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State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12
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State of the U.S. Online Retail Economy in Q4 2011 (comScore) -Feb12

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Estudio realizado por ComScore en el que se analizan el aumento de las ventas online retail durante el último trimestre del año 2011 en EE.UU. (inglés).

Estudio realizado por ComScore en el que se analizan el aumento de las ventas online retail durante el último trimestre del año 2011 en EE.UU. (inglés).

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  • 1. State of the U.S. Online Retail Economy in Q4 2011February 2012Gian Fulgoni, Chairman, comScore, Inc.Andrew Lipsman, VP Industry Analysis, comScore, Inc.Note: A copy of this presentation will be sent to all attendees within 24 hours of today’s webinar
  • 2. Data sourced from comScore‟s global panel of 2 million Internetusers via behavioral tracking and custom surveys 2 million person panel Analysis Parameters360°View of Consumer Behavior  E-commerce data includes all worldwide buying on U.S. sites Web Visiting & Search  Unless explicitly stated otherwise, the term e-commerce refers to online retail spending, as measured by Online Behavior Online comScore, which excludes travel, autos and auctions & Offline Advertising Buying Exposure  Behavioral activity through December 2011 measured via the fixed Internet Advertising  Survey conducted week of January 30, 2012 (n=1083) Transactions Effectiveness  Consumer Measurements: – Site Visitation Media & Video Demographics, – Online Buying Consumption PANEL Lifestyles – Attitudes and Sentiment & Attitudes – Demographic Segments – Mobile e-commerce Mobile Internet  Retailer Views: Usage & Behavior – Large vs. Small Retailers – Impact of Social Media © comScore, Inc. Proprietary and Confidential. 2
  • 3. Validation of comScore Sales Data: Comparison of comScore data to U.S. Department of Commerce Quarterly U.S. e-Commerce Growth* vs. YA Source: comScore & U.S. Department of Commerce (DOC) 50% Dept. of Commerce (DOC) comScore Estimate of DOC 40% 30%% Growth vs. YA Correlation: 0.96 20% 10% 0% 2005 2005 2005 2005 2006 2006 2006 2006 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 - Q4 - Q1 - Q2 - Q3 -10% *Note: To be consistent with DOC, comScore estimate excludes © comScore, Inc. Proprietary and Confidential. 3 travel and event tickets but includes auction fees and autos.
  • 4. State of the EconomyA Review of Key Macroeconomic Trends © comScore, Inc. Proprietary and Confidential. 4
  • 5. Total e-Commerce spending continues to recover strongly from the recession, posting a +12% gain Y/Y in 2011. Retail e-Commerce up 14% U.S. e-Commerce Dollar Sales Growth ($ Billions) Source: comScore e-Commerce Measurement +12% +9% +7% -2% $256 $214 $209 $228 +17% +19% $200 $94 +11% +22% $171 $84 $85 +6% +26% $77 +9% $80 -5% +29% $143 +12% $117 $69 +13% $93 $61 +20% $72 $51 +28% $40 +33% +6% $162 +14% 0% $142 +10%Travel $30 $123 +20% $130 $130 $102 +24% +26% $67 +26% $82 +24%Retail $42 $53 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary and Confidential. 5
  • 6. Channel shift accelerating: e-Commerce growth shows significant gains,nearly triple the growth rate of total retail in Q4 2011 Quarterly e-Commerce Sales Growth vs. YA Source: comScore e-Commerce Measurement 23% 23% 19%17% 14% 14% 13% 11% 12% 10% 13% 11% 9% 9% 3% 6% 0% -1% -3% -2% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 When excluding autos, gas and Quarterly Retail & Food Services Sales Growth* vs. YA food/beverage, Q4 2011 retail growth Source: U.S. Department of Commerce (DOC) is up only +3% versus 2010 8% 5% 6% 7% 4% 4% 3% 4% 2% 1% 2% 7% 7% 7% 5% 5% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 -8% -7% -10% -9% *Note: The U.S. Department of Commerce calculation includes total retail and food service sales, which also includes motor vehicles and © comScore, Inc. Proprietary and Confidential. 6 parts dealers.
