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| Date post: | 21-Mar-2017 |
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Internet |
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Online Trends and Audience Insights
Elizabeth de Freitas Digital Consultant
[email protected] 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
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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
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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
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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.
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Explore using action buttons in your social campaigns.
Social is back as a driver of retail visits.
Top Tips
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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
