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©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
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Holiday 2013 – That’s a Wrap!
Heather DoughertyResearch Director, Experian Marketing Services
January 9, 2014
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#shareinsight
Continue the conversation
Follow us at @ExperianMkt
Check out our blog for real-time holiday insightsex.pn/mktfwd
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Introducing our speaker
Heather Dougherty, Research Director, Experian Marketing Services
Today’s talk track: Which retail websites were successful this holiday season? What were the
changes in visit trends to retail websites compared to past seasons? Who visited retail websites this holiday season? What tactics can reach more
buyers in the future? Which digital channels were effective - through the performance of search, email,
affiliate partners and social networks? How consumer demand changed through new and recurring search trends &
themes for holiday gifts?
Tweet using the hashtag #shareinsight@ExperianMkt
Traffic Trends
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Daily Visits to Hitwise Retail 500Late start to shopping season failed to surpass 2012
11/1
11/3
11/5
11/7
11/911
/1111
/1311
/1511
/1711
/1911
/2111
/2311
/2511
/2711
/29 12/1
12/3
12/5
12/7
12/912
/1112
/1312
/1512
/1712
/1912
/2112
/2312
/2512
/2712
/2912
/310
50
100
150
200
250
Daily Visits to Hitwise Retail 500
2010 2011 2012 2013
Tota
l Vis
its (i
n M
illio
ns)
Hitwise Retail 500 = top 500 online retail websites, excluding auctions, classifieds and buying clubs
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Holiday Milestone DaysDaily traffic levels similar across key shopping days
Thanksgiv-ing
Black Friday
Cyber Monday
Free Shipping
Christmas Day After Christmas
0
50
100
150
200
250
Total Visits to Hitwise Retail 500 on Holiday Milestone Days
201120122013
Tota
l Vis
its (i
n M
illio
ns)
-1% -8%-2%
-9%-3%
-5%
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Demographics of Retail Visitors More likely to be affluent, female & over 35
< $30k $30k - $59.9k
$60k - $99.9k
$100k - $149.9k
> $150k0%
10%
20%
30%
HH Income
Hitwise Retail 500 Online Pop
Shar
e of
Vis
its
18-24 25-34 35-44 45-54 55+0%5%
10%15%20%25%30%35%40%
Age
Hitwise Retail 500 Online Pop
Shar
e of
Vis
its
Female
Male
0% 10% 20% 30% 40% 50% 60%
Gender
Online Pop Hitwise Retail 500
Share of Visits
Boston et al, MA-NH
Philadelphia, PA
Chicago, IL
Los Angeles, CA
New York, NY
0% 1% 2% 3% 4% 5% 6% 7% 8%
DMA
Online Pop Hitwise Retail 500
+8%
+10%
+11%+6%
+4%
+14% +17%
+4%
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Mosaic GroupsAffluent boomers & families are largest group of shoppers
WebsitesShare of Visits to Hitwise Retail 500 for Top 4 Mosaic
Groups
Share of Website Traffic from Top 4 Mosaic Groups
Amazon.com 27% 30%
Walmart 5% 20%
Target 4% 27%
BestBuy 3% 29%
Macy*s 2% 35%
P - Cultural ConnectionsK - Significant Singles
S - Economic ChallengesG - Young, City Solos
R - Aspirational FusionQ - Golden Year Guardians
J - Autumn YearsO - Singles and Starters
H - Middle-class Melting PotN - Pastoral Pride
M - Families in MotionF - Promising Families
I - Family UnionE - Thriving BoomersL - Blue Sky Boomers
D - Suburban StyleC - Booming with Confidence
B - Flourishing FamiliesA - Power Elite
-1% 0% 1% 2% 3% 4% 5% 6% 7% 8%
Mosaic Groups
Online Pop Hitwise Retail 500
Share of Visits
+12%+9%
+7%+4%
WebsitesShare of Visits to Hitwise Retail 500 for Top 4 Mosaic
Groups
Share of Website Traffic from Top 4 Mosaic Groups
NASTY GAL 0.06% 55%
White House Black Market 0.06% 54%
West Elm 0.08% 61%
Pottery Barn Kids 0.13% 52%
Neiman Marcus Online 0.24% 55%
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Video & Games
Toys & Hobbies
Computers
Sport & Fitness
