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EMS Holiday 2013 Recap
The document summarizes Experian's findings on holiday 2013 retail website traffic and consumer shopping behavior. Key findings include: total visits to retail websites were down slightly from 2012 with a late start to the season; visits were similar across major shopping days like Thanksgiving and Black Friday; retail visitors skewed affluent, female, and over 35; and social media and email comprised a higher share of upstream traffic compared to the prior year.
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EMS Holiday 2013 Recap
- 1. Holiday 2013 –That’s a Wrap! Heather Dougherty Research Director, Experian Marketing Services January 9, 2014 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or regi stered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
- 2. Continue the conversation #shareinsight Followus at @ExperianMkt ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Check out our blog for real-time holiday insights ex.pn/mktfwd 2
- 3. Introducing our speaker Heather Dougherty, Research Director, Experian Marketing Services Today’s talk track: Which retail websites were successful this holiday season? What were the changes in visit trends to retail websites compared to past seasons? Who visited retail websites this holiday season? What tactics can reach more buyers in the future? Which digital channels were effective - through the performance of search, email, affiliate partners and social networks? How consumer demand changed through new and recurring search trends & themes for holiday gifts? @ExperianMkt Tweet using the hashtag #shareinsight ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
- 4.
- 5. Daily Visits toHitwise Retail 500 Late start to shopping season failed to surpass 2012 Daily Visits to Hitwise Retail 500 Total Visits (in Millions) 250 200 150 100 50 2010 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2011 2012 12/31 12/29 12/27 12/25 12/23 12/21 12/19 12/17 12/15 12/13 12/11 12/9 12/7 12/5 12/3 12/1 11/29 11/27 11/25 11/23 11/21 11/19 11/17 11/15 11/13 11/11 11/9 11/7 11/5 11/3 11/1 0 2013 Hitwise Retail 500 = top 500 online retail websites, excluding auctions, classifieds and buying clubs 5
- 6. Holiday Milestone Days Dailytraffic levels similar across key shopping days Total Visits to Hitwise Retail 500 on Holiday Milestone Days 250 Total Visits (in Millions) 200 -1% -2% -8% 150 -9% -3% -5% 2011 2012 100 2013 50 0 Thanksgiving Black Friday ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Cyber Monday Free Shipping Christmas Day After Christmas 6
- 7. Demographics of RetailVisitors More likely to be affluent, female & over 35 Share of Visits HH Income 35% 30% 25% 20% 15% 10% 5% 0% Gender +4% Male +14% < $30k $30k $59.9k +17% $60k - $100k - > $150k $99.9k $149.9k Hitwise Retail 500 Online Pop Female +8% 0% 10% 20% 40% 50% Hitwise Retail 500 Online Pop DMA 40% +10% New York, NY 30% 60% Share of Visits Age Share of Visits 30% +4% Los Angeles, CA 20% Chicago, IL 10% Philadelphia, PA 0% Boston et al, MA-NH 18-24 25-34 Hitwise Retail 500 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35-44 45-54 Online Pop 55+ +11% +6% 0% 2% Hitwise Retail 500 4% 6% 8% Online Pop 7
