2008 Holiday Shopping Intentions
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2008 Holiday Shopping Intentions 2008 Holiday Shopping Intentions Presentation Transcript

  • 2008 Holiday Shopping Intentions And “The Economy and Shopping Online” Google Confidential and Proprietary 1
  • 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
  • Key Findings • Researching starts early • Research increased due to economy • Online research is king • Internet is key influencer of holiday purchases • Post holiday sales important this year 2008 Google Google Confidential and Proprietary 3
  • General Holiday Shopping Behavior and Attitudes Google Confidential and Proprietary 4
  • 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 Monday Early/Mid December Last minute After and 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 Shopping Google Confidential and Proprietary 5
  • Holiday Purchasing Happens Cyber Monday – Early/Mid December 40% Holiday Purchase Timeline 16% 13% 11% 6% 6% 4% 3% Bef ore Halloween Between Halloween Black Friday (day Weekend af ter Cy ber Monday Early /Mid December Last minute Af ter and Thanksgiv ing af ter Thanksgiv ing) Thanksgiv ing (Monday af ter Christmas/Holiday Thanksgiv 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 Shopping Google Confidential and Proprietary 6
  • Internet Is Top Source of Information for Holiday Shopping… Sources of Information Used in Holiday Shopping Internet 86% Online will In-Store (Subnet) 54% play a role in In-store displays 50% 86% of the Sales associates 15% upcoming holiday Friends, relatives or colleagues 46% season shopping, both as a Catalogs 45% research tool and TV 43% to make Newspapers 40% purchases. Magazines 26% Internet beats out Radio 13% the #2, In-Store. by a large margin. Books 8% 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
  • …And Online Plays Key Role in Purchases Approach to Holiday Shopping Total Consumers 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 online before an in- Research online and buy the products online 49% store purchase Research online, go to the store to check out the than to visit the 28% products, then go online to purchase the products store first. Online plays role throughout entire purchase (Q11). Thinking about your upcoming holiday shopping, in which of the following ways do you think you’ll 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
  • Internet Is the Most Useful Source! Usefulness of Sources of Information Internet 71% Friends, relatives or colleagues 58% Catalogs 53% Internet beats In-store displays 51% out Word of TV 46% mouth as most useful! Newspapers 44% Magazines 28% Sales associates 27% Radio 18% Books 13% 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 Shopping Google Confidential and Proprietary 9
  • 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 Dec After 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
  • …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 Millions 140 Monthly Unique Visitors 120 100 Volume of Search Referrals 80 60 40 20 0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 07 07 07 07 07 07 07 07 07 08 08 08 08 08 08 Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Compete’s 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
  • Search Also Brings Purchasers… Search 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 Apparel Home Furnishings Consumer Electronics 2007 2008 “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Compete’s 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 shoppers “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 12
  • …And More shoppers Are Buying Online This Year 40% make purchases online, an 18% increase over last year Retail 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 Compete’s 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
  • Google Increasingly Delivers Customers % of Referrals from Google Growth in Google Driven Traffic in Past Year Apparel 18% Apparel 21% Consumer Electronics 21% Consumer Electronics 42% Depart Store/Mass Merch 22% Depart Store/Mass Merch 16% Home Furnishings 27% Home Furnishings 35% Home Improvement 28% Home Improvement 41% Jewelry & Watches 29% Jewelry & Watches 25% Office Supplies 20% Office Supplies 26% 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 10/4/08 2008 Google Google Confidential and Proprietary 14
  • Online Advertising Trumps TV Green items indicate significant difference at 95% confidence Total Male Female Likelihood to pay attention to ads Online Online 63% 62% 64% advertising is TV commercials 60% 58% 61% as important Magazine advertisements 32% 30% 34% as TV Direct mail offers 39% 33% 43% commercials when it comes to Radio advertisements 19% 21% 18% consumer’s Will not pay attention to any advertisements while doing attention this 13% 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
