Understanding the Christmas consumer Weve Primary Research
Our phones don t get a Christmas holiday? 92% Use their mobile over Christmas to message or call friends and family 30% Have their mobile phone present at the table during Christmas lunch 44% Browse and post on social media the same as normal during Christmas day Total n = 3,103
Total n = 1,036 To what extent would you agree with the following statements? The trend is growing especially for younger adults I spend more time on my mobile over Christmas than on previous years 33% agree Students 42% more likely 16-24s 16% more likely 24-34s 5% more likely
Britons spend more than any other nation on Christmas presents UK Adults spend between 300-500 each on presents 2 nd 1 st 3 rd 306 357 255 USA United Kingdom Luxembourg Source: ING International Survey special report Christmas and New Year 2016
M-Commerce is responsible for the majority of transactions Avg. spend on Christmas presents via mobile 290 (+3% YoY) Avg. total Christmas present spend 468 M-Commerce accounts for 62% of Christmas present spend 14% spend over 500 on presents through their mobile alone Spent on mobile n = 1,997 And roughly how much did you spend on Christmas presents purchased through your mobile in 2015?
The use of mobile is almost ubiquitous at Christmas 94% of smartphone owners use mobile to help plan Christmas 69% (+4% YoY) 65% (+14% YoY) 64% (+3% YoY) Total n = 2,795 Browse the internet for inspiration Researched / compared prices of gifts Purchased gifts When doing your Christmas shopping & preparation in 2014 did you use your mobile phone in any of the following ways?
Mobile is becoming The Device for sorting Christmas Total n = 3,103 46% did the majority of their Christmas shopping and preparation online 75% agree mobile is the first device I turn to when I need to use the internet On a scale of 1-10 (10 meaning 'all of it'), how much of your Christmas shopping and preparation did you do on your mobile phone? Thinking about Christmas shopping, to what extent do you agree that
The Christmas consumer in 2016
Both the internet and stores are really important for gift inspiration Which of the following did you use for Christmas gift inspiration? 78% Internet 62% Stores Gift buyers n = 3,061 Which of the following did you use/visit for Christmas gift inspiration?
Mobile is disrupting the in-store purchase process When considering a Christmas gift purchase in store 45% use the internet to compare prices of gifts, but then buy in store 55% 60% 29% read product reviews compare prices on their mobile have purchased a product online from a different store Gift buyers n = 3,061 When considering a purchase for a Christmas gift in a store, have you used your mobile to do any of the following?
Total n = 3,103 Thinking about Christmas shopping, please tell us to what extent you. Advertising also helps inspire shoppers 42% agree that promotional Christmas messages help with gift inspiration
Shoppers are moving away from using cash and cards 13% 23% 27% of Christmas shoppers used mobile payments used a coupon on their smartphone used a retailer store app Gift buyers n = 3,061 When purchasing Christmas gifts in-store, have you used any of the following?
Mobile payment/coupon/retailer app users n = 1,484 And how useful were they to your shopping experience? Mobile payment methods are seen as a real utility to shoppers 94% I find using mobile payments, coupons or apps useful to my shopping experience
Total n = 2,718 How do Christmas Decorations make you feel? Christmas decorations help drive sales When shopping in store and online how did store Christmas Decorations make you feel? 29% I would miss them if they were gone 62% They They helped put me in the Christmas spirit 12% inspired me to purchase items
A missed opportunity as decorations are being missed in digital stores When Christmas shopping 41% noticed Christmas Decorations on websites or in mobile apps 81% noticed Christmas Decorations in stores on the high street Total n = 3,103 Thinking about shopping in-stores and online in the run up to Christmas, did you notice Christmas decorations in?
UK shoppers are fanatical about sales Made a purchases at the following sales 53% 25% 53% 21% 9% Total n = 3,103 January Sales Boxing Day Black Friday Cyber Monday Did you, or are you planning to, purchase something in the following sales events?
Sales are not just about buying gifts 11% are buying exclusively for others 37% are buying exclusively for themselves 49% are buying for themselves and others More people are buying just for themselves Sale shoppers n = 2,172 Did you or are planning to purchase items for yourself or gifts for others?
What do shoppers want from each sale? 61% 55% 38% 50% 78% 29% 39% 67% 24% Electrical Items Clothing Music/DVD/ Games Electrical Items Clothing Music/DVD/ Games Electrical Items Clothing Music/DVD/ Games Black Friday Boxing Day January Sales Highest indexing 35% (Ix 159) Toys 9% (Ix 103) Gift cards/experiences 78% (Ix 104) Clothing Sale shoppers n = 2,172
Food and drink is a huge part of Christmas 36% 52% 28% like to try new food and drink at Christmas buy food and drink products as gifts buy more branded food and drink at Christmas +8% YoY 12% like to stay up to date with award winning Christmas food and drink products Xmas food shoppers n = 2,919 Do you
Many shoppers switch supermarket for their main Christmas shop 12% shop at a different Supermarket from the rest of the year Xmas food shoppers n = 2,919
Xmas food shoppers n = 2,919 Switchers n = 361 When shopping for food and drink this Christmas, where did you do your main shop? And is this the supermarket you normally use throughout the rest of the year? Most switchers are upgrading When shopping for food and drink this Christmas, where did you do your main shop? 25% 18% 29% XMAS UP 21% XMAS DOWN 7% 8% All shoppers Switchers All shoppers Switchers
What is the profile of a festive supermarket switcher? Female 8% more likely 25-34 17% more likely Social Grade A 30% more likely Switchers n = 361
When to advertise? Who to target? Helping your Christmas planning
Christmas is planned in phases (so advertising should be too) Christmas Planning window in days Oct 47 days Nov Dec Christmas Gifts YoY 4 days 18 days Christmas Food 11 days 18 days Drink 1 day Total n = 2,795
Target the right audience using Weve s Christmas Segments
Weve Christmas Packages Available on Messaging Package 1 Package 2 Package 3 Messages Cost/Message 227,273 444,444 1,000,000 11p Investment 25k 40k 50k 9p 5p 10% added value offered for all Christmas packages booked by the 30th October Choose our bespoke Christmas segments with the message packages - or pick & choose the targeting of your choice and save up to 50% on your cost per message* *excludes location based targeting Display packages also available please speak to your sales agent Investing less than 25k You can still take advantage of the bespoke Christmas segments for ANY Christmas campaign between the 15 th November and 31 st December for only 12p per message!
Thank you George.Hopkinson@weve.com Timothea.Horwell@weve.com
Survey response SMS survey invite, linking through to online survey Live January 2016 Response sample = 3,156 Base: UK Smartphone owners 1170 711 434 461 277 207
Sample demographic 58% Gender 42% Male Female 14% 24% 19% Occupation 16% 5% 10% 8% Higher managerial, administrative or professional Intermediate managerial, administrative or professional Supervisory or clerical, junior managerial, administrative or professional Skilled manual work Semi and unskilled manual work Retired, casual work or unemployed Student Children 22% Age 24% 20% 61% 39% No children Have children 3% 13% 15% 3% Total n = 3,103 Under 18 18-24 25-34 35-44 45-54 55-64 65+