Will Do a Majority of Shopping During Time Period Listed)85%82%79% 76% Before Thks Thks Wknd DecAfter Holidays (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. (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)2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 10 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 Millions140 Monthly Unique Visitors120 100Volume of Search Referrals806040200AprMayJun JulAugSepOctNov DecJan Feb Mar AprMay Jun07 07 0707 070707 0707 08 08 0808 08 08Source: The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Competes panel of 2MM U.S. consumers during Q2 2007 and Q2 2008.The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 11 12. Search Also Brings PurchasersSearch drives 16% of online retail sales, up 12% from last year Search Driven Share of Retail Conversions+90%+12% 20%16%+10% +25%14%10% 11%11% 10% 8% Total Retail ApparelHome FurnishingsConsumer Electronics2007 2008 The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Competes 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 shoppersThe Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 12 13. And More shoppers Are Buying Online This Year40% make purchases online, an 18% increase over last yearRetail Purchase Rate Among Online Consumers +18% Growth 40%34% 2007 2008 Source: The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Competes panel of 2MM U.S. consumers during Q2 2007 and Q2 2008 Average Percentages, Q2 2007 and Q2 2008 The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 13 14. Google Increasingly Delivers Customers % of Referrals from Google Growth in Google Driven Traffic in Past YearApparel 18%Apparel 21% Consumer Electronics21% Consumer Electronics42%Depart Store/Mass Merch 22% Depart Store/Mass Merch 16%Home Furnishings 27% Home Furnishings 35%Home Improvement28%Home Improvement41% Jewelry & Watches 29% Jewelry & Watches25%Office Supplies 20%Office Supplies26% Sporting Goods/Fitness 26%Sporting Goods/Fitness 14% 0% 5% 10% 15% 20% 25% 30% 35%0% 10% 20%30%40%50% Source: Hitwise, week ending 10/4/082008 GoogleGoogle Confidential and Proprietary 14 15. Online Advertising Trumps TVGreen items indicate significant difference at 95% confidenceTotalMale Female Likelihood to pay attention to ads OnlineOnline63%62%64% advertising isTV commercials60%58%61% as importantMagazine advertisements 32%30%34%as TVDirect mail offers39%33%43%commercials when it comes toRadio advertisements19%21%18%consumersWill not pay attention to any advertisements while doing attention this13%14%12%holiday season.my Holiday Shopping this year. (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) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 15 16. Consumers Are Seeking Value Via PromotionsLikelihood to take offer Total Price discounts or sales 86%After price Free shipping75% discounts,consumers are Purchase incentives (e.g., buy one get one free, half off69% second purchase, discount off complimentary item)looking for free Coupons66% shipping Rebates61%Gift sets or complementary items packaged together at53% a slight price advantage (e.g., hat and scarf) (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. 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 16 17. And Comparison Shopping SitesUse of comparison shopping sites increased in all categories since last year Online Shoppers Use of Comparison Shopping Sites+17%+25% 100% +17%84% 75% +4% 80% 72%60% 62% 60%53%54%56%40%20%0% Total Retail CategoryApparel Home Furnishings Consumer Electronics2007 2008 Source: The Economy and Shopping Online, Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Competes 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 shoppersThe Economy and Shopping Online, Google & Compete, Inc., Nov 2008Google Confidential and Proprietary 17 18. Dont Underestimate Post-holiday Sales Non- Green items indicate significant difference at 95% confidence TotalMale FemaleMotherMotherHoliday Shopping Attitudes I plan on taking advantage of post-holiday sales and63% will take63%57% 68%69% 67% promotions advantage of I have a holiday shopping budget and keep to it51%49% 53%53% 53% post-holiday I enjoy shopping for the Holiday Season49%40% 55%60% 51% 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. 2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 18 19. 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. 2007Search 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 2008 GoogleGoogle Confidential and Proprietary 19 20. Gift Cards 2008 Google/Compete, Inc Online Research and Purchase Activity Report Google Confidential and Proprietary 20 21. Gift Card Purchase IntentionNon- Green items indicate significant difference at 95% confidenceTotalMaleFemale Mother Mother 69 % of consumers Base10,0394,250 5,7892,5933,196 planning toDepartment store cards 39% 37%40%41%39%purchase gift cards for theDining or Entertainment cards29% 26%32%31%32% upcoming holidayClothing store cards 28% 23%31%36%27%season.Universal/prepaid gift cards | American Express, Discover 19% 19%19%21%18%Women areOnline retailer cards14% 17%12%13%11%slightly more likelyOther type of gift card17% 16%18%16%19% than men to purchase giftI don't plan to purchase gift cards this Holiday Season31% 34%30%28%31%cards.