- 8. Mosaic Groups Affluent boomers& families are largest group of shoppers Share of Visits to Hitwise Retail 500 for Top 4 Mosaic Groups Share of Website Traffic from Top 4 Mosaic Groups Amazon.com 27% 30% Walmart 5% 20% Target 4% 27% BestBuy 3% 29% Macy*s 2% 35% Share of Visits to Hitwise Retail 500 for Top 4 Mosaic Groups Share of Website Traffic from Top 4 Mosaic Groups NASTY GAL 0.06% 55% White House Black Market 0.06% 54% West Elm 0.08% 61% 0.13% 52% 0.24% 55% Mosaic Groups Websites +12% +9% +7% +4% A - Power Elite B - Flourishing Families C - Booming with Confidence D - Suburban Style L - Blue Sky Boomers E - Thriving Boomers I - Family Union F - Promising Families M - Families in Motion N - Pastoral Pride H - Middle-class Melting Pot O - Singles and Starters J - Autumn Years Q - Golden Year Guardians Websites R - Aspirational Fusion G - Young, City Solos S - Economic Challenges K - Significant Singles P - Cultural Connections 0% 2% 4% 6% Share of Visits Hitwise Retail 500 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Online Pop 8% Pottery Barn Kids Neiman Marcus Online 8
- 9. Total Visits toRetail Categories – December Increased visits to department store websites Retail Categories - Dec 2013 vs 2012 +6% Department Stores -5% Rewards & Directories -9% Apparel & Accessories Auctions -18% House & Garden -14% Appliances & Electronics Dec-13 -7% Sport & Fitness Dec-12 -7% Computers -10% Toys & Hobbies -19% Video & Games -2% - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Total Visits in Millions ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
- 10. Total Visits toHitwise 500 Retail Websites 49% of visits went to Top 10 websites Highest Growth YoY Total Visits to Retail Websites - Dec 2013 vs 2012 Amazon.com Walmart Target BestBuy Macy*s Kohls.com Sears JC Penney The Home Depot TOYS 'R' US - USA QVC.com Overstock.com Kmart.com Lowe's GameStop Walgreens.com Zappos.com Shutterfly Barnes & Noble Fandango 1. Dec-12 +29% +1% Microsoft Store +172% YoY H&M +139% YoY Personalization Mall +122% YoY Dummies.com + 106% YoY 7. CCS +82% YoY 8. 1-800-Diapers +81% YoY 9. Dec-13 +224% YoY 6. +4% Fitbit 5. +3% 2. 4. +2% +285% YoY 3. +30% Fanatics.com zZounds +75% YoY 10. Wayfair 11. Zara 0 200 400 600 800 1000 Total Visits in Millions ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. +69% YoY 12. Big 5 Sporting Goods +6% +70% YoY +67% YoY 13. SAMMY Dress +65% YoY 14. Dell +57% YoY 15. Hobby Lobby +54% YoY 10
- 11. Mobile Market Shareof Visits – December Visits to mobile shopping websites increased 13% YoY Mobile Market Share of Visits by Category +20% Department Stores Apparel & Accessories +3% -28% Rewards & Directories Sport & Fitness +7% House & Garden +12% Appliances & Electronics Auctions Toys & Hobbies Computers Video & Games 0.00% Dec-13 -22% Dec-12 +31% +3% -32% -30% 0.50% 1.00% 1.50% 2.00% 2.50% Share of Visits ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11
- 12. Market Share ofVisits – PC vs Mobile Websites Large retailers have bigger mobile presence Market Share of Visits to Appliance & Electronics Websites - Dec 2013 Market Share of Visits to Department Store Websites - Dec 2013 Amazon.com Wal-Mart Target Macy's Kohl's Sears JC Penney QVC Overstock.com Kmart HSN Nordstrom Costco Fingerhut Amazon 48% on PCs vs 56% on Mobile 0% 20% 40% 60% BestBuy Newegg.com Sprint - Shop TigerDirect.com Virgin Mobile USA Office Depot RadioShack B&H Photo Video woot! H.H.Gregg U.S. Cellular… Fry's Outpost.com OfficeMax Buy.com Virgin Mobile 0% Share of Visits Mobile ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. PC Best Buy 25% on PCs vs 35% on Mobile 10% 20% 30% 40% Share of Visits Mobile PC 12
- 13.