  • Consumers Are Seeking Value Via Promotions… Likelihood to take offer Total Price discounts or sales 86% After price Free shipping 75% discounts, consumers are Purchase incentives (e.g., buy one get one free, half off 69% second purchase, discount off complimentary item) looking for free Coupons 66% shipping Rebates 61% Gift sets or complementary items packaged together at 53% 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
  • …And Comparison Shopping Sites Use 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 Category Apparel Home Furnishings Consumer Electronics 2007 2008 Source: “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Analysis conducted on clickstream data on Compete’s 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 shoppers “The Economy and Shopping Online,” Google & Compete, Inc., Nov 2008 Google Confidential and Proprietary 17
  • Don’t Underestimate Post-holiday Sales Non- Green items indicate significant difference at 95% confidence Total Male Female Mother Mother Holiday Shopping Attitudes I plan on taking advantage of post-holiday sales and 63% will take 63% 57% 68% 69% 67% promotions advantage of I have a holiday shopping budget and keep to it 51% 49% 53% 53% 53% post-holiday I enjoy shopping for the Holiday Season 49% 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 Shopping Google Confidential and Proprietary 18
  • 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. 2007 • Search 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 Google Google Confidential and Proprietary 19
  • Gift Cards 2008 Google/Compete, Inc Online Research and Purchase Activity Report Google Confidential and Proprietary 20
  • Gift Card Purchase Intention Non- Green items indicate significant difference at 95% confidence Total Male Female Mother Mother 69 % of consumers Base 10,039 4,250 5,789 2,593 3,196 planning to Department store cards 39% 37% 40% 41% 39% purchase gift cards for the Dining or Entertainment cards 29% 26% 32% 31% 32% upcoming holiday Clothing store cards 28% 23% 31% 36% 27% season. Universal/prepaid gift cards | American Express, Discover… 19% 19% 19% 21% 18% Women are Online retailer cards 14% 17% 12% 13% 11% slightly more likely Other type of gift card 17% 16% 18% 16% 19% than men to purchase gift I don't plan to purchase gift cards this Holiday Season 31% 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 Shopping Google Confidential and Proprietary 21
  • 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 my friends, friends or colleagues (66%) I plan on using any gift cards I receive to take advantage of any after-holiday sales and (66%) promotions Gift 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 than if 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
  • 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 and promotions (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
  • Hot Products 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 24
  • What People Want to Receive for the Holidays Gifts Want Total Holiday Shoppers (n=10,039) Nearly 3 out of 4 holiday shoppers PRODUCTS - NET 72% mentioned a product related gift they ELECTRONICS 31% want for the holidays. PRODUCTS CLOTHING / APPAREL 18% GIFT CARDS 14% Electronics is the most sought after FASHION ACCESSORIES 12% product with one third wanting an (including Watches) HOME FURNISHINGS 10% electronics product for the holidays. JEWELRY 8% Money 6% Gift cards is also a popular item at SPORTS/FITNESS 5% 14% among all holiday shoppers. HOME APPLIANCES 4% Women are more likely to want gift AUTOMOTIVE 4% cards versus men. HEALTH/BEAUTY 3% WATCHES 3% Vacation/trip/travel/cruise 2% TOYS 2% Pet supplies/toys/treats 0.1% 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.)
  • What People Want to Receive Overview Gender Parent Total Non- Male Female Moms Moms Base 10039 4250 5789 2593 3196 PRODUCTS - NET 72% 68% 75% 77% 74% ELECTRONICS 31% 35% 28% 28% 29% CLOTHING 18% 13% 22% 24% 20% FASHION ACCESSORIES (including Watches) 12% 9% 15% 16% 15% Watch 3% 3% 2% 3% 2% HOME FURNISHINGS 10% 5% 13% 13% 13% JEWELRY 8% 2% 12% 12% 12% SPORTS/FITNESS 5% 7% 4% 4% 4% HOME APPLIANCES 4% 2% 6% 7% 6% AUTOMOTIVE 4% 5% 3% 4% 3% HEALTH/BEAUTY 3% 1% 5% 6% 5% TOYS 2% 2% 1% 2% 1% MISCELLANEOUS BRANDS/PRODUCTS – SUBNET 29% 22% 34% 31% 37% MISCELLANEOUS BRANDS - SUB-SUBNET 7% 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) Nothing 10% 13% 9% 9% 9% Don't know 8% 7% 8% 7% 9% 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google 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.)
