Google Says Consumers Will Research Early, Buy Later for the Holidays

Consumers are already purchasing and buying gifts for the upcoming holidays. A significant amount of malecomputeruserthis activity takes place online so marketers who don’t have their digital  presence updated should make that task their top priority. Google’s analysis of shoppers behavior suggests that while researching will take place all season long, at least 8% of consumers don’t complete their purchases until after Christmas which means that online ad spending should align with busy shopping days.

Holiday shoppers are open to suggestion. During their research process, 66% look around for ideas, 63% are not set on specific brands and 59% will check out retailers who are new to them.  To find ideas and make purchases, 89% of consumers say the Internet is most useful. In comparison, only 44% like TV and 34% like catalogs for these purposes.  The following online ad formats will influence these shoppers:

  • Display 78%
  • Email offers 6%
  • Search 60%
  • Video 33%

Consumers may be using their smartphones to research (41%) but only 1 in 4 will use the device to make a purchase. Not surprisingly, consumers in this group are more likely to be under age 31. This will be especially true on Black Friday, weekends and Cyber Monday.

Retailers should also know that consumers are more apt to purchase apparel and beauty products in the store while they’re happy to spend either online or in-​store for electronics and toys.

Google’s research shows that that marketers have a chance to influence shoppers right through Christmas and beyond. With 41% of shoppers not completing the task until mid-​December and 24% not finishing up until the last minute, and these are often men, marketers should use their online ad budgets wisely to reach key shoppers on key days.

To learn more about  Online Shoppers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.