E CommerceExpo Hitwise Presentation


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  • E CommerceExpo Hitwise Presentation

    1. 1. UK Online Retail: Does Christmas come earlier every year? Robin Goad Research Director Hitwise
    2. 2. About Hitwise <ul><li>Online competitive intelligence service </li></ul><ul><li>Collect anonymised internet usage data on over </li></ul><ul><ul><li> 25 million people globally </li></ul></ul><ul><ul><li> 8.43 million UK internet users </li></ul></ul><ul><li>Report on over 1 million websites </li></ul><ul><li>Provide daily delivery of information </li></ul><ul><li>Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore </li></ul><ul><li>1,200+ clients worldwide, 400+ in the UK </li></ul><ul><li>Used for online customer acquisition: </li></ul><ul><ul><li> Search marketing </li></ul></ul><ul><ul><li> Affiliate marketing </li></ul></ul><ul><ul><li> Online advertising </li></ul></ul>
    3. 3. Christmas is not coming earlier each year… <ul><ul><li>Decline in share is due to growth in other categories: News and Media, Entertainment, Social Networks </li></ul></ul><ul><ul><li>Christmas peak: </li></ul></ul><ul><ul><ul><li>2005: w/e 10th Dec </li></ul></ul></ul><ul><ul><ul><li>2006: w/e 9th Dec </li></ul></ul></ul><ul><ul><li>‘ January’ sales peak: </li></ul></ul><ul><ul><ul><li>2005: w/e 31st Dec </li></ul></ul></ul><ul><ul><ul><li>2006: w/e 30th Dec </li></ul></ul></ul>
    4. 4. … Although the January sales are over sooner <ul><ul><li>Pre-Christmas trend is almost identical </li></ul></ul><ul><ul><li>More rapid decline in post-Christmas traffic in 2006 </li></ul></ul>
    5. 5. High street vs. pure play Prediction: More Last-Minute Shopping <ul><ul><li>High street retailers gain more traffic than pure-play online retailers </li></ul></ul><ul><ul><li>High street retailers do better out of the January sales </li></ul></ul><ul><ul><li>Strong brands have the most successful sales – e.g. during the summer sale season, there were more searches for ‘next sale’ than ‘houses for sale’, ‘cars for sale’, etc. </li></ul></ul>
    6. 6. Social networks driving traffic to retailers <ul><ul><li>The top 25 social networks now account for 1 in 20 UK Internet visits </li></ul></ul><ul><ul><li>Facebook, Bebo and MySpace are all in the top 10 most visited websites in the UK </li></ul></ul><ul><ul><li>‘ Bebo’ is the most searched for term in the UK, ovetaking ‘ebay’ </li></ul></ul><ul><ul><li>Proportion of visitors aged 55+ has increased by 63%, while the proportion coming from the 18 –24 age group has decreased by 19%. </li></ul></ul>
    7. 8. How do the social networks differ? <ul><ul><li>Facebook: strong in Auctions, Department stores - GENERALISTS </li></ul></ul><ul><ul><li>Bebo: strong in Apparel, Music, Video and games - YOUTH </li></ul></ul><ul><ul><li>Myspace: Strong in Computers, Appliances, Sport and Fitness - SPECIALISTS </li></ul></ul>
    8. 9. Uses for Facebook Almost 100,000 members International expansion Market research Advocacy Viral activity
    9. 10. The importance of search <ul><ul><li>A third of retail traffic comes from search engines </li></ul></ul><ul><ul><li>Branded search terms dominate </li></ul></ul><ul><ul><li>Paid search is important – e.g. eBay UK: 33% Amazon UK: 18% </li></ul></ul>
    10. 11. Paid search in action 19% clicked the sponsored result.
    11. 12. Hot Gadgets this Christmas
    12. 13. Hot entertainment
    13. 14. Summary <ul><ul><li>Xmas doesn’t comes earlier every year – but the sales finish earlier </li></ul></ul><ul><ul><li>High street retailers have a larger share than pure-play online – especially during the sales </li></ul></ul><ul><ul><li>Social networks are driving more and more traffic to retailers </li></ul></ul><ul><ul><li>Different social networks have closer affinities with particular sectors </li></ul></ul><ul><ul><li>A third of retail traffic comes from search – both paid and organic have a role to play </li></ul></ul><ul><ul><li>Hot Christmas products: </li></ul></ul><ul><ul><ul><li>Nintendo Wii </li></ul></ul></ul><ul><ul><ul><li>Apple iPhone </li></ul></ul></ul><ul><ul><ul><li>Bratz </li></ul></ul></ul><ul><ul><ul><li>High School Musical </li></ul></ul></ul>
    14. 15. Robin Goad E-mail: [email_address] Internet: www.hitwise.co.uk Analyst Weblog: www.ilovedata.com