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BizReport : Ecommerce archives : September 22, 2016

Study: Dark social key to seasonal sharing

Several reports have highlighted consumers' penchant for using multiple devices to research new products online, but one new report is taking that trend farther. According to new RadiumOne data, holiday shoppers are not only using devices to find product information but to share deals and products with their friends.

by Kristina Knight

RadiumOne's new Holiday Consumer Behavior Data Report may offer insight into how merchants can tweak holiday campaigns to reach more consumers. According to their findings most (82%) of online holiday sharing is coming from dark social channels - email, IM and text messaging.

Researchers also found that while many shoppers may begin researching purchases early, nearly one-third (28%) wait until Thanksgiving to actually begin buying.

"Consumers are spending a significant portion of their time online, which has created billions of data points that help marketers identify and predict interest and intent," said Bill Lonergan, CEO, RadiumOne. "Because consumers spend an increased amount of time online during the holiday season, retailers can increase the likelihood of acquiring new customers by aligning their strategy to what consumers are doing. By engaging consumers through all channels, marketers can maximize their holiday shopping campaigns, allowing their dollars to go further."

Other interesting findings from the report include:

• 8% of shoppers say they will shop online in-store for the holidays
• 29% say they will use multiple devices to research and shop, one-third will use desktops
• 59% will spend more time watching TV
• 53% will spend more time on their tablet

Nearly three-quarters (72%) of those surveyed report sharing more via social networks over the holidays, and while most of those are sharing pictures (65%), about 45% are sharing gift ideas.

Tags: 2016 holiday shopping, ecommerce, ecommerce trends, mobile marketing, RadiumOne, social marketing, social sharing

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