2013 Holiday Search Shopping Behaviors Survey

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


Q2 This year, when do you plan to do the
majority of your holiday shopping?
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


Q3 Think about the holiday shopping you
did last year. What percentage of your
shopping was done online?

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


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?

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


Q5 Do you own a smartphone?

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

68.44%

308

No

31.56%

142

Total

450

5 / 31


Q6 Which of these devices describes your
primary mobile device?

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


0.99%

3

Total

303

6 / 31


Q7 Which of the following behaviors
describes your mobile phone usage while
in retail stores?
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


Q8 When shopping with your smartphone,
which of the following best describes your
behavior?
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


Q9 When conducting online research with
your smartphone, which of the following
best describes your behavior?
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


Q10 Which of the following statements
about mobile search best expresses your
experience?

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


Q11 Which of the following best describes
your experience with ecommerce/shopping on your mobile
phone?

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


Q12 What types of shopping apps do you
have on your mobile device? (Select all
that apply)
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%


1.98%


141
6

12 / 31


Q13 When shopping online from your
smartphone, what feature is most
important to you?

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


12.54%

38

Total

54
9

303

13 / 31


Q14 Do you own a mobile tablet?

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

39.78%

177

No

60.22%

268

Total

445

14 / 31


Q15 What kind of tablet is your primary
tablet?

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


5.11%

9

Total

176

15 / 31


Q16 How do you use your tablet for online
shopping activities?

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


Q17 What will you use to search for gifts
this year? (check all that apply)

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

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


7.52%

31


18 / 31


Q18 You have searched for a Nikon camera
in a search engine, which of the following
results are you most likely to click?

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


Q19 What is most important in helping you
decide which results to click on in a search
engine search? (Select your top three)

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


15

20 / 31


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.

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

75.73%

312

No

24.27%

100

Total

412

21 / 31


Q21 How have those ads affected your
purchasing decisions?

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


Q22 How concerned are you that retailers
can show you ads for their products after
you have visited their websites?

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


Q23 Where do you get recommendations
about products you would like to
purchase? (check all that apply)

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

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


16.18%

66


25 / 31


Q24 How concerned are you about identity
theft when shopping? (Both on and offline)

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


Q25 Gender

Male

Female

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Male

45.48%

181

Female

54.52%

217

Total

398

27 / 31


Q26 Age

< 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


Q27 Household Income

$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


Q28 Education

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


Q29 Location (Census Region)

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

2013 Holiday Search Shopping Behaviors Survey

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