It’s that time of the year again… when most business owners are busy planning their advertising & marketing strategies for the upcoming holiday season.
To help you out, Google has provided some useful insights into consumer behavior and their last moment purchase trends. This information can be invaluable in helping you plan your marketing strategy to make the most out of the holiday season.
Google has studied the shopping patterns from the past 2 years which shows increased usage of mobile devices for shopping related searches and Google has concluded that the biggest source of shopping related search comes from people who do their holiday shopping at the last minute on their mobile devices. Google expects the volume of gift-related searches from mobile devices to surge this year as well.
Here are the main take away’s from the study:
- While 15% of all “Black Friday” searches will be from mobile phones, Google predicts that 44% of total searches for gifts at the last minute will be from mobile phones and Smartphone’s.
- A “double peak” in search volumes for retail brands around Black Friday and then the week before Christmas over the past two holiday season indicates that shoppers locate stores for last minute shopping through mobile searches. These are shoppers who miss the free shipping deadlines and are motivated to locate and shop at the nearest possible stores.
- In AdMob network’s holiday retail survey, 65% of mobile device users have used their device to find a business, and then made a purchase at that business in person.
- More than 33% of smartphone and tablet users plan to start their shopping before Thanksgiving, so be smart and start your campaigns early this year to reach these consumers.
How can you use this data to your benefit?
Whether your target is the general market or a specific consumer group, Google suggests looking at implementing their Mobile Ads into your holiday marketing plan this year. More details can be found here.