2018 Holiday Shopper Insights Infographic – Part 2

At Digilant we are getting into the holiday spirit, and want everyone else to join us.  We have put together an infographic and report that gives predictions and highlights trends around consumer behavior for the 2018 holiday shopping season. This report will help advertisers and media buyers gain additional insights for their digital marketing strategies.
Every year it seems as though the holiday sales and promotions start earlier, spending increases and people shift their purchase locations and behavior. All these changes at such an essential part of the year can become overwhelming. Digilant has outlined all the 2018 holiday shopping predictions – from when people are shopping, how to reach them on mobile and how Ecommerce powerhouse Amazon is going to affect this year’s sales and advertising for other retails.

Download the infographic here.

Online Shopping Habits

Online shopping has completely changed everyone’s perception of the purchasing process. Online shopping continues to evolve making it essential for advertisers and marketers to understand the latest trends for each holiday season.  In 2017, between the months of November and December consumers spent $108.15 billion online alone. Consumers also spent more than $1 billion online within the 58 days of these two months; a significant increase from the year before. This year, there is the most days possible between Thanksgiving and Christmas, 33 days, making it essential for advertisers to effectively use everyday of the holiday season.

According to digialcommerce360, advertisers should focus their efforts on the “Cyber 5 stretch”, the days from Thanksgiving to Cyber Monday. These days are key to driving incremental holiday dollars. They also stated that 12% of online visits and 14% of transactions for the entire holiday season occurred the week before Christmas. This makes it essential for advertisers to continue their advertising and messaging throughout the entire season as well as make sure that they are targeting the right person in the right place, when they are ready to buy.  

Amazon is a DSP platform to consider when planning your holiday media spend. Last year, the online marketplace accounted to 37.53% of total U.S. e-retail sales from November-December. They have dominated online shopping during the holiday season, with expected increases this year – Amazon signs up approximately 200,000 new Prime members per month.

Amazon has not only been successful in dominating the online shopping space, but has also taken attention away from search engines. About half of all product searches now start on Amazon. Their success is not expected to slow down anytime soon; in fact, Amazon is expected to generate 50% of all ecommerce sales by 2021. Sellers on Amazon also benefit from the tools put in place by the marketplace to stand out in the clutter of purchasing possibilities.
If their domination over the holiday season was not impressive enough, this year, Amazon is expanding their product offerings to include full-size fir trees – of course, delivered right to your door. They are not the first brand to start doing so, but such a large scale company selling trees is sure to get consumer attention. This leap by Amazon will elevate their potential for even more growth during the holiday season.

Beyond having product offerings on Amazon, gaining consumer attention through their advertising is essential.  Digilant offers Amazon marketing solutions to help clients optimize digital advertising ROI and capitalize on new opportunities that the rapidly growing Amazon advertising platform affords. Reach out to us here to learn more about our Amazon offering.

Want more? Check out part 3 of our Holiday Shopping Insights series here.

FIFA World Cup 2018 Infographic Part 3: Content

Knowing that the United States was not competing in the 2018 Fifa World Cup, people were skeptical about how many Americans would tune in to watch the other countries compete. Now, as the semi-final games approach, it is clear that not having a home team to root for, the United States is simply not as interested in this year’s competition as they were in 2014. Bloomberg has reported that the number of American viewers watching the games has fallen by 44%. In 2014, the games averaged about 3.55 million viewers, and this year its around 1.98 million.   
       

Fox and NBCUniversal’s Telemundo, who together paid more than $1 billion, for the rights to the 2018 and 2022 tournaments, were somewhat expecting this decline. After the announcement in October that the US would not be competing, Fox lowered the audience it guaranteed advertisers as much as 20%. In order to still prompt excitement for the games, these networks focused their attention on Mexico’s appearance in the competition, hoping to gain viewership from bilingual fans. This found success as Telemundo’s most watched game, with 6.6 million viewers, was Mexico vs. Germany on June 29.

Despite the lack of World Cup interest in the United States, other countries all over the world are bringing in record-setting viewer numbers. 19.9 million people tuned into BBC to watch England beat Sweden to advance to the semi-final game. Those numbers only reflect people watching in their living room, not taking into account the hundreds of people that gathered at pubs to watch the game. When these fans are taken into account, the total number of people that watched that game, jumps closer to 30 million people.


Whether the number of viewers watching in respective countries is higher or lower than the competition four years ago, media analysts are focusing on the number of fans tuning in on their mobile device or streaming. BBC has reported that their online platform has had more than 31.2 million people watch the group match round. This is shocking when compared to the 32 million viewers who used an online platform throughout all of the 2014 tournament in Brazil. It is clear that the shift in favor of cable cutting is affecting all areas of television, even one of the most-watched global events.

More and more people are shifting away from cable, but still finding ways to tune into the games. Streaming, online or mobile, or choosing to watch the games at a pub or bar is making it trickier to track the specific number of viewers so far in the tournament. However, it gives advertisers more ways to reach consumers. In MediaMath’s World Cup Infographic, they outlined trends to watch during the tournament. Some of the best ways to reach fans were on streaming sites such as espn.com and sites where people can easily check scores, such as skyscore.com. We will have to wait until a final winner is decided and the games conclude, to see how the numbers from this year’s tournament compare to 2014 – who’s final match alone had 1.013 billion viewers. But for now, as media consumption trends change, advertisers need to stay up to date on the plethora of ways to reach fans, beyond cable television.


 


Digilant’s FIFA 2018 Digital Advertising Infographic covers who the consumers are, social media trends, how the content is consumed and by who, and more!

Download the full infographic here and don’t forget to share #DigilantData.

Interested in learning more about the impact on retail during the World Cup? Check out Part 4 of our FIFA World Cup 2018 Infographic series here.

 

 

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