2013 Holiday Search Shopping Behaviors Survey
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2013 Holiday Search Shopping Behaviors Survey

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2013 Holiday Search Shopping Behaviors Survey conducted by SurveyMonkey Audience in association with MarketingLand.com and SearchEngineLand.com. ...

2013 Holiday Search Shopping Behaviors Survey conducted by SurveyMonkey Audience in association with MarketingLand.com and SearchEngineLand.com.

Over 400 US respondents share details about their holiday shopping behaviors online and offline / in-store this retail season. Study covers consumer preferences when it comes to desktop vs mobile search, smartphones vs tablet behaviors and consumer opinion on retargeted ads.

Review key findings, examine the raw data and read supporting analysis from the experts at MarketingLand.com and SearchEngineLand.com

Read the companion articles, summarizing the results of the survey below:

Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches
http://searchengineland.com/brand-bias-70-of-consumers-look-for-known-retailers-when-doing-product-searches-179570

Survey: 3 Out 4 Consumers Now Notice Retargeted Ads
http://marketingland.com/3-out-4-consumers-notice-retargeted-ads-67813

Survey: Majority Use Smartphones In Stores, Not For E-Commerce
http://marketingland.com/survey-smartphones-heavily-used-in-stores-but-not-for-m-commerce-67741

Survey: Majority Use Mobile Search, Find It “Harder Than PC”
http://searchengineland.com/survey-majority-use-mobile-search-engines-but-find-it-harder-than-pc-179741

The Impact of Mobile on Holiday Shopping
https://www.surveymonkey.com/blog/en/blog/2013/12/12/holiday-mobile-shopping-habits/

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    2013 Holiday Search Shopping Behaviors Survey 2013 Holiday Search Shopping Behaviors Survey Presentation Transcript