Appliances & Electronics
House & Garden
Auctions
Apparel & Accessories
Rewards & Directories
Department Stores
- 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000
Retail Categories - Dec 2013 vs 2012
Dec-13Dec-12
Total Visits in Millions
Total Visits to Retail Categories – DecemberIncreased visits to department store websites
+6%
-5%-9%
-18%
-14%-7%-7%
-10%-19%
-2%
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Total Visits to Hitwise 500 Retail Websites49% of visits went to Top 10 websites
Highest Growth YoY 1. Fanatics.com +285%
YoY
2. Fitbit +224% YoY
3. Microsoft Store +172% YoY
4. H&M +139% YoY
5. Personalization Mall +122% YoY
6. Dummies.com + 106% YoY
7. CCS +82% YoY
8. 1-800-Diapers +81% YoY
9. zZounds +75% YoY
10. Wayfair +70% YoY
11. Zara +69% YoY
12. Big 5 Sporting Goods +67% YoY
13. SAMMY Dress +65% YoY
14. Dell +57% YoY
15. Hobby Lobby +54% YoY
FandangoBarnes & Noble
ShutterflyZappos.com
Walgreens.comGameStop
Lowe'sKmart.com
Overstock.comQVC.com
TOYS 'R' US - USAThe Home Depot
JC PenneySears
Kohls.comMacy*s
BestBuyTarget
WalmartAmazon.com
0 200 400 600 800 1000
Total Visits to Retail Websites - Dec 2013 vs 2012
Dec-13Dec-12
Total Visits in Millions
+30%+2%
+3%+4%
+1%+6%
+29%
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Video & Games
Computers
Toys & Hobbies
Auctions
Appliances & Electronics
House & Garden
Sport & Fitness
Rewards & Directories
Apparel & Accessories
Department Stores
0.00% 0.50% 1.00% 1.50% 2.00% 2.50%
Mobile Market Share of Visits by Category
Dec-13Dec-12
Share of Visits
+31%
+20%
+3%-28%
+7%+12%
-22%
+3%-32%
-30%
Mobile Market Share of Visits – December Visits to mobile shopping websites increased 13% YoY
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Market Share of Visits – PC vs Mobile WebsitesLarge retailers have bigger mobile presence
FingerhutCostco
NordstromHSN
KmartOverstock.com
QVCJC Penney
SearsKohl's
Macy'sTarget
Wal-MartAmazon.com
0% 10% 20% 30% 40% 50% 60%
Market Share of Visits to Department Store Websites - Dec 2013
Mobile PC
Share of Visits
Virgin MobileBuy.com
OfficeMaxFry's Outpost.com
U.S. Cellular CorporationH.H.Gregg
woot!B&H Photo Video
RadioShackOffice Depot
Virgin Mobile USATigerDirect.com
Sprint - ShopNewegg.com
BestBuy
0% 10%20%30%40%
Market Share of Visits to Appliance & Electronics Websites - Dec 2013
Mobile PC
Share of Visits
Best Buy 25% on PCs vs
35% on Mobile
Amazon 48% on PCs vs
56% on Mobile
Drivers of Traffic
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Upstream Traffic to Hitwise Retail 500 Social & email comprised higher share of marketing mix
News & Media
Portal Frontpages
Rewards & Directories
Lifestyle
Business & Finance
Entertainment
Email Services
Social Networking & Forums
Shopping & Classifieds
Search Engines
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Upstream Traffic to Hitwise Retail 500
Dec-13Dec-12
Share of Upstream Traffic
+11%+39%
+44%+24%
+11%
+7%
+2%
-13%
-16%
-45%
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Downstream Traffic to Hitwise Retail 500 Store openings on Thanksgiving drove increased email activity
Search – Black Friday
Email –Thanksgiving
Social Networks – Black Friday
Rewards & Directories –
Cyber Monday
Peak Days by Channel
11/1
11/4
11/7
11/10
11/13
11/16
11/19
11/22
11/25
11/28 12
/112
/412
/712
/1012
/1312
/1612
/1912
/2212
/2512
/2812
/310%
5%
10%
15%
20%
25%
30%
35%
Downstream Traffic to Hitwise Retail 500
Search Engines Social Networking & ForumsEmail Services Rewards & Directories
Shar
e of
Dow
nstre
am T
raffi
c
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Thanksgiving – YoY Change
1. Amazon +70%
2. Walmart +49%
3. Best Buy +14%
4. Target -20%
5. Macy’s +50%
Downstream Traffic from Email Increases on several major milestone days
Thanksgiving Black Friday Cyber Monday
Free Shipping
Christmas Day After Christmas
0%
2%
4%
