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ADI Consumer Electronics Report 2019

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Technology continues to advance and embed itself into every aspect of our lives, we need to better understand when, how and why consumer use this tech.

Publicado en: Tecnología
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ADI Consumer Electronics Report 2019

  1. 1. CONSUMER ELECTRONICS REPORT Jan 2019 1
  2. 2. US CONSUMER ELECTRONICS REPORT | January 2019 METHODOLOGY • Adobe Analytics measures 80% of online transactions at the largest 100 U.S. web retailers** • Report based on aggregate and anonymized consumer data, comprised of over 55+ billion visits to over 250 retailers in the United States. • For comparison purposes, some retail segments have been broken by their primary product lines • Consumer Electronics • Apparel & Accessories • Home Furnishings & Decoration Data from **Source: Internet Retailer 2018 2 Adobe Advertising CloudAdobe Experience Cloud Adobe Analytics Cloud
  3. 3. US CONSUMER ELECTRONICS REPORT | January 2019 Main takeaways Consumer Electronics retailers: • Depend on strong holiday season to meet yearly online revenue performance goals • Rely less on smartphones than other sectors due to nature of purchasing process; seeing steady growth in share of revenue • Enjoy a small advantage in video ad budgeting with an overall CPM less than most retailers Consumers buying habits: • Leverage the desktop much more than mobile when purchasing consumer electronics; video ad format reflects this preference • Take advantage of door busters on Thanksgiving and Black Friday; 50% of Holiday Weekend shopping done on those two days • Basket size varies across markets (DMA) because of mix of products with higher prices, not because there are more items in the cart • Continue to blur the line between laptops and tablets as screen size inches toward each other 3
  4. 4. US CONSUMER ELECTRONICS REPORT | January 2019 Retailers, Including Consumer Electronics, Rely on Q4 to Make the Year All retailers rely on Q4 to drive business performance. Consumer Electronics ranks just behind Apparel & Accessories in terms of share revenue coming in fourth quarter. No segment showed more than 10% change YoY suggesting consumers continue to delay purchases until Q4. 4
  5. 5. US CONSUMER ELECTRONICS REPORT | January 2019 Smartphone Share of Revenue Lags Other Sectors Buying Consumer Electronics involves research and comparing specs, as a result 80% of revenue comes from purchases made from desktops – nearly 50% more than the more impulsive Apparel & Accessories segment (55% Desktop). 5
  6. 6. US CONSUMER ELECTRONICS REPORT | January 2019 Smartphone Share of Revenue Continues to Grow Revenue contribution from purchases made from smartphones has doubled since January 2016 (+106%). Growth rate slightly ahead of other retail sectors; but started from a lower point (7%) 6
  7. 7. US CONSUMER ELECTRONICS REPORT | January 2019 Retailers Put Video Ads Where the Buyers Are Following the money, Consumer Electronics retailers focus on delivering desktop impressions (64%) Apparel & Accessories and Home Furnishings bet on mobile video (+50%), with the latter leveraging connected TV devices. 7
  8. 8. US CONSUMER ELECTRONICS REPORT | January 2019 Relative Price Parity (CPM) Across Key Formats Consumer Electronics retailers rank second to Apparel & Accessories in overall CPM required to reach consumers ($9.05 to $8.35 for 9 months ending Sep 2018) Mobile video ads don’t extract too much of a premium (+3% overall) 8
