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2013 Holiday Search Shopping Behaviors Survey conducted by SurveyMonkey Audience in association with MarketingLand.com and SearchEngineLand.com. Over 400 US respondents share details about their holiday shopping behaviors online and offline / in-store this retail season. Study covers consumer preferences when it comes to desktop vs mobile search, smartphones vs tablet behaviors and consumer opinion on retargeted ads. Review key findings, examine the raw data and read supporting analysis from the experts at MarketingLand.com and SearchEngineLand.com Read the companion articles, summarizing the results of the survey below: Brand Bias: 70% Of Consumers Look For Known Retailers When Doing Product Searches http://searchengineland.com/brand-bias-70-of-consumers-look-for-known-retailers-when-doing-product-searches-179570 Survey: 3 Out 4 Consumers Now Notice Retargeted Ads http://marketingland.com/3-out-4-consumers-notice-retargeted-ads-67813 Survey: Majority Use Smartphones In Stores, Not For E-Commerce http://marketingland.com/survey-smartphones-heavily-used-in-stores-but-not-for-m-commerce-67741 Survey: Majority Use Mobile Search, Find It “Harder Than PC” http://searchengineland.com/survey-majority-use-mobile-search-engines-but-find-it-harder-than-pc-179741 The Impact of Mobile on Holiday Shopping https://www.surveymonkey.com/blog/en/blog/2013/12/12/holiday-mobile-shopping-habits/
Citation preview
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
32% 50%
KEY FINDINGS
of people
Do 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
10%
Smartphone Shoppers
52% of smartphone owners
use search just as
they do on a
desktop
primarily use
mobile apps for
online shopping on
their smartphone
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
31%
Smartphone Shoppers
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
57%
Purchase INFLUENCE
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
women
Purchase Influence
More likely to use
Facebook for
product
recommendations
MenLess 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….
HolidaySearchSurvey
1/31
88.60% 412
11.40% 53
Q1Doyougenerallypurchasegiftsfortheholidays?
Answered:465 Skipped:0
Total 465
Yes
No
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
2/31
13.03% 52
1.25% 5
8.02% 32
5.01% 20
53.88% 215
7.77% 31
5.76% 23
5.26% 21
Q2Thisyear,whendoyouplantodothemajorityofyourholidayshopping?
Answered:399 Skipped:66
Total 399
BeforeThanksgiv ing
(before...
Thanksgiv ingDay(11/28)
BlackFriday(dayafter
thanksgiv i...Cyber
Monday(mondayafterthanksgiv i...
BetweenCyber
Mondayandthewe...
ThefinalweekbeforeChristmas...
I’malreadydonewithmy
holiday...
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
BeforeThanksgiving(before11/28)
ThanksgivingDay(11/28)
BlackFriday(dayafterthanksgiving)(11/29)
CyberMonday(mondayafterthanksgiving)(12/2)
BetweenCyberMondayandtheweekbeforeChristmas(12/3-12/21)
ThefinalweekbeforeChristmas(12/22-12/24)
I’malreadydonewithmyholidayshopping.
Other(pleasespecify)
HolidaySearchSurvey
3/31
29.57% 118
26.07% 104
21.30% 85
10.78% 43
12.28% 49
Q3Thinkabouttheholidayshoppingyoudidlastyear.Whatpercentageofyour
shoppingwasdoneonline?Answered:399 Skipped:66
Total 399
1%-25%
26-50%
51%-75%
76%-100%
Ididnottoanyofmyholiday...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
1%-25%
26-50%
51%-75%
76%-100%
Ididnottoanyofmyholidayshoppingonline
HolidaySearchSurvey
4/31
4.26% 17
24.81% 99
58.90% 235
7.77% 31
4.26% 17
Q4Thisyear,doyouplantoshoponlineforgiftsmorethanlastyear,lessthanlastyear,oraboutthesameamountaslast
year?Answered:399 Skipped:66
Total 399
Muchmore
Somewhatmore
Aboutthesameamount
Somewhatless
Muchless
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Muchmore
Somewhatmore
Aboutthesameamount
Somewhatless
Muchless
HolidaySearchSurvey
5/31
68.44% 308
31.56% 142
Q5Doyouownasmartphone?Answered:450 Skipped:15
Total 450
Yes
No
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
6/31
49.17% 149
46.20% 140
0.99% 3
1.65% 5
0.99% 3
0.99% 3
Q6Whichofthesedevicesdescribesyourprimarymobiledevice?
Answered:303 Skipped:162
Total 303
iPhone
Android(ex.Samsung
Galaxys4,...
