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What’s the best way to reach Holiday Shoppers? It’s no surprise that statistical data proves that Cross-device Shopping and the Digital Store Window are important to all retailers; and that they should value the computer screen highly. The web and through mobile devices are where people get their first impression of retailers, products and brands. Consumers usually research, explore and discovering new products online before deciding how and where to purchase their major holiday gifts.

Google’s Holiday Shopper Intentions Survey

According to Think With GoogleGoogle’s Holiday Shopper Intentions (2013) survey of the Internet proved the web is the top resource for holiday shopping– and  by far. In 2013 the web was used twice as much as TV or catalogs for holiday shopping information.

(1) Four out of five shoppers considered the internet the single most “useful” resource for their shopping. By contrast, only half find customer reviews, TV and catalogs helpful.(2) And three of four consumers said online research influences the brands they buy and where they buy them.(3)

 

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Tech Savvy Holiday Marketing for Small Business

 

4-of-5 shoppers consider Internet most “useful” resource for shopping.

crossdevice

Cross-device Shopping on the Rise

Google study revealed that 41% of adults and 76% of smartphone owners plan to use them for holiday browsing; that means a 17% increase in overall smartphone shopping from last year. More purchases will be done via mobile as well; one in four smartphone owners surveyed plan to use their devices to make a purchase — a 21% year-over-year increase. (4)

Marketing for Small Business

Based on Google data, expect mobile holiday shopping to spike on weekends and especially the weekend following Black Friday.(5) That’s a big change marketers need to prepare for. But interestingly enough, mobile shopping doesn’t necessarily replace in-store shopping, as we found that shoppers are equally likely to use smartphones while shopping in-store as online.(6) In addition, nearly half will research on their phones and then buy in-store.(7)

Four out of five shoppers considered the internet the single most “useful” resource for their shopping.

Shoppers aren’t just crossing channels (for example, mobile to store), but also crossing devices (for example, mobile to PC). 80% of consumers will use more than one device at once while holiday shopping, and 84% will start on one device and finish on another.8 ( This shows the importance of having a multi-screen strategy as well as focusing on attribution and asking “What’s the whole path to purchase that shoppers are taking? [divider][hr][divider]

Every business needs to compete on the web and on mobile devices now!

Full results of Google/Ipsos Holiday Shopping Intentions study.

 

Sources

[1] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q6). Which of the following sources of information, if any, do you plan to use during your Holiday Shopping this year? Base: Holiday Shoppers (n=2,002)
[2] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q7). And, based on your past shopping experience, how useful do you think each following sources of information will be to you while you do your Holiday Shopping? Base: Holiday Shoppers (n=2,002)
[3] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q11). In which of the following ways do you think you’ll approach your Holiday shopping? / (Q11c). How much impact will online research have on your purchase decisions in-store for each of the following items? Base: Holiday Shoppers (n=2,002)
[4] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q22). Which of the following types of mobile phones, if any, do you use regularly? Base: All Holiday Shoppers (n=2,002 in 2013, n=1,500 in 2012) / (Q23a). In which of the following ways, if any, do you plan to use your mobile device(s) to do your shopping this Holiday Season? Base: Smartphone owners/use smartphone regularly (n=1,087 in 2013, n=688 in 2012)
[5] Google Internal Data
[6] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q24) How likely are you to use your smartphone to do your Holiday Shopping? Base: Holiday Shoppers Likely to Use Smartphone for In-Store or Online Shopping (Online data points, n=718 in 2013, n=464 in 2012; In Store data points, n=793 in 2013)
[7] Google 2013 Holiday Shopping Intentions Study, September 2013 / (Q24b) Which of the following ways do you think you’ll approach shopping with your smartphone this Holiday Season? Base: Plan to shop/purchase in-store and use smartphone (n=827)
[8] Google 2013 Holiday Shopping Intentions Study, September 2013 / (QNEW1) Thinking about the gifts you plan to buy this Holiday Season, for how many of them will you likely start shopping for on one device and then continue shopping on another device? Base: Likely to use smartphone or tablet for Holiday shopping 2012 (n=948) / (QNEW3) Which of these device combinations will you use at the same time to do your Holiday Shopping? Select all that apply. Base: Likely to use smartphone or tablet for Holiday shopping 2013 (n=948)
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