6%
8%
10%
12%
Email Downstream Traffic to Retail 500 on Holiday Milestones
2011 2012 2013
+9% +3%
+5% +4%
-8%
0%
Christmas –YoY Change
1. Amazon +39%
2. Walmart +54%
3. Macy’s +18%
4. Best Buy -25%
5. Kohl’s -30%
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Traffic from Social NetworksInstagram, Tumblr & Google+ represented larger share
Highest Share of Downstream Traffic
1. Amazon +36% YoY
2. Walmart -3% YoY
3. Target -2% YoY
4. Macy’s +11% YoY
5. Best Buy +3% YoY
Retail Websites - Highest Increases
1. Wayfair +262% YoY
2. Fitbit +261% YoY
3. Beats by Dr. Dre +212% YoY
4. Fanatics.com +211% YoY
5. Dermstore +150% YoY
Upstream Websites Dec-13 YoY Percent
ChangeFacebook 5.32% 38%
YouTube 1.65% 55%
Pinterest 0.14% 5%
Twitter 0.11% 29%Yahoo! Answers 0.05% -8%
Reddit 0.04% 385%
Linkedin 0.04% 32%
Google+ 0.04% 103%
Instagram 0.03% 199%
Tumblr 0.03% 98%
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Upstream Social Networks
1. Facebook – 12% +293% YoY
2. YouTube – 1% +83% YoY
3. Pinterest – 0.3% -28% YoY
4. Houzz – 0.1% +90% YoY
5. LinkedIn – 0.06% +408% YoY
6. Google+ – 0.01% +123% YoY
Social Traffic to WayfairSignificant traffic increases from social efforts
Facebook #2 source of traffic
in December
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Upstream Social Networks
1. YouTube – 16% +487% YoY
2. Facebook – 4% +3% YoY
3. Twitter – 0.2% -27% YoY
4. Yahoo! Answers – 0. 2% +123% YoY
5. CafeMom – 0.07% New
6. Ask.fm – 0.07% up New
Social Traffic to Beats by DreVideo content was a major driver for social traffic
YouTube #2 source of traffic in
December
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Downstream Traffic from InstagramYounger & sport-oriented brands gaining traffic
NikeStore
Walgreens.com
BestBuy
Finish Line
Macy*s
Foot Locker
Forever 21
Amazon.com
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6%
Downstream Traffic from In-stagram - Dec 2013
% Share of Downstream Traffic
+12% YoY
+20% YoY
+4% YoY
+118% YoY
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Reward & DirectoriesAffiliate opportunities increased from discount websites
My Pointswww.bestbuys.com
Calibex.comcompare99
LivingSocialSwagbucks.comSuper Clearance
EbatesBizrate
NexTagSlickdeals.net
RetailMeNot.comOutrate.net
cnet ReviewsPronto
Coupons.comNo More Rack
GrouponYahoo! Shopping
Shop at Home
- 10 20 30 40 50 60 70
Total Visits to Rewards & Directories – Dec 2013
Total Visits (in Millions)
+69%
+56%+38%
+158%+110%+1178%+52%+107%
+2%
+2856%
< $30k $30k - $59.9k
$60k - $99.9k
$100k - $149.9k
> $150k0%5%
10%15%20%25%30%35%
HH Income - Dec 2013
Shar
e of
Vis
its
+6%
-10%-3%
-2%+2%
Upstream Websites – New YoY
1. Super Clearance
2. Sales Toys
3. Rebate Blast
4. Cyber Monday 2013
5. Coupon Click Club
#1 Upstream
#2
#3#4
#5
Search Trends
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Hot Products Uggs, game consoles, tablets & smartphones top the most wanted lists during holiday season
Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013
Rank Search Term YoY Change
1 uggs +14%
2 ps4 15103%
3 xbox one New
4 fitbit New
5 kindle fire hd -33%
6 ipad air New
7 iphone 5s New
8 zoomer New
9 chromecast New
10 wii u -22%
Top Branded Product Search Terms Week of Thanksgiving/Black Friday
1 xbox one
2 ps4
2 uggs
4 kindle fire hd
5 ipad air
Top Branded Product Search Terms Week of Cyber Monday
1 uggs
2 xbox one
2 ps4
4 kindle fire hd
5 ipad air
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Variations of Hot Products iPads and game consoles captured highest volume
10/12
/2013
10/19
/2013
10/26
/2013
11/02
/2013
11/09
/2013
11/16
/2013
11/23
/2013
11/30
/2013
12/07
/2013
12/14
/2013
12/21
/2013
12/28
/2013
01/04
/2014
0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
0.08%
0.09%
Weekly Search Term Variations
"ugg""ps4" "xbox one""fitbit""kindle fire""ipad"
Shar
e of
Sea
rche
s