    • 2013 HOLIDAY Search & online SHOPPING BEHAVIORS
    • KEY FINDINGS 54% of purchases happen BETWEEN CyberMonday & week BEFORE Christmas  19% of people shop before thanksgiving, more than those that shop on black friday & cyber monday combined  black friday is nearly twice as popular for shoppers as cyber monday
    • KEY FINDINGS 32% of people Do 50% of holiday shopping online 12% of people do no shopping online 59% plan on doing the same amount of online shopping as last year  30% plan to do  more 12% plan to do less
    • Smartphone Shoppers 10% primarily use mobile apps for online shopping on their smartphone 52% of smartphone owners use search just as they do on a desktop  61% of smartphone owners think search on a phone is harder  18% believe voice search makes it easier  14% buy things on their phones  35% do not buy on their phones because checking out is difficult
    • Smartphone Shoppers 31% of shoppers do price comparisons with online stores while in a retail store 41% of smartphone owners have online store apps on their phones  25% have deal finding apps  25% of smartphone owners prioritize quick loading websites as the most important feature for shopping online  28% prefer mobile friendly design
    • Purchase INFLUENCE 57% Rely On Amazon.com for Reviews Known retailer is one of the most important factors in deciding which organic result to click // Free shipping is a close second 75% of people have noticed retargeting ads  7% of people Say They Have Responded To OFFERS  8% of people have been Reminded to Visit Retailer Site  53% of people have some level of concern about being followed on the web
    • Purchase Influence women More likely to use Facebook for product recommendations Men Less likely to notice retargeting  Google & Amazon are equally popular for gift ideas  Pinterest is almost as popular as Bing  Yahoo is more popular than Bing
    • Survey Analysis & Resources  Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches by Matt McGee  Survey: Majority Use Smartphones In Stores, Not For E-Commerce by Greg Sterling  Survey: 3 Out Of 4 Consumers Now Notice Retargeted Ads by Ginny Marvin  Survey: Majority Use Mobile Search, Find It “Harder Than PC” by Greg Sterling  The Impact of Mobile on Holiday Shopping by Eli Schwartz, SurveyMonkey Audience
    • COMPLETE STUDY RESULTS FOLLOW….
    • Holiday Search Survey Q1 Do you generally purchase gifts for the holidays? Answ ered: 465 Skipped: 0 Yes No 0% 20% 40% 60% 80% 100% Answ er Choices Responses Yes 88.60% 412 No 11.40% 53 Total 465 1 / 31
    • Holiday Search Survey Q2 This year, when do you plan to do the majority of your holiday shopping? Answ ered: 399 Skipped: 66 Before Thanksgiv ing (before... Thanksgiv ing Day (11/28) Black Friday (day after thanksgiv i... Cyber Monday (monday after thanksgiv i... Betw een Cyber Monday and the w e... The final w eek before Christmas... I’m already done w ith my holiday... Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Before Thanksgiving (before 11/28) 13.03% Thanksgiving Day (11/28) 1.25% 5 Blac k Friday (day after thanksgiving) (11/29) 8.02% 32 Cyber Monday (monday after thanksgiving) (12/2) 5.01% 20 Between Cyber Monday and the week before Christmas (12/3 - 12/21) 53.88% The final week before Christmas (12/22 - 12/24) 7.77% 31 I’m already done with my holiday shopping. 5.76% 23 Other (please spec ify) 5.26% 21 Total 52 215 399 2 / 31
    • Holiday Search Survey Q3 Think about the holiday shopping you did last year. What percentage of your shopping was done online? Answ ered: 399 Skipped: 66 1%-25% 26-50% 51%-75% 76%-100% I did not to any of my holiday... 0% 20% 40% 60% 80% 100% Answ er Choices Responses 1%-25% 29.57% 118 26-50% 26.07% 104 51%-75% 21.30% 85 76%-100% 10.78% 43 I did not to any of my holiday shopping online 12.28% 49 Total 399 3 / 31
    • Holiday Search Survey Q4 This year, do you plan to shop online for gifts more than last year, less than last year, or about the same amount as last year? Answ ered: 399 Skipped: 66 Much more Somew hat more About the same amount Somew hat less Much less 0% 20% 40% 60% 80% 100% Answ er Choices Responses Muc h more 4.26% 17 Somewhat more 24.81% 99 About the same amount 58.90% 235 Somewhat less 7.77% 31 Muc h less 4.26% 17 Total 399 4 / 31
    • Holiday Search Survey Q5 Do you own a smartphone? Answ ered: 450 Skipped: 15 Yes No 0% 20% 40% 60% 80% 100% Answ er Choices Responses Yes 68.44% 308 No 31.56% 142 Total 450 5 / 31
