Kenshoo 2011 U.K. Online Retail Christmas Shopping Season ReportDownload the full report at Kenshoo.com/2011HolidayReport

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5 KEY INSIGHTS

Revenue Driven by Search Advertising

26% Sales Transactions Driven by Search Advertising

50%

Search Advertising Budgets

26% Conversion Rate from Search Advertising

31%

Missed Opportunity Marks

the Last Two Weeks of December as U.K.

Retailer Search Ad Budgets

Run Dry

U.K. Retailers Boost SEM Budgets and Generate Strong Consumer Response Rates

3

5

U.K. Consumers More Comfortable Shopping Online Across Multiple Websites and Visits

1

Despite Higher Cost-Per-Click Rates, U.K. Retailers Generate Strong Return on Ad Spend

2

Source: Kenshoo 2011 U.K. Online Retail Christmas Shopping Season Report | © 2012 Kenshoo, Inc.Note: Insights reflect year-over-year data from Kenshoo U.K. Retail Index from 2 November, 2011 through 2 January, 2012, vs. the same period one year earlier.

Search Advertising Average Cost-Per-Click

10%Search Advertising Return on Ad Spend

DEC. 1 2 3

4 6 7 8 9 10

11 12 13 14 15 16

24

26 27 28 29 30 31

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYSUNDAY

5

17

18 20 21 22 2319

25CHRISTMAS

4 Last-Minute Shoppers Purchase Online, Driving U.K. Retailer Revenue up the Week before Christmas

Revenue Driven by Search

Advertising During the week

of 17-23 December

74%

Sales Transactions Driven by Search Advertising

4%

Conversions Rate from Search Advertising

Search Advertising Budgets

Last Two Weeks in December:

57%

66%