2nd annual-baynote-holiday-shopping-survey 2011

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2nd annual-baynote-holiday-shopping-survey 2011

  1. 1. 2nd Annual Baynote HolidayShopping SurveyJanuary 2012 1
  2. 2. ABOUT THE SURVEYAlthough there are numerous studiesleading up to the holiday season thatattempt to forecast what retailers canexpect, few explore how consumersactually thought online retailers Sample Size:performed immediately after the fact. 1,032 U.S. online holiday shoppersBaynote’s Holiday Online ShoppingExperience Survey examines consumer Timeframe:sentiment related to the digital Between Cyberexperience across different retail Monday and Christmas Evechannels, including eCommerce 2011websites, social networks, tablets and Margin ofmobile devices. Error: 2.9% 2
  3. 3. RESULTS SUMMARY• Overall, more than 84% of consumers said their “While social, online shopping experience this season was mobile and tablet “good” or “excellent,” up from 78% last year all have tremendous• The personalization of the shopping experience potential, retailers on Facebook, mobile phones and tablets lags far need to improve the behind traditional eCommerce websites customer shopping experience across• Vast majority of shoppers reported social these new channels. networks had no influence on their holiday This holds purchase decisions particularly true for• Email and search delivered shoppers the most the tablet, which we relevant product recommendations, expect will outperforming eCommerce sites and in-store dominate all other sales associates emerging channels in the coming year.”• Coupons and promotions delivered via email, direct mail and search were more useful to — Anurag Wadehra shoppers than daily deal sites and social CMO, Baynote networks
  4. 4. RESULTS SUMMARY
  5. 5. OVERALL EXPERIENCEQ: Please rate your overall online shopping experience this holiday season.SUMMARY: Consumer satisfaction is rising. More than 84% of consumers said theironline shopping experience this season was “good” or “excellent,” up from 78%last year. 2nd Annual Survey 1st Annual Survey 0.5 1 1.9 0.8 2 3 Excellent 23 Excellent 11.7 17.5 32.4 Good Good Average Average Fair Fair Poor Poor 51.1 N/A N/A 55 *All numbers in percentages
  6. 6. OVERALL EXPERIENCE Q: Indicate how important each of the following attributes are to making your online shopping experience positive. SUMMARY: Checkout, navigation, product reviews and site search continue to be pillars of a positive shopping experience. 100% 13.6 17.8 15.7 12.7 80% 48.1 44.5 39.2 20.4 14.5 Very Important 47.9 18.4 29.4 17.8 60% 21.1 23.9 Important 34.7 17 40% 33.6 30.8 33.3 33.1 20.3 Somewhat 21 Important 20% 12.7 14.6 17.2 15 37.9 Not Very 13.3 21 4.6 24.5 2.9 3.6 2.7 4.4 2.9 4.3 7.1 Important 2.4 0% N/A*All numbers inpercentages
  7. 7. OVERALL EXPERIENCE Q: Rate each of the following as they related to your online shopping experience this holiday season. SUMMARY: Consumers were most satisfied this year with the quality of navigation on retail sites, while least satisfied with how their online experience connected back to their social networks. 100% 18.1 12.1 28.9 27.6 26.7 80% 21.5 35.9 60% 40.9 44 20.8 44.2 8.5 Excellent 40% 26 7.1 Good 20.1 19.9 30.1 20% 20 8.6 Average 1.4 4.6 4.2 2.7 1 2.4 3.5 0.8 8.7 Fair 5.5 4.4 0% Poor N/A*All numbers inpercentages
  8. 8. CROSS CHANNEL EXPERIENCE & SATISFACTION All the timeQ: Thinking of this holiday season, 6.5 14.2approximately how often did you Most of the timeresearch products online and thenpurchase them in a store? 28.7 About half theSUMMARY: 64.8% of shoppers 28.6 timeresearched then purchased in Less than half thestores at least half the time. time 22 NeverQ: Of the following types of Big Some A little No Didn’t purchaseproducts, how much influence influence influence influence influence from categorydid your online research have Electronics/ 41.4 24.9 9.1 4.7 19.9on the in-store purchases you computersmade. Home related 23.4 33.7 14.3 10.1 18.4SUMMARY: itemsElectronics/computer retailers in Entertainment 22.3 29.8 16.0 12.1 19.7 (movies, books,particular should be building etc.)their sites to facilitate theresearch process. Clothing, 20.5 25.9 19.4 17.6 16.6 accessories & shoes*All numbers inpercentages Toys 15.9 21.0 12.9 12.0 38.3
  9. 9. CROSS CHANNEL EXPERIENCE & SATISFACTIONQ: Thinking about each of the following methods for shopping research and purchases,please indicate how well they met your expectations regarding the following factors.SUMMARY: Retail sites performed the best across the board, with Facebook performingthe worst – especially on privacy. Shopping Experience Exceeded Met Didn’t meet CHANNEL expectations expectations expectations On eCommerce site 22.43% 72.98% 4.60% On Facebook 24.18% 59.31% 16.51% On Smartphone 22.25% 61.78% 15.97% On Tablet 23.31% 58.78% 17.91% Personalization of Experience Privacy Exceeded Met Didn’t meet Exceeded Met Didn’t meetCHANNEL expectations expectations expectations expectations expectations expectations CHANNELOn eCommerce On eCommerce 24.03% 69.32% 6.64% 23.16% 71.90% 4.94%site siteOn Facebook 22.94% 61.37% 15.69% On Facebook 23.21% 55.66% 21.13%On Smartphone 18.45% 64.71% 16.84% On Smartphone 22.46% 62.57% 14.97%On Tablet 23.02% 61.51% 15.47% On Tablet 27.64% 59.64% 12.73%