  • 7. e-Commerce share of all consumer sales continues to grow, with almost one in every ten discretionary dollars spent online e-Commerce Share of Corresponding Consumer Spending* Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail 10.0% 8.9% 9.0% 8.6% 8.1% 8.0%e-Commerce Share 7.7% 8.0% 7.4% 7.3% 7.6% 7.7% 7.0% 6.7% 7.7% 7.6% 6.4% 5.9% 6.9% 7.1% 7.1% 6.8% 6.0% 6.3% 6.5% 6.6% 5.1% 5.9% 5.0% 5.3% 5.3% 4.3% 5.0% 4.0% 4.6% 4.5% e-Commerce share peaks in 4.3% 4.0% colder seasons (Q4 & Q1) 3.7% 3.0% 2.0% 1.0% 0.0% *Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores. © comScore, Inc. Proprietary and Confidential. 7
  • 8. Overall e-Commerce dollar sales posted double-digit gains in every quarter in 2011, reaching almost $50 billion in Q4 e-Commerce Dollar Sales ($ Billions) Source: comScore e-Commerce Measurement % Chg vs.YA +11% +13% +6% -3% 0% -1% -2% +3% +10% +9% +9% +11% +12% +14% +13% +14% $49.7 $43.4 $38.1 $39.0 $38.0 $37.5 $36.3 $33.9Billions ($) $32.9 $32.1 $31.2 $30.6 $31.0 $30.2 $30.3 $29.6 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 © comScore, Inc. Proprietary and Confidential. 8
  • 9. Consumers earning $100k+ showed double-digit e-commerce growth rates for the third consecutive quarter, while the middle class also grew at the best rate in more than a year e-Commerce Sales by Income Segment ($ Billions) Growth vs. YA Source: comScore e-Commerce Measurement Under $50K $50K - $99K $100K or more (23% of Total) (43% of Total) (34% of Total) +6% +2% +8% +3% +9% +9% +7% +12% +15% +16% $20.0 $18.3 $17.5+26% +39% +28% +31% +22% $15.1 $15.3 $15.4 $14.6 $13.5 $12.2 $12.4 $12.1$10.0 $10.3 $9.4 $8.9Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 © comScore, Inc. Proprietary and Confidential. 9
  • 10. Overall consumer sentiment has improved, with 54% stating theeconomy is in „poor‟ condition (2nd lowest percentage since 2009) Percent of Consumers Who View The Economy as Poor Q. How would you rate economic conditions today? Source: comScore Surveys77% 68% 66% 61% 61% 59% 62% 61% 59% 60% 62% 60% 52% 54%Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Aug-11 Oct-11 Jan-12 © comScore, Inc. Proprietary and Confidential. 10
  • 11. Consumer concern over unemployment dropped to 31% in January Percent of Respondents Citing Their One Most Important IssueQ. Based on your current situation, which one of the following economic conditions most concerns you? Source: comScore Surveys 54% 50% 46% 45% 44% Unemployment / 42% 42% 40% 43% Job Security 38% 42% 37% Rising 33% 32% 32% 37% 37% Prices 30% 36% 31% 28% Financial 29% 29% 27% Markets Real Estate / Home 15% Values 13% 13% 13% 11% 12% 12% 10% 7% 9% 10% 7% 10% 9% 10% 8% 8% 8% 9% 8% 9% 8% 7% 7% Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 © comScore, Inc. Proprietary and Confidential. 11
  • 12. Retailer and Product Category Overview © comScore, Inc. Proprietary and Confidential. 12
  • 13. Most categories show strong growth in Q4 2011 versus Q4 2010 Q3 2011 e-Commerce Sales Growth vs. YA by Retail Category Source: comScore e-Commerce Measurement Relative Chg Q4 2011 Product Category Growth Rate Q4 Growth 2011 vs. Q3 2011 vs. YADigital Content and Subscriptions Very StrongJewelry & Watches Very StrongConsumer Electronics (x PC Peripherals) Very Strong Q4 growth rates of 15% or higherSport & Fitness Very StrongComputers/Peripherals/PDAs Very StrongApparel & Accessories Very StrongEvent Tickets StrongFlowers, Greetings & Misc. Gifts StrongBooks & Magazines Strong Q4 growth rates of 10-14%Video Games, Consoles & Accessories StrongFurniture, Appliances & Equipment StrongConsumer Packaged Goods StrongOffice Supplies Moderate Q4 growth rates of 5% to 9%Home & Garden Moderate © comScore, Inc. Proprietary and Confidential. 13
