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. Conducted between Cyber Monday and Christmas Eve 2011. Sample Size: 1,032 U.S. online holiday shoppers

1. 2nd Annual Baynote Holiday
Shopping Survey
January 2012
1

2. ABOUT THE SURVEY
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 Sample Size:
performed immediately after the fact. 1,032 U.S.
online holiday
shoppers
Baynote’s Holiday Online Shopping
Experience Survey examines consumer Timeframe:
sentiment related to the digital Between Cyber
experience across different retail Monday and
Christmas Eve
channels, including eCommerce 2011
websites, social networks, tablets and Margin of
mobile devices. Error:
2.9%
2

3. RESULTS SUMMARY
• Overall, more than 84% of consumers said their “While social,
online shopping experience this season was mobile and tablet
“good” or “excellent,” up from 78% last year all have tremendous
• The personalization of the shopping experience potential, retailers
on Facebook, mobile phones and tablets lags far need to improve the
behind traditional eCommerce websites customer shopping
experience across
• Vast majority of shoppers reported social these new channels.
networks had no influence on their holiday This holds
purchase decisions particularly true for
• Email and search delivered shoppers the most the tablet, which we
relevant product recommendations, expect will
outperforming eCommerce sites and in-store dominate all other
sales associates emerging channels
in the coming year.”
• Coupons and promotions delivered via email,
direct mail and search were more useful to
— Anurag Wadehra
shoppers than daily deal sites and social CMO, Baynote
networks

4. RESULTS SUMMARY

5. OVERALL EXPERIENCE
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.
2nd Annual Survey 1st Annual Survey
0.5 1
1.9 0.8
2 3
Excellent 23 Excellent
11.7 17.5
32.4 Good Good
Average Average
Fair Fair
Poor Poor
51.1 N/A N/A
55
*All numbers in
percentages

6. OVERALL EXPERIENCE
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.
100% 13.6
17.8 15.7 12.7
80% 48.1 44.5
39.2
20.4
14.5 Very Important
47.9 18.4
29.4 17.8
60% 21.1 23.9 Important
34.7 17
40% 33.6 30.8
33.3 33.1 20.3 Somewhat
21
Important
20% 12.7 14.6
17.2
15
37.9
Not Very
13.3 21
4.6 24.5
2.9 3.6
2.7
4.4
2.9 4.3 7.1 Important
2.4
0%
N/A
*All numbers in
percentages

7. OVERALL EXPERIENCE
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.
100% 18.1 12.1
28.9 27.6 26.7
80% 21.5
35.9
60% 40.9 44
20.8
44.2
8.5 Excellent
40% 26 7.1
Good
20.1 19.9 30.1
20% 20 8.6 Average
1.4 4.6 4.2 2.7
1 2.4 3.5 0.8 8.7
Fair
5.5 4.4
0%
Poor
N/A
*All numbers in
percentages

8. CROSS CHANNEL EXPERIENCE & SATISFACTION
All the time
Q: Thinking of this holiday season, 6.5 14.2
approximately how often did you
Most of the time
research products online and then
purchase them in a store? 28.7
About half the
SUMMARY: 64.8% of shoppers 28.6 time
researched then purchased in
Less than half the
stores at least half the time. time
22
Never
Q: Of the following types of
Big Some A little No Didn’t purchase
products, how much influence influence influence influence influence from category
did your online research have
Electronics/ 41.4 24.9 9.1 4.7 19.9
on the in-store purchases you computers
made.
Home related 23.4 33.7 14.3 10.1 18.4
SUMMARY: items
Electronics/computer retailers in Entertainment 22.3 29.8 16.0 12.1 19.7
(movies, books,
particular should be building
etc.)
their sites to facilitate the
research process. Clothing, 20.5 25.9 19.4 17.6 16.6
accessories &
shoes
*All numbers in
percentages Toys 15.9 21.0 12.9 12.0 38.3