(Q14). What gift cards, if any, are you planning on purchasing this Holiday Season? 2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 21 22. Attitudes about Gift Cards 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)I appreciate receiving gift cards because they give me the freedom to buy what I want or need (71%)I give gift cards because it gives them the freedom to buy what they want or need (68%)Giving gift cards makes it easier to shop for myfriends, friends or colleagues(66%)I plan on using any gift cards I receive to takeadvantage of any after-holiday sales and (66%) promotionsGift cards are appropriate gifts to give during the holiday season (62%) I prefer receiving gift cards over actual presents (46%) When I give gift cards, I tend to spend more thanif I were purchasing a traditional gift for someone (36%)Total (Base 10,039)(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.2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 22 23. Attitudes about Gift Cards Males vs. Females Females show a higher acceptance of gift cards compared to males. (Top 2 Boxes Net) I appreciate receiving gift cards because they give(71%)me the freedom to buy what I want or need (77%)I give gift cards because it gives them the(68%)freedom to buy what they want or need(73%)Giving gift cards makes it easier to shop for my(71%) friends, friends or colleagues (77%) I plan on using any gift cards I receive to take(68%)advantage of any after-holiday sales andpromotions(73%) Gift cards are appropriate gifts to give during the(68%)holiday season(73%) (71%)I prefer receiving gift cards over actual presents(77%) When I give gift cards, I tend to spend more than if(68%)I were purchasing a traditional gift for someone(73%)Males (Base 4,250) Females (Base 5,789)(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.)2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 23 24. Hot Products 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 24 25. What People Want to Receive for the HolidaysGifts WantTotal Holiday Shoppers (n=10,039)Nearly 3 out of 4 holiday shoppers PRODUCTS - NET72%mentioned a product related gift theyELECTRONICS31%want for the holidays.PRODUCTSCLOTHING / APPAREL18% GIFT CARDS14%Electronics is the most sought after FASHION ACCESSORIES12%product with one third wanting an (including Watches) HOME FURNISHINGS10%electronics product for the holidays.JEWELRY 8%Money6%Gift cards is also a popular item at SPORTS/FITNESS5%14% among all holiday shoppers.HOME APPLIANCES4%Women are more likely to want giftAUTOMOTIVE 4%cards versus men.HEALTH/BEAUTY 3%WATCHES 3%Vacation/trip/travel/cruise2%TOYS2% Pet supplies/toys/treats0.1%2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 25 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.) 26. What People Want to Receive OverviewGender Parent TotalNon-MaleFemale Moms Moms Base1003942505789 2593 3196 PRODUCTS - NET 72%68%75%77%74%ELECTRONICS 31%35%28%28%29%CLOTHING18%13%22%24%20% FASHION ACCESSORIES (including Watches)12%9% 15%16%15%Watch3%3% 2%3% 2%HOME FURNISHINGS10%5% 13%13%13%JEWELRY8%2% 12%12%12%SPORTS/FITNESS 5%7% 4%4% 4%HOME APPLIANCES4%2% 6%7% 6%AUTOMOTIVE 4%5% 3%4% 3%HEALTH/BEAUTY3%1% 5%6% 5%TOYS 2%2% 1%2% 1%MISCELLANEOUS BRANDS/PRODUCTS SUBNET29%22%34%31%37%MISCELLANEOUS BRANDS - SUB-SUBNET7%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, 6%6% 6%6% 7% Happiness, Debt Free, Fun, Charity, Political) Nothing10%13%9%9% 9% Don't know8%7% 8%7% 9% 2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 26 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.) 27. What People Want to Receive by Brand/Retailer 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 receive gifts from. Ipod2.3% Sony 2.0%Nintendo Wii 1.8% Wal-Mart1.7%Playstation 3 1.5%Apple1.3%Dell 1.3%Xbox 360 1.2%Coach1.2% Target1.2%Nike1.0% HP 0.9% Iphone 0.8% Canon 0.6%Nintendo Wii games/accessories 0.6% Old Navy0.6%Victoria's Secret0.6%Bath and Body Works0.6% Amazon0.6%Samsung0.5%Total Holiday Gap0.5%Shoppers Macy's0.5%(n=10,039)2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 27 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.) 28. What People Want to Give for the Holidays 2 out of 3 Holiday Shoppers Gifts Giving mentioned a specific product that they Total Holiday Shoppers (n=10,039) want to give to others for the holidays. PRODUCTS - NET 69% CLOTHING30% Clothing products edges out ELECTRONICS26% Electronics products as gifts forGift cards21% others this holiday season. Gift CardsTOYS 20% and Toys are also strong with nearlyFASHION ACCESSORIES 15%(including Watches) 1 out of 5 holiday shoppers each.JEWELRY 12% HOME FURNISHINGS 7% Both Jewelry and Watches are higherSPORTS/FITNESS7% for gifts Holiday Shoppers want to WATCH 5% give to others versus what shoppers Money 4% want for themselves. HOME APPLIANCE3% HEALTH/BEAUTY 3% More Holiday Shoppers want home AUTOMOTIVE1% furnishings as gifts for themselvesPet 1% rather than gifts they are willing tosupplies/toys/treats 1% give.Vacation/trip/travel/cruise2008 Google/OTX Holiday Shopping Intentions Study | General ShoppingGoogle Confidential and Proprietary 28 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.) 