  • 14. E-Commerce has shown growth in essentially every metric versus a yearago, including total buyers, dollars per buyer and average order value Key e-Commerce Buyer and Transaction Measures Q4 2011 vs. YA Source: comScore e-Commerce MeasurementMetric Q4 2010 Q4 2011 % changeDollar Sales ($ Billions) $43 $50 +14%Dollars per buyer $261 $272 +4%Buyers (Millions) 166 182 +10%Average Order Value $92 $97 +6%Transactions (Millions) 475 511 +8%Transactions per Buyer 2.9 2.8 -2%Buyer Penetration (Total Internet) 69% 74% +7% © comScore, Inc. Proprietary and Confidential. 14
  • 15. Compared to 2010, smaller retailers gained share of quarterly e-Commerce sales versus the top-25 retailers Top-25 Retailers vs. All Other Retailers: Share of Quarterly U.S. e-Commerce Sales Source: comScore e-Commerce Measurement32.3% 30.1% 31.2% 32.3% 33.6% 32.1% 32.4% All Other Retailers Top 25 Retailers67.7% 69.9% 68.8% 67.7% 66.4% 67.9% 67.6%Q2-2010 Q3-2010 Q4-2010 Q1-2011 Q2-2011 Q3-2011 Q4-2011 © comScore, Inc. Proprietary and Confidential. 15
  • 16. Over half of all online transactions included free shipping in Q4 2011, the highest level ever seen Percentage of e-Commerce Transactions with Free Shipping Source: comScore e-Commerce Measurement 51% 53% 48%58% 56% 61% 60% 59% 57% 60% 49% 47% 52%42% 44% 39% 40% 41% 43% 40%Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 % Transactions with Free Shipping % Transactions with Paid Shipping 54% of consumers stated in a recent survey* that if they reached the end of an e-Commerce transaction and free shipping was not offered, they would cancel their purchase *comScore survey – Jan 2012 © comScore, Inc. Proprietary and Confidential. 16
  • 17. Amazon sites continue to break their own records, reaching 111Million UVs in Q4, a 31% increase from 2010 Avg. Monthly UVs (MM) on Select Retail Sites in Q4 2011 Source: comScore Media Metrix U.S. Data Amazon Sites 111.5 Wal-Mart 53.2 Apple.com 50.6Target Corporation 34.9 +31% vs. Q4 2010 +11% vs. Q3 2011 Best Buy Sites 30.7 Netflix.com 29.7 Hewlett Packard 25.6 Sears.com 17.8 JCPenney Sites 17.3 Macys Inc. 16.5 © comScore, Inc. Proprietary and Confidential. 17
  • 18. The overall popularity of flash-sale sites continues to grow, withseveral sites showing triple-digit growth versus a year ago U.S. Unique Visitors (000) to Leading U.S. Flash Sales Sites Source: comScore Media Metrix, U.S., December 2011 Y/Y Growth Woot.com 2,428 +62% HauteLook.com 1,701 +115% Zulily.com 1,655 +153% Gilt Groupe 1,186 +30% MyHabit.com 1,163 N/A Ideeli.com 925 +40% OneKingsLane.com 716 +206% RueLaLa.com 590 +36% Totsy.com 520 +8,306% EBay Fashion Vault 487 N/A Kids clothing site Totsy.com has exploded on the Flash Sale scene, reaching 520,000 UVs in Dec-2011, vs. just 6,000 in Dec-2010 © comScore, Inc. Proprietary and Confidential. 18
  • 19. Online Retail Advertising in 2011 © comScore, Inc. Proprietary and Confidential. 19
  • 20. Internet advertising spending surged in 2011, reaching $7.9 Billion in Q3,up 22% vs YA -- a growth rate about 6X faster than all media spending Quarterly Revenue Trend ($ Billions) 2000 - 2011 Q3 2011 $7.9 B +22% vs YA$8$7$6$5$4$3$2$1$- $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: IAB Internet Advertising Revenue Report, Q1 2000 - Q3 2011 IAB & © comScore, Inc. Proprietary and Confidential. 20 PricewaterhouseCoopers
  • 21. Netflix and eBay were the top retail advertisers in 2011, serving 37billion and 28 billion total impressions, respectively Total Advertising Impressions (Billions) Served Across the Internet in 2011 – Top Retailers Source: comScore Ad Metrix Netflix 37.0 eBay 28.0 QuiBids 11.2 JustFabulous 9.8 Amazon.com 8.2 Sears 6.2 Apple Inc. 5.9 Wal-Mart 5.1 ShoeDazzle.com 5.0 Target 4.8 RadioShack 4.5 © comScore, Inc. Proprietary and Confidential. 21
