Long-Term Planners Spend More Than 3x as Much as Last-Minute Shoppers, According to Rocket Fuel’s Holiday Shopping Report
November 13 2015 - 6:00AM
Business Wire
90 Percent of Holiday Shoppers Make Decisions
about Black Friday and Cyber Monday Shopping Plans in Advance
Rocket Fuel (NASDAQ: FUEL), a leading Programmatic Marketing
Platform provider, today announced the release of its annual report
on consumers’ holiday shopping habits and preferences. The report
identifies the demographic, behavioral, and contextual factors that
influence shopping decisions and highlights the optimal way to
reach consumers by focusing on moments -- rather than more
singular, event-based targeting centered on Black Friday or Cyber
Monday.
“The 2015 holiday shopping season will be driven by moments,”
said Ryan Bleich, director of market development for retail at
Rocket Fuel. “The market continues to shift focus away from Black
Friday and Cyber Monday shopper targeting to a more holistic,
moment-based experience throughout the shopping journey during the
holiday season. Ultimately, a marketer’s influence on consumers’
holiday shopping decisions will be reliant on their ability to
score time of day, day of week, device, mindset, and recent
purchases in order to identify the best moments to reach those
consumers with targeted ads across any and all kinds of their
devices.”
Key findings of the report include:
- Long-Term Planners Spend More than
3x as Much as Last-Minute ShoppersIn Rocket Fuel’s consumer
survey of holiday shoppers, three distinct shopper categories were
identified: Pouncers, who typically wait until the week (or day) of
Black Friday or Cyber Monday to shop; Planners, who start making
plans one to two months in advance; and Prognosticators, long-term
planners who start planning three or more months in advance. Of the
three groups, Prognosticators plan to spend the most, at an average
of $2,191.89. Planners plan to spend an average of $793.31, trailed
by Pouncers, who plan to spend an average of $682.82.
- Nearly Half of “Black Friday”
Shoppers (45 percent) Already Know What to Buy and
WhereOne-third of all shoppers surveyed will have already made
a decision about either what to buy or where to buy it; for Black
Friday shoppers the number jumps to 45 percent. Since shoppers are
making buying decisions so far in advance of Black Friday,
marketers must be prepared to target the precise moments to reach
and influence them earlier than ever before.
- Moment Marketing Drives 8x Increase
in Addressable AudienceBy identifying shopper type; identifying
whether the shopper has already decided what and where to buy; and
identifying the right moments of influence, Rocket Fuel estimates
that advertisers may be able to increase their potential pool of
“persuadable” Black Friday and Cyber Monday consumers from 6
percent to 55 percent during the week prior, and by even more
during the month prior.
The National Retail Federation is forecasting a 3.7 percent
increase in sales this year, higher than the 10 year average of 2.5
percent. Sophisticated technologies, such as Rocket Fuel Moment
Scoring and cross-device optimization, allow marketers to reach
consumers at the precise moment of influence, taking into account
key factors including demographic, behavioral and contextual
information, to deliver higher performing, more effective marketing
campaigns.
As part of its report, Rocket Fuel surveyed 600 consumers ages
18 and older in October 2015 about their holiday shopping habits,
including their plans to shop on Black Friday and Cyber Monday and
how they were going to decide what to buy and where to shop.
For a copy of Rocket Fuel’s 2015 Holiday Shopping
Study:Influencing Shopper Decisions, please visit:
info.rocketfuel.com/holiday-shopping-study
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
(NASDAQ: FUEL) offers brands, agencies, and platform partners
managed services, as well as a SaaS-based Data Management Platform
(DMP) and Demand Side Platform (DSP), to optimize performance,
awareness, and lift across marketing objectives, channels and
devices. By applying artificial intelligence at big data scale,
Rocket Fuel’s Moment Scoring™ technology performs a real-time
calculation of each ad opportunity based on a marketer’s goal to
determine the likelihood a consumer will engage in a desired
action. Moment Scoring goes beyond 1:1 marketing by learning to
predict what marketing actions to take with a campaign at a precise
moment in time, which results in a much more efficient use of
marketing dollars. Rocket Fuel serves 96 of the Ad Age 100, three
of the top five agency holding company trading desks, and partners
with some of the world’s leading CRM platforms, marketing platforms
and systems integrators. Headquartered in Redwood City, California,
Rocket Fuel has more than 20 offices worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20151113005218/en/
Rocket FuelKristin Holloway, 650-480-7561pr@rocketfuel.com
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