darwin form - experian digital services - prepared for christmas?
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Darwin FoRM - 29th May 2012 - Matt Potter, Product and Propositions Director at Experian Digital Services presentation on 'Prepared for Christmas?'TRANSCRIPT
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Prepared for Christmas?Matthew Potter Director of Digital Products & Propositions
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§ Who are we?
§ What happened last year?
§ 2011 über summary
§ 2012 what to expect§ The gift of giving
Oh the weather outside is frightful…
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Who are you?
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Experian Marketing Services Digital
ExperianCheetahMail
ExperianDAS
ExperianHitwise
ExperianTechlightenment
Email & Mobile Display Ads Internet Insight Social Media| | |
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Tell me about 2011
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Tell me about 2011
100 million more visits than 2011
4.8%
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Tell me about 2011
We estimated 350 million
hours
343 million hours
happened
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Tell me about 2011
2.18 billion visits
happened
We estimated2.1 billion
visits
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Total visits to shopping sites over December
Cyber Monday – 84.6 million visits
Up 18% from 201027 December – 87.1 million visits
More visits than any shopping day of 2010
Boxing Day – 96.2 million visits Up 19.5% from 2010
Biggest ever day of online shopping
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Average visit time to shopping sites over December
Average visit time to retailers for December was 9 mins 26 seconds down from 10 mins
7 seconds in 2010
Biggest ever Christmas Day traffic to retailers but average visit time dropped to 8 mins 5 seconds
Sundays are when people have more time to spend browsing online
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Online vs offline retail traffic
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Multi-channel vs online only retail
Boxing Day is where multi-channel pulls away as post-Christmas sales
are difficult to replicate onlineIn the run up to Christmas the gap is
narrowing between multi-channel and online only retailers
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Changes in sources of traffic to online retail
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Changes in sources of traffic to online retail
% of traffic to transactional sites Twitter:!! 9% Facebook: 16% Google:! 32% Hotmail:! 20%
% of traffic to content based sites
Twitter:!! 66%Facebook: ! 42%Google:! 39%Hotmail:! 37%
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Searches for sales are starting earlier
Uplift in sale searches begins between 17 Dec and 24 Dec
Searches for sales double in two weeks. 0.9% of all searches online contained the word ‘sale’ or ‘sales’ in
the week after Christmas
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Entertaining traffic
What was last year’s Christmas hit?
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Who are they and why do they matter?
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It’s elementary...
723 thousand visits to ITV Player the day after Downton Abbey airs
4.3 million visits to iPlayer the day after
Sherlock airs
4.2 million visits to iPlayer the day after Dr
Who airs
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Which retailers relied on Entertainment traffic the most?
1 in 6 visits in December
1 in 5 visits in December
15% of its traffic
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I know what you did last Christmas...
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What were the prominent sources and when last Christmas?
Search
Social
Vouchers
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What stores, what days last Christmas?
Social
Vouchers
Vouchers
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Email, the ultimate Christmas cracker
Fridays
23rd December
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How about this Christmas?
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Here is what we think...
Year on YearFlat / Decline
Boxing day will be less significant as it fall on a
Wednesday...
Year on YearGrowth
Cyber Monday, Christmas Eve and
Christmas Day bigger than ever
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So what should we do with that?
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Search
44% of traffic came from search 17th
December, the day to get
serious with ‘sales’
Make sure youhave your slice of
the pie on Boxing Day
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40% more likely to open emails in the
morning
higher revenuein November
than in December
Cyber Mondayis due to be huge,
support and promotethis with email
70%
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Social
Like, want, buy 4xmore
Foursquare than Albert
Square
23rd December,
the day socialgets social
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Thank You
If you would like your colleagues to listen to our presentation we will be sharing it on Thursday 14th June at
3pm. You can register at :https://www2.gotomeeting.com/
register/544678818
Or if you have a question please email me :
Or you can follow us on Twitter : @Hitwise_UK