  • 22. Ad impressions delivered on Amazon.com (not including Amazon‟s own ads) are up 81% versus a year ago Impressions Delivered (in Millions) & Selected Leading Creatives on Amazon & Walmart Source: comScore Ad Metrix, U.S., Jul-2010 to Dec-20113,000 +81% vs. Dec ‟10 Amazon.com Amazon.com +12% vs. Nov „112,500 Walmart.com2,0001,5001,000 Walmart.com 500 0 © comScore, Inc. Proprietary and Confidential. 22
  • 23. Despite click rates of only 0.1%, comScore research has shown thatdisplay ads can lift retailer sales – both online and offline Dollar Sales Lift Among Households Exposed to Online Advertising Conclusions % Lift: 17%  Exposure to display ads doesn‟t just impact online $11,550 sales – it lifts in-store $9,905 sales as well  The absolute dollar lift % Lift: 27% in offline sales is 5x higher than the lift in e-commerce sales $994 $1,263  The click is misleading Online Offline as a measure of campaign effectiveness Unexposed Exposed Source: “Whither the Click?” 139 comScore studies in the © comScore, Inc. Proprietary and Confidential. 23 June 2009 Journal of Advertising Research
  • 24. Making Measurement Make Sense (3MS) Mission: Reduce costs of doing business due to complexity of digital advertising ecosystem „Single Tag‟ solution to reduce complexity Improve reporting of ad exposure Bolster confidence that ads delivered are actually visible © comScore, Inc. Proprietary and Confidential. 24
  • 25. Billions of impressions are being delivered – how can retailers ensurethe right consumers are seeing the messaging? © comScore, Inc. Proprietary and Confidential. 25
  • 26. vCE Charter Study18 campaigns2 billion impressions400k sites Allstate © comScore, Inc. Proprietary and Confidential. 26
  • 27. Charter Findings In-view ad rates ranged from 55% to 93% across 18 campaigns 69% AVERAGE0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% © comScore, Inc. Proprietary and Confidential. 27
  • 28. Mobile Retail Trends © comScore, Inc. Proprietary and Confidential. 28
  • 29. 2011: The Rise of Mobile & Tablet CommercePercentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device Source: comScore Mobile Measurements 9% Spike in percentage of 8% e-commerce sales via mobile coincides with surge in tablet ownership 5% 6% 3% 3% 2% Q2 Q3 Q4 Q1 Q2 Q3 Q4 2010 2010 2010 2011 2011 2011 2011 © comScore, Inc. Proprietary and Confidential. 29
  • 30. 6.5 million new smartphones were activated in Dec 2011, the highest month of activations on record; almost 100 million people now own smartphones Acquisition Trend for Smartphone Subscriber Base and Total Smartphone Subscriber Base Source: comScore MobiLens, 3 Mo. Avg. Sep-2009 to Dec-2011 New Smartphone Acquisitions (In Millions) Total Smartphone Subscriber Base (In Thousands)+7.0 +6.5 120,000+6.0 100,000+5.0 80,000+4.0 +3.6 +3.8 +3.3 60,000 +2.9 +2.9 +3.1+3.0 +2.7 +2.7 +2.5 +2.3 +2.3 +2.2 +2.2 +2.1 +2.0 +2.1 40,000 +1.9 +1.8+2.0 +1.3 +1.6 +1.3 +1.3+1.3 +1.4 +1.1 +1.0+1.0 +0.7 20,000+0.0 0 © comScore, Inc. Proprietary and Confidential. 30
  • 31. Mobile retail activities are surging as smartphone adoption approaches 100 million people in the U.S. Content Categories Consumed by Mobile Phone Owners (000) & Growth vs. YA Source: comScore Mobilens, Dec-2011, U.S. Retail Content Categories Are Among the Fastest Growing for Mobile40,000 Dec-2010 Dec-2011 +89%35,000 +76%30,000 +123% +116%25,000 +104% +96% +112%20,000 +93%15,000 +115% +69%10,000 5,000 0 Classifieds Online Real Estate E-Payments Auction Credit Shopping Bank Restaurant Travel Retail Listings Sites Cards Guides Accounts Info Service © comScore, Inc. Proprietary and Confidential. 31
  • 32. 1 in 3 smartphone owners have used a phone to find a store location,while about 20% compared product prices or features Retail Activities by Smartphone Users (000) and % of Audience Source: comScore Mobilens, Dec-2011 40,000 33% 35,000 30,000Total Audience (000) 25,000 21% 20% 19% 17% 17% 20,000 16% 15,000 10,000 5,000 0 Found store Compared Researched Found Made Checked Used deal-a- location product prices product coupons or shopping lists product day features deals availability © comScore, Inc. Proprietary and Confidential. 32