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Search Activity – PlayStation 4 & Xbox One Higher demand for the PS4 throughout the season
Top PS4 Game Variations
1. Minecraft
2. GTA 5
3. NBA 2K14
4. Dead Rising 3
5. Destiny
Top Xbox One Game Variations
1. Killer Instinct
2. Minecraft
3. NBA 2K14
4. Halo
5. Zoo Tycoon 10/12
/2013
10/19
/2013
10/26
/2013
11/02
/2013
11/09
/2013
11/16
/2013
11/23
/2013
11/30
/2013
12/07
/2013
12/14
/2013
12/21
/2013
12/28
/2013
01/04
/2014
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
Search Variations for PlayStation 4 & Xbox One
"ps4 or playstation 4" "xbox one or xbox 1"
Shar
e of
Sea
rche
s
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Hot Products – Toys Zoomer the Robot Dog & Doc McStuffins were popular
Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013
Rank Search Term YoY Change
1 ps4 New
2 xbox one New
3 zoomer New
4 disney infinity New
5 wii u +92%
6 doc mcstuffins check up center New
7 barbie dream house 395%
8 tabeo e2 New
9 skylanders swap force New
10 hot wheels car maker New
10/12/2013
10/19/2013
10/26/2013
11/02/2013
11/09/2013
11/16/2013
11/23/2013
11/30/2013
12/07/2013
12/14/2013
12/21/2013
12/28/2013
01/04/2014
0.0000%
0.0005%
0.0010%
0.0015%
0.0020%
0.0025%
0.0030%
0.0035%
0.0040%
Search Term Variations of "zoomer"
Shar
e of
Sea
rche
s
10/12
/2013
10/19
/2013
10/26
/2013
11/02
/2013
11/09
/2013
11/16
/2013
11/23
/2013
11/30
/2013
12/07
/2013
12/14
/2013
12/21
/2013
12/28
/2013
01/04
/2014
0.0000%
0.0002%
0.0004%
0.0006%
0.0008%
0.0010%
Search Term Variations of "doc mcstuffins check up center"
Shar
e of
Sea
rche
s
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Searches for Retailer Specific CouponsVolume down 26% on average for 5 weeks of holiday shopping season
Downstream Industries – 4 WE Dec 21, 2013
Industry Search Clicks
YoY Change
Rewards & Directories 53% +15%
Dept Stores 10% -15%
Apparel 6% -16%
Toys & Hobbies 5% -30%
Appliances & Electronics 4% -27%
10/12
10/19
10/26 11
/211
/911
/1611
/2311
/30 12/712
/1412
/2112
/28 1/40.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
0.18%
Searches for Retailer Specific Coupons
2013 2012
Shar
e of
Sea
rch
Clic
ks
Downstream Websites – 4 WE Dec 21, 2013
Website Search Clicks YoY Change
RetailMeNot 14% +70%
Coupons.com 9% +333
DealCatcher.com 4% +605%
Savings.com 3% -20%
Deal Plus 3% -28%
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Cyber Monday remained the peak day for online traffic although Thanksgiving & Black Friday followed closely behind with significant activity across all 3 days. Affluent adults continued to be a key shopping segment online this holiday season with 23% of visits coming from those earning $100k or more.
Traffic to mobile shopping websites increased 13% YoY, with the highest growth in the share of visits to the mobile websites of department stores at 20% YoY. Visits to department store websites also increased on PCs 6% YoY, especially with the significant growth in visits to Amazon (+30% YoY).
Email was key on Thanksgiving day as stores promoted their holiday hours and promotions, beating out the share of traffic on Cyber Monday, previously the peak day for email.
Traffic from social networks like Facebook, YouTube and Instagram increased to retailers and continue to highlight the opportunities available to interact with your customers with content beyond just discounts & promotions. Visual content like photos and video also drive interest, sharing and website traffic.
Gadgets and game consoles dominated the search activity again this year– the new PlayStation 4 and Xbox One; Kindle Fire HD and various iPads and iPhones. Retailer-specific coupon searches were down this year, potentially an outcome from the increase in email traffic directly from the retailers.
Key Findings
2929
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