Atlas Annual Online Holiday Shopping Study Reveals Consumer Behavior and Marketer Insights for Six Industries.SEATTLE -- Mondays and Tuesdays remain the busiest online shopping days during the holiday season, showing 25 percent greater activity than the rest of the week, yet consumer holiday shopping behavior differs greatly by industry, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the 6th Annual Atlas Holiday Shopping Report released today. Atlas (www.AtlasSolutions.com), a leading provider of digital marketing technologies and an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of aQuantive, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :AQNT), also predicts the busiest online holiday shopping day will be Tuesday, Dec. 12, 2006. For the first time, Atlas also reports online holiday patterns specific to six industries: retail, travel, insurance, finance, wireless (phones, etc.) and dating. "The maturity of the online shopping channel Shopping channels are television specialty channels that present shopping related content, particularly for home shopping enthusiasts. Home shopping pioneers:
According to the report, "It is surprising to see such elevated activity on Tuesday, a departure from previous years. Mondays have historically been unassailable as the busiest online day of the week during the holidays." Atlas findings and marketing insights include: * Tuesday, Dec. 13 was the busiest online shopping day of the 2005-2006 holiday shopping season, with shopping activity 51 percent above the average for the time period. Atlas predicts that the pull of procrastination (moving the date closer to Christmas) and the push of the fear of shipping delays will result in Tuesday, Dec. 12 being the peak online shopping day in 2006. Once again, procrastination will move the peak day to Tuesday instead of Monday, which held the busiest spot from 2002 through 2004. * Consumers demonstrated an increasing willingness to push the shipping envelope with spiked consumer transactions through the work week before Christmas (week of December 19, 2005). In 2005, Atlas discovered there was 40 percent more online shopping activity the week before Christmas than in the previous year. * Advertisers that have only an online presence experience a greater online "holiday rush" than those with both online and offline channels -- a sensible trend given that all traffic must flow through the Web for the pure plays. * Advertisers with an offline presence had higher online activity on Mondays and Tuesdays than did the online pure plays. This result reinforces the Atlas hypothesis that early-week activity is caused by consumers shopping in stores on weekends and then turning online at the beginning of the week to order or comparison shop. * Clicks on paid search keywords are similar to transaction behavior, although pre-holiday peaks are less pronounced. Most clicks occur during the workday and workweek. Marketers should expect to bid more for keywords during these peak times and should carefully analyze their results to ensure that the increased click volume is worth the cost. * New this year, Atlas split its 115 clients into the following groups: retail, travel, insurance, finance, cellular and dating. Atlas advises that retailers can decrease their online advertising spend entering the week before Christmas, when dating advertisers should increase their spend. Travel advertisers should ramp spend in the two weeks after Christmas while insurance advertisers should intensify in·ten·si·fy v. in·ten·si·fied, in·ten·si·fy·ing, in·ten·si·fies v.tr. 1. To make intense or more intense: their online budget during January. (See the study for the chart tracking volume by industry, during the holidays.) Atlas analyzed an·a·lyze tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es 1. To examine methodically by separating into parts and studying their interrelations. 2. Chemistry To make a chemical analysis of. 3. anonymous online shopping and transaction data from November 21, 2005 to January 31, 2006. The data represent more than a quarter of a trillion impressions and hundreds of millions transactions across 115 companies (including 24 retailers) whose online campaigns are managed using the Atlas Digital Marketing Suite. The measure of activity is an index, where a value of 100 indicates a day that had average shopping activity for the six-month period from September 2005 through February 2006. The 2005-2006 Atlas Holiday Shopping Report is available at http://www.atlassolutions.com/institute/insights.aspx#holiday About Atlas Atlas www.AtlasSolutions.com is a provider of digital marketing technologies and expertise. Atlas offers agencies and marketers integrated solutions for online ad campaign management, in-stream video, rich media, search marketing, landing page optimization Landing page optimization (LPO, also known as webpages optimization) is the process of improving a visitor's perception of a website by optimizing its content and appearance in order to make them more appealing to the target audiences, as measured by target goals such as conversion , reporting, and analysis to maximize their online ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). , and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas delivers the industry's most complete service and support, serving its clients from offices in Seattle, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Denver and London. Atlas, an operating unit of aQuantive, Inc. (NASDAQ: AQNT), is a member of the NAI See Network Associates. , adhering to the NAI privacy principles that have been applauded by the FTC FTC See Federal Trade Commission (FTC). , and is the first third-party ad server to complete the auditing process and achieve ad measurement accreditation by the Media Rating Council (MRC See Maximum return criterion. ). |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion