A Multi-Dimensional View of the Digitally Engaged Consumer

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Presentation by: Maria Domoslawska, Research Now & Heather Dougherty, Experian Marketing Services

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A Multi-Dimensional View of the Digitally Engaged Consumer

  1. 1. A Multi-Dimensional Viewof the Digitally EngagedConsumerSingle-source methodologyharnessing insights of today’s‘new’ consumer
  2. 2. Maria DomoslawskaVP, Global Strategy & ResearchResearch NowHeather DoughertyDirector of ResearchExperian Marketing Services 2
  3. 3. Agenda1. Who we are2. Background and methodology3. Context4. Findings5. Segments6. Conclusions 3
  4. 4. Who we are… 4
  5. 5. Experian Hitwise Helping companies understand online consumer behavior25million internet users 1+ million online businesses 5
  6. 6. Research NowGlobal leader in digital data collection and online sampling Largest online panel in the industry − Over 6.8 million panel members − Covering 38 countries − #1 in customer satisfaction − 5 years consecutively Over 1,200 research professionals dedicated to providing superior client service 25 Offices Worldwide: − North America: Dallas, New York, Los Angeles, San Francisco, Chicago, Seattle, Toronto … − EMEA: London, Paris, Frankfurt, Hamburg, Athens, Madrid… − Asia-Pacific: Sydney, Auckland, Shanghai, Singapore, New Delhi … 6
  7. 7. Research Now New Media SolutionsResearch Now is leading the way in social, mobile and digitalbehavioral data collection to power your insights. 7
  8. 8. Research Now New Media SolutionsResearch Now is leading the way in social, mobile and digitalbehavioral data collection to power your insights. 8
  9. 9. Research Now New Media SolutionsResearch Now is leading the way in social, mobile and digitalbehavioral data collection to power your insights. 9
  10. 10. Research Now New Media SolutionsResearch Now is leading the way in social, mobile and digitalbehavioral data collection to power your insights. 10
  11. 11. Research Now New Media SolutionsResearch Now is leading the way in social, mobile and digitalbehavioral data collection to power your insights. 11
  12. 12. Context 12
  13. 13. Daily Visits to Retail 500 (USA)Cyber Monday is a peak day for online retail traffic Black Friday Thanksgiving Cyber Monday Historically the highest traffic in online retail category is during the week of and after Thanksgiving 13
  14. 14. 14
  15. 15. 15
  16. 16. “Retailers are trying to lure shoppers awayfrom the Internet, where they have increasingly beenshopping to avoid Black Friday madness, and back to thestores.The bait is technological tools that will makeshopping a little more sane and give shoppers an edge overtheir competition. Those with smartphones are expected toget better planning tools, prices and parking spots.” Source: http://topics.nytimes.com/top/reference/timestopics/subjects/r/retail_stores_and_trade/black_friday/index.html 16
  17. 17. A single-source methodology The study: holiday shopping Total Respondents = 5826 Mobile Survey &Web-based Surveys Web-behavioral Data GPS Data Behavioral Data Sample Size: 5826 Sample Size: 5826 Sample Behavioral: 1150 Store visits: 800 Survey fielding Behavioral tracking Nov 19-21, 2012 Nov 19-30, 2012 17
  18. 18. Background &Methodology 18
  19. 19. Our respondents 56.7% 43.3% 20.3% 18.3% 19.1% 17.7% 16.7% 6.2% 18-24 25-34 35-44 45-54 55-64 65+ 20.9% 22.1% 17.7% 17.1% 9.3% $25-49.9K $50-74.9K $75-99.9K $100-149.9K >$150K 19
  20. 20. Our respondents 2.3% 10.1% 28.7% 37.1% 21.7%< High School High School Some College or College or Graduate School Graduate Graduate Technical School Technical School Graduate $25- $50- $75- $100- $49.9 $74.9 $99.9K $149.9 20.9% 27.2%22.1% 22.9% 25.8% 13.4% 17.7% 17.7% Less than Once a month 2-3 times a month More than 3 times once a month a month 20
  21. 21. Demographic Differences between PC Mobile Vs. Older Younger More Male More Female Less Affluent More Affluent 21
  22. 22. Key Findings 22
  23. 23. Typical holiday shopping periods Last Minute After Christmas/Holiday Season 5% 1% Before Thanksgiving 10% Black Friday (day after Early to Thanksgiving)mid-December 39% said that 14% they will shop 55% during the next two weeks Weekend after Thanksgiving 8% Cyber Monday (Monday after Thanksgiving) 7% Q2. When do you typically do the majority of your holiday purchasing? 23
  24. 24. Preferred sales Black Friday sales only 6% Cyber Monday sales only Dont know/ 11% Both Black Friday and Cyber Prefer not to answer Monday sales 2% 29% 70% will I dont care about these specific sales and I avoid shop duringshopping during that time the next 28% week off- or online I dont care about these specific sales, I dont know yet during which but I plan to shop during that time sale I will shop 9% 15% Q3. Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday after Thanksgiving), which of the following best describes your plans as of right now. I am planning to shop:(n=5829) 24
  25. 25. Multi Channel ShoppingIntent 50% 46% 4% Q4. Which way do you plan to do your holiday shopping this year? (n= 5826) 25
  26. 26. Which way… And when exactly?Black Friday shopping only holds its brick-and-mortarreign, while only digital shopping is intended for CyberMonday in nearly the same proportion Q.4. Which way do you plan to do your holiday shopping this year? Please put approximate percent for each of the following : n=5826 26
  27. 27. Where was the traffic? 27
  28. 28. Traffic 300 247 256 254 245 242 Total # of Visits 207 202 167 144 153 144 136Store Visits GPS Sample = 800 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 1000 921 745 Total # of Visits 701 543 547 456 475 376 281 279Mobile Websites 204 223Sample = 1150 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 7000 5757 5404 Total # of Visits 4969 4593 3789 3885 3389 3316 3221 3098 2930 2710 PC WebsitesSample = 5826 0 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 28
  29. 29. Store Visits 29
  30. 30. Planned and actual store visits during the two weeks What respondents said and did ranked differently Top 10 store visitation ranking70% 64% GPS Store visitation 47% 41% 35% 33% 24% 23% 22% 22% 21% 21% 20% 18% 10% 10% 9% 8% 9% 7%1 2 15 7 0 11 3 16 5 10 3% Q8. Which of the following store locations are you planning to visit in the next few weeks? Please check all that apply. (n=5829) 30
  31. 31. Website Visits 31
  32. 32. Site Visit Plans for Holiday Shopping Top 10 site visitation ranking PC Site Visitation76% Mobile Site Visitation 62% 57% 51% 35% 29% 25% 24% 21% 20% 18% 17% 17% 16% 14% 12% 11%1 4 5 2 13 14 3 18 6 11 8%1 2 4 3 5 6 8 9 7 10 3% 2% Q7. Which of the following retail websites are you planning to visit in the next few weeks? Please check all that apply (n=5829) 32
  33. 33. Big retailers continue to attract traffic onThanksgiving Higher site traffic on Cyber Monday Higher site traffic on Thanksgiving 33
  34. 34. How do consumers search when they shop? Promotions 2% 68% of the searches that 83% of the searches for a mention a Types of retailer were navigational Product Retailer product name research- 58% (e.g. Amazon, Walmart) 40% were branded related 9% of searches are for a(e.g. iPad, Kindle searches retailer mentioned Black Fire) Friday or Cyber Monday 34
  35. 35. What does retailer research help with? More expensive items are the most researched between different retailers Compare prices online between different retailersI get information printed ads and flyers in my area I ask friends and family I browse online without a plan Retailer 58% I got to the store and ask for help/ideas I look for specialty online blogs I use the mobile app of the retails store Q5. How often do you typically do the following starting your holiday shopping for a larger price item ($100 or more)? (n=5829) 35
  36. 36. When searching for products… …consumers will most likely visit department and apparel stores…Product 40% ….followed by more niche product retailers Q6. In the upcoming weeks, while looking for ideas/products/gifts, how likely are you to visit websites or physical store locations for the following categories? (n=5829) 36
  37. 37. Smartphoneapps 37
  38. 38. Top 20 Apps Usage during Black Friday and Cyber Monday weeksThe Facebook app was used 11,004 hrs during the 12-day period (11/19-11/30) by 719 user averaging to 1.275 hrs per day (76.5 minutes). Period: Nov 19-30, 2012. 38
  39. 39. The Shrewd Shopper Carries a Smartphone 39
  40. 40. A wide range of retailer appsFocus to drive traffic back to stores 40
  41. 41. Retail Apps InstalledRespondents claimed they had their apps installed butonly a handful used themQ9. Which of the following retail apps do you currently have installed on your phone? (n=5829) 41
  42. 42. At Walmart In-Store App UsageShare of Time Other 12.9% Retail Texting 0.8% 18.8% Music 6.7% Internet 8.2% Utilities Email 15.3% 9.3% Games Social 8.1% 8.4% Phone/ voicemail 11.5% 42 Source: Passive data for 63 panelists, 69 hours of usage
  43. 43. Segments 43
  44. 44. Mosaic® USA SegmentsIncome Age 44
  45. 45. Affluent HHs less interested in early salesWhen do you typically do the majority of your holidaypurchasing? Dec: Power Early Shoppers: Elite & Booming Flourishing Families with Confidence & Pastoral Pride Black Friday: Suburban Style & Family Union Weekend: Thriving Boomers Cyber Monday: & Middle-Class Promising Melting Pot Families & Young City Solos Q2. When do you typically do the majority of your holiday purchasing? 45
  46. 46. Income is a major driver of timing Prefers to shop laterIncome Shops holiday weekend Avoids busy shopping days Shops throughout holiday Early shoppers 46
  47. 47. Opportunities with Power Elite Highly affluent audience with significant discretionary spend Enjoys trying new products & technology, likes prestige & high value and is motivated by status and ‘premium offers’ 47
  48. 48. Plans to shop, but uncertain of which sales Which of the following best describes your plans as of right now? Dont know but plan to shop125100 Group F: Promising Families Group H: Middle-class Group L: Blue Sky Boomers75 Lower & middle-class baby Young couples with children Melting Pot in starter homes living Mid-scale, middle-aged & boomers-aged HHs living in child-centered lifestyles established couples living in small towns suburban & fringe homes50 Q. Regarding the upcoming sales on Black Friday and Cyber Monday, which of the following best describes your plans as of right now? 48
  49. 49. Opportunities with Middle Class Melting Pot  Active digital audience with money to spend  Focus on the quality of your brand & product, provide rewards & service features and be cautious with the use of their personal info 49
  50. 50. Conclusions 50
  51. 51. Key takeawaysTechnology fuels new methodologies allowingbrands to get closer to consumers to better understand their mindsets, aspirations and actual behaviors.There is no average customer. Using behaviouraland research survey based data you can gain a true understanding who your customers are, where they are andofwhen they are likely to be there. 51
  52. 52. Key takeaways The path to purchase is undergoing an evolution in all aspects of customer experience. It is crucial for Brands to stay on top of trends to track emerging touch points.Customer Satisfaction ≠ Customer LoyaltyConsumers are distracted and brands need to catch the limitedmoments of opportunity to provide value and help manage theirCustomer Experience. 52
  53. 53. Thanks you! Maria Domoslawska MDomoslawska@researchnow.com Research Now Heather Dougherty Heather.Dougherty@experian.com Experian Marketing Services 53

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