  • 33. While in a brick-and-mortar retail store, 12% of smartphone ownerscompared prices and 10% searched for information on product features Activities Performed on Mobile While in a Retail Store, % of Smartphone Audience Source: comScore Mobilens, Dec-2011, U.S. 22% 21% 18% 17% 13% 12% 10% 9% 6% Took picture of Texted or Scanned a Sent picture of Found store Compared Found Researched Checked a product called product product to location product prices coupons or product product friends/family barcode family/friends deals features availability about a product © comScore, Inc. Proprietary and Confidential. 33
  • 34. 2011 Holiday Shopping Seasone-Commerce Wrap-Up and Key Findings © comScore, Inc. Proprietary and Confidential. 34
  • 35. The 2011 U.S. e-Commerce holiday season surpassed all previousyears in sales and grew 15% versus year ago Holiday Season* Retail e-Commerce Sales ($ Billions) Growth vs. YA Source: comScore e-Commerce Measurement Holiday Season $ in Billions Y/Y Growth Rates $40.0 $37.2 30% $35.0 $32.6 25% +26% $29.2 $29.1 $30.0 $28.0 20% $24.6 +15%** $25.0 +19% +12% 15% $19.6 $20.0 10% $15.0 5% +4% $10.0 0% $5.0 -4% -5% $0.0 -10% 2005 2006 2007 2008 2009 2010 2011 * Holiday Season includes November and December **Percentage change includes seasonal adjustment to account for unequal number of weekdays and weekend days in 2010 and 2011 © comScore, Inc. Proprietary and Confidential. 35
  • 36. Through Dec 31st, ten individual days this past season have surpassed $1 Billion in spending, compared to only one last year 2011 U.S. Online Holiday Spending by Day Source: comScore e-Commerce Measurement, 2011 Cyber Monday$1,400,000,000 +22% Green Monday +19% Free Shipping Day +14%$1,200,000,000 Black Friday +26%$1,000,000,000 Thanksgiving +18% $800,000,000 $600,000,000 $400,000,000 $200,000,000 $- © comScore, Inc. Proprietary and Confidential. 36
  • 37. For the second consecutive year, Cyber Monday was the highestspending day throughout the holiday season Cyber Monday U.S. Online Spending in Cyber Monday - Spending Day Rank Millions (% growth vs. YA) Source: comScore E-commerce Measurement. 2005-2011Source: comScore E-commerce Measurement, 2005-2011 2005 2006 2007 2008 2009 2010 2011 0 +22% $1,251 2 1 1 2 +16% Spending Day Rank 4 3 +5% $1,028 +15% +21% $887 6 $846 +26% $733 8 $608 8 10 9 $484 12 12 14 2005 2006 2007 2008 2009 2010 2011 Cyber Monday - Spending Day Rank © comScore, Inc. Proprietary and Confidential. 37
  • 38. Cyber Monday 2011 activity saw a relatively higher percentage of sales occurin the early morning as consumers sought out early deals and in the eveninghours as retailers continued to push promotions throughout the day Cyber Monday Spending by Time of Day Source: comScore, Inc. Time of Day: 24% 34% 5pm - 9pm 22% 1pm - 5pm 44% 9am - 1pm 32% 29% Before 9am 12% 3% 2010 2011 © comScore, Inc. Proprietary and Confidential. 38
  • 39. The season began earlier because of aggressive retailer promotionsand ended later because of increased confidence in free shipping 2011 Holiday Season e-Commerce Spending vs. Corresponding Days in 2010* Source: comScore e-Commerce Measurement Millions ($) 2010 2011 % Change November 1 – December 31 $32,589 $37,170 +15%** Thanksgiving Day (Nov. 24) $407 $479 +18% Black Friday (Nov. 25) $648 $816 +26% Cyber Monday (Nov. 28) $1,028 $1,251 +22% Green Monday (Dec. 12) $954 $1,133 +19% Free Shipping Day (Dec. 16) $942 $1,072 +14% Week ending Dec. 25 (Dec. 19-25) $2,450 $2,831 +16% *Corresponding days based on corresponding shopping days Heaviest online shopping day on record, surpassing Strong sales approaching $1 billion in sales for the second consecutive year end of season **Percentage change includes seasonal adjustment to account for unequal © comScore, Inc. Proprietary and Confidential. 39 number of weekdays and weekend days in 2010 and 2011
