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Online Shoppers Have Bigger Budgets, Plan to Spend More than Offline Shoppers this Holiday Season
Compete Study Sheds Light on Holiday Shopping Plans for Online Consumers
Boston MA, –
(November 19, 2009) -- Compete,
a Kantar Media company, today released the results of a new study on
consumer holiday shopping behavior revealing that active online buyers
(consumers who expect to spend more than 30 percent of their holiday
budgets online) have bigger budgets than other shoppers and are more
likely to spend those dollars on Black Friday. Active online
buyers plan to spend twice as much throughout this holiday season ($912
on average) as primarily offline shoppers (consumers who expect to
spend less than 30 percent of their holiday budgets online).
37 percent of the online buyers also say they’ll shop the day
after Thanksgiving, compared with 33 percent of other consumers.
“Many retailers are bracing for lower online sales, but our
research shows that not all shoppers are created equal,” said
Debra Miller, associate, Retail and Consumers Products at
Compete. “While most consumers say
they’ll spend less this year, online shoppers seem to have
deeper pockets and they’ll be looking for deals starting on
Black Friday. Smart retailers should take a much closer look
at online shopping segments relevant to them to capture a larger share
of wallet among online consumers.”
Additional findings from
the Compete holiday shopping study include:
- 86 percent of shoppers have completed less than half of their total holiday shopping; 41 percent have not yet begun.
- 90 percent of consumers will spend at least some portion of their holiday budget online this year, up from 84 percent in 2008.
- 42 percent of consumers reported that they are likely or extremely likely to select an “in store pick up” option if available for holiday purchases.
- 44 percent of consumers plan to spend less this holiday season compared to last year, while only 12 percent of shoppers anticipate spending more.
Compete’s Retail and Consumer Products practice provides
digital intelligence to perfect search marketing; optimize online
properties; aid marketing partner identification and negotiation; and
respond to competitive inroads and synchronize marketing across
channels. The practice measures the engagement of retail
shoppers across all media – from online shopping behavior to
in-store purchase and intent – what products
consumers are researching, the search terms they use, where they
cross-shop and how this all translates into online
sales.
About Compete
Compete, a unit of TNS Media, helps the world’s top brands
improve their marketing based on the online behavior of millions of
consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai
Motor America, Upromise, Chrysler, and Verizon Wireless rely on
Compete's services to create effective online experiences and highly
profitable advertising campaigns. Compete’s online
behavior database—the largest in the industry—makes
the Web as ingrained in marketing as it is in people’s lives.
Compete was founded in 2000 and
is located in Boston, MA, with offices throughout the U.S.
For more information about us, please visit http://www.competeinc.com/,
or to join the conversation visit http://www.compete.com/.
About
TNS Media
Established in more than 30 countries, TNS Media explores all the media
- print, radio, TV, Internet, social media, cinema and outdoors
worldwide, 24 hours a day, seven days a week, and offers a full range
of insights, analyses and audience measurement services.
TNS Media combines the deepest expertise in the industry to provide
media and marketing intelligence including advertising expenditure
monitoring, advertising creation monitoring, audience measurement,
market influence analytics, online consumer behavior tracking, news
monitoring, sports sponsorship evaluation and more. The TNS Media
companies track more than 3 million brands and provide vital market
intelligence to 16,000 customers in the world. http://www.tnsmediagroup.com
About
Kantar
Kantar is one of the world's largest insight, information and
consultancy networks. By uniting the diverse talents of its 13
specialist companies, the group aims to become the pre-eminent provider
of compelling and inspirational insights for the global business
community. Its 26,500 employees work across 95 countries and across the
whole spectrum of research and consultancy disciplines, enabling the
group to offer clients business insights at each and every point of the
consumer cycle. The group’s services are employed by over
half of the Fortune Top 500 companies.
For further information, please visit us at www.kantar.com