For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 2015 Holiday Commerce Trends Through Green Monday Dec.14 December 18, 2015 Gian Fulgoni Co-Founder & Chairman Emeritus, comScore, Inc. Andrew Lipsman VP Marketing & Insights, comScore, Inc.
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2015 comScore Holiday Digital Commerce Trends through Green Monday_FBIC
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
2015 Holiday Commerce Trends Through Green Monday Dec.14 December 18, 2015
Gian Fulgoni Co-Founder & Chairman Emeritus, comScore, Inc.
By Q3 2015, Total Digital Commerce had grown to account for about 1 in every 7 discretionary dollars spent by consumers
*Note: e-Commerce share is shown as a percent of DOC’s Total Retail Sales excluding Food Service & Drinking, Food & Bev. Stores, Motor Vehicles & Parts, Gasoline Stations and Health & Personal Care Stores.
Desktop & Mobile Digital Commerce Share of Corresponding Consumer Spending*
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
Digital Commerce Share (desktop + mobile)
e-Commerce Share (desktop)
11.6% (Q3 ‘14)
11.0% Q3 ‘15
13.1% Q3 ‘15 Digital’s share of consumer spending peaks in Q1 and Q4
Q1 ‘15 saw a 14.7% share, the highest ever
10.3% (Q3 ‘14)
Source: comScore e-Commerce / m-Commerce & U.S. Department of Commerce (DOC) for Retail
Every weekday since Thanksgiving has exceeded $1 Billion in online spend; Cyber Monday became the highest desktop spending day ever at $2.3B, +11.9% Y/Y
Holiday 2015 U.S. Desktop e-Commerce Spending by Day
The importance of free shipping can clearly be seen in 2015, as a higher percentage of retail transactions have free shipping compared to previous years
Percentage of Desktop e-Commerce Transactions w/ Free Shipping
Home, Furniture, and Apparel are the top-gaining product categories for the Holiday Season so far; many categories are seeing slower growth via desktop as buying shifts to mobile
8
7
1
4
9
14
3
18
Home & Garden
Furniture, Appliances, & Equipment
Apparel & Accessories
Consumer Packaged Goods
Event & Movie Tickets
Sports & Fitness
Consumer Electronics
Video Games
Very Strong
Strong
Strong
Strong
Strong
Moderate
Moderate
Moderate Growth rate definitions: Very Strong: +15% or higher Strong: +10-14% Moderate: +5-9%
2015 Holiday Season to Date Desktop e-Commerce Sales – Category Growth vs. YA
Desktop sales were light so far this season (+5%), but 1 extra day vs. YA and the strength of Green Week will likely push us closer to forecast Mobile is having a larger share of digital dollars than expected this season, but mobile is more important to shopping than buying
1 comScore Forecast Holiday 2015: $70 B +14% Total Digital $ +9% Desktop $ +47% Mobile $
M-Commerce sales were up strongly Y/Y on TG, Black Fri. and Cyber Mon., accounting for nearly 30% of digital commerce sales Mobile retail visits peaked on Black Friday, while desktop visitation remains largely significant on Cyber Monday
2 TG through Cyber Monday online sales exhibited strength, while offline sales declined -10% Y/Y
Free shipping day on Friday this week will promote desktop sales growth as we approach Christmas week With the surge of online traffic and buying this holiday season, it is essential for retailers to make sure their sites and apps can keep up
3 Green Monday kicked off a week that’s likely going to bolster desktop growth rates for the season
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Beginning in August 2015, eBay no longer included traffic from PayPal’s media property. This change resulted in a significant decline in eBay’s unique visitors, which does not reflect the performance of eBay’s branded sites/apps.
A significant percentage of top retailers’ audiences are accessing via mobile browser, while the majority of mobile time spent is via retailers’ apps
Selected Leading Retailers: U.S. Total Mobile Unique Visitors – Browser vs. App
137M 72M
68M 55M
52M 37M
23M 23M 21M 17M
28%
39%
23%
99%
35%
86%
66%
26%
42%
45%
72%
61%
77%
<1%
65%
14%
34%
74%
58%
55%
Browser App
% of Time Spent Browser vs. App
Apple Sites
Source: comScore Mobile Metrix, U.S., November 2015