  • 40. Free shipping in the week leading up to Cyber Monday 2011 reacheda record 64% of total transactions Percentage of E-commerce Transactions with Free Shipping Source: comScore e-Commerce Measurement70% 2009 2010 2011 64%65% 59% 59%60% 56% 56% 56%55% 52% 51% 53% 55% 51% 52% 50% 54%50% 50% 52% 50% 47%45% 45% 46% 45% 44% 42% 44%40% 41% 41% 40%35%30% Average Order Value on free shipping purchases was $95 during the 2011 holiday season. For non-free shipping purchases, it was $87. © comScore, Inc. Proprietary and Confidential. 40
  • 41. Nearly 1 in 4 consumers purchased a gift via a deal-of-the-day sitethis holiday season Daily Deals As Holiday GiftsQ. When thinking of this past holiday season, did you purchase any gifts via deal-of-the-day sites? (Please select all that apply) Source: comScore Survey – January 2012 Overall, 27% of men and 21% of women bought gifts via deal-of-the-day sites this season All consumers Men Women 13% 13% 12% 12% 10% 11% 10% 8% 5% Yes, I purchased gifts via deal of the day Yes, I purchased a new deal this holiday Yes, I purchased a deal of the day as a vouchers I had already purchased but not season & used it to buy a gift gift (i.e. gave the voucher itself as a gift) used © comScore, Inc. Proprietary and Confidential. 41
  • 42. Promotions targeted to Fans can significantly expand the viral impactof social media to Friends of Fans 2011 Holiday Retail Promotion Analysis Ratio of Friends of Fans Reached to Fans Reached for Leading U.S. Retailers Source: comScore Social Essentials, U.S., November 2011 Viral Lift from 3.5x Promotions 3.4x 1.76 1.53 2.7x 2.2x 0.92 0.67 0.50 0.45 0.31 0.34 Amazon Best Buy Target Walmart Week Ending Oct. 19 Week Ending Nov. 30 © comScore, Inc. Proprietary and Confidential. 42
  • 43. For most retailers, a significantly higher percentage of Fans &Friends of Fans visited the retailer‟s website 2011 Holiday Retail Promotion Impact Analysis: Week Ending Nov. 30 Percentage of Brand-Exposed Fans & Friends of Fans Who Visited Retailer Website Source: comScore Social Essentials, U.S., November 2011 64% Fans of Amazon were more than twice as likely to have visited the brand’s site than the general Internet user 36% 27% 22% 21% 18% 13% 12% 12% 14% 8% 9% Amazon Best Buy Target Walmart Total Internet Friend of Fan Fan © comScore, Inc. Proprietary and Confidential. 43
  • 44. Key Takeaways © comScore, Inc. Proprietary and Confidential. 44
  • 45. Key Takeaways Quarterly e-Commerce sales have increased by double digits Y/Y for five straight quarters – Online growth now nearly triple total retail sales, which means that $1 in every $10 of discretionary spending will soon be spent online – Channel shift to online has accelerated in 2011 Overall consumer perception of the economy improving, albeit slowly, but remains negative with unemployment and high prices top concerns. Smartphone adoption continues to explode: 6.5 million new phones activated in Dec 2011, and overall 98 million people now use smartphones – Smartphones & tablets used to buy and research competitive price / product features while in-store, now accounting for 9% of Q4 dollars spent online Strong holiday e-commerce sales exceeded $37 billion, up 15% vs YA Free shipping growing in importance, far surpassing 50% of all transactions in holiday season – Has it become a cost of doing business? – Negative impact on retailer profit margins? © comScore, Inc. Proprietary and Confidential. 45
  • 46. QUESTIONS?Please contact us at learnmore@comscore.com ifyou have any additional questions or comments. © comScore, Inc. Proprietary and Confidential. 46
  • 47. Thank You!Note: A copy of this presentation will be sent to all attendees within 24hours of today‟s webinar.

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