Latest stats & trends from Hitwise

1. Online Trends and Audience
Insights
Elizabeth de Freitas edefreitas@connexity.com

2. Agenda
o Top shopping days in 2015
o Key dates to look out for in 2016
o Mobile search themes in retail
o Trending gifts
o Taking an audience-centric approach
2
@connexityEU
#festiveinsights

3. Hitwise/AudienceView
• 160 million searches
• 9 million websites
• 172 industries
• 1 million mobile
devices

4. Traffic to the Shopping and Classifieds
Industry over the past 3 years
4

5. Top dates

6. Shopping & Classified
9.3 billion visits last festive season
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
07/11 14/11 21/11 28/11 05/12 12/12 19/12 26/12 02/01 09/01
2015 2014

7. 29 5432130
6 121110987
13 191817161514
20 262524232221
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2
6
7
8 9
22 282726252423
34
5
Key online shopping dates
1
0

8. Source: BRC-KPMG Retail Sales Monitor
BRC weekly sales
Black Friday has shifted Christmas trade

9. -5%
-4%
-3%
-2%
-1%
0%
1%
2%
3%
4%
Nov-15week1
Nov-15week2
Nov-15week3
Nov-15week4
Dec-15week1
Dec-15week2
Dec-15week3
Dec-15week4
Dec-15week5
Jan-16week1
Jan-16week2
Jan-16week3
Jan-16week4
Christmas
Black Friday
Source: Springboard
Footfall declined
4.5% on Black
Friday compared
with +9.8% in
2014
Footfall analysis
YoY change

10. Key dates to plan around
Email
campaigns:
Begin week of
Black Friday
Click &
Collect:
Picks up two
weeks before
Christmas
Gift guides:
Shoppers
need help the
week after
Cyber
Monday
Package
Tracking:
Peaks on
December 22
and also
every
Tuesday.

11. Key dates to plan around
Christmas
Jumper Day:
December
15th
Gift vouchers:
Peak
Christmas
Eve;
increasingly
late, mobile
Gadgets
come to life!
Engage new
customers
when they
activate new
gifts

12. Amazon UK
Argos
John Lewis
Marks & Spencer
Debenhams
Next
ASOS
Tesco Direct
Currys
Boots
House of Fraser
New Look
Amazon.com
Etsy
Very
Other
Top retailers

13. Who has increased their online market
share the most over the past 3 years?
13

14. Retailers to watch
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Series 1

15. 0% 10% 20% 30% 40% 50%
Print
Fashion
Multimedia
Auctions
Rewards and Directories
Email Services
Apparel and Accessories
Social Networking and Forums
Department Stores
Search Engines
Clickstream:
Search, social, multimedia

16. Mobile search overview

17. Mobile dominant in key industries
43%
44%
59%
60%
63%
64%
65%
67%
68%
72%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Banking
Entertainment
Property
Travel (non-maps)
Automotive
Lifestyle
Retail
Sports
News &Media
Food & Beverage
Health

18. Mobile dominant in key industries

19. Mobile and desktop extremes
Navigational
searches
Location-based
searches
Desktop Mobile

20. Other mobile-skewing trends
Need-to-know now Question searches
Big purchases
/Trip Planning
Breaking news
Medical symptoms
Recall information
Declines as consumers
move on to more intense
research
How…?
Where…?
Is/Are…?
Used more in the early stage
of the purchase journey

21. Industry spotlight

22. Retail
Desktop to mobile search continuum

23. Retail

24. Mobile searches are longer
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Retail Food & Bev Travel Auto
Share of searches that are mobile number of words in search
1 word 2 words 3 words 4 words 5+ words

25. Product trends

26. “Pandora
charms”
“Fitbit” “LEGO”
“Pie Face
game”
“Clarks
shoes”
“Amazon
Fire Stick”
“Elf on the Shelf”
“Yankee
Candle”
“Hotel Chocolat”
“iPhone 6S”
Hot products 2015

27. 27
Amazon Prime Day trends

28. What were people looking for now?
28

29. 29
Home Automation

30. 30
Home Automation

31. 31
Home Automation

32. Subscription boxes
Graze
765,000
Loot
556,000
Cornerstone
325,000
Birchbox
226,000
Gousto
209,000
£4 £30 £14 £10 £27

33. Personalisation in gifting

34. Personalisation in gifting
73%
27%
Female Male
Male
Female
A. City Prosperity +1.1X
G. Domestic Success +2.1X
H. Aspiring Homemakers +1.7X

35. Audience-centric marketing

36. 36
Gift Guides for Publishers

37. Gift guides for publishers

38. Gift Guide:
Rugby and football fans

39. Gift guide
Affluents: income £50,000+

40. Top Tips
Campaigns need to get started earlier
Black Friday is the new
Boxing Day.

41. 41
Explore using action buttons in your social campaigns.
Social is back as a driver
of retail visits.
Top Tips

42. 42
2016 will be the first mobile Christmas. Make sure to
develop content optimised for mobile devices prioritising
common mobile search themes.
Take a mobile-first
approach.
Top Tips

43. Thank you.
Elizabeth de Freitas
edefreitas@connexity.com
07854413013