2016_Holiday_Consumer_Intentions.pdfVIP

Pre- Holiday 2012 Consumer Intentions Holiday Shopping Intentions Study 2012 Google / Ipsos OTX US, October 2012 Google Confidential and Proprietary 11 Methodology •  Google commissioned Ipsos OTX, an independent market research firm, to gain a better understanding of consumers’ shopping intentions for the upcoming 2012 Holiday Season •  Interviews were conducted via an online quantitative survey from 8/20/12 – 8/27/12, yielding a total sample of 1,500 holiday shoppers •  Trended comparisons were made throughout the report to data collected from 2008 through 2011, where applicable - Note- the 2012 wave was fielded about one month earlier than prior years Google Confidential and Proprietary 22 Key Takeaways 1 Capture Consumer Demand: 54% of consumers will start holiday shopping before Black Friday Make Sure Your Brand is Top of Mind: 46% of consumers plan to 2 spend more time shopping around for gifts this year because of the economy Open Attribution Window: While consumers are researching early, 3 31% plan to do the majority of their holiday shopping in early/mid December Capture undecided holiday shoppers with search: 37% of consumers 4 say search is their go-to source for gift ideas, and 51% plan to research online but buy in-store Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet 5 owners will use their device for holiday shopping, and mobile users continue searching after Christmas Google Confidential and Proprietary 33 What are consumers excited to buy and when will they shop? Google Confidential and Proprietary 44