2nd Annual Baynote Holiday Shopping Survey

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2nd Annual Baynote Holiday Shopping Survey

January 2012

Although there are numerous studies leading up to the holiday season that attempt to forecast what retailers can expect, few explore how consumers actually thought online retailers performed immediately after the fact.

Baynote’s Holiday Online Shopping Experience Survey examines consumer sentiment related to the digital experience across different retail channels, including eCommerce websites, social networks, tablets and mobile devices.

2

Sample Size: 1,032 U.S.

online holiday shoppers

Timeframe: Between Cyber

Monday and Christmas Eve

2011 Margin of

Error:

2.9%

ABOUT THE SURVEY

• Overall, more than 84% of consumers said their online shopping experience this season was “good” or “excellent,” up from 78% last year

• The personalization of the shopping experience on Facebook, mobile phones and tablets lags far behind traditional eCommerce websites

• Vast majority of shoppers reported social networks had no influence on their holiday purchase decisions

• Email and search delivered shoppers the most relevant product recommendations, outperforming eCommerce sites and in-store sales associates

• Coupons and promotions delivered via email, direct mail and search were more useful to shoppers than daily deal sites and social networks

RESULTS SUMMARY

“While social, mobile and tablet

all have tremendous potential, retailers

need to improve the customer shopping experience across

these new channels. This holds

particularly true for the tablet, which we

expect will dominate all other emerging channels in the coming year.”

— Anurag Wadehra

CMO, Baynote

RESULTS SUMMARY

Q: Please rate your overall online shopping experience this holiday season.

SUMMARY: Consumer satisfaction is rising. More than 84% of consumers said their online shopping experience this season was “good” or “excellent,” up from 78% last year.

OVERALL EXPERIENCE

32.4

51.1

11.7

1.9 0.8

2

2nd Annual Survey

Excellent

Good

Average

Fair

Poor

N/A

23

55

17.5

3

0.5 1

1st Annual Survey

Excellent

Good

Average

Fair

Poor

N/A

*All numbers in percentages

Q: Indicate how important each of the following attributes are to making your online shopping experience positive.

SUMMARY: Checkout, navigation, product reviews and site search continue to be pillars of a positive shopping experience.

OVERALL EXPERIENCE

0%

20%

40%

60%

80%

100%

2.4 2.7 2.9 4.3 7.1 24.5 21

37.9

2.9 3.6 4.4 4.6

15

20.3 21

17

13.3 12.7 14.6 17.2

30.8

21.1 23.9

17.8

33.3 33.1 33.6

34.7

29.4

18.4 20.4 14.5

48.1 47.9 44.5

39.2

17.8 15.7 13.6 12.7

Very Important

Important

SomewhatImportant

Not VeryImportant

N/A


Q: Rate each of the following as they related to your online shopping experience this holiday season.

SUMMARY: Consumers were most satisfied this year with the quality of navigation on retail sites, while least satisfied with how their online experience connected back to their social networks.

OVERALL EXPERIENCE

0%

20%

40%

60%

80%

100%

2.4 5.5 4.4 8.7

30.1

1 1.4 0.8 2.7

7.1

3.5 4.6 4.2

8.6

8.5

20 20.1 19.9

26

20.8 44.2 40.9 44

35.9

21.5 28.9 27.6 26.7

18.1 12.1

Excellent

Good

Average

Fair

Poor

N/A


Q: Thinking of this holiday season, approximately how often did you research products online and then purchase them in a store?

SUMMARY: 64.8% of shoppers researched then purchased in stores at least half the time.

CROSS CHANNEL EXPERIENCE & SATISFACTION

14.2

28.6

22

28.7

6.5 All the time

Most of the time

About half thetime

Less than half thetime

Never

Big influence

Some influence

A little influence

No influence

Didn’t purchase from category

Electronics/ computers

41.4 24.9 9.1 4.7 19.9

Home related items

23.4 33.7 14.3 10.1 18.4

Entertainment (movies, books, etc.)

22.3 29.8 16.0 12.1 19.7

Clothing, accessories & shoes

20.5 25.9 19.4 17.6 16.6

Toys 15.9 21.0 12.9 12.0 38.3

Q: Of the following types of products, how much influence did your online research have on the in-store purchases you made.

SUMMARY: Electronics/computer retailers in particular should be building their sites to facilitate the research process.


Q: Thinking about each of the following methods for shopping research and purchases, please indicate how well they met your expectations regarding the following factors.

SUMMARY: Retail sites performed the best across the board, with Facebook performing the worst – especially on privacy.


CHANNEL

Exceeded expectations

Met expectations

Didn’t meet expectations

On eCommerce site 22.43% 72.98% 4.60%

On Facebook 24.18% 59.31% 16.51%

On Smartphone 22.25% 61.78% 15.97%

On Tablet 23.31% 58.78% 17.91%

Shopping Experience

CHANNEL


Met expectations


On eCommerce site

24.03% 69.32% 6.64%

On Facebook 22.94% 61.37% 15.69%

On Smartphone 18.45% 64.71% 16.84%

On Tablet 23.02% 61.51% 15.47%

CHANNEL


Met expectations


On eCommerce site

23.16% 71.90% 4.94%

On Facebook 23.21% 55.66% 21.13%

On Smartphone 22.46% 62.57% 14.97%

On Tablet 27.64% 59.64% 12.73%

Personalization of Experience Privacy

Q: Thinking about researching product information and also purchasing products, which of the following methods have you most frequently used for each during this holiday season?