- 14. Upstream Traffic toHitwise Retail 500 Social & email comprised higher share of marketing mix Upstream Traffic to Hitwise Retail 500 -13% Search Engines Shopping & Classifieds +11% Social Networking & Forums +39% Email Services +44% Entertainment +24% Business & Finance Dec-13 Dec-12 +11% Lifestyle +2% Rewards & Directories -16% Portal Frontpages -45% News & Media +7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Share of Upstream Traffic ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14
- 15. Downstream Traffic toHitwise Retail 500 Store openings on Thanksgiving drove increased email activity Downstream Traffic to Hitwise Retail 500 Peak Days by Channel 35% Rewards & Directories – Cyber Monday Share of Downstream Traffic 30% 25% Search – Black Friday 20% 15% Email – Thanksgiving 10% 5% Search Engines 12/31 12/28 Social Networks – Black Friday Social Networking & Forums Email Services 12/25 12/22 12/19 12/16 12/13 12/10 12/7 12/4 12/1 11/28 11/25 11/22 11/19 11/16 11/13 11/10 11/7 11/4 11/1 0% Rewards & Directories ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15
- 16. Downstream Traffic fromEmail Increases on several major milestone days Thanksgiving – YoY Change Email Downstream Traffic to Retail 500 on Holiday Milestones 12% 10% 1. Amazon +70% +9% +3% 2. Walmart +49% -8% 3. Best Buy +14% 8% +5% +4% 6% 0% 4. Target -20% 5. Macy’s +50% Christmas –YoY Change 4% 1. Amazon +39% 2% 2. Walmart +54% 3. Macy’s 0% Thanksgiving Black Friday Cyber Monday 2011 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Free Shipping Christmas 2012 2013 Day After Christmas +18% 4. Best Buy -25% 5. Kohl’s -30% 16
- 17. Traffic from SocialNetworks Instagram, Tumblr & Google+ represented larger share Upstream Websites Dec-13 YoY Percent Change Highest Share of Downstream Traffic 1. Amazon +36% YoY 2. Walmart -3% YoY Facebook 5.32% 38% YouTube 1.65% 55% 3. Target -2% YoY Pinterest 0.14% 5% 4. Macy’s +11% YoY Twitter 0.11% 29% 5. Best Buy +3% YoY Yahoo! Answers 0.05% -8% Reddit 0.04% 385% Linkedin 0.04% Google+ 0.04% Retail Websites - Highest Increases Tumblr 0.03% 0.03% ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. +262% YoY 32% 2. Fitbit +261% YoY 103% 3. Beats by Dr. Dre +212% YoY 4. Fanatics.com +211% YoY 5. Dermstore Instagram 1. Wayfair +150% YoY 199% 98% 17
- 18. Social Traffic toWayfair Significant traffic increases from social efforts Upstream Social Networks 1. Facebook – 12% +293% YoY 2. YouTube – 1% +83% YoY 3. Pinterest – 0.3% -28% YoY Facebook #2 source of traffic in December 4. Houzz – 0.1% +90% YoY 5. LinkedIn – 0.06% +408% YoY 6. Google+ – 0.01% +123% YoY ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18
- 19. Social Traffic toBeats by Dre Video content was a major driver for social traffic Upstream Social Networks 1. YouTube – 16% +487% YoY 2. Facebook – 4% +3% YoY 3. Twitter – 0.2% -27% YoY 4. Yahoo! Answers – 0. 2% +123% YoY YouTube #2 source of traffic in December 5. CafeMom – 0.07% New 6. Ask.fm – 0.07% up New ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19
- 20. Downstream Traffic fromInstagram Younger & sport-oriented brands gaining traffic Downstream Traffic from Instagram - Dec 2013 Amazon.com Walmart Forever 21 +12% YoY Target Foot Locker 23isBACK.com +20% YoY Macy*s GameStop Finish Line +4% YoY Shutterfly BestBuy TOYS 'R' US - USA Walgreens.com Victoria's Secret NikeStore +118% YoY 0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% % Share of Downstream Traffic ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20
- 21. Reward & Directories Affiliateopportunities increased from discount websites Upstream Websites – New YoY Total Visits to Rewards & Directories – Dec 2013 1. Super Clearance +69% #5 #1 Upstream 2. Sales Toys Shop at Home Yahoo! Shopping Groupon No More Rack Coupons.com Pronto cnet Reviews Outrate.net RetailMeNot.com Slickdeals.net NexTag Bizrate Ebates Super Clearance Swagbucks.com LivingSocial compare99 Calibex.com www.bestbuys.com My Points 3. Rebate Blast +56% +38% +158% +110% +1178% +52% +107% #3 #4 4. Cyber Monday 2013 5. Coupon Click Club HH Income - Dec 2013 +2% #2 +2% 35% Share of Visits 30% +2856% 25% +6% -2% 20% -3% 15% 10% -10% 5% 0% - 20 40 60 Total Visits (in Millions) ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 80 < $30k $30k $59.9k $60k $99.9k $100k $149.9k > $150k 21
- 22.