Windowsphone
Blackberry
Idon’tknow
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
iPhone
Android(ex.SamsungGalaxys4,HTCOne)
Windowsphone
Blackberry
Idon’tknow
Other(pleasespecify)
HolidaySearchSurvey
7/31
31.35% 95
29.70% 90
17.49% 53
12.54% 38
27.72% 84
27.72% 84
14.85% 45
27.06% 82
33.99% 103
Q7Whichofthefollowingbehaviorsdescribesyourmobilephoneusagewhile
inretailstores?Answered:303 Skipped:162
TotalRespondents:303
Icomparepricesof
products...
Ilookforoffersandcoupons
Findotherstoresthathavea...
Lookforgiftideas
Icallfriendsor
familyto...
Isendpicturesof
products(...
Iscanbarcodesor"QR"codes
Ilookforproductrev iews
Idon'tusemyphonewhile...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
IcomparepricesofproductsthroughAmazonorotheronlineretailers
Ilookforoffersandcoupons
Findotherstoresthathaveadesiredproductinstock
Lookforgiftideas
Icallfriendsorfamilytoasktheiradvice
Isendpicturesofproducts(orc lothes)tofriendsforadvice
Iscanbarcodesor"QR"codes
Ilookforproductreviews
Idon'tusemyphonewhileshoppinginstores
HolidaySearchSurvey
8/31
33.00% 100
10.23% 31
5.61% 17
14.52% 44
36.63% 111
Q8Whenshoppingwithyoursmartphone,whichofthefollowingbestdescribesyour
behavior?Answered:303 Skipped:162
Total 303
Iuseasearchengine
justason...
Iprimarilyusemobile
apps
Iusesearchwhenanappcan’tfind...
Irelyonmobilesearch
andapps...
Idon’tusemy
smartphoneforshopping
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Iuseasearchenginejustasonthedesktop
Iprimarilyusemobileapps
Iusesearchwhenanappcan’tfindwhatIamlookingfor
Irelyonmobilesearchandappsequally
Idon’tusemysmartphoneforshopping
HolidaySearchSurvey
9/31
52.48% 159
7.59% 23
8.25% 25
10.56% 32
21.12% 64
Q9Whenconductingonlineresearchwithyoursmartphone,whichofthefollowing
bestdescribesyourbehavior?Answered:303 Skipped:162
Total 303
Iuseasearchengine
justason...
Iprimarilyusemobile
apps
Iusesearchwhenanappcan’tfind...
Irelyonmobilesearch
andapps...
Idon’tusemy
smartphoneforonline...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Iuseasearchenginejustasonthedesktop
Iprimarilyusemobileapps
Iusesearchwhenanappcan’tfindwhatIamlookingfor
Irelyonmobilesearchandappsequally
Idon’tusemysmartphoneforonlineresearch
HolidaySearchSurvey
10/31
61.39% 186
18.48% 56
10.56% 32
9.57% 29
Q10Whichofthefollowingstatementsaboutmobilesearchbestexpressesyour
experience?Answered:303 Skipped:162
Total 303
Searchingonamobile
phoneis...
Searchingonamobile
phoneis...
Ipreferusingappstosearchthe...
Idon'tusesearchatallonmymobi...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
SearchingonamobilephoneisharderthanonthePC
Searchingonamobilephoneiseasierbecauseyoucanusevoicesearch(Example:Siri,GoogleNow)
Ipreferusingappstosearchthewebonmymobilephone
Idon'tusesearchatallonmymobilephone
HolidaySearchSurvey
11/31
14.19% 43
22.11% 67
4.29% 13
11.22% 34
13.20% 40
34.98% 106
Q11Whichofthefollowingbestdescribesyourexperiencewithe-
commerce/shoppingonyourmobilephone?
Answered:303 Skipped:162
Total 303
Idoresearchandbuythings...
Idoresearchon
myphoneb...
Idoresearchon
myphoneb...
Ibuythingsonmymobilephonebut...
Ihavesecurity
concerns...
Idon'tbuythingsonmy
phone;...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Idoresearchandbuythingsonmymobilephone
IdoresearchonmyphonebutbuylateronaPC
Idoresearchonmyphonebutbuylateronatablet
IbuythingsonmymobilephonebutonlywhenIhavenootheroption
Ihavesecurityconcernsaboutcreditcardtransactions
Idon'tbuythingsonmyphone;checkingoutandpayingistoodifficult
HolidaySearchSurvey
12/31
30.36% 92
41.91% 127
25.08% 76
16.50% 50
4.62% 14
46.53% 141
1.98% 6
Q12Whattypesofshoppingappsdoyouhaveonyourmobiledevice?(Selectall
thatapply)Answered:303 Skipped:162
TotalRespondents:303
Retailstoreapps
(Examples:...
Onlinestoreapps
(Example:...
DealFindingApps
(Example:...
PriceScannerapps(Example:...
PriceComparison
Apps...