  9. 9. US CONSUMER ELECTRONICS REPORT | January 2019 Black Friday More Important than Cyber Monday to Consumer Electronics While Cyber Monday has higher total online sales than Black Friday ($7.9B vs. $6.2B) Black Friday is more important to Consumer Electronics retailers. Consumer Electronics record half of their 5-day holiday weekend on Thanksgiving and Black Friday when products are “door busters” 9
  10. 10. US CONSUMER ELECTRONICS REPORT| 2019 Prices Drop for Key Categories on Thanksgiving Holiday Weekend remains best time to get good deals.. • Prices of toys dropped this year as retailers fought to capture Toys R Us consumers; 31% vs. 19% last year. • Televisions showed similar discounts in the last two years; • Computers showed a more steady decrease through out the season ahead of the Thanksgiving drop. Thanksgiving Nintendo Switch Beats Hot Wheels Red Dead Redemption 2 HatchiBabies Black Friday Laptops (Dell and Lenovo) L.O.L. Surprise Fingerlings Let’s Go Pikachu/Eevee God of War Cyber Monday Fingerlings L.O.L. Surprise Nintendo Switch Laptops (Dell and Apple) LG TVs Discount from 1 Oct to Cyber Monday Top Products 10 2018 2017 -18% -14% -19% -21% -31% -19%
  11. 11. Across the top 50 US markets, there is a $58 difference in average order value during the Holiday Season • New York topped the list this season at $299 followed by Houston at $291 • Top 10 averaged $283 • Greenville/Ashville, NC recorded the lowest at $211 just below Atlanta at $219 • Bottom 10 averaged $226 US CONSUMER ELECTRONICS REPORT | January 2019 Consumers Shop Differently Across Markets (DMA) 11 Note: Top 10/Bottom 10 DMAs listed in appendix • Order value driven primarily by higher-priced items as opposed to more items in the cart. • Price accounts for 85% of the difference – product mix • Number of items in the cart accounts for just 15% of the difference
  12. 12. Tablets are losing their niche screen position between smartphones and laptops • Laptops have gotten on average 1” smaller, while smartphones have gotten on average 1” larger. Now at a 9.1” difference (4.7 vs. 13.8). • Share of visits from tablets has decreased by 30% in the last 4 years. • By comparison, share of visits from smartphones have increased 54% over the same time period. US CONSUMER ELECTRONICS REPORT | January 2019 Bigger Smartphones & Smaller Laptops Leave Little Space For Tablets 12
  13. 13. Based on largest 50 Designated Market Areas (DMA) US CONSUMER ELECTRONICS REPORT | January 2019 Top/Bottom Markets Based on Average Order Value 14 Top 10 Markets (DMA) Avg. Order Value New York (501) $299.14 Houston (618) $291.39 San Francisco-Oak-San Jose (807) $286.34 Los Angeles (803) $284.62 Austin (635) $284.46 Pittsburgh (508) $281.78 Denver (751) $280.17 Washington DC (Hagrstwn) (511) $279.32 Las Vegas (839) $276.16 Phoenix (Prescott) (753) $269.39 Bottom 10 Markets (DMA) Avg. Order Value Jacksonville (561) $234.44 Hartford & New Haven (533) $233.06 St. Louis (609) $230.25 Greensboro-H.point-W.salem (518) $228.82 Charlotte (517) $228.21 Grand Rapids-Kalmzoo-B.crk (563) $225.03 Kansas City (616) $224.97 Harrisburg-Lncstr-Leb-York (566) $220.82 Atlanta (524) $219.18 Greenvll-Spart-Ashevll-And (567) $211.20
