Presentation by: Maria Domoslawska, Research Now & Heather Dougherty, Experian Marketing Services

1. A Multi-Dimensional View
of the Digitally Engaged
Consumer
Single-source methodology
harnessing insights of today’s
‘new’ consumer

2. Maria Domoslawska
VP, Global Strategy & Research
Research Now
Heather Dougherty
Director of Research
Experian Marketing Services
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3. Agenda
1. Who we are
2. Background and methodology
3. Context
4. Findings
5. Segments
6. Conclusions
3

4. Who we are…
4

5. Experian Hitwise
Helping companies understand online consumer behavior
25
million internet users
1+
million online businesses
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6. Research Now
Global leader in digital data collection and online sampling
 Largest online panel in the industry
− Over 6.8 million panel members
− Covering 38 countries
− #1 in customer satisfaction
− 5 years consecutively
 Over 1,200 research professionals dedicated
to providing superior client service
 25 Offices Worldwide:
− North America: Dallas, New York, Los Angeles, San Francisco,
Chicago, Seattle, Toronto …
− EMEA: London, Paris, Frankfurt, Hamburg, Athens, Madrid…
− Asia-Pacific: Sydney, Auckland, Shanghai, Singapore, New Delhi …
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7. Research Now New Media Solutions
Research Now is leading the way in social, mobile and digital
behavioral data collection to power your insights.
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8. Research Now New Media Solutions
Research Now is leading the way in social, mobile and digital
behavioral data collection to power your insights.
8

9. Research Now New Media Solutions
Research Now is leading the way in social, mobile and digital
behavioral data collection to power your insights.
9

10. Research Now New Media Solutions
Research Now is leading the way in social, mobile and digital
behavioral data collection to power your insights.
10

11. Research Now New Media Solutions
Research Now is leading the way in social, mobile and digital
behavioral data collection to power your insights.
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12. Context
12

13. Daily Visits to Retail 500 (USA)
Cyber Monday is a peak day for online retail traffic
Black Friday
Thanksgiving Cyber Monday
Historically the
highest traffic in
online retail
category is
during the week
of and after
Thanksgiving
13

14. 14

15. 15

16. “Retailers are trying to lure shoppers away
from the Internet, where they have increasingly been
shopping to avoid Black Friday madness, and back to the
stores.
The bait is technological tools that will make
shopping a little more sane and give shoppers an edge over
their competition. Those with smartphones are expected to
get better planning tools, prices and parking spots.”
Source: http://topics.nytimes.com/top/reference/timestopics/subjects/r/retail_stores_and_trade/black_friday/index.html 16

17. A single-source methodology
The study: holiday shopping
Total Respondents = 5826
Mobile Survey &
Web-based Surveys Web-behavioral Data GPS Data
Behavioral Data
Sample Size: 5826 Sample Size: 5826 Sample Behavioral: 1150 Store visits: 800
Survey fielding Behavioral tracking
Nov 19-21, 2012 Nov 19-30, 2012
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18. Background &
Methodology
18

19. Our respondents
56.7%
43.3%
20.3%
18.3% 19.1%
17.7% 16.7%
6.2%
18-24 25-34 35-44 45-54 55-64 65+
20.9% 22.1% 17.7% 17.1%
9.3%
$25-49.9K $50-74.9K $75-99.9K $100-149.9K >$150K
19

20. Our respondents
2.3% 10.1% 28.7% 37.1% 21.7%
< High School High School Some College or College or Graduate School
Graduate Graduate Technical School Technical School Graduate
$25- $50- $75- $100-
$49.9 $74.9 $99.9K $149.9
20.9% 27.2%22.1% 22.9% 25.8% 13.4%
17.7% 17.7%
Less than Once a month 2-3 times a month More than 3 times
once a month a month
20

21. Demographic Differences between
PC Mobile
Vs.
Older Younger
More Male More Female
Less Affluent More Affluent
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22. Key Findings
22

23. Typical holiday shopping periods
Last Minute After Christmas/Holiday Season
5% 1%
Before Thanksgiving
10%
Black Friday
(day after
Early to Thanksgiving)
mid-December 39% said that
14% they will shop
55%
during the next
two weeks
Weekend after
Thanksgiving
8%
Cyber Monday (Monday after Thanksgiving)
7%
Q2. When do you typically do the majority of your holiday purchasing?
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24. Preferred sales
Black Friday sales only
6% Cyber Monday sales only
Don't know/
11%
Both Black Friday and Cyber
Prefer not to answer Monday sales
2% 29%
70% will
I don't care about these
specific sales and I avoid shop during
shopping during that time the next
28% week off- or
online
I don't care about these specific sales, I don't know yet during which
but I plan to shop during that time sale I will shop
9% 15%
Q3. Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday
after Thanksgiving), which of the following best describes your plans as of right now. I am planning to
shop:(n=5829)
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25. Multi Channel Shopping
Intent
50%
46% 4%
Q4. Which way do you plan to do your holiday shopping this year? (n= 5826)
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26. Which way… And when exactly?
Black Friday shopping only holds its brick-and-mortar
reign, while only digital shopping is intended for Cyber
Monday in nearly the same proportion
Q.4. Which way do you plan to do your holiday shopping this year? Please put
approximate percent for each of the following : n=5826
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27. Where was the traffic?
27

