A snapshot of the mobile-first shopper in Spain1

Spanish conversions visible to Facebook2

People in Spain shop more on mobile when off-the-clock and on-the-go2 Daily share of mobile versus share of desktop conversions by day in Spain

1. Order online, pick up in store

Using mobile to make life easier and steal a deal1 Comparing Spanish mobile-first shoppers, with in-store-first shoppers

Mobile-first shoppers in Spain start earlier¹

1. “Facebook Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1,201 people ages 18+ in Spain, Jan 2017.2. Facebook and Instagram data, across managed accounts only, from Nov 1–Dec 31, 2016 (Holiday season 2016). Analysis of conversion pixel and app events data for ads shown to people in Spain ages 18+ on Facebook. Excludes gaming vertical.3. Spanish Facebook and Instagram chatter data, from Nov 1–Dec 31, 2016 (Christmas 2016).

Sources

Year’s Eve

When do you start your holiday shopping?

2. Free gifts with purchase

Top three preferences of mobile-first shoppers

Top three preferences of in-store-first shoppers

2. Familiarity with the store I am buying from

1. How closethe store is to me

Age

Mobile-first

0% 20% 40% 60% 80% 100%

Desktop-first

In-store-first

18-34 35-49 50+

Gender Parents

60%Mobile-first

39%Desktop-first

33%In-store-first

Mobile-first Desktop-first In-store-first

55%

Female Male

44%

Female Male

48% 51%

Female Male

48%51%

Nov 6 Nov 16 Nov 26 Dec 6 Dec 16 Dec 26 Jan 5 Jan 15 Jan 25

Cyber Monday

Black Friday

DeviceDistribution

57% 43%

Christmas

Singles Day

Three Kings Day

70%

60%

50%

40%

30%

Weekends

Nov 5 Nov 12 Nov 19 Nov 26 Dec 3 Jan 10 Jan 17 Jan 24 Jan 31

In Spain, Christmas starts early on Facebook3

400k

300k

200k

100k

0kNov 7, 16 Nov 17, 16 Nov 27, 16 Dec 7, 16 Dec 17, 16 Jan 27, 16

Volu

me

of m

entio

ns

3.Coupons

3. Price

Mobile Desktop

Volu

me

of m

entio

ns

0%

Spain Total

Desktop-first

Mobile-first

In-store-first

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

21% 10% 69%

33% 6% 61%

30% 8% 62%

15% 13% 72%

No fixed time frameOctober through mid-November Late November through late December

0% 20% 40% 60% 80% 100%

The Who, When and Why of Mobile Shopping this Christmas in Spain

Volume of mentions of Christmas and Xmas on Facebook