Idon’tuseshopping
apps
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Retailstoreapps(Examples:Bestbuy,Target,Costco)
Onlinestoreapps(Example:Amazon,Ebay,Fab)
DealFindingApps(Example:Groupon,Slickdeals)
PriceScannerapps(Example:RedLaser,Shopsavvy,AmazonPriceScanner)
PriceComparisonApps(Example:Pricegrabber,Shopwiki)
Idon’tuseshoppingapps
Other(pleasespecify)
HolidaySearchSurvey
13/31
17.82% 54
2.97% 9
12.54% 38
25.74% 78
28.38% 86
12.54% 38
Q13Whenshoppingonlinefromyoursmartphone,whatfeatureismost
importanttoyou?Answered:303 Skipped:162
Total 303
LocalStoreLocator
ClicktoCallOption
1clickordering
Websiteloadsquickly
Thefullwebsiteis
v isibleon...
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
LocalStoreLocator
ClicktoCallOption
1c lickordering
Websiteloadsquickly
Thefullwebsiteisvisibleonyourphonewithoutneedingtoscrollleftorright
Other(pleasespecify)
HolidaySearchSurvey
14/31
39.78% 177
60.22% 268
Q14Doyouownamobiletablet?Answered:445 Skipped:20
Total 445
Yes
No
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
15/31
53.98% 95
22.16% 39
3.98% 7
0% 0
14.77% 26
5.11% 9
Q15Whatkindoftabletisyourprimarytablet?
Answered:176 Skipped:289
Total 176
Apple(iPad,iPadMini)
Android(Nexus,Galaxy)
Windows(Surface,Iconia)
Blackberry(Playbook)
AmazonKindle
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Apple(iPad,iPadMini)
Android(Nexus,Galaxy)
Windows(Surface,Iconia)
Blackberry(Playbook)
AmazonKindle
Other(pleasespecify)
HolidaySearchSurvey
16/31
19.32% 34
0% 0
35.23% 62
17.61% 31
27.84% 49
Q16Howdoyouuseyourtabletforonlineshoppingactivities?
Answered:176 Skipped:289
Total 176
Inowusemytabletmore
thanmyPC...
Iusemytabletwhileshoppingi...
Ithasn'treally
changedho...
Ishopandcomplete
purchases...
Ishoponmytabletbut
stilltend...
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
InowusemytabletmorethanmyPCforshoppingandproductresearch
Iusemytabletwhileshoppinginstores
Ithasn'treallychangedhowIshoporconductproductresearch
Ishopandcompletepurchasesonmytablet
Ishoponmytabletbutsti l l tendtobuythingsonmyPC
HolidaySearchSurvey
17/31
67.23% 277
11.17% 46
13.35% 55
Q17Whatwillyouusetosearchforgiftsthisyear?(checkallthatapply)
Answered:412 Skipped:53
Bing
Yahoo
SocialMediaConversations
Shopzilla
Nextag
Pricegrabber
Bizrate
Amazon
eBay
Etsy
Groupon
Idon’tusetheinternettosearch...
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Bing
Yahoo
HolidaySearchSurvey
18/31
3.64% 15
1.46% 6
2.18% 9
2.43% 10
1.46% 6
66.26% 273
24.03% 99
10.68% 44
11.65% 48
12.86% 53
13.59% 56
7.52% 31
TotalRespondents:412
SocialMediaConversations
Shopzil la
Nextag
Pricegrabber
Bizrate
Amazon
eBay
Etsy
Groupon
Idon’tusetheinternettosearchforgifts
Other(pleasespecify)
HolidaySearchSurvey
19/31
31.80% 131
7.52% 31
22.33% 92
12.38% 51
25.97% 107
Q18YouhavesearchedforaNikoncamerainasearchengine,whichofthefollowing
resultsareyoumostlikelytoclick?Answered:412 Skipped:53
Total 412
A
B
C
D
E
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
A
B
C
D
E
HolidaySearchSurvey
20/31
31.07% 128
68.69% 283
33.98% 140
3.64% 15
45.87% 189
56.80% 234
18.20% 75
40.29% 166
29.61% 122
12.38% 51
Q19Whatismostimportantinhelpingyoudecidewhichresultstoclickoninasearchenginesearch?(Selectyourtopthree)
Answered:412 Skipped:53
TotalRespondents:412
Nearbylocation
Knownretailer
Rev iewstars
NumberofGoogle+followers
Discountorsaleoffer
Freeshipping
Freereturns
Imageandpriceisshown
Priceisshown
Contactinfodisplayedin
results
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Nearbylocation
Knownretailer
Reviewstars
NumberofGoogle+followers
Discountorsaleoffer
Freeshipping
Freereturns
Imageandpriceisshown
Priceisshown
Contactinfodisplayedinresults
HolidaySearchSurvey
21/31
75.73% 312
24.27% 100
Q20Haveyouevernoticedthatafteryou’vegonetoawebsite,adsforthatsitebegintoappearonotherwebsites,asyousurftheweb?Forexample,youvisitedMacys.com,andyouarenowseeingads
onYahooforMacy’s.Answered:412 Skipped:53
Total 412
Yes
No
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Yes
No
HolidaySearchSurvey
22/31
8.65% 27
7.37% 23
46.15% 144
37.82% 118
Q21Howhavethoseadsaffectedyourpurchasingdecisions?