29. What People Want to Give OverviewGenderParentMaleFemale Moms Non-Moms TotalBase100394250 5789 25933196 PRODUCTS - NET69% 63%73%76% 71%CLOTHING 30% 21%36%38% 34%ELECTRONICS26% 23%28%35% 23%FASHION ACCESSORIES (including Watches)15% 11%17%18% 16%Watch 5%4%5%6%4%TOYS 20% 14%25%33% 19%JEWELRY12% 14%11%11% 12%HOME FURNISHINGS7%4%10% 9% 11%SPORTS/FITNESS7%5%9% 10%7%HOME APPLIANCE3%3%3%3%3%HEALTH/BEAUTY 3%1%5%4%5%AUTOMOTIVE1%1%1%1%1%MISCELLANEOUS BRANDS/PRODUCTS - SUBNET 38% 32%43%39% 46% MISCELLANEOUS BRANDS - SUB-SUBNET8%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/treats1%1%1%1%2%Vacation/trip/travel/cruise 1%0%1%0%1% NON-PRODUCT-RELATED - NET1%1%1%1%1% Nothing5%6%4%4%4% Dont know16% 17%16%14% 18% 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 29Q21. Now please think about what you want to GIVE as gifts for the upcoming holidays. What are the gifts that you plan ongiving this Holiday Season? Please be as specific as possible (i.e. give product names/brand, etc.) 30. What People Want to Give by Brand/Retailer Again, many of the top brands mentioned as gifts people want to give include electronics related products even though clothing was #1.Nintendo Wii 1.9% Wal-Mart 1.8%Ipod 1.7%Target 1.2%Nintendo Wii games/accessories1.1% Old Navy1.0% Playstation/Playstation 2 games0.9% Xbox 360 0.9% Gap0.9%Nike0.9% Best Buy0.8%Sony 0.8% Xbox 360 games/accessories0.8% Bath and Body Works 0.8%Playstation 3 0.7%Macy's0.7% Barbies0.7% Apple 0.6%Coach 0.5% Fisher Price 0.5%Lego0.5%Total HolidayKohl's 0.5%Shoppers(n=10,039)2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 30 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.) 31. Appendix 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 31 32. Online Provides a New Customer ExperienceNon- Green items indicate significant difference at 95% confidence Total Male Female MotherMotherBase (Excluding have never used)8,436 3,584 4,8522,204 2,648Because it's convenient 81%79% 83% 83%84%Convenience, To compare products and prices80%79% 81% 82%81%comparisonshopping and Because I can shop any time during the day80%77% 82% 82%82%shopping any time To find discounts and savings 77%74% 78% 79%77%during the day are To avoid the crowds 76%73% 78% 78%77%the top reasons To compare product features 75%74% 75% 76%74%for shoppingonline this coming Because it's easier to find unusual or hard to find gifts 73%69% 76% 77%75%holiday season. To find gift ideas73%69% 76% 77%75%69% prefer To research the products before purchasing the researching online 69%69% 69% 69%69% products at the physical quot;brick-and-mortarquot; storebefore heading To place an order for a product or gift 68%64% 70% 70%70%out to the storelocation to make To find store information 61%59% 62% 64%61%the purchase. Because it's easier to contact customer service if any 34%36% 32% 35%30% problems arise(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 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 32 33. Mass Merchandisers Are Primary DestinationMass merchandisers reign with regards to what type of retailers holiday shoppers plan on using. Department, Electronics and Toy stores round out the top 5. M ass merchandise retailer (like Target, Kmart, Wal-M art) 66% Department sto re (like M acy's, Sears, No rdstro m's Neiman M arcus) 43%Electro nics retailer (like B est B uy, Circuit City) 42%To y Sto res (To ys R Us, KB To ys)41%B o o ksto re o r bo o k retailer (like B arnes & No ble, B o rders) 34%Chain clo thing retailer (like Gap, Old Navy, A bercro mbie and Fitch) 33%Internet-only retailer (like amazo n.co m, bluefly.com)31% Disco unt chain retailer (like TJ M axx, M arshalls)31% Health and B eauty sto res (like Sepho ra, B ath and B o dy Wo rks) 25% M usic / Electro nics / Video sto res (like A pple, B ro o ksto ne, Game Sho p) 25%Chain pet supply retailer (like P etco o r P etSmart)25%Sho e Retailers (like zappo s.co m, A ldo , Fo o t Lo cker)16% Jewelry Sto res (like Zales, Kay, M ayors) 15% Total Holiday Shoppers A thletic sho e retailer (like Fo o t Lo cker) 15% (Q3). In which of the following types of retailersA ccesso ry retailer (like Claire's) 14%do you plan to shop this Holiday Season? Please think of any websites you may visit.(n=10,039) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 33 34. Cash Makes a ComebackTwo out of three plan on using cash this holiday season and Moms show an even stronger preference toward cash. 72% 67%68%64%65%56%53%53% 50% 51%48%47% 47% 46%45% 44% 40% 18%18% 18%19% 18% 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 (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) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 34

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