  • 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. Ipod 2.3% Sony 2.0% Nintendo Wii 1.8% Wal-Mart 1.7% Playstation 3 1.5% Apple 1.3% Dell 1.3% Xbox 360 1.2% Coach 1.2% Target 1.2% Nike 1.0% HP 0.9% Iphone 0.8% Canon 0.6% Nintendo Wii games/accessories 0.6% Old Navy 0.6% Victoria's Secret 0.6% Bath and Body Works 0.6% Amazon 0.6% Samsung 0.5% Total Holiday Gap 0.5% Shoppers Macy's 0.5% (n=10,039) 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google 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.)
  • 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% CLOTHING 30% Clothing products edges out ELECTRONICS 26% Electronics products as gifts for Gift cards 21% others this holiday season. Gift Cards TOYS 20% and Toys are also strong with nearly FASHION ACCESSORIES 15% (including Watches) 1 out of 5 holiday shoppers each. JEWELRY 12% HOME FURNISHINGS 7% Both Jewelry and Watches are higher SPORTS/FITNESS 7% for gifts Holiday Shoppers want to WATCH 5% give to others versus what shoppers Money 4% want for themselves. HOME APPLIANCE 3% HEALTH/BEAUTY 3% More Holiday Shoppers want home AUTOMOTIVE 1% furnishings as gifts for themselves Pet 1% rather than gifts they are willing to supplies/toys/treats 1% give. Vacation/trip/travel/cruise 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google 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.)
  • What People Want to Give Overview Gender Parent Male Female Moms Non-Moms Total Base 10039 4250 5789 2593 3196 PRODUCTS - NET 69% 63% 73% 76% 71% CLOTHING 30% 21% 36% 38% 34% ELECTRONICS 26% 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% JEWELRY 12% 14% 11% 11% 12% HOME FURNISHINGS 7% 4% 10% 9% 11% SPORTS/FITNESS 7% 5% 9% 10% 7% HOME APPLIANCE 3% 3% 3% 3% 3% HEALTH/BEAUTY 3% 1% 5% 4% 5% AUTOMOTIVE 1% 1% 1% 1% 1% MISCELLANEOUS BRANDS/PRODUCTS - SUBNET 38% 32% 43% 39% 46% MISCELLANEOUS BRANDS - SUB-SUBNET 8% 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/treats 1% 1% 1% 1% 2% Vacation/trip/travel/cruise 1% 0% 1% 0% 1% NON-PRODUCT-RELATED - NET 1% 1% 1% 1% 1% Nothing 5% 6% 4% 4% 4% Don’t know 16% 17% 16% 14% 18% 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 29 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.)
  • 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/accessories 1.1% Old Navy 1.0% Playstation/Playstation 2 games 0.9% Xbox 360 0.9% Gap 0.9% Nike 0.9% Best Buy 0.8% Sony 0.8% Xbox 360 games/accessories 0.8% Bath and Body Works 0.8% Playstation 3 0.7% Macy's 0.7% Barbies 0.7% Apple 0.6% Coach 0.5% Fisher Price 0.5% Lego 0.5% Total Holiday Kohl'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.)
  • Appendix 2008 Google/OTX Holiday Shopping Intentions Study | General Shopping Google Confidential and Proprietary 31
  • Online Provides a New Customer Experience Non- Green items indicate significant difference at 95% confidence Total Male Female Mother Mother Base (Excluding “have never used”) 8,436 3,584 4,852 2,204 2,648 Because it's convenient 81% 79% 83% 83% 84% Convenience, To compare products and prices 80% 79% 81% 82% 81% comparison shopping and Because I can shop any time during the day 80% 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 shopping online this coming Because it's easier to find unusual or hard to find gifts 73% 69% 76% 77% 75% holiday season. To find gift ideas 73% 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; store before heading To place an order for a product or gift 68% 64% 70% 70% 70% out to the store location 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
  • Mass Merchandisers Are Primary Destination Mass 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 retailers A 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
  • Cash Makes a Comeback Two 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