Answered:312 Skipped:153
Total 312
Ihavebeenremindedtorev isitth...
Ihaverespondedtoaspecial...
Iignorethem
Iamputoffbythoseads
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Ihavebeenremindedtorevisittheretailer'swebsiteasaresultofthoseads
Ihaverespondedtoaspecialofferinthoseads
Iignorethem
Iamputoffbythoseads
HolidaySearchSurvey
23/31
18.87% 77
34.80% 142
29.41% 120
6.86% 28
10.05% 41
Q22Howconcernedareyouthatretailerscanshowyouadsfortheirproductsafter
youhavevisitedtheirwebsites?Answered:408 Skipped:57
Total 408
Veryconcerned
Somewhatconcerned
Neitherconcerned,
nor...
Somewhatunconcerned
Veryunconcerned.
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Veryconcerned
Somewhatconcerned
Neitherconcerned,norunconcerned
Somewhatunconcerned
Veryunconcerned.
HolidaySearchSurvey
24/31
2.70% 11
21.57% 88
3.19% 13
6.86% 28
42.65% 174
8.33% 34
8.82% 36
Q23Wheredoyougetrecommendationsaboutproductsyouwouldliketopurchase?(checkallthatapply)
Answered:408 Skipped:57
GooglePlus
Youtube
Bing
Yahoo
Amazon
Retailerwebsites
(Examples:...
ConsumerReports
Governmentwebsites
Other(pleasespecify)
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
GooglePlus
Youtube
Bing
Yahoo
HolidaySearchSurvey
25/31
56.62% 231
45.34% 185
42.89% 175
3.92% 16
16.18% 66
TotalRespondents:408
Amazon
Retailerwebsites(Examples:BestBuy.com,REI.com,Target.com)
ConsumerReports
Governmentwebsites
Other(pleasespecify)
HolidaySearchSurvey
26/31
41.42% 169
38.24% 156
13.24% 54
4.41% 18
2.70% 11
Q24Howconcernedareyouaboutidentitytheftwhenshopping?(Bothonandoffline)
Answered:408 Skipped:57
Total 408
Veryconcerned
Somewhatconcerned
Neitherconcerned,
nor...
Somewhatunconcerned
Veryunconcerned
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Veryconcerned
Somewhatconcerned
Neitherconcerned,norunconcerned
Somewhatunconcerned
Veryunconcerned
HolidaySearchSurvey
27/31
45.48% 181
54.52% 217
Q25GenderAnswered:398 Skipped:67
Total 398
Male
Female
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Male
Female
HolidaySearchSurvey
28/31
0% 0
11.81% 47
34.17% 136
28.14% 112
25.88% 103
Q26AgeAnswered:398 Skipped:67
Total 398
<18
18-29
30-44
45-60
>60
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
<18
18-29
30-44
45-60
>60
HolidaySearchSurvey
29/31
22.16% 84
16.09% 61
29.82% 113
14.25% 54
17.68% 67
Q27HouseholdIncomeAnswered:379 Skipped:86
Total 379
$0-$24,999
$25,000-$49,999
$50,000-$99,999
$100,000-$149,999
$150,000+
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
$0-$24,999
$25,000-$49,999
$50,000-$99,999
$100,000-$149,999
$150,000+
HolidaySearchSurvey
30/31
1.26% 5
9.80% 39
25.63% 102
37.19% 148
26.13% 104
Q28EducationAnswered:398 Skipped:67
Total 398
Lessthanhighschool
degree
Highschooldegree
Somecollege
Associateorbachelordegree
Graduatedegree
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
Lessthanhighschooldegree
Highschooldegree
Somecollege
Associateorbachelordegree
Graduatedegree
HolidaySearchSurvey
31/31
7.05% 28
11.84% 47
15.87% 63
9.32% 37
18.89% 75
3.27% 13
7.81% 31
7.30% 29
18.64% 74
Q29Location(CensusRegion)Answered:397 Skipped:68
Total 397
NewEngland
MiddleAtlantic
EastNorthCentral
WestNorthCentral
SouthAtlantic
EastSouthCentral
WestSouthCentral
Mountain
Pacific
0% 20% 40% 60% 80% 100%
AnswerChoices Responses
NewEngland
MiddleAtlantic
EastNorthCentral
WestNorthCentral
SouthAtlantic
EastSouthCentral
WestSouthCentral
Mountain
Pacific