  14. 14. US CONSUMER ELECTRONICS REPORT | January 2019 Key Data Tables 15 Month 2016- 01 2016- 02 2016- 03 2016- 04 2016- 05 2016- 06 2016- 07 2016- 08 2016- 09 2016- 10 2016- 11 2016- 12 2017- 01 2017- 02 2017- 03 2017- 04 2017- 05 2017- 06 2017- 07 2017- 08 2017- 09 2017- 10 2017- 11 2017- 12 2018- 01 2018- 02 2018- 03 2018- 04 2018- 05 2018- 06 2018- 07 2018- 08 2018- 09 2018- 10 2018- 11 2018- 12 APP 21% 27% 23% 23% 27% 33% 40% 39% 40% 42% 41% 50% 48% 50% 50% 50% 51% 56% 63% 61% 62% 60% 72% 81% 74% 78% 77% 74% 75% 83% 86% 83% 85% 89% 86% 102% CE 7% 23% 25% 32% 35% 42% 41% 39% 46% 42% 79% 71% 56% 64% 68% 67% 64% 78% 80% 82% 82% 80% 106% 103% 94% 114% 111% 98% 98% 105% 110% 112% 114% 98% 124% 114% HOME 13% 18% 17% 20% 26% 24% 30% 27% 28% 25% 35% 40% 35% 39% 39% 38% 40% 42% 45% 44% 48% 46% 60% 66% 58% 63% 64% 63% 66% 79% 74% 71% 78% 73% 52% 60% OTHER 14% 23% 22% 26% 29% 32% 37% 32% 34% 36% 34% 38% 36% 44% 46% 48% 50% 54% 58% 54% 54% 54% 65% 71% 67% 76% 79% 78% 80% 90% 88% 87% 90% 89% 95% 104% Smartphone Share of Revenue Growth Segment Connected TV Desktop Video Mobile Video Video Native All Others 10% 53% 35% 1% Home Furnishings 21% 22% 55% 2% Apparel & Acc. 2% 47% 50% 1% Consumer Electronics 1% 64% 33% 2% Video Ad Share of Impressions by Format Thanksgiving Black Friday SMB Saturday Sunday Cyber Monday Apparel & Accessories 14% 27% 13% 14% 32% Home Furnishings 15% 27% 13% 14% 31% Conumer Electronics 25% 30% 10% 8% 27% Share of Revenue by Day (Holiday Weekend US) Apparel & Acc. Consumer Electronics Home Furnishing All Others Smartphone 35% 15% 21% 24% Desktop 55% 80% 70% 67% Tablet 11% 5% 9% 9% Share of Revenue by Device (Q3 2018 US)
  15. 15. US CONSUMER ELECTRONICS REPORT | January 2019 Key Data Tables 16 Adobe Price Index Toys TV Computers 1-Nov -6% 0% -3% 2-Nov -6% 0% -4% 3-Nov -6% 0% -4% 4-Nov -6% -1% -3% 5-Nov -1% -2% -4% 6-Nov -6% 0% -3% 7-Nov -7% -1% -4% 8-Nov -7% -1% -8% 9-Nov -7% -4% -10% 10-Nov -7% -7% -9% 11-Nov -8% -2% -10% 12-Nov -8% -2% -13% 13-Nov -7% -2% -11% 14-Nov -7% -2% -9% 15-Nov -8% -2% -9% 16-Nov -8% -3% -10% 17-Nov -8% -3% -11% 18-Nov -11% -4% -15% 19-Nov -12% -5% -15% 20-Nov -12% -5% -15% 21-Nov -12% -5% -16% 22-Nov -27% -18% -18% 23-Nov -27% -18% -18% 24-Nov -29% -18% -18% 25-Nov -32% -19% -18% 26-Nov -31% -19% -18% 27-Nov -31% -16% -14% 28-Nov -31% -16% -14% 29-Nov -31% -16% -14% 30-Nov -30% -16% -14% 1-Dec -30% -15% -18% 2-Dec -30% -15% -14% 3-Dec -29% -17% -14% 4-Dec -30% -15% -14% 5-Dec -30% -16% -14% 6-Dec -30% -15% -18% 7-Dec -30% -16% -18% 8-Dec -29% -16% -18% 9-Dec -28% -17% -14% 10-Dec -28% -17% -14% 11-Dec -28% -15% -14% 12-Dec -28% -16% -14% 13-Dec -27% -15% -14% 14-Dec -28% -16% -14% 15-Dec -28% -16% -16% 16-Dec -28% -17% -16% 17-Dec -28% -16% -16% 18-Dec -28% -16% -16% 19-Dec -28% -16% -16% 20-Dec -28% -16% -16% 21-Dec -28% -17% -20% 22-Dec -28% -17% -16% 23-Dec -29% -17% -14% 24-Dec -29% -17% -14% 25-Dec -26% -17% -14% 26-Dec -26% -16% -14% 27-Dec -26% -16% -14% 28-Dec -26% -16% -14% 29-Dec -26% -16% -14% 30-Dec -28% -15% -15% 31-Dec -29% -15% -15% Month SMARTPHONE LAPTOP 9/1/14 0 0 10/1/14 0.18 0.16 11/1/14 0.45 (0.09) 12/1/14 0.28 (0.07) 1/1/15 0.35 (0.06) 2/1/15 0.09 (0.06) 3/1/15 0.27 (0.22) 4/1/15 0.30 (0.49) 5/1/15 0.42 (0.35) 6/1/15 0.27 (0.41) 7/1/15 0.34 (0.40) 8/1/15 0.41 (0.58) 9/1/15 0.66 (0.51) 10/1/15 0.59 (0.80) 11/1/15 0.56 (1.02) 12/1/15 0.60 (0.52) 1/1/16 0.68 (0.56) 2/1/16 0.59 (0.96) 3/1/16 0.52 (0.90) 4/1/16 0.29 (0.83) 5/1/16 0.43 (1.15) 6/1/16 0.50 (0.78) 7/1/16 0.54 (0.75) 8/1/16 0.49 (0.66) 9/1/16 0.65 (0.84) 10/1/16 0.72 (0.95) 11/1/16 0.60 (1.13) 12/1/16 0.59 (0.71) 1/1/17 0.67 (0.57) 2/1/17 0.62 (0.49) 3/1/17 0.54 (0.56) 4/1/17 0.55 (0.60) 5/1/17 0.56 (0.61) 6/1/17 0.56 (0.68) 7/1/17 0.49 (0.57) 8/1/17 0.31 (0.65) 9/1/17 0.45 (0.93) 10/1/17 0.74 (0.97) 11/1/17 0.63 (1.63) 12/1/17 0.76 (1.23) 1/1/18 0.85 (0.75) 2/1/18 0.73 (0.63) 3/1/18 0.68 (0.94) 4/1/18 0.76 (0.88) 5/1/18 0.80 (1.30) 6/1/18 0.76 (0.72) 7/1/18 0.83 (0.95) 8/1/18 0.74 (0.89) 9/1/18 0.87 (1.07) Screen Size Change

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