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Experian Public.

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or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

Experian Public.

Consumer Trends: Celebrating Moms, Dads & Grads

April 25th, 2012

Experian Public.

Today’s Discussion

Search Trends in gift shopping & party planning and when consumers start to search for the perfect gift

Identify the websites receiving traffic from gift & party planning terms and how to target consumers looking for content

Understand the key traffic drivers of popular shopping sites, including influence of social media and forums

For a copy of the presentation, please email webinars@hitwise.com

Join the conversation #Hitwise

Experian Public.

SEARCH BEHAVIOR

MOTHER’S & FATHER’S DAY

Experian Public.

Search Trends for Mother’s and Father’s Day Searches for Mother’s Day eclipse those for Father’s Day

+274% +301%

*Peak versus previous week

+214% +177% +199%

*Peak versus previous week

Experian Public.

Mother’s Day Search Trends Consumers predominately searching for content

Experian Public.

Downstream Traffic from Mother’s Day Search Terms Florist sites paying heavily for traffic

Filtered for Shopping & Classifieds only

Experian Public.

Flower Search Trends Searches for flower retailers popular leading up to holiday

Experian Public.

Upstream Industries to Flowers & Gifts Category Daily deal attractive for last minute purchasers

E-mail campaigns with offers in subject line had 20% higher transaction rates

Urgency in subject lines worked well for

last –minute shoppers*

*Source: Experian CheetahMail

Experian Public.

Gift Search Trends Search variations of gifts increase for Mother’s & Father’s Day

Experian Public.

Searches for Gifts Retailers receiving traffic from personalized gift terms

Experian Public.

“Father’s Day” Search Term Variations Searches start to increase 6 weeks before holiday

*Source: Experian CheetahMail

Experian Public.

“Father’s Day” Search Terms Consumers searching on long-tail terms

Experian Public.

Downstream Traffic from “Father’s Day” Search Terms Personalized gift sites receiving bulk of traffic

Filtered for Shopping & Classifieds only

Experian Public.

Searches on Grilling BBQ and grilling searches increase leading up to the holiday

Successful e-mail subject lines included:

“Father’s Day Dinner”

“Barbecue party recipes”

“Favorite Father’s Day Recipes” *Source: Experian CheetahMail

Experian Public.

GRADUATION

SEARCH BEHAVIOR

Experian Public.

Share of Graduation Searches “Graduation” searches increased Year-over-Year

May 23th, 2009 May 22nd, 2010

May 21, 2011

Experian Public.

Pre-Graduation vs. Graduation Top Terms Party planning began in March and early April

Pre-Graduation (Early April):

Invitations/Announcements

Dresses

Party Ideas

Graduation (May):

Quotes/Songs

Experian Public.

Types of “Graduation” Search Terms by Grade Year-over-year “preschool” and “kindergarten” terms increased

Experian Public.

Preschool & Kindergarten “Graduation” Search Trend Songs and ideas comprised majority of searches

Experian Public.

Top Industries for Graduation Terms Social Networking and Reference sites received content traffic

Experian Public.

Top Social Media & Forum Sites for Graduation Terms New Social Media sites gained market share of search clicks

Experian Public.

Graduation Gift Search Activity Heavy interest around personalized gifts

Experian Public.

GRADUATION SEARCHERS

SEGMENTATION

Experian Public.

Behavioral Segmentation of “Graduation” Searchers A sub-set of the Full Hitwise Panel is analyzed

Within the Experian Hitwise US panel of 10 million web-users, we identified web-

users that performed searches on relevant “graduation” terms during the graduation

peak period of 2011...

… then we took this segment of

web users to report on their website visits, search term queries, and

demographics.

Segment

Experian Public.

Demographics of “Graduation Searchers” Skewed male and more affluent

53% 47%

Gender 12 rolling weeks ending July 30th, 2011

Experian Public.

“Graduation” Searchers Top Mosaic Group Family oriented and more affluent

Experian Public.

Top Sites Visited by Flourishing Families Mosaic Group Flourishing Families visited teen apparel sites

Experian Public.

Top Shopping & Classifieds Industries Over-indexed the most on apparel & electronic sites

Experian Public.

Top Industries Driving Traffic to Shopping & Classifieds “Graduation” searchers over-index on Social Media & Portals

Experian Public.

Upstream Education-Reference Websites to S&C eHow’s new scrapbook called Spark

“Graduation” Terms That Drove Traffic to Education-Reference Sites

Experian Public.

Top Search Terms to Shopping & Classified Sites Searches over-indexed for party planning brand terms

Party Planning Brands

Experian Public.

Top Search Terms To Computers & Electronics Sites “Graduation” searchers looked for top electronic brands

Experian Public.

Key Takeaways

Know when consumers begin to look for holiday content, gifts, and celebration ideas to capture those early planners and to optimize search and email marketing strategies throughout the season.

Identify content opportunities based on search patterns to provide merchandising context and better position product offerings for gifts and celebrations.

Partner with Rewards & Directories that had successfully referred traffic to flower and gift retailers last season and advertise on Portal sites during graduation season to capture “graduation” searchers.

Segment your target audience to understand their online behavior and demographics, including where they shop online and gather party planning ideas.

Experian Public.

Consumer Trends: Celebrating Moms, Dads & Grads › assets › hitwise › webinar-presentations ›...

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Transcript of Consumer Trends: Celebrating Moms, Dads & Grads › assets › hitwise › webinar-presentations ›...

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