- 23. Hot Products Uggs, gameconsoles, tablets & smartphones top the most wanted lists during holiday season Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013 Rank Search Term Top Branded Product Search Terms Week of Thanksgiving/Black Friday YoY Change 1 xbox one 2 ps4 1 uggs +14% 2 uggs 2 ps4 15103% 4 kindle fire hd 3 xbox one New 5 ipad air 4 fitbit New 5 kindle fire hd -33% 6 ipad air New 1 uggs 7 iphone 5s New 2 xbox one 8 zoomer New 2 ps4 9 chromecast New 4 kindle fire hd 10 wii u -22% 5 ipad air ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Top Branded Product Search Terms Week of Cyber Monday 23
- 24. Variations of HotProducts iPads and game consoles captured highest volume Weekly Search Term Variations 0.09% Share of Searches 0.08% 0.07% 0.06% 0.05% 0.04% 0.03% 0.02% 0.01% "ugg" "ps4" "xbox one" "fitbit" "kindle fire" "ipad" 0.00% ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24
- 25. Search Activity –PlayStation 4 & Xbox One Higher demand for the PS4 throughout the season Search Variations for PlayStation 4 & Xbox One 0.12% Top PS4 Game Variations 1. Minecraft 2. GTA 5 0.10% Share of Searches 3. NBA 2K14 0.08% 4. Dead Rising 3 5. Destiny 0.06% 0.04% Top Xbox One Game Variations 1. Killer Instinct 0.02% 2. Minecraft 0.00% 3. NBA 2K14 4. Halo 5. Zoo Tycoon "ps4 or playstation 4" ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. "xbox one or xbox 1" 25
- 26. Hot Products –Toys Zoomer the Robot Dog & Doc McStuffins were popular Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013 Search Term 1 ps4 New 2 xbox one New 3 zoomer disney infinity wii u 6 doc mcstuffins check up center New 7 barbie dream house 395% 8 tabeo e2 New 9 skylanders swap force hot wheels car maker 0.0025% 0.0020% 0.0015% New 10 0.0030% New 5 0.0035% New 4 0.0040% Share of Searches Rank YoY Change Search Term Variations of "zoomer" New ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 0.0010% 0.0005% 0.0000% +92% Share of Searches Search Term Variations of "doc mcstuffins check up center" 0.0010% 0.0009% 0.0008% 0.0007% 0.0006% 0.0005% 0.0004% 0.0003% 0.0002% 0.0001% 0.0000% 26
- 27. Searches for RetailerSpecific Coupons Volume down 26% on average for 5 weeks of holiday shopping season Downstream Industries – 4 WE Dec 21, 2013 Searches for Retailer Specific Coupons Industry 0.18% Search Clicks YoY Change Rewards & Directories 53% +15% 0.14% Share of Search Clicks 0.16% Dept Stores 10% -15% 0.12% Apparel 6% -16% 0.10% Toys & Hobbies 5% -30% Appliances & Electronics 4% -27% 0.08% Downstream Websites – 4 WE Dec 21, 2013 0.06% 0.04% Website Search Clicks YoY Change -20% Deal Plus 3% -28% ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 1/4 3% 2012 12/28 Savings.com 2013 12/21 +605% 12/14 4% 12/7 DealCatcher.com 11/30 +333 11/23 9% 11/16 Coupons.com 11/9 0.00% 11/2 +70% 10/26 14% 10/19 RetailMeNot 10/12 0.02% 27
- 28. Key Findings CyberMonday remained the peak day for online traffic although Thanksgiving & Black Friday followed closely behind with significant activity across all 3 days. Affluent adults continued to be a key shopping segment online this holiday season with 23% of visits coming from those earning $100k or more. Traffic to mobile shopping websites increased 13% YoY, with the highest growth in the share of visits to the mobile websites of department stores at 20% YoY. Visits to department store websites also increased on PCs 6% YoY, especially with the significant growth in visits to Amazon (+30% YoY). Email was key on Thanksgiving day as stores promoted their holiday hours and promotions, beating out the share of traffic on Cyber Monday, previously the peak