9. CROSS CHANNEL EXPERIENCE & SATISFACTION
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.
Shopping Experience
Exceeded Met Didn’t meet
CHANNEL expectations expectations 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%
Personalization of Experience Privacy
Exceeded Met Didn’t meet Exceeded Met Didn’t meet
CHANNEL expectations expectations expectations expectations expectations expectations
CHANNEL
On eCommerce On eCommerce
24.03% 69.32% 6.64% 23.16% 71.90% 4.94%
site site
On Facebook 22.94% 61.37% 15.69% On Facebook 23.21% 55.66% 21.13%
On Smartphone 18.45% 64.71% 16.84% On Smartphone 22.46% 62.57% 14.97%
On Tablet 23.02% 61.51% 15.47% On Tablet 27.64% 59.64% 12.73%

10. CROSS CHANNEL EXPERIENCE & SATISFACTION
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.
100
90 86.7
80
70
60 52.2
50 45.5
Researched product
40 Purchased product
30
20
8.9
10 3.4 1.2 1.1 1.2
0
On a In a store On a On a tablet
computer smartphone
*All numbers in
percentages

11. SMARTPHONES & TABLETS
Q: Did you use your mobile Q: Did you use your mobile phone or
phone or smartphone to do smartphone to make any purchases
research and comparison this season?
shopping this holiday season?
14.4
22.4
No Yes
Yes No
77.6 85.6
SUMMARY: Consumers are primarily using their mobile phones to research and
comparison shop, but not buy.
*All numbers in
percentages

12. SMARTPHONES & TABLETS
Q: Do you own a tablet such as an Q: Did you use your tablet to make
iPad? any purchases this season?
16.8
Yes 48.6 Yes
No 51.4 No
83.2
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.
*All numbers in
percentages

13. SMARTPHONES & TABLETS
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?
80
69.8
70
60
50
40 Smartphone
31.1
30 23.3 Tablet
21.1
20 13.3
7.9 7.7 9.4 11.1
10 5.2
0
In the next 3 In 3-6 mos In 6-12 mos In 1 year or I do not expect
mos more to use it
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.
*All numbers in
percentages

14. FACEBOOK COMMERCE
Q: Did you purchase anything from a 8.7 91.4 Yes
retailer’s Facebook Fan Page this
holiday season? No
0% 50% 100%
Q: Did personal connections on
Facebook or another social networking 19.8 80.2 Yes
site influence what you purchased this
holiday shopping season?
No
0% 50% 100%
Q: Did you ultimately purchase
something on a retailer’s website based 19.1 80.9 Yes
on promotion or special offer you No
received on Facebook? 0% 50% 100%
SUMMARY: Despite the hype, social commerce has yet to deliver on its promise.
*All numbers in
percentages

15. COUPONS AND PROMOTIONS
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.
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

16. PERSONALIZED PRODUCT RECOMMENDATIONS
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.
100%
14.3 12.5 10.1
90% 22.1 22.4
27.7
32.2
80% 21.02 17.8
22.3
70%
60% 34.9 34.4 Very Relevant
38.9 26.8
50% 36.1
28.7 Relevant
29.8
Somewhat Relevant
40%
Not very Relavant
30% 28 28.9 12.4
15.6 17.8
Not Relevant At All
20% 23.9 24.8
10% 9.4 7.7 21.1 22.5 17.5
5.3 5
3.6 5.5 6.7
0% 2.5
Email Search In store via On an Facebook Online chat QR codes
engine sales eCommerce via virtual
*All numbers in results associates site assistant
percentages

17. PERSONALIZATION VS. PRIVACY
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.
50 47.4
45 42.5
40 36.4 36.7
35
30
25 20.8
20 1st Annual Survey
16.2
15 2nd Annual Survey
10
5
0
I would definitely I would consider I am not willing to
share sharing, but would share
prefer not to
*All numbers in
percentages

18. TOP CONCERNS
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.
The results from the search box on
websites are poor and I have difficulty 22.3
finding the products I like
Once I'm on a website, I still can't find
the product as easily as I would like to 31.8
After searching for a product, I'm shown
ads by retailers that don't sell the 33.2
product
After searching for a product, the link
takes me to a generic homepage instead 34.2
of a page with the product I was…
When searching for a product on a search
engine I'm shown too many website 44.1
options to choose from
0 10 20 30 40 50
*All numbers in
percentages

19. SELF CHECKOUT
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.
28.3
In-store kiosk
Smartphones
Tablet
64.4 10.3 None of the above
6.5
*All numbers in
percentages

20. 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
baynote@bateman-group.com
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