    • Holiday Search Survey Q6 Which of these devices describes your primary mobile device? Answ ered: 303 Skipped: 162 iPhone Android (ex. Samsung Galaxy s4,... Window s phone Blackberry I don’t know Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses iPhone 49.17% 149 Android (ex. Samsung Galaxy s4, HTC One) 46.20% 140 Windows phone 0.99% 3 Blac kberry 1.65% 5 I don’t know 0.99% 3 Other (please spec ify) 0.99% 3 Total 303 6 / 31
    • Holiday Search Survey Q7 Which of the following behaviors describes your mobile phone usage while in retail stores? Answ ered: 303 Skipped: 162 I compare prices of products... I look for offers and coupons Find other stores that hav e a... Look for gift ideas I call friends or family to ... I send pictures of products (... I scan barcodes or "QR" codes I look for product rev iew s I don't use my phone w hile... 0% 20% 40% 60% 80% 100% Answ er Choices Responses I c ompare pric es of produc ts through Amazon or other online retailers 31.35% 95 I look for offers and c oupons 29.70% 90 Find other stores that have a desired produc t in stoc k 17.49% 53 Look for gift ideas 12.54% 38 I c all friends or family to ask their advic e 27.72% 84 I send pic tures of produc ts (or c lothes) to friends for advic e 27.72% 84 I sc an barc odes or "QR" c odes 14.85% 45 I look for produc t reviews 27.06% 82 I don't use my phone while shopping in stores 33.99% 103 Total Respondents: 303 7 / 31
    • Holiday Search Survey Q8 When shopping with your smartphone, which of the following best describes your behavior? Answ ered: 303 Skipped: 162 I use a search engine j ust as on... I primarily use mobile apps I use search w hen an app can’t find... I rely on mobile search and apps... I don’t use my smartphone for shopping 0% 20% 40% 60% 80% 100% Answ er Choices Responses I use a searc h engine just as on the desktop 33.00% 100 I primarily use mobile apps 10.23% 31 I use searc h when an app c an’t find what I am looking for 5.61% 17 I rely on mobile searc h and apps equally 14.52% 44 I don’t use my smartphone for shopping 36.63% 111 Total 303 8 / 31
    • Holiday Search Survey Q9 When conducting online research with your smartphone, which of the following best describes your behavior? Answ ered: 303 Skipped: 162 I use a search engine j ust as on... I primarily use mobile apps I use search w hen an app can’t find... I rely on mobile search and apps... I don’t use my smartphone for online... 0% 20% 40% 60% 80% 100% Answ er Choices Responses I use a searc h engine just as on the desktop 52.48% I primarily use mobile apps 7.59% 23 I use searc h when an app c an’t find what I am looking for 8.25% 25 I rely on mobile searc h and apps equally 10.56% 32 I don’t use my smartphone for online researc h 21.12% 64 Total 159 303 9 / 31
    • Holiday Search Survey Q10 Which of the following statements about mobile search best expresses your experience? Answ ered: 303 Skipped: 162 Searching on a mobile phone is... Searching on a mobile phone is... I prefer using apps to search the... I don't use search at all on my mobi... 0% 20% 40% 60% 80% 100% Answ er Choices Responses Searc hing on a mobile phone is harder than on the PC 61.39% 186 Searc hing on a mobile phone is easier bec ause you c an use voic e searc h (Example: Siri, Google Now) 18.48% 56 I prefer using apps to searc h the web on my mobile phone 10.56% 32 I don't use searc h at all on my mobile phone 9.57% 29 Total 303 10 / 31
    • Holiday Search Survey Q11 Which of the following best describes your experience with ecommerce/shopping on your mobile phone? Answ ered: 303 Skipped: 162 I do research and buy things... I do research on my phone b... I do research on my phone b... I buy things on my mobile phone but... I hav e security concerns... I don't buy things on my phone;... 0% 20% 40% 60% 80% 100% Answ er Choices Responses I do researc h and buy things on my mobile phone 14.19% 43 I do researc h on my phone but buy later on a PC 22.11% 67 I do researc h on my phone but buy later on a tablet 4.29% 13 I buy things on my mobile phone but only when I have no other option 11.22% 34 I have sec urity c onc erns about c redit c ard transac tions 13.20% 40 I don't buy things on my phone; c hec king out and paying is too diffic ult 34.98% 106 Total 303 11 / 31
