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  • 1. UK Online Retail: Does Christmas come earlier every year? Robin Goad Research Director Hitwise
  • 2. About Hitwise
    • Online competitive intelligence service
    • Collect anonymised internet usage data on over
      •  25 million people globally
      •  8.43 million UK internet users
    • Report on over 1 million websites
    • Provide daily delivery of information
    • Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore
    • 1,200+ clients worldwide, 400+ in the UK
    • Used for online customer acquisition:
      •  Search marketing
      •  Affiliate marketing
      •  Online advertising
  • 3. Christmas is not coming earlier each year…
      • Decline in share is due to growth in other categories: News and Media, Entertainment, Social Networks
      • Christmas peak:
        • 2005: w/e 10th Dec
        • 2006: w/e 9th Dec
      • ‘ January’ sales peak:
        • 2005: w/e 31st Dec
        • 2006: w/e 30th Dec
  • 4. … Although the January sales are over sooner
      • Pre-Christmas trend is almost identical
      • More rapid decline in post-Christmas traffic in 2006
  • 5. High street vs. pure play Prediction: More Last-Minute Shopping
      • High street retailers gain more traffic than pure-play online retailers
      • High street retailers do better out of the January sales
      • Strong brands have the most successful sales – e.g. during the summer sale season, there were more searches for ‘next sale’ than ‘houses for sale’, ‘cars for sale’, etc.
  • 6. Social networks driving traffic to retailers
      • The top 25 social networks now account for 1 in 20 UK Internet visits
      • Facebook, Bebo and MySpace are all in the top 10 most visited websites in the UK
      • ‘ Bebo’ is the most searched for term in the UK, ovetaking ‘ebay’
      • Proportion of visitors aged 55+ has increased by 63%, while the proportion coming from the 18 –24 age group has decreased by 19%.
  • 7.  
  • 8. How do the social networks differ?
      • Facebook: strong in Auctions, Department stores - GENERALISTS
      • Bebo: strong in Apparel, Music, Video and games - YOUTH
      • Myspace: Strong in Computers, Appliances, Sport and Fitness - SPECIALISTS
  • 9. Uses for Facebook Almost 100,000 members International expansion Market research Advocacy Viral activity
  • 10. The importance of search
      • A third of retail traffic comes from search engines
      • Branded search terms dominate
      • Paid search is important – e.g. eBay UK: 33% Amazon UK: 18%
  • 11. Paid search in action 19% clicked the sponsored result.
  • 12. Hot Gadgets this Christmas
  • 13. Hot entertainment
  • 14. Summary
      • Xmas doesn’t comes earlier every year – but the sales finish earlier
      • High street retailers have a larger share than pure-play online – especially during the sales
      • Social networks are driving more and more traffic to retailers
      • Different social networks have closer affinities with particular sectors
      • A third of retail traffic comes from search – both paid and organic have a role to play
      • Hot Christmas products:
        • Nintendo Wii
        • Apple iPhone
        • Bratz
        • High School Musical
  • 15. Robin Goad E-mail: [email_address] Internet: www.hitwise.co.uk Analyst Weblog: www.ilovedata.com