News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
comScore: Holiday spend up 16% YoY
According to the EXPO report 98% of Americans say user-generated product reviews have been helpful over the holiday shopping season. Earlier this year EXPO and comScore collaborated on a study which found UGC product videos create a deeper emotional connection with the brand. Those reviews haven't been specifically linked to the increased holiday spend, but trends show shoppers are turning to the Internet to review and research as well as buy.
"The study also found the using specific product claims was most helpful to consumers.
"Shoppers are increasingly engaging with their favorite brands digitally, and we're finding that video can have a very powerful effect on how others perceive the brand or product," said Jessica Thorpe, Vice President of Marketing at EXPO. "This research confirms that consumers are more receptive to the opinions of people who appear to be just like them than to more traditional marketing strategies, therefore it's a growing imperative for brands and manufacturers to leverage their customers' stories to tell their messages effectively."
Meanwhile, comScore is reporting that shoppers have pushed spending 16% higher over the 2012 holiday season. Free Shipping Monday (December 17) found shoppers spend just over $1 billion online, leading the week to a $3.686 billion total.
"Free Shipping Day kicked off the final week before Christmas on a strong note with $1.01 billion in spending," said comScore chairman Gian Fulgoni. "It was the opening to an exceptionally strong week, which saw spending grow by 53 percent. We typically do not see such heavy spending this late in the season, but the fact that Free Shipping Day occurred on a Monday, combined with the fact that so many retailers extended their promotions into the middle of the week -- with guaranteed shipping by Christmas -- helped deliver an encouraging late-season surge. The result has been a significant uptick in the season-to-date growth rate, which now stands at 16 percent."
From November 1 through December 21, shoppers surpassed the $1 billion per day spending mark on ten different occasions, with Cyber Monday topping the list ($1.465 billion spent online).
- Nielsen: Generations bucking preconceived notions of behavior
- Study reveals shopping habits not influenced by Black Friday flash sales
- Study: Shoppers plan to spend more, save more this holiday
- How to respond to bad reviews
- Top tips for a better 2016 IT strategy
- Click-and-collect drives additional in-store sales
- Oxford Dictionaries announces 'word of the year' and it is not a word
- Last-minute shopping on the rise during holiday season
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...