    • Holiday Search Survey Q12 What types of shopping apps do you have on your mobile device? (Select all that apply) Answ ered: 303 Skipped: 162 Retail store apps (Examples:... Online store apps (Example:... Deal Finding Apps (Example:... Price Scanner apps (Example: ... Price Comparison Apps... I don’t use shopping apps Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Retail store apps (Examples: Bestbuy, Target, Costc o) 30.36% 92 Online store apps (Example: Amazon, Ebay, Fab) 41.91% 127 Deal Finding Apps (Example: Groupon, Slic kdeals) 25.08% 76 Pric e Sc anner apps (Example: Red Laser, Shopsavvy, Amazon Pric e Sc anner) 16.50% 50 Pric e Comparison Apps (Example: Pric egrabber, Shopwiki) 4.62% 14 I don’t use shopping apps 46.53% Other (please spec ify) 1.98% Total Respondents: 303 141 6 12 / 31
    • Holiday Search Survey Q13 When shopping online from your smartphone, what feature is most important to you? Answ ered: 303 Skipped: 162 Local Store Locator Click to Call Option 1 click ordering Website loads quickly The full w ebsite is v isible on... Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Loc al Store Loc ator 17.82% Clic k to Call Option 2.97% 1 c lic k ordering 12.54% 38 Website loads quic kly 25.74% 78 The full website is visible on your phone without needing to sc roll left or right 28.38% 86 Other (please spec ify) 12.54% 38 Total 54 9 303 13 / 31
    • Holiday Search Survey Q14 Do you own a mobile tablet? Answ ered: 445 Skipped: 20 Yes No 0% 20% 40% 60% 80% 100% Answ er Choices Responses Yes 39.78% 177 No 60.22% 268 Total 445 14 / 31
    • Holiday Search Survey Q15 What kind of tablet is your primary tablet? Answ ered: 176 Skipped: 289 Apple (iPad, iPad Mini) Android (Nexus, Galaxy) Window s (Surface, Iconia) Blackberry (Playbook) Amazon Kindle Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Apple (iPad, iPad Mini) 53.98% 95 Android (Nexus, Galaxy) 22.16% 39 Windows (Surfac e, Ic onia) 3.98% 7 Blac kberry (Playbook) 0% 0 Amazon Kindle 14.77% 26 Other (please spec ify) 5.11% 9 Total 176 15 / 31
    • Holiday Search Survey Q16 How do you use your tablet for online shopping activities? Answ ered: 176 Skipped: 289 I now use my tablet more than my PC... I use my tablet w hile shopping i... It hasn't really changed ho... I shop and complete purchases ... I shop on my tablet but still tend... 0% 20% 40% 60% 80% 100% Answ er Choices Responses I now use my tablet more than my PC for shopping and produc t researc h 19.32% I use my tablet while shopping in stores 0% It hasn't really c hanged how I shop or c onduc t produc t researc h 35.23% 62 I shop and c omplete purc hases on my tablet 17.61% 31 I shop on my tablet but still tend to buy things on my PC 27.84% 49 Total 34 0 176 16 / 31
    • Holiday Search Survey Q17 What will you use to search for gifts this year? (check all that apply) Answ ered: 412 Skipped: 53 Google Bing Yahoo Social Media Conv ersations Shopzilla Nextag Pricegrabber Bizrate Amazon eBay Pinterest Etsy Groupon I don’t use the internet to search ... Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Google 67.23% 277 Bing 11.17% 46 Yahoo 13.35% 55 17 / 31
    • Holiday Search Survey Soc ial Media Conversations 3.64% 15 Shopzilla 1.46% 6 Nextag 2.18% 9 Pric egrabber 2.43% 10 Bizrate 1.46% 6 Amazon 66.26% 273 eBay 24.03% 99 Pinterest 10.68% 44 Etsy 11.65% 48 Groupon 12.86% 53 I don’t use the internet to searc h for gifts 13.59% 56 Other (please spec ify) 7.52% 31 Total Respondents: 412 18 / 31
    • Holiday Search Survey Q18 You have searched for a Nikon camera in a search engine, which of the following results are you most likely to click? Answ ered: 412 Skipped: 53 A B C D E 0% 20% 40% 60% 80% 100% Answ er Choices Responses A 31.80% B 7.52% 31 C 22.33% 92 D 12.38% 51 E 25.97% 107 Total 131 412 19 / 31
    • Holiday Search Survey Q19 What is most important in helping you decide which results to click on in a search engine search? (Select your top three) Answ ered: 412 Skipped: 53 Nearby location Know n retailer Rev iew stars Number of Google+ follow ers Discount or sale offer Free shipping Free returns Image and price is show n Price is show n Contact info displayed in results 0% 20% 40% 60% 80% 100% Answ er Choices Responses Nearby loc ation 31.07% 128 Known retailer 68.69% 283 Review stars 33.98% 140 Number of Google+ followers 3.64% Disc ount or sale offer 45.87% 189 Free shipping 56.80% 234 Free returns 18.20% 75 Image and pric e is shown 40.29% 166 Pric e is shown 29.61% 122 Contac t info displayed in results 12.38% 51 Total Respondents: 412 15 20 / 31
