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BizReport : Ecommerce : January 05, 2012

Reports: Seattle's on Fire, Christmas Day posts high engagement

Sales and engagement numbers are still trickling in from the 2011 holiday season, but two new reports indicate a bright future for online and mobile brands. The latest reports from Jivox and Jumptap indicate that brands need to be as conscious of Christmas Day as they are of Cyber Monday - and that tablets are encroaching on traditional laptop/PC uses.

by Kristina Knight

"This past holiday season we saw online consumers delaying shopping to the very last minute and retailers becoming more aggressive, with typical post-Christmas sales promotions running online on Christmas Eve -- providing consumers with the opportunity to get ahead on sales and snap up bargains from the comfort of their couch," said Diaz Nesamoney, CEO of Jivox. "For those of us in digital marketing this has resulted in higher online ad spend as brands increasingly look to engage consumers online. Also, this has implications for brand marketers who will need to plan accordingly to the evolving holiday season commerce cycle."

While Cyber Monday pulled in more than $1 billion in sales, Jivox reports Christmas Day showed ad engagement rates six time higher than those on Cyber Monday. Other interesting findings include:

• Average engagement rates were 1.37% leading up to Cyber Monday
• Cyber Monday's engagement rate spiked to 1.6%
• Christmas week engagement rates averaged 10%, peaking at 15.9% December 23
• Average engagement Christmas Day was 7.87%

Meanwhile, when it comes to devices, Jumptap reports Seattle's has one of the highest adoption rates for the Kindle Fire. Jumptap's new MobileSTAT report indicates 1 in every 124 people in Seattle are now using Kindle's Fire; traffic on the device, as a whole, increased more than 250% during the last week in November.

"The quick adoption of the Kindle Fire speaks to consumer desire for mobile content consumption at lower price points," said Paran Johar, CMO, Jumptap. "In 2012, tablets will lengthen the shadow they have begun to cast over the PC/laptop, as they already perform many of the same tasks; and consumers won't want to purchase both. Based on the success of the Fire, other players will want to enter the tablet space at lower price points."

Other interesting findings include:

• Android market share increased to 52.7%
• Evening/late night hours show higher CTR
• Kindle Fire also shows high adoption rates in San Francisco, Denver and Atlanta

Tags: 2011 holiday trends, ecommerce, ecommerce trends, Jivox, Jumptap, mobile commerce, mobile marketing, mobile trends

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