October 31, 2012 – This is the first Nonline HOLIDAY Season where consumers plan to spend more and make sure that they are getting the most value of their money, according to Google.
In its Google Retail Advertizing Blog, Google had stated that nowadays, there is no longer a clear division between online and offline shopping that people and also retailers follow, adding that this year, online and offline shopping experiences are now becoming more seamless than ever before, with faultless implementation on pricing, functionality, and promotions.
According to a research study commissioned by Google from Ipsos OTX, an independent market research firm, on average, consumers are now intending to spend $900 on holiday shopping this year, which is up slightly from an average of $854 last year.
Along with this expected increase in spending, data showed there is an increased trend in shoppers’ awareness in the importance of research as shoppers are now seen as becoming more judicious about their purchases, with 46% planning on spending more time shopping around for gifts this year.
Google’s new study had provided three main trends that are now driving this year’s season.
The study says that there is a blurring between online and offline shopping. There were 80% of shoppers who said that they will do a research first online before making a purchase this season, and will switch devices to suit their needs.
As given as an example by Google, 51% of shoppers will do a research online and then visit the store to purchase, while 17% of respondents will intend on visiting a store first and then do their buying online. Another 32% say they will do first a research online, visit store to view a product, and then return online to do their buying. In short, Google says, “the shopper’s journey looks less like a funnel and more like a flight map, and the lines between online and offline shopping experiences are blurring.”
Nowadays, people are increasingly becoming shop smarter with them starting earlier and making use of more devices to inform their purchases.
Google says, “Mobile devices are now the concierge in every shopper’s pocket – comparing prices, finding a nearby store, looking for offers and coupons.”
There are 85% of people who intend to shop for a gift on one device and then make their purchase on another. And 45% of shoppers intend to leave an item in the virtual shopping cart, while another 45% plan to send themselves an email or link, and 32% will conduct a new search on a new device.
Lastly, trusted connections do not only come offline, from a salesperson sparking a conversation with a shopper in the store, but connections are also coming online. Because of YouTube and social networks, people are now increasingly sharing their opinion on products to their group of friends as well as with millions of people.
The study says there are 13% of shoppers who are intending to watch online videos to help with shopping research, and 48% are going to use tablets to read product reviews before purchasing.
With these changing trends and a blurring of the lines between online and offline shopping, professional SEOs recommend owners to make sure more than ever to not only optimize their websites well but also make sure that their products and services are useful and answer what the consumers want as well as make sure that what they promise are what they are going to deliver.
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