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Google 消费者洞察:揭示黑五购物趋势
Tuesday, November 22, 2016 21:27
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智能手机已然成为消费者值得信赖的购物伴侣。在美国,移动购物搜索量在2015年实现了激增,在感恩节和黑五首次超越台式机搜索量[1]。在今年,更有76%的消费者会在购物前一天对周边的商店进行搜索[2]。

今年,Google 发现,购物达人继续在智能手机上进行搜索和购物。随着今年“黑五”购物季的到来,Google 数据揭示了消费者将如何购物,又将购买什么。

女性早早下手,男性有所等待

女性主导着移动网页,在这个假日购物季的搜索量和购买量是男性的两倍。不过,到了圣诞节那一周,男性更可能用移动设备完成购物计划[3]。

Hatchimals和任天堂是购物者今年礼物清单的首选

消费者已经开始挑选感恩节和圣诞节礼物。在11月的前两周,最热门的礼物搜索是任天堂 Entertainment System 和 Hatchimals(一种会孵化的新奇毛绒动物玩具)[4]。

很多消费者在搜寻礼物时都很有针对性,但也有一些消费者想要购买更个性化的礼物,并在网上寻找灵感。与2014年的数据相比,2015年黑五时期“独特礼物”的移动端搜索量增长了超过65%,“酷炫礼物”的移动端搜索量甚至增长了80%[5]。

黑五当天,商店下午时段最拥挤

虽然黑五通常会吸引不少早起购物者,商店客流量通常会在中午至下午4点的午后达到峰值。不过人们一整天都会购物[6]。在黑五这天,移动端的购物搜索量会保持稳定,因为购物者希望抓住黑五的打折促销机会,规划他们的商店之行[7]。

美国的新英格兰人钟爱打折促销

虽然黑五周末能够吸引通常很不情愿的购物者前往商店购物,但美国一些地区要比其他一些地区更加钟爱打折促销。

到了黑五当天上午10点,超过四分之一的新英格兰购物者已经在寻找打折促销的商品,走进了百货商店或购物中心。美国其他地区要比新英格兰地区晚一个小时[8]。在移动端上也是如此:居住在新罕布什尔州的人们在产品相关交易搜索量方面要高于美国其他各州的人们[9]。

不过,在商店开门前和关门后很长一段时间,消费者还会继续购物。在去年的感恩节期间,59%的移动端购物搜索量发生在商店开门前。购物一直持续到了晚上,移动购物搜索量在晚上8点达到了峰值[10]。

数据证明,消费者在黑五购物季的购物方式和内柔都发生了巨大的改变,这将引领从业者向着新的方向不断发展。

Sources

[1] Google Search Data, U.S., Nov. 2014 vs. Nov. 2015.

[2] Google/Purchased Digital Diary: “How Consumers Solve Their Needs in the Moment,” representative sample of U.S. smartphone users = 1,000, local searchers = 634, purchases = 1,140, May 2016.

[3] Google Analytics, aggregated, anonymized data from U.S. accounts that are opted in to sharing benchmark data; mobile only, shopping vertical, Nov. 15, 2015 – Dec. 31, 2015.

[4] Google Shopping Insights, U.S., all devices, Nov. 1 – Nov. 13, 2016.

[5] Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, photo & video, Nov. – Dec. 2014 vs. Nov. – Dec. 2015.

[6] Google Data, aggregated, anonymized store traffic for clothing, electronics, and toy stores from a sample of U.S. users who have turned on location history, Nov. 2015.

[7] Google Search Data, U.S., apparel, computer & electronics, and games & toys. mobile only. Nov. 2015.

[8] Google Data, aggregated, anonymized store traffic for clothing, electronics, and toy stores from a sample of U.S. users who have turned on location history; store traffic after midnight attributed to Black Friday, Nov. 2015.

[9] Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, photo & video; mobile only, Nov. 2015.

[10] Google Data, aggregated, anonymized store traffic for clothing, electronics, and toy stores from a sample of U.S. users who have turned on location history; Google Search Data, U.S., apparel, computer & electronics, and games & toys; stores considered open after 6:00 p.m. on Thanksgiving, Nov. 2015.

 

2016-11-22 21:26:04

原始网页: http://blog.sina.com.cn/s/blog_9c079b040102xwk3.html

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