day for email. Traffic from social networks like Facebook, YouTube and Instagram increased to retailers and continue to highlight the opportunities available to interact with your customers with content beyond just discounts & promotions. Visual content like photos and video also drive interest, sharing and website traffic. Gadgets and game consoles dominated the search activity again this year– the new PlayStation 4 and Xbox One; Kindle Fire HD and various iPads and iPhones. Retailer-specific coupon searches were down this year, potentially an outcome from the increase in email traffic directly from the retailers. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28
- 29. Questions? Stay connected withus for up-to-date insights: consumerinsight@experian.com MORE WEBINARS Find a list of all past and upcoming webinars @ExperianMkt ex.pn/webinars More holiday insights on our blog ex.pn/mktfwd 29
- 30. ©2013 Experian InformationSolutions, Inc. All rights reserved. Experian Public. 30
Editor's Notes
- #3 Before we begin, I want to encourage everyone to ask questions throughout the webinar. You can do that either in the Q&A box on your Go2Webinar screen or tweet them using our handle @ExperianMKT and the hasthtag #shareinsight. We also encourage you to check out our Marketing Forward blog using the short link on your screen right now. We’ll be releasing real-time insights throughout the holiday season on our blog so be sure to take a look.
- #6 This year we are faced with a much shorter holiday season thanks to a very late Thanksgiving holidayTotal visits to the top 500 retail websites during peak week failed to surpass levels of the 2012 holiday season Here it is important to note that this data is based upon website browsing on desktops and some mobile devices on wi-fi-networks
- #8 Income unchanged from last year, 23% of visits came from those who earn $100k or more 77% of visits came from those 35 and over
- #9 The top 4 Mosaic Groups – which are the most affluent, represent 29% of all visitsAdditionally, 2 more groups of Boomers follow with another 12%
- #11 49% of all visits in Dec went to the Top 10 retailers 60% of all visits in Dec went to the Top 25 retailers 70% to the top 50 79% to the top 100
- #16 The biggest surprise was the peak day for email to drive traffic Hitwise Retail 500 was on Thanksgiving instead of the typical Cyber Monday, So I checked with our team at Cross Channel Platform to validate this data and found the same thing – Thanksgiving had the largest volume we have ever seen for that day as many brands promoted store openings on Thanksgiving with both in-store and online offers.Downstream traffic from search to retailers was up 12% on Christmas day YoY
- #19 Overall traffic increase by 72% in Dec On Dec 11, 2013 when Wayfair.com announced a chance to help select the next giveaway, the share of upstream traffic from Facebook increased to nearly 17%
- #20 Overall traffic increase by
- #22 Yahoo Shopping was the top upstream website to deliver traffic to the Hitwise Retail 500 even though there was not a traffic increase YoYCoupon websites like Slickdeals.net experienced 107% growth in traffic and their share of upstream traffic increased 165% YoY
- #27 Zoomer variations peaked the week before Christmas – the week ending 12/21Doc McStuffins Check Up Center variations peaked the week of Cyber Monday 12/7
- #28 Volume down 26% on average for 5 weeks of holiday shopping season This year searches peaked earlier during the week of cyber Monday compared to the previous season where they peaked the week of Dec 14th and the week of Thanksgiving and Black Friday