20% say their phone is the only device they’ll use for researching gifts online this holiday shopping season
San Mateo – December 15, 2015 - 62% of US consumers will have researched Christmas gifts online by looking on Amazon this holiday shopping season, with 44% performing searches on Google according to a new study. Mobile phones are expected to play a big role, with around 67% of people planning to use their smartphones for researching gifts and 20% saying their phone will be the only device they use for the task.
The findings come from Searchmetrics, the leader in search and content performance, which polled 2,000 US adults[1] about how they will be researching seasonal gifts online this year.
The data suggests that social networks are an important place for holiday gift research, with around 27% of the survey sample saying they will be looking on Facebook for ideas this season. The same percentage of shoppers is also planning to use image sharing network, Pinterest, which revealed in November that it had accumulated 17.7 million holiday gift pins on its site. 16% of the consumers polled by Searchmetrics said they will be using Instagram to inspire gift ideas, while 12% mentioned Twitter.
Where US shoppers will research gifts in holiday shopping season 2015
- Amazon 62%
- Google searches 44%
- Facebook 27%
- eBay 23%
- Bing searches 14%
- Pinterest 27%
- Twitter 12%
- Instagram 16%
“The way people look for seasonal gifts online is a big part of the multi-billion dollar product search market in which Google, Amazon, the main social networks, and major retail sites are fighting it out to be the go-to destination for consumers to research products before they buy,” said Marcus Tober, CTO and founder of Searchmetrics. “Ahead of the 2012 holiday shopping season, Google overhauled its Google Shopping service to entice more consumers to use its search engine to research their holiday buys. This year, the search giant has taken the seasonal product search battle to the mobile platform by introducing new features just ahead of the shopping season that make it easier for shoppers to use Google Shopping to locate products using their phones.”
Google Shopping’s new mobile features are designed to streamline product search for phone users. As well as benefiting from a more user-friendly mobile phone interface, they can now more easily use Google Shopping to narrow down broad search queries to quickly identify what they are looking for and find out if products they see are available in nearby stores.
What devices will US shoppers be using to research gifts online in holiday shopping season 2015?
| Sometimes | Mostly | Always | Never |
Computers (laptops/ desktops) | 30% | 24% | 32% | 14% |
Smartphones | 32% | 15% | 20% | 33% |
Tablets | 29% | 9% | 13% | 49% |
“Our survey of the way people research holiday gifts indicates how product search is now a complex process that involves search engines, social networks and sites such as Amazon and eBay. Retailers need to be visible in all these areas. And if they are not selling on Amazon or other online marketplaces, they have to keep tabs on competitor activity on these sites,” said Tober.
With Google estimating that 30% of all online purchases now happen on mobile phones Tober was keen to emphasize the importance of mobile search for retailers:
“As well as having a presence on Google Shopping, retailers must ensure they have a strategy in place to ensure their product pages rank highly in organic search results displayed on phones. Our recent study of Google mobile ranking factors suggests you need to pay attention to a number of user experience, technical and content elements to be successful in phone searches – and this is now key for anyone who sells or does business online.”
-Ends-
[1]Searchmetrics ran an online survey of 2000 US adults using Toluna Quicksurveys on November 24, 2015
Charts that illustrate the findings from the survey can be found here:
http://www.searchmetrics.com/wp-content/uploads/pr-holiday-survey-chart-gift-sources-2015.png
http://www.searchmetrics.com/wp-content/uploads/pr-holiday-survey-chart-devices-2015.png
About Searchmetrics
Changing search technology has forced SEO platform providers to up their games. These changes have created an entirely new search paradigm − search and content optimization. And since search engines have put a fence around a lot of their data, SEO platforms need to bring their own rich data to the party − and powerful tools to analyze it.
There’s only one search platform that owns its data: Searchmetrics, the world’s #1 SEO and content performance platform. We don’t rely on data from third parties. Our historical database spans seven years and contains over 250 billion pieces of information, such as keyword rankings, search terms, social links and backlinks. It includes global, mobile and local data covering organic and paid search, as well as social media. We have the largest global reach of any SEO platform, crawling the Web every day in over 130 countries.
Searchmetrics monitors and reveals the full business available to you online. We provide our customers with competitive advantage and help them identify new business opportunities by exposing the content consumers are engaging with on industry and competitors’ sites. Our Visibility Score − trusted by reputable media sources such as The New York Times, Bloomberg, and The Guardian − reliably indicates your online presence.
We provide the insights our customers need to deliver results. Searchmetrics guides SEOs and content marketers with suggestions for creating content that improves relevance and boosts conversions. It shows the connection between social media links and overall engagement. And its analytics make clear which content performs the best and how an organization’s content performs against its competitors.
With Marcus Tober, one of the top 10 SEO minds in the world, leading Searchmetrics’ product development, we have over 100,000 users worldwide, many of whom are respected brands such as T-Mobile, eBay, TripAdvisor,
Siemens and Symantec. They depend on Searchmetrics and our 10 years of product innovation to maximize their online performance.
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