28. Traffic
300
247 256 254 245
242
Total # of Visits
207 202
167
144 153 144
136
Store Visits GPS
Sample = 800
0
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
1000 921
745
Total # of Visits
701
543 547
456 475
376
281 279
Mobile Websites 204 223
Sample = 1150
0
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
7000
5757
5404
Total # of Visits
4969
4593
3789 3885
3389 3316 3221 3098 2930 2710
PC Websites
Sample = 5826
0
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
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29. Store Visits
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30. Planned and actual store visits during the
two weeks
What respondents said and did ranked differently
Top 10 store visitation ranking
70%
64%
GPS Store visitation
47%
41%
35%
33%
24% 23% 22% 22%
21% 21% 20%
18%
10% 10% 9% 8% 9%
7%
1 2 15 7 0 11 3 16 5 10 3%
Q8. Which of the following store locations are you planning to visit in the next few weeks? Please
check all that apply. (n=5829)
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31. Website Visits
31

32. Site Visit Plans for Holiday Shopping
Top 10 site visitation ranking
PC Site Visitation
76% Mobile Site Visitation
62%
57%
51%
35%
29%
25% 24%
21% 20%
18% 17% 17% 16%
14%
12% 11%
1 4 5 2 13 14 3 18 6 11 8%
1 2 4 3 5 6 8 9 7 10 3% 2%
Q7. Which of the following retail websites are you planning to visit in the next few weeks?
Please check all that apply (n=5829)
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33. Big retailers continue to attract traffic on
Thanksgiving
Higher site traffic on Cyber Monday
Higher site traffic on Thanksgiving
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34. How do consumers search when they shop?
Promotions 2%
68% of the
searches that 83% of the searches for a
mention a Types of retailer were navigational
Product Retailer
product name research- 58%
(e.g. Amazon, Walmart)
40%
were branded related 9% of searches are for a
(e.g. iPad, Kindle searches retailer mentioned Black
Fire) Friday or Cyber Monday
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35. What does retailer research help with?
More expensive items are the most researched
between different retailers
Compare prices online between different
retailers
I get information printed ads and flyers in
my area
I ask friends and family
I browse online without a plan Retailer
58%
I got to the store and ask for help/ideas
I look for specialty online blogs
I use the mobile app of the retails store
Q5. How often do you typically do the following starting your holiday
shopping for a larger price item ($100 or more)? (n=5829)
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36. When searching for products…
…consumers will most likely
visit department and apparel
stores…
Product
40%
….followed by
more niche
product
retailers
Q6. In the upcoming weeks, while looking for ideas/products/gifts, how likely
are you to visit websites or physical store locations for the following
categories? (n=5829)
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37. Smartphone
apps
37

38. Top 20 Apps Usage during Black Friday and
Cyber Monday weeks
The Facebook app was used 11,004 hrs during the 12-day period (11/19-11/30) by 719
user averaging to 1.275 hrs per day (76.5 minutes).
Period: Nov 19-30, 2012.
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39. The Shrewd Shopper Carries a Smartphone
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40. A wide range of retailer apps
Focus to drive traffic back to stores
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41. Retail Apps Installed
Respondents claimed they had their apps installed but
only a handful used them
Q9. Which of the following retail apps do you currently have installed on your phone? (n=5829)
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42. At Walmart In-Store App Usage
Share of Time
Other
12.9% Retail
Texting
0.8%
18.8%
Music
6.7%
Internet
8.2%
Utilities
Email 15.3%
9.3%
Games
Social
8.1%
8.4% Phone/
voicemail
11.5%
42
Source: Passive data for 63 panelists, 69 hours of usage

43. Segments
43

44. Mosaic® USA Segments
Income
Age
44

45. Affluent HHs less interested in early sales
When do you typically do the majority of your holiday
purchasing?
Dec: Power
Early Shoppers: Elite & Booming
Flourishing Families with Confidence
& Pastoral Pride
Black Friday:
Suburban Style &
Family Union
Weekend:
Thriving Boomers Cyber Monday:
& Middle-Class Promising
Melting Pot Families &
Young City Solos
Q2. When do you typically do the majority of your holiday purchasing?
45

46. Income is a major driver of timing
Prefers to shop later
Income
Shops holiday weekend
Avoids busy shopping days
Shops throughout holiday
Early shoppers
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47. Opportunities with Power Elite
 Highly affluent audience with significant discretionary spend
 Enjoys trying new products & technology, likes prestige & high
value and is motivated by status and ‘premium offers’
47

48. Plans to shop, but uncertain of which sales
Which of the following best describes your plans as of
right now? Don't know but plan to shop
125
100
Group F: Promising Families Group H: Middle-class Group L: Blue Sky Boomers
75 Lower & middle-class baby
Young couples with children Melting Pot
in starter homes living Mid-scale, middle-aged & boomers-aged HHs living in
child-centered lifestyles established couples living in small towns
suburban & fringe homes
50
Q. Regarding the upcoming sales on Black Friday and Cyber Monday, which of the
following best describes your plans as of right now?
48

49. Opportunities with Middle Class Melting Pot
 Active digital audience with money to spend
 Focus on the quality of your brand & product, provide
rewards & service features and be cautious with the
use of their personal info
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50. Conclusions
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51. Key takeaways
Technology fuels new methodologies allowing
brands to get closer to consumers to better understand their mind
sets, aspirations and actual behaviors.
There is no average customer. Using behavioural
and research survey based data you can gain a true understanding
who your customers are, where they are and
of
when they are likely to be there.
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52. Key takeaways
The path to purchase is undergoing an evolution in all
aspects of customer experience. It is crucial for Brands to
stay on top of trends to track emerging touch points.
Customer Satisfaction ≠ Customer Loyalty
Consumers are distracted and brands need to catch the limited
moments of opportunity to provide value and help manage their
Customer Experience.
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53. Thanks you!
Maria Domoslawska
MDomoslawska@researchnow.com
Research Now
Heather Dougherty
Heather.Dougherty@experian.com
Experian Marketing Services
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