This document discusses online shopping trends during the 2011 Christmas season and provides recommendations for retailers for the 2012 season. It finds that Cyber Monday, Christmas Eve, and Christmas Day saw more online traffic than ever in 2011. It recommends that retailers focus on search, email, and social media marketing, particularly around Cyber Monday, December 17th when consumers start searching for sales, December 23rd when social media activity increases, and mornings when consumers are more likely to open emails.

1. Prepared for
Christmas?
Matthew Potter
Director of Digital Products & Propositions
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2. Oh the weather outside is frightful…
§ Who are we?
§ What happened last year?
§ 2011 über summary
§ 2012 what to expect
§ The gift of giving
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3. Who are you?
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4. Experian Marketing Services Digital
Experian Experian Experian Experian
CheetahMail DAS Hitwise Techlightenment
Email & Mobile | Display Ads | Internet Insight | Social Media
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5. Tell me about 2011
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6. Tell me about 2011
100 million
4.8% more visits
than 2011
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7. Tell me about 2011
We estimated 343 million
350 million hours
hours happened
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8. Tell me about 2011
We estimated 2.18 billion
2.1 billion visits
visits happened
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9. Total visits to shopping sites over
December
Boxing Day – 96.2 million visits
Up 19.5% from 2010
Biggest ever day of online
shopping
Cyber Monday –
84.6 million visits 27 December – 87.1 million visits
Up 18% from 2010 More visits than any shopping day of
2010
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10. Average visit time to shopping sites over
December
Sundays are when people have
more time to spend browsing online
Average visit time to retailers
for December was 9 mins 26 Biggest ever Christmas Day traffic to
seconds down from 10 mins retailers but average visit time
7 seconds in 2010 dropped to 8 mins 5 seconds
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11. Online vs offline retail traffic
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12. Multi-channel vs online only retail
Boxing Day is where multi-channel
In the run up to Christmas the gap is pulls away as post-Christmas sales
narrowing between multi-channel are difficult to replicate online
and online only retailers
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13. Changes in sources of traffic to online retail
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14. Changes in sources of traffic to online retail
% of traffic to content based sites
Twitter:!! 66%
Facebook: ! 42%
Google:! 39%
Hotmail:! 37%
% of traffic to transactional sites
Twitter:!! 9%
Facebook: 16%
Google:! 32%
Hotmail:! 20%
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15. Searches for sales are starting earlier
Searches for sales double in two
weeks. 0.9% of all searches online
contained the word ‘sale’ or ‘sales’ in
the week after Christmas
Uplift in sale searches begins
between 17 Dec and 24 Dec
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16. Entertaining traffic
What was
last year’s
Christmas hit?
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17. Who are they and why do they matter?
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18. It’s elementary...
4.2 million visits to
iPlayer the day after Dr
Who airs
4.3 million visits to
iPlayer the day after
Sherlock airs
723 thousand visits to ITV Player
the day after Downton Abbey airs
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19. Which retailers relied on Entertainment
traffic the most?
1 in 6 visits in
December
1 in 5 visits in
December
15% of its
traffic
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20. I know what you did last Christmas...
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21. What were the prominent sources and
when last Christmas?
Search
Email
Social
Vouchers
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22. What stores, what days last Christmas?
Email
Social
Vouchers
Vouchers
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23. Email, the ultimate Christmas cracker
Fridays
23rd December
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24. How about this Christmas?
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25. Here is what we think...
Year on Year
Growth
Cyber Monday,
Christmas Eve and
Christmas Day bigger
than ever
Year on Year
Flat / Decline
Boxing day will be less
significant as it fall on a
Wednesday...
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26. So what should we do with that?
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27. Search
44% of traffic
came from search 17th
December, the
Make sure you
have your slice of day to get
the pie on serious with
Boxing Day ‘sales’
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28. Email
40% more likely to
open emails in the
morning 70%
higher revenue
Cyber Monday in November
is due to be huge,
support and promote than in
this with email December
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29. Social
Like, want, buy
4x
23rd more
Foursquare
December,
than Albert
the day social
gets social Square
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30. Thank You
If you would like your colleagues to
listen to our presentation we will be
sharing it on Thursday 14th June at
3pm. You can register at :
https://www2.gotomeeting.com/
register/544678818
Or if you have a question please
email me :
matthew.potter@experian.com
Or you can follow us on Twitter :
@Hitwise_UK
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