Page 1
1 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered 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.
Hitwise Holiday Recap 2012
January 16, 2013
Page 2
2 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
• Which retail websites were successful this holiday season and the changes in visit trends to retail websites compared to past seasons?
Holiday Traffic Trends
• Which digital channels were effective in delivering visitors? Key Traffic Drivers
• How did consumer demand change through new and recurring search trends & themes for holiday content and gifts?
Search Behavior
• Who visited retail websites this holiday season and what tactics can reach more buyers in the future? Audience Profile
Today’s Discussion
Tweet using hashtag #hwholidayrecap
Page 3
3 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Holiday Traffic Trends
Page 4
4 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Daily Traffic to Hitwise Retail 500 Visits also peaked before & after key holiday milestones
Page 5
5 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Daily Traffic on Holiday Milestones Highest traffic growth later in the season on Christmas & Free Shipping Day
+6% +7% +11%
+18% +27% +1%
Page 6
6 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Top Retail Websites on Cyber Monday Large retailers continued to capture additional visits
+17%
Page 7
7 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Daily Visits on Holiday Milestone Dates Significant growth on Cyber Monday & Thanksgiving
-27%
-25%
-38% -14%
-17% -9%
+2% +16%
+22% +5%
+9% +13% +22% +57% +25% +17% +8% +5%
Page 8
8 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Total Visits to Product Categories Strongest growth to Computer & Video Game categories
+13%
+4%
+9%
+23%
+4%
+25%
+8%
+14%
+7%
Page 9
9 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Total Visits to Discount & Dept Stores Higher growth for department store websites
+3%
+7%
Page 10
10 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Total Visits to Coupon Websites Overall traffic to the category flat YoY
Page 11
11 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Key Drivers of Traffic
Page 12
12 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Key Traffic Drivers to Hitwise Retail 500 Search & cross-shopping across retailers most common methods of navigation
38%
4.7%
3.2% 3.8%
1%
1.5%
Page 13
13 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Downstream Traffic to Hitwise Retail 500 Cyber Monday became more influential across channels
Search
1. Black Friday (#1 in 2011
2. Cyber Monday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
Email
1. Cyber Monday (#1 in 2011)
2. Black Friday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
Rewards & Directories
1. Cyber Monday (#3 in 2011)
2. Thanksgiving (#1 in 2011)
3. Black Friday (#2 in 2011)
Social Networks
1. Black Friday (#1 in 2011)
2. Cyber Monday (#2 in 2011)
3. Thanksgiving (#3 in 2011)
Page 14
14 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Downstream Traffic from Rewards & Directories Key times for driving traffic during the holiday kick-off and late in the season
Page 15
15 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Upstream Traffic from Rewards & Directories Consumers most often using comparison shopping tools before visiting retail websites
Page 16
16 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Downstream from Social Networks Retailers leveraged Facebook for holiday promotions
Page 17
17 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Downstream from Social Networks Retailers leveraged Facebook for holiday promotions
Page 18
18 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Downstream Traffic from Pinterest Retailers used “Pin it” option to increase user participation with Pin Boards
Page 19
19 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Search Behavior
Page 20
20 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Top Product Searches for 12 Weeks Ending Dec. 29, 2012
1. Uggs
2. Kindle Fire HD
3. Wii U
4. Toms Shoes
5. iPhone 5 cases
6. Nexus 7
7. iPod Touch 5th generation
8. Furby
9. Doc McStuffins
10.Ps3
Searches for Hot Products Shoes, gadgets & toys top the most wanted lists
Page 21
21 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Search Term Variations of iPad vs. Kindle Fire Higher interest in the iPad
Page 22
22 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Search Term Variations of ‘free shipping’ Consumers are actively seeking out ‘Free Shipping Day’
Page 23
23 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Search Term Variations of ‘free shipping’ Consumers are actively seeking out ‘Free Shipping Day’
Page 24
24 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Searches for Gift Cards Overall volume flat compared to last Holiday season
Page 25
25 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Online Holiday Shoppers
Page 26
26 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Demographics of Hitwise Retail 500 Tend to have higher income & credit-worthiness than online population
Page 27
27 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Mosaic Groups for Hitwise Retail 500 Propensity for HHs with children to visit online retailers
Suburban Style Middle aged, ethnically-mixed suburban families
and couples earning upscale incomes
Page 28
28 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Suburban Style Purchase Motivators Receptive to email & willing to try new products
Suburban Style Middle aged, ethnically-mixed suburban families
and couples earning upscale incomes
Page 29
29 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Key Takeaways
Ø Despite weak overall sales growth during the holidays compared to last year, visits to the websites across the majority of product categories increased. Cyber Monday retained its top ranking for traffic and visits grew 11% YoY. Black Friday and Thanksgiving followed with 7% and 6% growth.
Ø This was the first holiday season where Cyber Monday was the top trafficked day for the Department Store category with a 16% increase in visits over last year, the category typically peaked on Thanksgiving as shoppers researched Black Friday deals in-stores.
Ø Search engines remained the key driver of traffic along with organic cross-shopping across retail websites. Both Search & Social delivered the highest share of traffic to retailers on Black Friday while Email and Affiliates were key on Cyber Monday.
Ø Uggs remained a perennial cold weather favorite during the holiday season, topping the list of hot products. The new Kindle Fire HD and Wii U game console were also among shoppers’ top searches.
Ø Online shoppers over-indexed against the online population for higher incomes and credit worthiness although a high share of overall visits were from older, less affluent households. Parents seeking convenience & value were another major group of retail visitors during the holidays.
Page 30
30 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Thanks!
Stay connected with us for up-to-date insights: @ExperianMkt Experian Marketing Services experian.com/blogs/marketing-forward
Page 31
31 © 2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.
© 2009 Experian Information Solutions, Inc. All rights reserved.