  10. 10. CROSS CHANNEL EXPERIENCE & SATISFACTION Q: Thinking about researching product information and also purchasing products, which of the following methods have you most frequently used for each during this holiday season? SUMMARY: Researching and purchasing holiday gifts online is the most frequent combination, trumping in-store activities. 100 90 86.7 80 70 60 52.2 50 45.5 Researched product 40 Purchased product 30 20 8.9 10 3.4 1.2 1.1 1.2 0 On a In a store On a On a tablet computer smartphone*All numbers inpercentages
  11. 11. SMARTPHONES & TABLETS Q: Did you use your mobile Q: Did you use your mobile phone or phone or smartphone to do smartphone to make any purchases research and comparison this season? shopping this holiday season? 14.4 22.4 No Yes Yes No 77.6 85.6 SUMMARY: Consumers are primarily using their mobile phones to research and comparison shop, but not buy.*All numbers inpercentages
  12. 12. SMARTPHONES & TABLETS Q: Do you own a tablet such as an Q: Did you use your tablet to make iPad? any purchases this season? 16.8 Yes 48.6 Yes No 51.4 No 83.2 SUMMARY: Nearly half of all tablet owners made purchases during the holiday, signaling the future of m-commerce will be in the tablet vs. the smartphone.*All numbers inpercentages
  13. 13. SMARTPHONES & TABLETS Q: Thinking about using the following devices for your shopping experience (research and/or purchase) in the future, approximately when do you think you will use it for these purposes? 80 69.8 70 60 50 40 Smartphone 31.1 30 23.3 Tablet 21.1 20 13.3 7.9 7.7 9.4 11.1 10 5.2 0 In the next 3 In 3-6 mos In 6-12 mos In 1 year or I do not expect mos more to use it SUMMARY: Tablets will become a larger part of mobile commerce over smartphones; nearly 60% of tablet owners say they expect to use their tablet to research/purchase products in the next year.*All numbers inpercentages
  14. 14. FACEBOOK COMMERCE Q: Did you purchase anything from a 8.7 91.4 Yes retailer’s Facebook Fan Page this holiday season? No 0% 50% 100% Q: Did personal connections on Facebook or another social networking 19.8 80.2 Yes site influence what you purchased this holiday shopping season? No 0% 50% 100% Q: Did you ultimately purchase something on a retailer’s website based 19.1 80.9 Yes on promotion or special offer you No received on Facebook? 0% 50% 100% SUMMARY: Despite the hype, social commerce has yet to deliver on its promise.*All numbers inpercentages
  15. 15. COUPONS AND PROMOTIONSQ: Of the following ways you receive holiday coupons and promotions, which are themost useful for you?SUMMARY: Coupons and promotions delivered via email, direct mail and search weremore useful to shoppers than daily deal sites and social networks. Promotion Channel Average Rank #1 Email 1.5 #2 Direct mail 2.1 #3 Search engine result 2.2 #4 Daily deals (e.g. Groupon) 2.3 #5 Facebook 2.4 #6 Mobile applications 2.4 #7 Twitter 2.6 #8 QR Codes 2.7
  16. 16. PERSONALIZED PRODUCT RECOMMENDATIONS Q: How relevant are the personalized product recommendations you may have received via the following delivery methods? SUMMARY: Email and search delivered the most relevant personalized product recommendations, outperforming those of eCommerce sites and in-store sales associates. 100% 14.3 12.5 10.1 90% 22.1 22.4 27.7 32.2 80% 21.02 17.8 22.3 70% 60% 34.9 34.4 Very Relevant 38.9 26.8 50% 36.1 28.7 Relevant 29.8 Somewhat Relevant 40% Not very Relavant 30% 28 28.9 12.4 15.6 17.8 Not Relevant At All 20% 23.9 24.8 10% 9.4 7.7 21.1 22.5 17.5 5.3 5 3.6 5.5 6.7 0% 2.5 Email Search In store via On an Facebook Online chat QR codes engine sales eCommerce via virtual*All numbers in results associates site assistantpercentages
  17. 17. PERSONALIZATION VS. PRIVACY Q: How likely are you to share personal information for the sake of getting a more personalized shopping experience? SUMMARY: Consumers have become slightly more comfortable with sharing their personal information this year. 50 47.4 45 42.5 40 36.4 36.7 35 30 25 20.8 20 1st Annual Survey 16.2 15 2nd Annual Survey 10 5 0 I would definitely I would consider I am not willing to share sharing, but would share prefer not to*All numbers inpercentages
  18. 18. TOP CONCERNS Q: Which of the following have you experienced during your online holiday shopping? Select all that apply. SUMMARY: Retailers have a lot of room to improve in helping shoppers find product they are looking for. The results from the search box on websites are poor and I have difficulty 22.3 finding the products I like Once Im on a website, I still cant find the product as easily as I would like to 31.8 After searching for a product, Im shown ads by retailers that dont sell the 33.2 product After searching for a product, the link takes me to a generic homepage instead 34.2 of a page with the product I was… When searching for a product on a search engine Im shown too many website 44.1 options to choose from 0 10 20 30 40 50*All numbers inpercentages
  19. 19. SELF CHECKOUT Q: Did your in-store shopping experiences this season use any of the following self- checkout methods? Select all that apply. SUMMARY: Most people didn’t encounter a self-checkout option, but for those who did, it was most likely through an in-store kiosk. 28.3 In-store kiosk Smartphones Tablet 64.4 10.3 None of the above 6.5*All numbers inpercentages
  20. 20. Baynote is the leading provider of intent-basedpersonalization solutions for multi-channel retailers.Learn more at Baynote.comFor more information on this study, contact:Bateman Group, for Baynote(415) 503-1818baynote@bateman-group.com 20

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