More than half of apparel sales will be online influenced by the end of 2012. Google partnered with Compete to learn more about the apparel shopper’s path to purchase, and in particular, their mobile and video habits as it relates to the shopping process.
Archives for August 21, 2012
One key driver is the trend of user-generated haul videos — in which bloggers post videos showing off their latest shopping purchases.
Video also has become a key influencer for online apparel shopping, especially among Millennials (aged 18 to 34).
More than 69% of consumers shopped on their phone or tablet at home, while 28% did their mobile shopping while waiting in line, 27% while at work, and 31% while in a store.
Digital shopping has become so pervasive that more than half of apparel sales will be influenced by online sources by the end of 2012, according to Forrester Research projections.
More than 1 in 5 apparel consumers use their tablets or mobile devices daily for shopping.
Among smart phone owners, local directory apps are most popular for Restaurant and Automotive users (53 percent and 34 percent, respectively) while brand websites are most popular for Travel users (47 percent).
The average order value of website traffic from search in Q2 2012 was $90.40, almost 10% higher than traffic from email $82.72.
1 in 4 TV ads delivered in Q2 2012 in the US and Canada were aired in HD, representing a new high from the previous peak of 23% in Q4 2011.
The percentage of marketers who use value proposition testing to keep their messaging fresh and relevant.