Social Media Analysis: Unwrapping the Holiday Chatter

2012 HOLIDAYSHOPPINGUNWRAPPEDA LOOK AT HOW CONSUMERS ARE RESHAPINGTHE BIGGEST RETAIL SEASON.

THE BIGPICTUREOnline shopping has come ofage as more shoppers chooseto avoid the crowds and shopfrom the comfort of home.Social media played an evenbigger role this year, drivingpeer recommendations andnew product discovery. 2

WHO FELTTHE MOSTHOLIDAYCHEER? Holiday online sales increased 15.2% over 2011. 1 2 2011 2012 In-store sales rose just 2.5%. 3 THIS SEASON’S 347 MILLION IN-STORE SHOPPERS PUT APPROXIMATELY 173.6 MILLION CARS ON THE ROAD. 1 comScore, http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_ Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion. December 23, 2012. 2 Chase HolidayPulse. http://pulse.chasepaymentech.com/ January 9, 2013. Year-over-year sales growth for October 28 to December 25, 2012 3 ShopperTrak, “Holiday Season Ends on Positive Note for Retailers, According to ShopperTrak.” 3 January 9, 2013.

LINESARE OUT.ONLINEIS IN. 2012 ONLINE SALES 28% 17%Black Friday increase Cyber Monday increase$1 Billion $1.5 Billion 4 5 over 2011 over 2011 THE TOTAL DOLLARS SPENT ONLINE IN 2012 WOULD BUY EVERY PERSON IN CALIFORNIA, TEXAS AND FLORIDA TWO MINI-TABLETS.*4, 5 (Holiday Season Total Spending vs. 2011) comScore,http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion,” December 23, 2012. 4*Based on average mini-tablet cost of $260.

CONVENIENCE IS KING. SOCIAL MEDIA SENTIMENT FOR IN-STORE SHOPPING WAS DOWN 43%. 6 SHOPPERS PREFER TO LET THE CHECKOUT COME TO THEM. ONLINE SALES ON FREE SHIPPING DAY (DEC. 17) ROSE 76%. 7 THERE WERE 1.2 BILLION PACKAGES SHIPPED IN 2012, ABOUT 3.8 PACKAGES FOR EVERY PERSON IN THE U.S.8 6 SAP Social Media Analytics by Netbase, December 2012. 7 2012 Holiday Season Total Spending vs. 2011. comScore, “2012 U.S. Online Holiday Spending Grows 14 Percent vs. Year Ago to $42.3 Billion,” January 9, 2013.5 8 U.S. Postal Service, FedEx, UPS websites accessed January 2013.

PHONES AREBEGINNINGTO REPLACEWALLETS. 116 million U.S. consumers owned smart phones in 2012, which is 22.9 million more than in 2011 (93.1 million). 9 74% made purchases through their mobile devices 10 (19% increase over 2011). THERE WERE 328 MILLION APPS DOWNLOADED ON CHRISTMAS 328 MILLION x9 DAY—9X THE NUMBER OF APPS CHRISTMAS TREES SOLD IN 2012. 11 20129 eMarketer.com, “The ‘Smartphone Class’: Always On, Always Consuming Content.” May 2, 2012.10 SapientNitro and GFK Roper, “Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience,” December 19, 2012.11 http://www.insidemobileapps.com/2011/12/27/android-and-ios-downloads-more-than-double-on-record-breaking-christmas-day/, 6http:/ /www.statisticbrain.com/christmas-tree-statistics accessed December 31, 2012.

THEY SHOP BYTABLET, TWEETSAND PINS BEFORETHEY EVER REACHTHE STORE. SOCIAL MEDIA ANALYSIS HELPED RETAILERS GET INTO THE MINDS OF CUSTOMERS. “Holiday shopping” received more than 14.8 million mentions on social media. 12 Use of social media campaigns was up 40% on Black Friday. 13 THERE ARE 141.8 MILLION TWITTER USERS IN THE U.S. THAT’S NEARLY ONE OUT OF EVERY TWO PEOPLE. 1412 SAP Social Media Analytics by Netbase, December 2012.13 OfferPop, The Impact of Social on Black Friday Sales, http://tumblr.offerpop.com/post/37261582983/the-impact-of-social-on-black-friday-sales, January 9, 2013. 714 http://Twitter.com accessed December 1, 2012.

FOR TODAY’S CONNECTEDGENERATION, PERSONALTIME IS MORE PERSONALTHAN EVER. 8

ARE YOUREADY FORNEXT SEASON’SSHOPPERS?Dig deeper into the 2012 holidayshopping season by downloading“What Social Media Teaches UsAbout Holiday Shopping: SocialMedia Listening Report.” 9

For more details on retail solutions from SAP,visit SAP Retail Today.

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Social Media Analysis: Unwrapping the Holiday Chatter

by SAP on Jan 17, 2013

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