SUMMARY: Researching and purchasing holiday gifts online is the most frequent combination, trumping in-store activities.


86.7

8.9 3.4 1.1

52.2 45.5

1.2 1.2 0

10

20

30

40

50

60

70

80

90

100

On acomputer

In a store On asmartphone

On a tablet

Researched product

Purchased product


Q: Did you use your mobile phone or smartphone to do research and comparison shopping this holiday season?

SMARTPHONES & TABLETS Q: Did you use your mobile phone or smartphone to make any purchases this season?

14.4

85.6

Yes

No

77.6

22.4

No

Yes

SUMMARY: Consumers are primarily using their mobile phones to research and comparison shop, but not buy.


Q: Do you own a tablet such as an iPad?

SMARTPHONES & TABLETS Q: Did you use your tablet to make any purchases this season?

48.6

51.4

Yes

No

16.8

83.2

Yes

No

SUMMARY: Nearly half of all tablet owners made purchases during the holiday, signaling the future of m-commerce will be in the tablet vs. the smartphone.


Q: Thinking about using the following devices for your shopping experience (research and/or purchase) in the future, approximately when do you think you will use it for these purposes?

SMARTPHONES & TABLETS

SUMMARY: Tablets will become a larger part of mobile commerce over smartphones; nearly 60% of tablet owners say they expect to use their tablet to research/purchase products in the next year.

7.9 5.2

7.7 9.4

69.8

23.3 21.1

13.3 11.1

31.1

0

10

20

30

40

50

60

70

80

In the next 3mos

In 3-6 mos In 6-12 mos In 1 year ormore

I do not expectto use it

Smartphone

Tablet


Q: Did you purchase anything from a retailer’s Facebook Fan Page this holiday season?

FACEBOOK COMMERCE

SUMMARY: Despite the hype, social commerce has yet to deliver on its promise.

Q: Did personal connections on Facebook or another social networking site influence what you purchased this holiday shopping season?

Q: Did you ultimately purchase something on a retailer’s website based on promotion or special offer you received on Facebook?

8.7 91.4

0% 50% 100%

Yes

No

19.8 80.2

0% 50% 100%

Yes

No

19.1 80.9

0% 50% 100%

Yes

No


Q: Of the following ways you receive holiday coupons and promotions, which are the most useful for you?

SUMMARY: Coupons and promotions delivered via email, direct mail and search were more useful to shoppers than daily deal sites and social networks.

COUPONS AND PROMOTIONS

Promotion Channel Average Rank

#1 Email 1.5

#2 Direct mail 2.1

#3 Search engine result 2.2

#4 Daily deals (e.g. Groupon) 2.3

#5 Facebook 2.4

#6 Mobile applications 2.4

#7 Twitter 2.6

#8 QR Codes 2.7

Q: How relevant are the personalized product recommendations you may have received via the following delivery methods?

SUMMARY: Email and search delivered the most relevant personalized product recommendations, outperforming those of eCommerce sites and in-store sales associates.

PERSONALIZED PRODUCT RECOMMENDATIONS

2.5 3.6 5.5 6.7

21.1 22.5 17.5 5.3 5

9.4 7.7

12.4 15.6 17.8

23.9 24.8

28 28.9

29.8 28.7 26.8

36.1 38.9

34.9 34.4

22.3 21.02 17.8

32.2 27.7

22.1 22.4 14.3 12.5 10.1

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Email Searchengineresults

In store viasales

associates

On aneCommerce

site

Facebook Online chatvia virtualassistant

QR codes

Very Relevant

Relevant

Somewhat Relevant

Not very Relavant

Not Relevant At All


Q: How likely are you to share personal information for the sake of getting a more personalized shopping experience?

SUMMARY: Consumers have become slightly more comfortable with sharing their personal information this year.

PERSONALIZATION VS. PRIVACY

16.2

47.4

36.4

20.8

42.5

36.7

0

5

10

15

20

25

30

35

40

45

50

I would definitelyshare

I would considersharing, but would

prefer not to

I am not willing toshare

1st Annual Survey

2nd Annual Survey


Q: Which of the following have you experienced during your online holiday shopping? Select all that apply.

SUMMARY: Retailers have a lot of room to improve in helping shoppers find product they are looking for.

TOP CONCERNS

44.1

34.2

33.2

31.8

22.3

0 10 20 30 40 50

When searching for a product on a searchengine I'm shown too many website

options to choose from

After searching for a product, the linktakes me to a generic homepage instead

of a page with the product I was…

After searching for a product, I'm shownads by retailers that don't sell the

product

Once I'm on a website, I still can't findthe product as easily as I would like to

The results from the search box onwebsites are poor and I have difficulty

finding the products I like


Q: Did your in-store shopping experiences this season use any of the following self-checkout methods? Select all that apply.

SUMMARY: Most people didn’t encounter a self-checkout option, but for those who did, it was most likely through an in-store kiosk.

SELF CHECKOUT

28.3

10.3

6.5

64.4

In-store kiosk

Smartphones

Tablet

None of the above


Baynote is the leading provider of intent-based personalization solutions for multi-channel retailers. Learn more at Baynote.com

For more information on this study, contact: Bateman Group, for Baynote (415) 503-1818 [email protected]

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Technology

2nd Annual Baynote Holiday Shopping Survey