    • Holiday Search Survey Q20 Have you ever noticed that after you’ve gone to a web site, ads for that site begin to appear on other web sites, as you surf the web? For example, you visited Macys.com, and you are now seeing ads on Yahoo for Macy’s. Answ ered: 412 Skipped: 53 Yes No 0% 20% 40% 60% 80% 100% Answ er Choices Responses Yes 75.73% 312 No 24.27% 100 Total 412 21 / 31
    • Holiday Search Survey Q21 How have those ads affected your purchasing decisions? Answ ered: 312 Skipped: 153 I hav e been reminded to rev isit th... I hav e responded to a special... I ignore them I am put off by those ads 0% 20% 40% 60% 80% 100% Answ er Choices Responses I have been reminded to revisit the retailer's website as a result of those ads 8.65% 27 I have responded to a spec ial offer in those ads 7.37% 23 I ignore them 46.15% 144 I am put off by those ads 37.82% 118 Total 312 22 / 31
    • Holiday Search Survey Q22 How concerned are you that retailers can show you ads for their products after you have visited their websites? Answ ered: 408 Skipped: 57 Very concerned Somew hat concerned Neither concerned, nor... Somew hat unconcerned Very unconcerned. 0% 20% 40% 60% 80% 100% Answ er Choices Responses Very c onc erned 18.87% 77 Somewhat c onc erned 34.80% 142 Neither c onc erned, nor unc onc erned 29.41% 120 Somewhat unc onc erned 6.86% 28 Very unc onc erned. 10.05% 41 Total 408 23 / 31
    • Holiday Search Survey Q23 Where do you get recommendations about products you would like to purchase? (check all that apply) Answ ered: 408 Skipped: 57 Tw itter Facebook Google Plus Youtube Google Bing Yahoo Amazon Retailer w ebsites (Examples:... Consumer Reports Gov ernment w ebsites Other (please specify) 0% 20% 40% 60% 80% 100% Answ er Choices Responses Twitter 2.70% 11 Fac ebook 21.57% 88 Google Plus 3.19% 13 Youtube 6.86% 28 Google 42.65% Bing 8.33% 34 Yahoo 8.82% 36 24 / 31 174
    • Holiday Search Survey Amazon 56.62% 231 Retailer websites (Examples: BestBuy.c om, REI.c om, Target.c om) 45.34% 185 Consumer Reports 42.89% 175 Government websites 3.92% 16 Other (please spec ify) 16.18% 66 Total Respondents: 408 25 / 31
    • Holiday Search Survey Q24 How concerned are you about identity theft when shopping? (Both on and offline) Answ ered: 408 Skipped: 57 Very concerned Somew hat concerned Neither concerned, nor... Somew hat unconcerned Very unconcerned 0% 20% 40% 60% 80% 100% Answ er Choices Responses Very c onc erned 41.42% 169 Somewhat c onc erned 38.24% 156 Neither c onc erned, nor unc onc erned 13.24% 54 Somewhat unc onc erned 4.41% 18 Very unc onc erned 2.70% 11 Total 408 26 / 31
    • Holiday Search Survey Q25 Gender Answ ered: 398 Skipped: 67 Male Female 0% 20% 40% 60% 80% 100% Answ er Choices Responses Male 45.48% 181 Female 54.52% 217 Total 398 27 / 31
    • Holiday Search Survey Q26 Age Answ ered: 398 Skipped: 67 < 18 18-29 30-44 45-60 > 60 0% 20% 40% 60% 80% 100% Answ er Choices Responses < 18 0% 18-29 11.81% 47 30-44 34.17% 136 45-60 28.14% 112 > 60 25.88% 103 Total 0 398 28 / 31
    • Holiday Search Survey Q27 Household Income Answ ered: 379 Skipped: 86 $0 - $24,999 $25,000 $49,999 $50,000 $99,999 $100,000 $149,999 $150,000+ 0% 20% 40% 60% 80% 100% Answ er Choices Responses $0 - $24,999 22.16% 84 $25,000 - $49,999 16.09% 61 $50,000 - $99,999 29.82% 113 $100,000 - $149,999 14.25% 54 $150,000+ 17.68% 67 Total 379 29 / 31
    • Holiday Search Survey Q28 Education Answ ered: 398 Skipped: 67 Less than high school degree High school degree Some college Associate or bachelor degree Graduate degree 0% 20% 40% 60% 80% 100% Answ er Choices Responses Less than high sc hool degree 1.26% 5 High sc hool degree 9.80% 39 Some c ollege 25.63% 102 Assoc iate or bac helor degree 37.19% 148 Graduate degree 26.13% 104 Total 398 30 / 31
    • Holiday Search Survey Q29 Location (Census Region) Answ ered: 397 Skipped: 68 New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific 0% 20% 40% 60% 80% 100% Answ er Choices Responses New England 7.05% 28 Middle Atlantic 11.84% 47 East North Central 15.87% 63 West North Central 9.32% 37 South Atlantic 18.89% 75 East South Central 3.27% 13 West South Central 7.81% 31 Mountain 7.30% 29 Pac ific 18.64% 74 Total 397 31 / 31